If you are posting videos on Facebook but do not add video captions, a good proportion of your audience will scroll past.
Why?
Because most people are accessing Facebook on a mobile app.
Many of them will be in public where having sound playing isn’t convenient.
Few of them will want to faff about with increasing the volume.
And yes, a minority will require the captions due to disability.
The total number of viewers watching your videos without sound could be as high as 85% of your audience!¹
Facebook and Nielsen found that 47% of the value of a video exists within the first 3 seconds.²
When you add video captions? You get to grab their attention.
Without video captions? Too late, they’ve already gone.
Facebook also discovered that adding captions increases viewing time by 12%.³
THEIR ATTENTION IS YOUR GOAL!
What if ALL the people who choose NOT to watch your non-captioned videos are YOUR BUYING AUDIENCE?
What if it is 85% of your buying audience you’re allowing to scroll past your video marketing?
What if you add video captions and gain an additional 85% of the sales your video marketing is generating?
LINKS TO SOURCES:
¹ https://digiday.com/media/silent-world-facebook-video/
² https://www.facebook.com/business/news/value-of-video
³ https://www.facebook.com/business/news/updated-features-for-video-ads
I get all my captions done at Rev.com for $1/minute. CLICK HERE to download a free coupon to get a 10 minute video captioned or transcribed for free.
Veronica Pullen
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