Boost the Impact of Online Publishing Video with Captions

June 26, 2020 BY JACLYN LEDUC
Updated: March 9, 2021

With the addition of captions, online publishing video can make a greater impact on your audience. Besides making videos more accessible to those with disabilities, captions expand your reach to a wider audience, create a better user experience, and increase viewership and viewing flexibility.


Accessibility in the Digital Publishing Era


What is Online Publishing Video?

Young woman watches video on her laptop.

Publishers, such as The New York Times, Public Broadcasting Service (PBS), and National Geographic, share information, news, art, literature, and other content with the public. Online publishing video is one medium in which publishers can share content with their audiences.

In the past, traditional publishers utilized paper and printing to share information. However, new opportunities came with the dawn of the digital era, and many traditional publishing companies have evolved into online publishing companies.

Online publishers recognize that digital audiences crave online video content. Research shows that 54% of people want to see videos from their favorite brands, and 78% of people watch online video every week.

As it turns out, online video is here to stay. In response to the growing popularity of online video, many publishers are now incorporating online publishing video into their strategies.

The Impact of Captions for Online Publishing Video

Young person watches music video on their phone.

As online publishing video becomes more widely used, publishers must make captioning a priority.

Captioning online publishing video helps to:

  • Expand reach to a wider audience
  • Create a better user experience
  • Increase viewership and viewing flexibility

By providing captions, publishers can significantly boost the impact that their video content has on their audiences.

Expand Reach to a Wider Audience

First and foremost, captioning is the best way to make online videos accessible to people who are deaf and hard of hearing. Over 5% of the world’s population – or 466 million people – has disabling hearing loss. With captions, publishers can be sure they are reaching those who need captions to watch online publishing video.

Beyond providing accessibility for those with hearing loss, captioned videos are beneficial for non-native English speakers and those with learning disabilities, like dyslexia and auditory processing disorder.


 Download the Accessibility Guide for Online Publishing Video ➡️ 


Increase Viewership, User Experience, and Comprehension

Two young people watch a video together on their smart phones.

Adding captions to online publishing video is a simple way to provide a better user experience for viewers.

One thing to note is that 41% of videos are incomprehensible without sound or captions. Captioning ensures that viewers can better engage with video content and comprehend all the information provided.

Captions also increase viewership. A study by Facebook found that captions increased video viewership by 12%, and Discovery Digital Networks found that adding captions to their YouTube videos significantly increased viewership by over 7%.

In addition to improved user experience, captioning equates to more positive brand associations. A research study from the Journal of the Academy of Marketing Science found that captions improve brand recall, verbal memory, and behavioral intent.

Because captions improve engagement, comprehension, and branding, publishers will quickly reap the benefits of captioning online publishing video.

Provide More Viewing Flexibility

Two young people watch a video together on their smart phones.

Viewing flexibility allows viewers to watch videos in multiple environments. Captioning is one way to provide viewing flexibility and get your message in front of more people.

Here’s why:

A study by Verizon Media and Publicis Media found that more people are watching online videos without sound. First-party data reveals that 92% of consumers watch videos on mobile and 83% on desktops with the sound off.

In the same study, 50% of people agreed that captions are essential for watching videos without audio, and 80% said they’re more likely to watch an entire video with captions.

There’s a new trend in viewing behaviors that requires viewing flexibility. Certain environments and situations prevent viewers from turning up the volume on their video content, such as commuting, multi-tasking, being in a noisy (or quiet) space, and more. Due to changes in viewing behaviors, it’s no surprise that people want (and expect) captions for video content like online publishing video.

There are so many benefits to captioning. The sooner you begin captioning your video content, the sooner you will see a positive impact.

While you gear up to make your online publishing video more accessible, learn all you need to know about video accessibility for digital publishing:


Accessibility in the Digital Publishing Era ebook

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