In recent years, video content has been a dominating trend in digital marketing. No wonder many businesses use videos to promote their brands and send their messages across the world. The problem, however, is that some of these businesses fail to connect to a global audience due to the mere fact that their videos do not speak an international language. That’s why several digital marketing experts recommend the use of multilingual video subtitles.
Non-Native Speakers Can Easily Follow Videos with Subtitles
Though non-native speakers can understand English, French, or German, they find it difficult to comprehend videos that are using narrations with thick accents. Once they can no longer follow what the video is saying, chances are they’ll click away. This means one less potential conversion for the brand that posted the video, according to Lingua Technologies International. But by using multilingual subtitles, the business can communicate better with more people and may enjoy a higher conversion rate, as well.
Subtitles Allow Videos to Be Watched by People Who are Deaf
About 25% of the world’s population is deaf or hard of hearing. By not putting subtitles on their video content, businesses miss out on this huge demographic. No matter how stunning the visual of the video is, it won’t be understood by people with hearing loss without any subtitles to help them.
Subtitles Improve SEO Campaigns
One study found that YouTube videos with subtitles had a 13% increase in views after two weeks of posting. The stronger online presence of these videos may be rooted in the fact that YouTube indexes captions and subtitles in its ranking algorithms. With a high search ranking in YouTube, the video can appear more frequently in SERPs and reach a broader audience, as well.
With all the benefits mentioned above, it seems that videos with subtitles are a great tool to attract a global audience. So if you’re the owner of a growing business, you might want to consider putting subtitles on your video content starting today!