What did they just say?

With the most popular movies and TV shows now being made in various languages, subtitling and captioning have become more prominent discussion points in the language arena. With films like Parasite and TV shows like Squid Game taking the world by storm in the last few years, it is easy to see why consumers are using subtitles more and more.

Along with this, more people (both with the explicit need for captions and without) are using subtitles on all the content they consume, not just foreign language content. Today, we'll discuss the benefits of using captions on all your video content to maximise accessibility, reach, engagement and clarity.

Firstly, it is essential to talk about the rise in video content before discussing the increase in caption usage. According to a study by Cisco.com, video content will make up 82% of internet traffic by the end of 2022, rising from 73% in 2017. This increase means that video content is becoming increasingly popular, making it more difficult for businesses to stand out.

With the rise in video content, many people in the UK watch all of their content with captions. The most apparent reason is being d/Deaf or hard of hearing, but that isn't the only cause. Another reason people who are not d/Deaf or hard of hearing might use subtitles is to watch content while on the go without playing it out loud. A 2019 Report stated that 69% of consumers prefer watching content without sound in public. Subtitles are a crucial part of being able to watch content on the go and at any point throughout the day. With a seemingly endless well of content being produced each month, this number will probably continue to increase.

This isn't just restricted to your favourite Disney+ series. Closed captions have seen more exposure on social media platforms such as YouTube, Instagram and TikTok, with the latter providing auto-generated captions for videos. Ultimately, the rise in video content lends itself to the argument that using captions on your video content is a good idea. If you are still not convinced, here are some of the key benefits to your company and your viewers:

Raising Engagement: 

Using captions is a great way to stand out and meet the viewers where they are, providing precisely what they want from their video content. Depending on your target market, you could miss engagement opportunities by not putting captions on your content. According to a study done by PLY Media, 66% of videos without captions are watched until the end, versus 91% of videos with captions. It has been proved that video content gets more engagement, so increase that even more by taking the extra step to caption your content. 

Accessibility: 

Accessibility and inclusion are fantastic tenets to operate under. There is no doubt that a considerable number of people have a distinct need for captions to be able to understand and enjoy your content. A great benefit of adding captions to your content is how it expands your company's reach. Being more accessible to those who are d/Deaf, hard of hearing, or non-English speakers are great for the communities involved. It also means your marketing materials are getting in front of more people. For example, according to the World Health Organisation, 5% of the world's population has a hearing impairment.

The starting point for expansion and growth:

As a society, we are online and watching content more than ever. As times change, inclusion and accessibility have to change as well. There is a world of opportunity to get your content in front of a new audience. It doesn't have to be new content - it can be repurposed content. The biggest YouTuber in the world, Mr. Beast, helped grow his subscribers to over 100 million by taking the idea of captioning a step further. By re-releasing his videos in multiple languages, it translated into tens of millions of additional views. Although dubbing, subtitles and close captions are very different, they all share the goal of making content more accessible. This is a lesson that all businesses need to adapt to secure the future success of their content.

Ensuring your material is as accessible, engaging and straightforward as possible is key to great content. And if you need this done in another language, there is no need to go any further, as Language Line Solutions can help. Get in touch today if you need assistance on this or any other language support matters – we're here to help.