Why Add a Transcript to your video?

Video captioning
Why transcribe your video for closed captions

What are “closed-captions” and why would you hire a freelance transcriptionist to produce a transcript for your video?  That’s what I want to answer and why an accurate transcript of the speech spoken in your video helps it rank higher in your niche when someone makes a relevant search.  Marketing in the new-age digital has been rapid in development and utilisation has expanded over the years.

To add closed captions (or subtitles) to your video as opposed to open simply means to add visual text to your video that the viewer has the option to them on or off.  Open captions are burnt onto the video and you don’t have that option although they are used for example in films or programs that are in a different native language to the viewer, which I for one are grateful for!

Late Senator wants closed captioning of in-flight movies

Closed-captions were originally developed for the hearing-impaired and in years gone by in the early 1980s provided by Digital Teletext services essentially for this purpose.  The late former senator “Thomas Harkin” complained that on airline flights passengers with hearing impairments couldn’t watch the films on-board because they lacked subtitles.

Today transcripts have additional resource value and have many different time-saving purposes like Tweets; blog posts ideas; social media post headlines; incentive to potential clients to participate in a webinar; marketing interviews that are transcribed can often be enough to provide literature to create a course/e-course; material that can be printed into a hard copy and provide a point of reference are to name a few.  The bonuses of a transcript in itself that are naturally included in your text document for a one-off fee, probably more affordable fee than that of a video editing business or outsourcing organisation.

So why add a transcript to a video?  Video and video marketing has evolved rapidly since the coming of the digital age and with the Internet, mobile phones that can record video and upload it to the net pretty much instantly are all channels for businesses and marketers to get their product or service out there to a much larger audience than ever before.

Some facts and figures about video marketing, the first three are taken from Adeliestudios.com where they published a post titled “The Top 15 Video Marketing Statistics for 2015”.

  • 2015 is The Year of Video Marketing. – HubSpot Marketing
  • 70% of marketing professionals report that video converts better than any other medium. – MarketingProfs
  • When marketers included a video in an email, the click-through rate increased by 200% – 300% – Forrester
  • 300 hours of video are uploaded to YouTube every minute. – YouTube (That’s a lot of cat videos!)
  • 59% of senior executives prefer to watch video instead of reading text, if both are available on the same page. – Forbes Insight (Does that therefore mean that 41% would prefer to read a text document if both are available on the same page?  Comments welcome at the bottom of this post.)
  • Average time spent on mobile devices is 40 minutes per session. – DMR
  • 85 Countries have launches a local version of YouTube. – DMR
  • 96% of Business to Business are planning to use video in thier marketing in the next year. – HubSpot
  • 52% of Marketing Professionals name video as the best type of content for return of investment (ROI).
  • That, by 2019, video content will account for roughly 80-90% of internet traffic? – B2C (Cisco Study)

Anyway, so all that said how does a transcript help Search Engine Optimization when its included on a video?  It’s about accurate text when you add the transcript to your embedded video.  The search engine bots like Google, Bing, Yahoo, Explorer and others they have more content information due to the transcribed text document and this enable them to rank your video higher because there is more video content information.  Having a video transcribed by the nature of the script it is keyword rich because it is your niche that you are speaking about.  This could be personal or professional, for profit or for non-profit but a transcript will give search engine trawlers a lot more detail other than that of just the title, subtitle, and of course the video and its content.

So if you are not currently using video in your marketing strategy for your business hopefully the advantages bullet-pointed above have given you some thought for inclusion of video marketing with a transcript in your future marketing strategy?