Imagine you’re on a crowded train without your headphones. You’re scrolling through your social media feed to pass the time and a video catches your eye. Perhaps it’s a mouth-watering recipe or a teaser trailer for an upcoming movie. Given that it’s rude to play that sound out loud, you’d usually have to scroll past. However, thanks to subtitles, you can still engage with this content, taking in every word despite the noise around you. It’s not a big test for your imagination – it happens millions of times a day.
It’s a trick that marketers haven’t missed. Subtitles were once considered an afterthought, but are now treated with the respect they deserve because of their digital marketing power. In this article, we’ll explore how exactly this rise in prominence occurred.
The Silent Revolution
We take the quality of modern subtitles for granted. Depending on your age, you might remember watching a foreign film while squinting at the fuzzy text at the bottom of the screen. Now, those days are a distant memory. Crisp and clear subtitles come as standard, and they’re increasingly prevalent across all types of digital content, whether it is a YouTube make-up tutorial or a medical transcription service. The game has changed for the better.
The constant presence of phones in our lives mean that we’re consuming more videos on the go. It means that more people are tuning in when they’re in public spaces, reading rather than listening. For commuters, it’s a practical option. Of course, there is a huge percentage of viewers that may be fully or partially deaf. Accurate subtitles are much more inclusive in this way. Around 430 million people have disabling hearing loss. It’s in the interest of companies to cater to these viewers.
Want to reach a global audience? Multilingual subtitles are your passport to international markets. They allow viewers to enjoy your content in their native language, breaking down barriers and expanding your reach. It’s one reason why Netflix shows like Shogun were massive hits. Audiences no longer roll their eyes at the prospect of subtitles, preferring to focus them intently.
The Art of Subtitle Crafting
Now that we know why subtitles are so important, let’s talk about how to do them right. After all, bad subtitles can be worse than no subtitles at all. If they’re inaccurate, they’re next to useless. Have you watched a chef online talking about “wishing their eggs”? It’s funny at times, but not helpful. Accurate subtitles are essential for building credibility with an audience. Timing them right is crucial too. You don’t want the text to be out of sync with what you’re saying as that can cause confusion.
With this in mind, keeping your language concise and simple helps. And simplifying it can mean that you don’t do a direct transcription. For example, cultural references can be adapted to make sense for your target audience. Again, with your audience in mind, make sure that the subtitles themselves are readable. Choose the right front, size, and colour.
Subtitles in Action: Success Stories
There are many good examples of brands that use subtitles effectively. BuzzFeed’s Tasty brand revolutionized recipe videos with their overhead shots and, you guessed it, subtitles. Their videos are designed to work perfectly without sound, making them ideal for social media sharing. They fine-tuned their videos to work perfectly for an online audience.
TED Talks are viewed by millions worldwide, thanks in large part to their extensive subtitle offerings. With translations in over 100 languages, they’ve truly made “ideas worth spreading” accessible to all. And Netflix’s subtitle options have unexpectedly turned the streaming platform into a language learning tool. Many users report improving their language skills by watching shows with subtitles in their target language. This, in turn, has led the company to back more foreign-language content, like Squid Game.
The Future of Subtitles
Emerging technologies are only making subtitles more sophisticated. We’re seeing exciting developments like AI-powered real-time subtitling for live events, interactive subtitles that allow viewers to click on words for definitions or more information, and customizable subtitles that users can adjust for size, speed, and style. It’s genuinely jaw-dropping.
It goes to show that subtitles are no longer just an add-on feature. They’re a crucial component of effective digital marketing. By embracing accurate, well-crafted subtitles, you’re not just widening your audience – you’re showing that you care about accessibility, user experience, and clear communication.
