Why are social media video captions so important?

Social media video captions: what are they and why are they so important? Here's why you should be captioning your videos.
February 16, 2021

Video has become the hot new thing, everywhere. It's not just social media stars and influencers that have tapped into the popular content form; it's also become a powerful B2B marketing tool. Businesses across all industries have realized that audio and video content are a great way to reach consumers. No other content form works harder for your brand: 94% of organizations report that video converts the same or better than any other content form and 79% of people say a brand's video has convinced them to buy a piece of software or app.

Why is video content so important?

The way we're consuming content is changing and the value of voice has never been greater. The 20th century was the era of text: we read newspapers, wrote letters and typed emails. The 21st century is the era of voice: we speak to Google, Zoom colleagues and record voice notes and memos.

Consumers have led the way in driving the emerging trend towards the spoken word: online video and podcasts are more popular than ever and continue to rise. Staying relevant is essential for your brand's survival which means creating content your customers want, on the channels they use. We're all consuming more and more videos everyday, especially younger audiences. With Gen Z entering the workforce and becoming the new target audience for many brands, upping your video output is a must. Put simply, if you're not creating videos, you're behind and missing out.

What makes video so popular?

Videos give your brand a voice. They act as a conversation starter and help forge an emotional connection with the viewer. Within just a few minutes, you can give your customer a view into your brand. When voice is combined with visuals to make video content, you can tap into a variety of emotions to create content that people want to view and engage with.

Of the five senses, sight sends the most amount of information to the brain. In fact more than 80% of all the information absorbed by the brain is visual, making video content the best way to reach your audience. And as visual information is processed 60,000 times faster than text, it's also the easiest and fastest way to engage your customers. Video lets you create easily digestible snippets of information that are more likely to resonate, and the less effort or input required from your audience, the more popular your content will be. 

What are video captions? 

Video captions display the text that's spoken in the video. Open and closed captioning, or captions, are designed for audiences who cannot hear the audio, whether that's through hearing loss or simply that the viewer can't play the sound. Because of this, the captions supplement the speech with additional information that's relevant or important to the story. It can include non-vocal audio and help to distinguish different speakers, for example. Closed captions can be switched on or off, while open captions can't. Social media video captions tend to be open captions to make the content as accessible as possible.

What's the value in posting your videos to social media? 

We know that both social media and video are hugely popular, but put them together and you've got an incredibly powerful tool. From product reviews and endorsements to how-tos or even dance tutorials, posting your videos to social media will get your brand seen, (we're all guilty of the social feed scroll).

But it's not just about creating videos, how and where you share your videos are just as important. Posting videos on Instagram Reels but not TikTok, for example, could cost you some serious exposure: 689 million people to be precise. Social media has huge potential and gives users an opportunity for global exposure unlike any other platform.


Posting your videos on social media offers huge exposure

Social media video captions:  why are they so important?

Improved accessibility

More than 5% of the world's population has disabling hearing loss, making audio and video content inaccessible. With so much audio and video content coming at us, millions of people are being excluded everyday. Adding social media video captions improves inclusion and can help increase potential distribution through accessibility. By adding captions or subtitles, you can speak to a much wider audience, and potentially a global audience.

Multi-tasking consumers

Today's audiences love content that they can listen to or watch while doing something else. In fact many viewers prefer not to play the sound: 85% of Facebook videos are now watched without sound. Consumers have shaped the way we interact with video on social media and platforms have responded by creating features that make it easier to consume that content silently: Instagram auto plays videos without sound. And as we spend so much of our time on social media on our mobiles, creating videos that can be consumed on the go, without headphones makes it much more accessible and appealing to your customers.


With fast, accurate transcripts, Trint saves time having to manually transcribe and upload captions. Trint's ready-made captions can be exported straight into video editing software, speeding up postproduction and cutting costs.

Try Trint for your social media video captions.


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