Harness the Power of Social Media Video According to Cisco, by 2017 only a few…
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:
- SEO functionality
- Greater reach and retention,
- Higher social media engagement
SEO
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
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
