Adding subtitles to your videos can improve reach and engagement while helping people who speak other languages understand your message. However, while it might be tempting to simply use a video platform’s auto-generated subtitles, your company’s video subtitles should use professional translation to ensure accurate and effective communication.
Let’s review the benefits of subtitles in video content and the advantages of professionally translated subtitles.
Benefits of subtitles in video content
Remove language barriers
Adding subtitles to your videos helps you connect with a broader audience and expand the reach of your message. Providing multilingual subtitles allows you to engage with prospective customers or patients who speak other languages, helping you open doors to new markets.
Improve accessibility
Subtitles and captions help your video content become more inclusive for people who are limited-English proficient (LEP) and people who are Deaf or hard of hearing (DHOH).
Increase engagement
Videos with subtitles tend to perform better in several ways:
A study by Verizon and Public Media found that 80% of viewers are more likely to finish a video that includes subtitles.- The same study also noted that 69% of viewers watch videos without sound. Adding subtitles to videos helps you reach this audience.
- According to a Stagetext survey, viewers aged 18-24 prefer to use subtitles regularly, even if they aren’t part of the DHOH community.
- Beyond sharing information, videos with subtitles are favored by social media algorithms and help improve SEO.
Better understanding
Subtitles improve comprehension, as people are naturally drawn to follow along with text. Words on the screen visually reinforce spoken words, helping the viewer fully absorb the message.
Advantages of professionally translated subtitles
Low-quality, auto-generated subtitles can make your content inaccessible to people who are LEP or DHOH. Automated speech recognition (ASR) has improved exponentially, yet the limitations can confuse your audience or misrepresent your message. ASR is still susceptible to substitution and formatting errors that can negatively impact how prospects and search engines view your brand.
Professional translation for video subtitles helps you avoid viewer frustration and embarrassing mistranslations. You’ll also receive these benefits:
Accurate, localized message
Beyond converting spoken words into precise, error-free subtitles, professional translators ensure the written text adapts to cultural differences and nuances between languages. You won’t have to worry about the correct meaning coming across in your subtitles.
Zero grammar or spelling errors
Professional translation delivers the quality you need, including avoiding common grammar and spelling mistakes made by ASR platforms. Taking this extra step builds viewers’ credibility in your brand and message.
Want to learn more about subtitles, captioning, and voiceover?
Check out this article that defines terms and helps you choose the right option for your project, or contact CyraCom’s experts to ask questions
