It’s easy to forget captions and subtitles when you are bogged down with other parts of the video creation process. But they are more important than you think. Based on an Ofcom study, 7.5 million people in the UK that watch TV use subtitles, with only 1.5 million of those people being hard of hearing. Video is becoming increasingly important when creating online content, with many algorithms favouring it. But we can continue to make this content even more versatile and, most importantly, accessible.
1 in 5 adults are hard of hearing in the UK, but they aren’t the only ones that benefit from this accessibility. Studies show that people with dyslexia, autism and ADHD retain more information when viewing captions. In the context of your business, this increases the reach of people who are more likely to remember your product, brand, or service. That is invaluable. And the benefits don’t stop there. English learners can find it difficult to follow speech alone, but with subtitles, they can follow not only the information but also continue to master the language at the same time.
Auto play video has become a staple feature of social media platforms such as Instagram, Twitter, and Facebook. By default, these videos are muted but play anyway. How can we engage a user without sound? By adding subtitles! On Facebook alone, up to 85% of videos are watched with no sound at all. Which means subtitles are imperative to making your content engaging as well as improving your SEO. Additionally, when considering entertainment video such as TV shows and movies, captions can make for an easy way to screenshot and share a moment. Many Twitter accounts dedicate themselves to out of context moments that feature subtitles. Here’s an example from a Friends account of that variety (@friendsoutofctx).
So, you see, there is more than one reason to implement subtitles. But it is important to remember that 12 million adults are hard of hearing which is 18% of the UK population! Making sure your content is consumable to everyone has never been more important.
Dialogue offers multilingual subtitling services for a range of video mediums such as eLearning courses, films, TV commercials and more. To find out more about our services click here.