Closed captioning: a requirement in Ontario for online video content
The reach of video content on websites and social media has exploded in numbers over the past few years. Videos auto play without sound, and marketers across the board have seen that very few viewers opt to turn the volume on. In fact, Facebook reports that captioning a video increases average view time by 12%.
But it’s not just cool to use captioning, it’s also going to be the law in Ontario. The Accessibility for Ontarians with Disabilities Act (AODA) is enforcing Ontario-based organizations that use online video to make the content accessible to persons with disabilities by January 1, 2017.
Adding subtitles to your video can make sure your viewers get the message, even if they don’t actually listen to what you have to say. Aside from becoming a requirement, it gives new life as a tool for the distracted and time-strapped. Busy viewers will watch a video if it auto plays but won’t take the time to throw on headphones or simply hit the un-mute button. If you upload subtitles, Facebook will automatically serve them with your video whenever it is muted. Once un-muted, they disappear.
Here are some tips to make life simpler on both you and your viewers.
Keep it short- This isn’t an eye test. Include the highlights that they can quickly read and understand. If the text is too small or if there’s too much of it, they’ll likely keep on scrolling.
Use the right files - Most higher-end video editing software allows you to add text overlays to videos. But if you don’t have access to one, you can still add closed captioning to your video by creating a .srt file, which essentially is a script that you’d like to play with your video.
Optimize the Viewer Experience - Make sure text appears right as its being voiced. Don’t place any graphic overlays or logos where the closed captioning may appear.
Here are a few tutorials on how to close caption your own YouTube, Facebook or Vimeo video:
- YouTube closed captioning options
- Facebook add or remove captioning on a video
- Vimeo captioning and subtitles
Facebook Marketplace is currently offering automatic captioning which converts recorded audio to text. However, based on many reviews it’s not that accurate. You may get erroneous text if there is more than one person speaking in the video. Remember, Facebook defines a view as three seconds or longer; which means you have only a couple seconds to hook your audience. Make it count and use every advantage to make sure your message is heard!