Fri, 19 Aug 2022

The popularity of captioning has been tremendously increasing in recent years due to several reasons. First, the number of lawsuits against companies that fail to offer video captioning for deaf and hard-of-hearing people has been increasing. Besides litigation, the rapid advancements in technology especially in the video industry, and the constant increase of the deaf population have contributed to the popularity of content captioning.

Interestingly, there is a significant percentage of the hearing population that demands captions because it makes the process of understanding the video's content more convenient. This post will discuss 5 reasons why captioning is more important now more than ever. Keep reading to find out the importance of captioning in businesses.

What is Captioning?

Captioning is the process of splitting transcript text into caption frames, then timecoding every frame to match with the audio or video content. Captions enable your audience to follow along interchangeably with audio and video or captions.

Captioning can be employed in television shows, YouTube blogs, movies, and plenty more. Captions help to clarify difficult language, complicated information, or poor audio in the video. They help to enhance verbal memory, brand recall, and general comprehension of the content.

5 Reasons Why Captioning is More Important Now than Ever

  1. Technological advancements

Two decades ago, it seemed impossible that people would be watching hundreds of thousands of TV shows and movies through the internet. However, rapid technological changes have seen many people watch their favorite shows or programs online using platforms such as Netflix.

Presently, captioning is used to improve accessibility and is used in these areas:

  • Employee training videos
  • Classroom and online learning
  • Communication in the organization
  • Online retail
  • Video marketing

Businesses and learning institutions are turning to captions for communication and training purposes. This technological progression seems like it's here to stay. Instead, these technologies will keep on improving to accommodate accessibility to everyone.

  1. Increased use of videos

It is true to say that the use of online videos has been rapidly increasing. Currently, the number of videos that are uploaded to the internet in a month is significantly higher as compared to what television has created in the last three decades. More so, even if there are plentiful amounts of videos that are uploaded on the internet, people can't seem to have enough of it!

The majority of people spend a considerable portion of their day connected online, and part of what they do online is watching videos. According to a report released by Meta, more than 600 million users watch videos on Facebook every day. From this alone, it is evident that videos won't be going anywhere soon.

The benefit of online captioning lies in being able to make your video content more accessible in several ways. It enables deaf and hard of hearing people watch and understand videos, assists people in easily maintaining concentration on and recalling information. It also enables people to watch videos even in sound-sensitive environments.

As the popularity of videos continues to grow, video creators and organizations alike must understand that captioning is important to everyone.

  1. Increasing deaf and hard of hearing population

As aforementioned, captioning is advantageous to everyone, but their main objective is to make video content accessible to the deaf and hard of hearing community. Presently, there are over 450 million persons with hearing challenges across the world. The WHO claims that this figure could potentially rise to 900 million by 2030 if the current trend continues.

The deaf and hard of hearing community is gradually increasing; therefore, video content must be made accessible to this community. Also, since captions are designed mainly to serve deaf and hard-of-hearing persons, the significance of captions can only increase as the number of people with hearing challenges grows.

  1. To make your video content more convenient to engage with

We are in an era where everyone is always on the go. And no one wants to be booming sound from their gadgets. Instead, captions make streaming videos more convenient for audiences to watch regardless of what they're doing where they are.

Whether they're in a silent place where they're prohibited from playing sound or are on public transport, or just want to read along, captioning helps people to easily engage with your content. It is interesting to know that a greater percentage of people who watch videos online do so with the sound turned off. Moreover, people tend to watch the whole video when it has captions rather than skipping through or just watching the beginning.

The reason behind this is that captioning makes viewing video content easier. That is why it is important to caption your content now more than ever.

  1. Increase the comprehension and attention of your audience

Captioning makes it easier to capture the attention of your audience and maintain it. This is evident based on the fact that video content with captions available has a longer average watch time as compared to those that don't. These lengthy watch times will not only help you or your business to pass across the message but also can help your content to perform better on the search engines.

In the learning process, captions help to develop a positive learning response because they help learners to understand the topic better. Captioning can also enhance the learners' reading skills by exposing them to the written word.

This can be particularly useful to non-native speakers of a language. People can understand the language better if they can read along when listening. This can help you to broaden your audience to even overseas markets where English is used as a second language.

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