When it comes to marketing, video is the most effective, engaging, and preferred medium by consumers. Every social media platform has preached this for years and statistics support this fact. Streaming video is beginning to outperform cable and consumers increasingly choose video online over all other mediums.
There are ways to supercharge your video content by using the videos you are already making to further benefit your marketing strategy – specifically by adding subtitles to those videos.
According to an article on Marketing Week, adding subtitles to your videos produces multiple benefits. Similar to I-frame content or widgets added to your website, Google cannot always “read” video content when crawling your website, and so it has no benefit to search results. But Google (and other search engines) can read videos that have subtitles included. Why? Because by including the text, it transitions your unreadable video into a readable one. This adds incredible value to your video content from an SEO stance.
Have you ever scrolled through a social media platform, seen a video without the sound on, and kept scrolling? By adding subtitles to your video, consumers can not only watch the video but also see what you’re saying. The Marketing Week article shares statistics from Verizon stating that a full 50% of consumers watch video content with the sound off. This percentage increases to 69% when consumers watch a video in public. Subtitles allow those consumers to watch your video content and get the words, thus increasing the percentage of people who see and continue to engage with your video content by simply allowing them to absorb the content and keep engagement on their terms.
Google (and others) penalize websites that aren’t compliant with the Americans with Disabilities Act (ADA). Many OEMs and website providers are also requiring ADA compliant videos and more are soon to follow. Plenty of car shoppers are hearing impaired and, while a video is great, if a potential car buyer can’t hear your video, it’s useless to them. By adding subtitles, those consumers will be more attracted to your dealership in the same way that having a salesperson that knows sign language, speaks Spanish, Korean or any other language makes those customers feel more at ease. Consumers feel more comfortable when dealerships (or any business) communicate with them on their terms.
While all of your videos should be ADA compliant, there are some videos that would benefit the most if they can be watched in any setting. Customer testimonials, value proposition, finance & service, FAQs, and other "Why Buy" videos all benefit by having great subtitles. If your shoppers are in a situation where they need to watch your videos without sound, these informative and emotion-inducing videos must have subtitles so they can still make an impact no matter the setting.
Competition between dealerships for consumers is hyper-competitive from acquisition to retention to brand loyalty. Anything you can add to your arsenal gives you an advantage over your rivals. Making your videos ADA compliant and available to watch in any setting gives you an edge over dealerships whose videos can’t evoke emotion or transfer information when customers have to watch silently.
Consider adding subtitles to your dealership’s video experience so your videos stand out and shout even when they’re silent.