Around 85% of Facebook videos are watched without sound.
Marketers should consider adding captions to their social media videos as most people prefer watching videos on social platforms with their audio turned off. Brands should also make sure their captions are relevant and compelling as many users turn on audio only when they find the captions interesting.
Adding subtitles or captions to Instagram videos can also help marketers make their video content accessible to people with hearing impairments. An Interactive Accessibility report found that around 7.6 million people have a hearing impairment in the US alone.
Marketers should also consider adding captions to their social media videos for reaching out to non-native English-speaking followers. Using tools like Apple Clips can make it easier for marketers to add captions to their new social videos. They can also add captions to their existing videos through Rev.com, YouTube or Vimeo.
[7 minute read]