Why you should add subtitles to a video
The benefits of including subtitles in your videos are enormous. At a time when there is so much clutter on social media, having things that set you apart is do or die.
You have the sound and video aspects in check. To go a step further and increase the engagement of your videos you should add subtitles. People learn and remember more things when you hit them with all three aspects.
Most people will mute your video
The majority of people that are on social media do it via their mobile phones. You can imagine them listening to their songs in the background. Or they are located in a public space and don't want to disrupt other people.
Over 85% of videos on Facebook are watched on mute. When you're showing a video without subtitles you lose out on a lot of potential listeners. Even if most of your listeners have their sound on, there will always be a percentage that has it off. By adding subtitles, you don't miss out on potential listeners who have their device muted.
Not everyone can hear your audio
Currently, less than 1 in 20 Americans are deaf or hard of hearing, according to the SSIP. That is a reasonable amount of people that will be excluded. If you do not choose to provide textual content with your audio.
A lot of the content that gets posted on social media does not take these numbers into consideration. Platforms like Youtube offer speech recognition. This is used to generate and include a transcript for videos. They do it well and are definitely more conscious of people with hearing problems.
Other platforms do not offer anything similar and leave it up to the video creator to include it or not. With Vokal you can easily generate subtitles and include them in your final video.
Not everyone understands your language
That may be a shocker (hopefully not 👀). But not everyone on the internet speaks your language. Or your language may not be their native language. So your audience may not comprehend your content as well as you'd hope to. By adding subtitles to your video you may help them out a lot when it comes to understanding. It will allow your non native speaking audience to read along while they are watching.
A lot of people turn on subtitles when they have the option. Even if they understand your language. This can be because they watch videos muted. Or because they want to better understand the content by reading along. Taking all this into consideration, adding subtitles is a win-win.