• Dan Perichino

The Magic of Captions: Instantly Boost Your Video Ad Performance

You've probably seen those little words flash across the screen while watching your favorite YouTube content, Facebook video, or Netflix show (when you're not trying to wake anyone up).

Some people even prefer to have them on by default. I know I do. Not like I need the captions on, it just helps me absorb what I'm watching a little bit better.

On a side note - did you know that subtitles and captions are not the same things? Captions are a transcription of the dialogue, whereas subtitles are a translation of another language.

There's a big reason that you can find captions on virtually every video nowadays - It is a great tool for the hearing-impaired. The first instance of closed-captioning on television shows appeared back in 1980 according to the National Captioning Institute.

But, what does "closed" captions mean? Is there such a thing as "open" captions, then?

Actually, yes. That's exactly what they're called. Closed captions provide an option for the viewer to use and view them, whereas open captions are always on. They're "burned" right on to the video.

And that's what we're talking about today.

When it comes to creating your video ads, you are probably just wasting your time - unless you add open captions to every single video you make.

Seriously, every single one.

Think about it.

When was the last time you scrolled your Facebook or Instagram feed? If you can, open your Facebook app on your smartphone right now - what do you notice? Or should I say - what don't you notice?

I bet you scrolled right past five or six posts. I'm also willing to bet that you skipped someone's video post that was set to auto-play. I bet you didn't even realize that your timeline was muted the whole time.

That's why you need to have open captions, on every single video ad that you create and post.

First, let's take a look at the numbers:

  1. On Facebook, adding captions to video ads increase viewing time by an average of 12%. [3PlayMedia]

  2. 85% of videos are played without sound [Digiday]

  3. 41% of videos are incomprehensible without sound or captions [3PlayMedia]

  4. Captions increase brand awareness by 19% [AdTechDaily]

  5. Videos with captions are 80% more likely to be watched until the end [Verizon]

  6. 85% of the US internet audience watches videos online [Chip Thompson]

  7. By 2021, 80% of the world's internet traffic will be video [Cisco]

Now, take those numbers and apply that to your potential sales.

Here's one more statistic for you - 64% of consumers make a purchase after watching a video online [TubularInsights]... is your business taking advantage?

Imagine. Just adding a few words to your video can drastically increase your desired results. It may seem like a daunting task, but it's worth it when it comes to your bottom line. Imagine waking up to a noticeable boost in your average sales, using slightly-tweaked video ads you've already been running.

PROTIP: Ordering caption files from a website like can help out with your SEO as well. Rev can provide you with an SRT file that you can upload on Facebook and Youtube along with your video to reap it's maximum SEO benefits.

Now if you need help with actually getting those captions burned on to videos, or you don't have the time, we can help.

Feel free to visit or schedule a quick, free 15-minute call to talk to someone on our team that can help guide you along the way. 👇




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