university marketers

There’s A Hidden Video Marketing Tactic You Are Ignoring

There’s A Hidden Video Marketing Tactic You Are Ignoring

Various video marketing tactics are developed daily with varying degrees of effectiveness, but there is one powerful, proven tool that is under-utilized – and it’s hiding in your videos.

Meet closed captioning: closed captioning turns your unsearchable video content into a text database that search engines can read, finally.

What does this mean exactly for your videos? It means your videos will have:

  1. SEO functionality
  2. Greater reach and retention,
  3. Higher social media engagement

SEO

Captioning ROI Whitepaper
Captioning ROI Whitepaper

Turning your video into a text database is the first and most important step to improving your ROI. Each video you caption becomes an “article” that is an SEO-optimized powerhouse.  

Consider this:

The most watched videos run under 5 minutes long and typically contain about 150 words per minute, or 750 words in total,  you have a fresh, relevant article for $7.50.

The key here for increased ROI is the role of SEO in your videos. While it costs about $3 PPC to gain one web visitor, a $7.50 captioning investment yields hundreds of new visitors due to SEO, resulting in a minimum of 10X ROI for captioning compared to PPC.  Read the full ROI Captioning Whitepaper>>

Reach and Retention

When an audience can understand and engage with your content, they will be more involved with and attuned to your message. 

There over a billion people worldwide learning English as a second language or as a foreign language, and 360 million people worldwide who suffer from hearing loss. With video captioning, you can reach this expansive audience who would otherwise be unable to digest your video content.

By improving audience retention, your audience will truly “get” your message. This enhanced retention is very powerful, for example, students with increased retention experienced an increase of 1 GPA point.

Consider this:

  • Over 75% of viewers say closed captioning improves comprehension
  • 40% more viewers watched captioned videos to completion
  • 70% of viewers who use closed captions don’t have hearing loss

Social Media

facebook Video Marketing
Video Marketing

Keeping eyes on your video is crucial in an environment where video sound is turned off automatic, like social media networks. Captioning your video is a powerful tool to combat these challenges and generate more social media shares.

On top of this, you can increase the probability that viewers will stay in your video longer. Facebook announced that captioned video ads increased video view time by 12% on average.

“In a feed-based environment, people are in control of what they consume,” said Facebook’s ad products marketing director, Graham Mudd. “So, unless you focus on earning that attention, really through relevance, you’re not going to succeed as much as you would otherwise.”  

Consider this:

Instead of bidding $2 – $4 CPM or CPC to promote your content, you can caption videos as a low-cost way to increase discovery. The social media sharing of the video will increase by 15% – 30% due to increased engagement from captioning. Read the full ROI Captioning Whitepaper>>

Summary

Video captioning is a powerful tool that is still hidden from most marketers’ eye line. Turning to videos to pull out text-rich content is a low-cost endeavor that reaps countless benefits.  

For a 5-minute video ($7.50) you can expect:

  • Hundreds or more of organic SEO generated visitors
  • Drastically increased reach and discovery
  • 15% social lift
  • 40% more watch-time to completion
  • Expand ESL and hearing impaired audience
  • 74% Improved brand lift and 65% recall
  • Sound-sensitive and Mobile environments  

Nicole is CMO for cielo24 and enjoys finding ways to deliver video data solutions for media content creators across all industries, and for very special people, like you.