as many as 80% of consumers say they watch entire videos if captions are available. 
by beth ziesenis
app of the week
according to a survey from verizon media and publicis media, 69% of people watch videos with the sound off in public places and 25% watch with the sound off in private places. further, the research showed 80% of consumers are more likely to watch videos to completion if captions are available.
sounds like (forgive the pun) adding captions to videos is a marketing no-brainer, right?
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it’s a good time to recognize that your viewing audience may not be listening to your audio, either because of preference or impairment.
fortunately, technology has made captioning automatic and painless.
i adore today’s video tools that automatically transcribe video and audio and animate the text karaoke-style. i use both wave video and milk video to create captions on the fly. both do a great job of transcribing and synching the text with the video. then i just correct the transcripts, arrange the words in the video template the way i want and publish. it turns a talking-head recording into a dynamic, compelling video.
wave video works best for short social media clips. milk video is better for excerpts and online programs.
behind the scenes: i have a soft spot for milk video. i was an early adopter, and i’ve gone back and forth with the team several times about their pricing and structure. they now have a free version and a super reasonable price for individuals. yay!