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5 Finance Companies Doing Captioning Right

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    Welcome to the age of digital banking where checks are deposited through the snap of a mobile camera, dues to friends are paid through an app, and bank tellers speak to you from ATMS.

    The finance industry has drastically changed in the last few years.

    With our 24/7 access to virtually anything through our smartphones, the financial industry has had to adapt to our generation’s instantaneous appetite for access.

    In addition, social media has been a game changer for how companies are communicating with customers and prospects. Social media has given financial institutions the capability to brand themselves as more than just the place to store and borrow money.

    Banks, like other industries, are using social video to tell new stories.

    The Evolution of Video & Banking

    Traditionally, banks relied on video platforms like YouTube to disseminate their advertising videos. But now as video continues to become a reigning mean of communication across all industries, banks are seeking new, creative ways to incorporate it into their daily operations.

    Through video, banks are finding new ways to talk to customers, publishing not just on YouTube, but also Facebook, Twitter, and Instagram. Some banks are even incorporating video into their ATMs, using it as a more convenient option for customers (at a lower cost).

    The main reason behind this video push is that banks want to engage their community and deepen connections with customers, not just focus on advertising.

    The reality of modern bank is that people aren’t going to banks to perform mundane transactions such as depositing/sending a check or moving money around, now most financial institutions have apps for that. So banks have to get digital in order to keep up with the pace of modern society.

    Under the Americans with Disabilities Act of 1990, places of public accommodations, including banks, are required to be accessible to people with disabilities. Under Title III of the ADA, banks are required to provide auxiliary aids and services for effective communication. In 2010, the DOJ expanded the definition of auxiliary aids to include accessible electronic information technology. As legal precedent continues to extend the definition of a place of public accommodation to the online world, banks should be expanding their accessibility policies to ensure they have a compliant website.

    5 Finance Companies Doing Captioning Right

    Because of the transition from a traditional brick-and-mortar banking model to a more digital banking model, many banks have committed to creating accessible websites for individuals with disabilities.

    Unfortunately, the reality is that while many banks have implemented some accessibility features into their websites, many are still failing to caption content, which inhibits their efforts to reach a wider, more diverse audience.

    As public institutions, banks should be setting an example of what fully accessible institutions should look like.

    Luckily, there are a few financial companies that are doing captioning right.

    1. Bank of America

    Ranked as the second largest bank in America, Bank of America has always been a leader in the finance world.

    Interestingly, Bank of America was actually one of the first banks to incorporate video into ATMs, creating a new trend for modern banking.

    When it comes to accessibility, Bank of America has come a long way since their lawsuit in 2003 for having an inaccessible website. Using structured negotiations, the bank agreed to add accessibility features to their policy.

    Bank of America was actually one of the first banks to include an accessibility clause in their policies and have nailed down a stellar accessibility policy with the mission to make “access to accounts and services as easy as possible.” The policy for their websites is modeled after the W3C initiatives.

    On social media, Bank of America is everywhere, posting a range of content from company culture videos, to educational videos, to marketing campaigns.

    Of course, video is used everywhere on their social platforms, and for the majority of cases, all videos come with captions and even go as far as embedding captions onto Twitter videos.

    2. Capital One

    In the last few years, Capital One has emerged as one of the most innovative and contemporary banks of the century. While some banks require you to go to their offices to perform transactions, with Capital One you can virtually do anything online.

    In many cities, Capital One doesn’t even have formal offices, instead, they’ve created Capital One Cafe’s, a hybrid of a coffee shop and a bank with a more inviting and laidback atmosphere than your typical bank branch.

    As a community, Capital One is dedicated to their accessibility initiative, and are proactive about implementing accessible design (from the start) using WCAG and ARIA specifications.

    As they stated at SXSW 2017, Capital One firmly believes “accessibility is usability” and that “treating people with disabilities like any other user is the right thing to do, the human thing to do, and everyone will benefit in the end.”

    Of course, when it comes to social media, Capital One is very active on all platforms, and use a lot of video. The majority of viedo are captioned, even on platforms like Twitter and Instagram (where they need to be embedded into the video).

    Check out the webinar, Accessibility at Capital One, for more inside into how they incorporate it into their daily operations.

    3. Wells Fargo

    According to CEO Timothy Sloan, over 22 million customers bank with Wells Fargo online and over 10 million bank with it via mobile, which makes up over 45% of their total customer base.

    Because of this, Wells Fargo has recognized the importance of making their website and content accessible for their audience.

    Like most of the banks on this list, Wells Fargo’s website is up-to-date with accessibility features to ensure everyone can easily navigate their website. On top of that, they do an amazing job with captioning their content, particularly on social media.

    A post shared by Wells Fargo (@wellsfargo) on

    On platforms where captions need to be embedded (like Instagram and Twitter), Wells Fargo always provides captions, which is something that not a lot of organizations do in general.

    On Facebook and YouTube, Wells Fargo uploads their own captions and don’t rely on unreliable autogenerated captions.

    And when a video has text and music but no voice over, they still indicate the music at the beginning with [Music].

    In conclusion, when it comes to captioning, Wells Fargo isn’t faking anything there.

    4. JP Morgan Chase

    JP Morgan Chase is one of America’s oldest financial institutions, and just as they have well-established banking practices, they also have well-established accessibility policies that filter into the digital space.

    JP Morgan’s goal is to create a barrier-free banking environment. On the web, JP Morgan applies the requirements outlined by WCAG 2.0 and the 21st Century Communications and Video Accessibility Act of 2010.

    When it comes to making their video content accessible, they do an impressive job of captioning their content throughout various social media platforms. In many videos, they even get creative with their captions by changing the font, color, and placement.

    5. First Republic Bank

    As the bank for Twitter and Facebook, it’s no surprise that this large financial institution is active on social media.

    First Republic Bank follows ADA standards for accessibility, and use accessibility specialist to double check the accessibility of their website.

    On Facebook, they embed their captions onto their videos and also include them in Instagram videos.

    Unfortunately though, on YouTube, they rely on YouTube’s unreliable auto-generated captions.

    Hopefully, as the bank continues to be more active with video, they will spread their good practices of captioning evenly among all their channels. After all, social media is accessed by everyone and should also be made accessible.

    Are you inspired? Use these guides to help you add captions to your social media videos!

    Instagram
    To add captions to Instagram videos, you’ll need to embed them into your video before publishing the video on the app.

    Facebook
    Facebook allows you to import captions onto your videos. If you use 3Play Media to caption your video, you can easily set up an integration to have your captions automaticaly post back to your Facebook videos. Or, you can also add captions manually.

    Twitter
    To add captions to Twitter, you’ll need to embed them onto the video before publishing.

    YouTube
    Adding captions to YouTube is increadibly easy. Once you’ve uploaded your video, all you have to do is import the caption file.

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