𝘈𝘱𝘱𝘳𝘰𝘹 𝘳𝘦𝘢𝘥 𝘵𝘪𝘮𝘦: 3 𝘮𝘪𝘯𝘴🕒
It’s no secret that subtitles have become more popular over the years, with an increasing amount of people using them when watching social media videos, streaming content or adverts.
It’s something we have seen first-hand, providing thousands of subtitling projects.
Marketing teams should invest in subtitles for three key reasons. You can expand your international audience, improve your accessibility and boost your engagement.
In fact, on Netflix in the US, almost half of all viewing hours happen with subtitles or captions on.
Due to this trend, many organisations have started using multilingual subtitles to supercharge their video marketing campaigns and expand their international reach.
In this blog, we will be exploring why marketing departments across multiple sectors can benefit from investing in multilingual captions. But first, let’s discuss their rising popularity and usage
Investigating Netflix’s growth strategy
Major streaming platforms, like Netflix, use multilingual subtitles to make video content as accessible as possible, to a wider range of regions and people.
There are 30-plus languages available for subtitles and dubs.
Looking at some of Netflix’s most popular shows, like Squid Game (Korea), Berlin (Spain), Lupin (France), they say themselves that the success was down to the depth of languages.
“We know that language availability is what helped these stories and characters find fans beyond their country of origin.”
– Netflix
So it makes sense that Netflix caters to a variety of multilingual subtitles.
The Increasing Use of Captions on Social Media
Subtitles aren’t only used to translate content or provide accessibility. These days, many people simply just like using them. Especially on social media.
Three in four people (75%) say they often keep their phone on mute even while watching a video, data shows.
And given the amount of video consumed on social, without captions, many users likely won’t engage with a brand’s visual content.
With this in mind, businesses need to ensure they are keeping up with the trend and captioning all their content, including social media ads and product showcases.
By implementing multilingual subtitles and captions into your content, you’re going to stay ahead of the competition and make sure you’re being seen when they aren’t.
What can you takeaway from this?
Marketing departments, from across various industries, use video to advertise new products, engage with customers on social media, and give their campaigns are more visual experience.
By using both English and translated captions, companies can enhance their video campaigns, boosting engagement, understanding, and impact. Multilingual subtitles, much like in the case of Netflix, also allow brands to appeal to audiences on an international level.
Why Should You Invest in Subtitles?
1. Expand Your International Audience
More and more companies are using video content to explain or promote their products, services, and general brand. Through translated subtitles, you can be sure your content is always understood, no matter the region or market.
2. Improve Your Accessibility
Subtitles can ensure your content is accessible and inclusive to everyone, including deaf and hard-of-the-hearing people, and non-native English speakers.
3. Boost Your Engagement
Organisations across all industries have started to incorporate multilingual subtitles into their content to boost engagement. More engagement should increase the likelihood of sales.
As we discussed, the use of subtitles is on the rise. You can’t afford to miss out.
Multilingual subtitles and captions help you connect with your audience, whether they use captions for comprehension, accessibility, or simply because they want to.
VoiceBox has 12 years of experience in working with organisations in a variety of industries, supporting them to create content that’s inclusive to everyone. Contact VoiceBox today to find out more.