Why video subtitling is essential

May 2024 |
last updated on 19. June 2024

In our fast-paced, digital world, videos are a key element of online communication. Whether in social networks, on company websites or in advertising campaigns, videos capture attention and convey messages effectively. But without subtitles, many potential viewers could be excluded. We have summarised the top reasons why video subtitles are indispensable. 

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1. Improving accessibility

Subtitles are an essential tool for making videos accessible to people with hearing impairments. They ensure that everyone can access the content regardless of their auditory abilities. This is not only a step towards a more inclusive society, but also fulfils legal accessibility requirements in many countries.

2. Increase of SEO effectiveness

Search engines like Google cannot ‘see’ or ‘hear’ videos. They rely on accompanying text to understand the content of a video. Subtitles allow search engines to grasp the content of your videos and therefore improve the findability of your content. This leads to better SEO performance as the subtitles help to integrate relevant keywords that your target audience is searching for.

3. Adaptation to user behaviour

Studies show that many people watch videos on their mobile devices in public areas without sound, either because they don't have their headphones with them or to avoid disturbing those around them. Subtitles help these viewers to still capture the full value of the video, which can increase engagement rates.

4. Increase of viewer engagement

Subtitles can increase the time spent watching videos. Viewers who watch a video with subtitles tend to stay longer and watch the video to the end. Not only does this contribute to a better user experience, but it also improves the overall engagement metrics of your videos, which in turn is viewed favourably by social media algorithms and video platforms.

5. Support for non-native-speaking viewers

Subtitles make your videos accessible to a global audience, including those who are not native speakers of the language spoken in the video. This extends your reach and improves the comprehensibility of your content for an international audience.

Implementing subtitles into your video content is a smart investment that not only improves accessibility and viewer engagement, but also boosts your website's SEO. With the increasing importance of video in digital marketing, subtitles are an essential tool to ensure your content reaches a wide and diverse audience.