Captioning and Transcription for eCommerce

March 29, 2019 BY JACLYN LEDUC
Updated: June 3, 2019

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The eCommerce industry is booming, and video marketing is growing more relevant every day. Consumers love videos, and 54% of consumers indicated that they want to see videos from their favorite brands. Video marketing has the potential to leave a lasting impression on your audience, and branded video content is the most memorable type of content for consumers according to HubSpot.

It’s clear that video marketing can hold its own, but what if we told you that there’s a way to make your videos even more powerful?

Accessible videos are an excellent way for eCommerce sites to reach a broader audience and to improve user engagement. Not only do captions allow the 360 million people worldwide with hearing loss to engage with your videos, but they also improve brand recall, verbal memory, and behavioral intent across the board.

Many eCommerce companies have jumped on board the accessibility train, and in this post, we discuss what motivates eCommerce sites to caption, common challenges they face, and helpful features they should look for in a captioning vendor.

Why Are eCommerce Sites Captioning?

What motivates eCommerce brands to caption and transcribe their videos? Every company is different, but the following are two of the top reasons why captioning and transcription are on the eCommerce industry’s radar.


Over 5% of the world’s population has some type of hearing loss, meaning over 360 million people rely on captions to watch video content.

People with hearing loss are consumers, too, and they’re looking to support brands that recognize their legitimacy as people and as customer and support them by providing equal access. ECommerce sites are captioning and transcribing to make their video marketing content accessible to those with hearing loss and other disabilities. They realize that accessible video will increase their brand awareness and grow their customer base.

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Additionally, eCommerce brands may be required to comply with the Americans with Disabilities Act (ADA). This law requires places of public accommodation to provide “auxiliary aids” such as captions and transcriptions along with video content. Many argue that an eCommerce website isn’t a place of public accommodation, but recent litigation is paving a new path. Case verdicts like that of NAD vs. Netflix have set a precedent for online-only companies to comply with the ADA and to make all online videos accessible.

User Engagement and SEO

ECommerce companies don’t take their video marketing strategies lightly. They use it to improve their SEO and engage their viewers. The thing is, search engines can’t easily rank videos in search engine results pages (SERPs) because they can’t watch videos as a human can. However, search engine bots can “watch” the contents of a video by reading and indexing the captions or the transcript. With captions and transcripts, search engines are essentially getting the equivalent information that they would by watching videos, but they are consuming that information by reading the captions and/or transcript. This means better search ranking for eCommerce companies that are captioning and transcribing their videos.

What else affects SEO? The user experience is a huge factor in search rankings, and things like watch time and bounce rate are improved by adding accurate captions to videos. It’s also important for eCommerce sites to caption their videos accurately; inaccurate captions are not accessible, they create a negative viewing experience, and they can even get videos marked as spam.

What Are Common Captioning Challenges eCommerce Sites Face?

Once eCommerce companies decide to caption and transcribe their video content, they may run into some unexpected, or possibly expected challenges. Consider the following common hurdles for eCommerce, and be sure to look for captioning solutions that directly address your greatest challenges.


Finding the right captioning workflow is essential for eCommerce companies, but it can be a challenge to find a solution that works with their specific publishing needs. Every eCommerce site is different: their videos are hosted on different online video platforms, are sometimes managed by multiple users, and are often organized in various ways. Though it may be a challenge to find a solution that can help create an efficient captioning process, some vendors will work with eCommerce brands to make captioning simple.

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The cost of captioning and transcription ranges from vendor to vendor, but it can be difficult for eCommerce sites to find a solution that is both cost-friendly and high-quality. Too often, options with lower prices just don’t have the level of accuracy that eCommerce brands want. On the other hand, while caption quality should be a main priority, staying within budget is crucial, too. ECommerce companies are looking for the “Goldilocks” of captioning vendors: the price and quality must be just right.

Why Choose 3Play Media?

Perhaps you’re a part of an eCommerce company that’s looking to make its videos accessible. As a brand who cares about accessibility, wants to improve SEO and build brand awareness, and who wants to do so with cost-friendly and simple captioning and transcription solutions, what are your options?

3Play Media offers features that are just right for eCommerce sites. We address many of the needs expressed by companies in the eCommerce landscape.


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Ready to streamline the captioning workflow? We provide integrations with a variety of video platforms, many of which offer a seamless captioning experience. With one-click solutions for most major video platforms, you can completely automate your captioning workflow. Some of our integrations include Wistia, Brightcove, Ooyala, Kaltura, Vidyard, YouTube, and the list goes on.

Competitive pricing

We believe that it shouldn’t cost an arm and a leg for accurate captions. With 3Play, eCommerce companies can be assured that they’re getting a great price and a great product. How do we stay in the “Goldilocks” zone of cost and quality? Our advanced technology allows us to offer competitive prices, while our quality-assurance measures ensure that our caption quality is the best.

SEO Embed

As mentioned previously, search engines can’t actually watch a video. That’s why 3Play Media created an SEO Embed plugin to boost video SEO and to drive more traffic to your videos. This feature will assist those eCommerce sites that host videos on their own web pages or on an online video platform. The goal of this feature is to present the video and its metadata as a single object and to help search engines correctly index videos on your site.


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The great thing about eCommerce is that their products are often available internationally, and both captions and transcripts can make eCommerce videos more accessible to an international audience via translation. 3Play Media offers translation for many different languages. Our translation services are seamlessly integrated with our captioning and transcription services, making it a breeze to translate your videos to almost any language.


3Play makes it a priority to provide our customers with top-notch captions and transcripts. In fact, we guarantee at least 99% accuracy, and we have a measured accuracy rate of 99.6%. With the level of accuracy we provide, eCommerce videos won’t be marked as “spam” by search engines. We also ensure that all caption and transcript files are ADA compliant.

Account Management

3Play’s Account System was designed to make our customer’s lives easier. ECommerce companies can manage all aspects of their account from the Account System, which allows customers to organize files, manage different video projects, and grant various levels of access to multiple users. All around, the Account System is easy to use, but in case of unexpected hurdles, we’re always here to help.

Are you in the eCommerce industry and looking to make your site’s videos accessible? Get in touch with us today to learn more about our captioning and transcription services.

Start Captioning Today, or learn more!

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