In our continuing analogy of relating videos to actual hand tools, this is some sdvice for creating videos for social media, which also include platforms such as YouTube that have viewer interactive components to it and tools to directly drive sales.
You may think that captions are not needed if you market to an audience that speaks the same language the video is recorded in, but there are two important purposes they serve. The first one is that on YouTube, captions make your video searchable and index-able on Google, since YouTube is owned by Google. The search engines can’t listen to a video and figure out what kind of content is on there, but it can search through captions. Videos can and do appear in organic search results and the combination of an SEO-friendly title, description, and caption file attached to the video greatly increases its chance of being listed.
The second purpose captions serve, which overlaps in particular with social media, is the ability for people to understand your video’s content even with disabled audio. If your viewing audience is using a mobile device, which many are, they may not necessarily be in a place where audio can be reasonably heard, even with ear buds. Captions can allow them to follow along without enabling audio and disturbing those around them or they can enable comprehension if they’re simply in too noisy of an environment. If neither scenario applies, they can simply enable audio, which disables captions, and watch the video normally. The point is to always give your viewing audience the ability to adapt to their situation if you want to increase viewership.
Why the Text Label?
Let’s assume for the moment that potential customers that don’t know anything about you, your product, or your company, happen to see your video as they’re scrolling through on the social media feed. They’re going to see the freeze frame of the first image of your video but the question to ask is whether that’s enough to entice them to watch on its own. What we postulate has a better chance is a one-sentence statement that pertains to the video and effectively acts as “click-bait”. That text label is important. It should have as universal of an appeal as possible to potential new customers. Crafting that statement can be a joint effort with our producers or the exclusive domain of your marketing department, but whatever the case may be, understand that it may be the only chance you have to communicate something to a new customer. Make it good!
What Else About This?
In closing, producing a “social-media” version of your video is often something we charge little to nothing extra for as the process for producing this secondary version is minimal. You can also inquire about vertically-oriented videos designed to fill up the screen of a vertically-held mobile phone as well as YouTube end screen add-ons which provide clickable links to viewers that take them to other video content you’ve produced. Contact us today!