Does your content strategy include the production of video materials?
If the answer is no, you should know that watching a video can increase people’s understanding of a product or service by up to 74%.
If the answer is yes, you should consider subtitling those videos.
Several studies indicate that subtitles considerably improve watcher’s understanding of a video. Subtitling is also the most profitable way of making a video available in multiple languages. But there’s more to it: they can also help you increase views and make your site rank better in search engines.
The art of subtitling
Conveying an oral message in text form with accuracy, while taking into account timing and character limitations, is a very demanding task that requires the expertise of professional subtitlers and linguists. This is particularly true when subtitles are translated into languages that tend to expand, like German or Spanish.
Not just a matter of accessibility
Historically, subtitles have been considered an aid to make audiovisual content accessible for the deaf or hard of hearing. However, nowadays, video viewers from all over the world can benefit from the integration of closed captions in multimedia materials. Especially, if we take into account that the most watched online videos are educational, about products and services.
Improved user experience
There are many situations where subtitles can significantly improve the user experience of videos:
- Having text to follow along with is really helpful when the speaker has a particular accent, talks quickly or uses unfamiliar terminology.
- Subtitles make it easier to follow dialogues that are obscured by background noise or low quality sound.
- Subtitles are also a key factor for people learning a second language, especially with regards to vocabulary.
Subtitled videos have been proved to have better viewing retention, drive more engagement and shareability. All of this highly contributes to make the video more accessible, relevant and easier to find.
Video Search Engine Optimization
A good user experience will help you improve your video’s organic search results. Embedding videos on your site can also help you improve your page rank. However, search engines are not able to index audiovisual content.
That’s when subtitles and transcriptions come into play. Together with relevant metadata like titles, tags and descriptions, subtitles and transcriptions help search engines indexing video content and understand what they are about, which translates into better search results.
The Power of YouTube
With more than 1 billion unique users visiting YouTube each month and 80% of that traffic coming from outside the US, subtitles and transcriptions play a significant role in this platform.
Not only can they contribute reach multilingual audiences worldwide. It has been proved that captions are able to increase YouTube views between 7% and 13%.
Arancho Doc subtitling services
At Arancho Doc, our global network of experienced linguists specialized in subtitles covers plenty of language combinations. Whether you need support to subtitle a corporate presentation, a training video, a safety announcement or an Internet broadcast, we have the expertise, the resources and the experience that you need to deliver your message to global audiences.
If you want to learn more about our subtitling services, don’t hesitate to contact us.