3 reasons why video transcription is crucial to your business
Why video transcription matters in your video marketing
You might be asking:
What’s the big deal with video transcription?
For starters, transcripts or captions help you make the most out of your videos in terms of:
- Video accessibility
- Video SEO
- User experience
The above benefits are intertwined and feed off each other. To have a deeper understanding of how they influence one another, let’s discuss each benefit one by one.
3. Improve user experience
Captions and transcripts benefit everyone, not just the disabled or non-native speakers.
How so? For one, captions and transcripts provide more context other than what you’re seeing and hearing on the screen.
That’s not some abstract nonsense. It’s a scientific fact.
According to a study by Oregon State University, 52% of students claimed that captions helped as a learning aid when watching videos. In that same study, 65% of student participants said that they use captions to help them focus.
Ben Labrum, Senior Product Manager for Training on Demand at Oracle, goes even further by saying that captions and transcriptions provide some cognitive reinforcement to help viewers get more out of video content.
“It’s really cognitive reinforcement…. So when you read it and when you hear it at the same time, it helps you remember better. For example, say we record an instructor in Atlanta, Georgia, and then there’s a person in India who’s used to an English accent. The student might not follow as well without captions. Captioning and transcripts add additional value.”
Moreover, multiple studies show that captions and transcripts can help bring about better business outcomes. In a recent Facebook research, captioning video advertisements increases view time by an average of 12%. The same research also shows that CTA clicks fell by 26% when captions were removed from the ads.
Interactive video transcripts for increased engagement
In a world where most transactions are being made between people and computers, more and more users now prefer interactive content. This is hardly surprising. When users are given more leeway to control their experience, they are more likely to feel engaged with a piece of content. This is why interactive video transcripts are becoming more and more popular. By allowing users to search within a video, interactive video transcripts can provide users with a more engaging and immersive experience.