So, you think you’ve done your homework? You’ve produced the video. You promoted the video by posting it on your website and your social media. You optimized the meta description. You scaled it for mobile devices. But you looked at the results and your dental marketing video is still not doing good. What’s up with that, right?
While creating and optimizing a dental marketing video is great, there’s another thing you can do to make it more effective: you can add subtitles. Whatever kind of video content you have on your website, adding subtitles and captions will help reach the right audience. Why do you think even Netflix, today’s largest video-streaming platform, included captions on their films?
Subtitles Will Reach Even Disabled People
Take for example you’re selling a mobile app. It is made for everyone—the abled and the disabled. If you’re going to make a video to promote that mobile app, you will have to market it to everyone—the young, the adult, the one with an active lifestyle, the one who spends his time in a wheelchair, the one who can’t hear or speak. It should be for everyone. Adding captions on the video will allow your video to be heard and understood.
People Prefer Subtitles
People, in fact, prefer reading subtitles than just watching videos. They turn on captions on videos as long as it is available. They prefer subtitles even if they understand the language of the video. On Facebook, this practice is prevalent, allowing people who can’t turn on the sound to watch and understand the videos.
Facebook Loves Subtitled Videos
As mentioned above, Facebook prefers videos with subtitles on them because there’s a higher percentage of users that prefer reading captions than watching or listening to videos. In fact, Instapage found that captioned videos uploaded on Facebook have 16% higher reach than those without. It also has 15% more shares, 17% better reactions, and 26% more call-to-action click-throughs.
Captions Improve SEO
Here’s something you need to remember: when your dental marketing videos have a high share and click rate, it will have a positive impact on your SEO. Viewers will also share the videos more, leading to Google’s algorithm to recognize your webpage as a legitimate source of information about dental marketing. As long as your videos remain appealing and attractive to web visitors and viewers, they will have a significantly lower bounce rate and better ranking.