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Do captions really matter? In video posted on your website, it can be one of the most valuable steps you take to ensure you are communicating with your entire audience. Videos have become an essential component of your business. You don’t want to miss key opportunities once people get to your website.

What Does Captioning Do for You, Then?

Captioning is the process of breaking down your transcript into chunks, allowing you to add a frame by frame dialogue to them. It all syncs with your video and audio to ensure a seamless way of communicating. Captions are different from a transcript. A transcript is generally added to your page and offers a simple play by play that people can read to learn what’s in the video. Both serve a good purpose and, in most cases, both are ideal.

Captions are an exceptional tool for several reasons. Consider how they can help you with any video you post online.

#1: They help contribute to search engine rankings. These words include your keywords naturally. They also help to show the search engines what your video is about. You may know how important Google thinks the video is. This makes it easy to manage your rankings.

#2: Not everyone has the luxury of sound. For those who are unable to hear, providing a way for them to communicate and share information is simply good measure. You want your website to be accessible to everyone who wants to use it.

#3: You want to capture people who can’t listen right now. It’s easy to watch a video online if there is captioning available even if you cannot listen to it. Whether you are at work or school, or just in a crowded area, everyone has had to rush to hit the mute button on a video before. Without captioning, you miss that audience.

It is also important to recognize that captioning is also working to enhance a person’s response to your video. When they land on your site to see the video, they are more likely to stick around and watch it with captioning in place. And, while they do that, they may start to click around to find other interesting things. That’s exactly what you want them to do, after all.

Video is a key component of your marketing and audience engagement. Just make sure you do it 100 percent of the way. That means including transcriptions and captioning on your page and in your videos. It does not necessarily take long or cost much, but it can be an important step.


Posted in: Making Decisions, Online Videos, Video Marketing, Video Production, Video Production Company, Video Production Process, Video Production Tips

You know the value and importance of using video in marketing campaigns, even those that are done nearly solely online. But, how do you get the search engines to pay attention to the content you are creating?

The statistics are outstanding – with more than 60 percent of today’s businesses using video as a key component of their marketing. That’s up 66 percent from 2015. Another survey found that 91 percent of companies will increase or spend more on these types of marketing efforts. Your company needs to do the same. But, creating a promotional video isn’t enough. Businesses need to know how to take that content and ensure that people see it. To do that, you need to ensure each video you create is optimized for the search engines.

How to Make Video Reach Your Target Audience

With 75 percent of companies saying their videos are effective and 93 percent say the videos they create help customers to truly understand the product, most companies don’t know how to create a video and get it in front of the right audience. Here’s a breakdown of how to do that.

#1: Utilize Closed Caption

When you have closed captions on your videos, it is likely you’ll get more viewers. The reason is quite simple. A search engine cannot translate the graphic images on your videos into information it can use for indexing the video. However, they can use closed captions for this purpose. Of course, this also helps you to ensure your content is available to more people including those who may have hearing disabilities. It just makes sense.

#2: Create and Use Transcripts

Along the same lines comes the use of transcripts. First, recognize that your target audience cannot always watch a video with the sound up (think about all of those people at work!) Second, search engines can use the content from a transcript to help index your video. The addition of transcripts, according to a study done by Liveclicker, can increase your revenue by 16 percent because more people have access to the content. Transcripts do not have to be detailed and shouldn’t be riddled with keywords, but they should be on the page of your video.

#3: Add Subtitles to Your Content

More specifically, include multi-lingual subtitles to your videos to see another boost in indexing and effectiveness. When you have closed captions translated, you improve the number of people who can read and use those to make a buying decision about your product. This may help to increase watcher engagement by as much as 40 percent. And, the number of people who watch a video start to finish grows by as much as 80 percent.

What Should You Do Now?

If you are currently using video in your marketing plan, that’s fantastic. The next step is to insure that the search engines can find that video and place that video in front of the right people. To do that, take these three steps. It does not take long and it does not cost much to make these changes, but it can result in a variety of improvements for your video’s search engine ranking. And, ultimately, your video cannot be effective if you do not make it easily accessible to the target audience you’ve created that content for.


Posted in: After Your Video is Created