Including closed captions in videos can allow brands to improve ROI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 30, 2019, 2:53 AM UTC

It can also boost engagement, click-throughs and leads.

The author recommends using video marketing as an opportunity for storytelling and to obtain a strong emotional response from customers. The author cites a research which suggests that nearly 80% of people prefer companies that use storytelling in marketing.  

Data by Renderforest states that 85% of videos on Facebook are watched without sound. Adding closed captions can improve ROI and engagement, click-through and leads. Brands should communicate the benefit in the first 10 seconds of the video. If this isn’t done in the first 10 seconds, nearly one-fifth of the audience could abandon the video.

Optimising video content for YouTube and Google can also increase ROI. Crafting an apt title that includes keywords in addition to writing a video description “similar” to the top performing videos in a brand’s respective industry are some optimisation measures suggested.

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