VoiceBox, Part of Wolfestone Group

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.  

In fact, Netflix reports that more than 80% of its viewers use closed captions at least once a month.  

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.  

Through providing subtitles in over 100 languages, the platform has expanded in markets such as Japan, Korea, and Latin America. Now, it operates in over 190 countries 

The streaming giant’s plan was to not enter all markets at once, but to catalogue findings from different regions to know what films and TV shows were being watched by certain audiences. 

By understanding what audiences are watching, Netflix was able to add multilingual subtitles to make their content accessible.  


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.  

Data has shown that 85% of video content on social media is watched without audio. Meaning that, 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 bring in new techniques to improve accessibility and inclusivity.  


What Can You Learn 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.  

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 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.   

An infographic on Statistics on subtitles in the UK. some of the facts include 11 million people have a hearing impairment. 7.6 million people use subtitles. 80% of TV viewers require subtitles and 54% of students. 18-25 years old use subtitles and 72% of people want adverts to use subtitles

Information Correct: 13/10/2022