Create captioned videos to retain users

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 10, 2021, 1:07 PM UTC

Understanding how people consume and interact with online content can help marketers craft tailored programmatic campaigns.

With mobile video consumption on the rise, TV has become the secondary screen to mobile devices. Moreover, with consumers engaging on feeds where nearly all information can be avoided, blocked, or muted, brands must implement creative strategies to attract viewers’ attention.

Recent Facebook data revealed that 94% of people keep smartphones in hand while watching TV, with the primary focus of alternating between the phone and the TV. Further, with the prevalence of text-based captions on platforms like Instagram and Snapchat, consumers have pivoted to watching videos with captions.

Adding captions to videos can help brands increase comprehension by 56% and retain viewers’ attention, according to Sharethrough. Marketers must request ad formats that enable consumers to read the captions, as long as they are watching the video.

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