I’ve said it before, and I’ll say it again (and again). Video is eating the world.
We’ve been talking about it for just over a year now. According to Cisco’s annual Visual Network Index (VNI) forecast, about one million minutes of video will cross the internet every second in 2021. And as if that weren’t already enough, 82% of all internet traffic will be video.
I can share an example from my own life that speaks to this shift. My average daily screen time was an embarrassing 7 hours and 35 minutes last week ?
And what were the apps that made up the majority of my screen time? Twitter, Instagram, and TikTok. All apps that are heavy on video.
Whether we realize it or not, we’re all watching videos at so many different points throughout the day. From the morning while you’re out walking the dog, to the Zoom meetings you have throughout the day, to scrolling in bed for a bit before putting your phone down for the night. As consumers, it’s already ingrained into our daily lives.
But there’s one problem with all of that video consumption…
If the viewer doesn’t have access to audio or it’s difficult to hear your video, they probably won’t watch it.
For example, according to data from publishers, 85% of Facebook videos are watched on mute. With that in mind, can you imagine the dropoff rate for videos without captions?
Now if you think about B2B videos (and how every touchpoint could be the difference between moving the deal forward or not), one thing is clear. Every at-bat counts.
So how do you make your videos work harder? Well, I wouldn’t be here today talking to you about this if I didn’t have a solution for you ?
I’m super excited to announce the release of Captions for Drift Video.
Watch the whole video and chat with me here.
Captions are a proven method to help you increase engagement with your prospects and customers.
(Fun fact: The team here at Drift has been able to boost view time by 15% with captions).
And you can now add captions to all of your Drift Videos – for free ?
All you have to do is sign up for your free Drift Video account here.
If you’re not fully convinced, let me walk you through the three major benefits to adding captions to your videos ?
1. No Headphones Needed
I can’t tell you how many times I’ve been watching a video and either couldn’t hear the audio because it was too loud around me or I couldn’t listen to it because I forgot my headphones.
Because even though video is eating the world, we’re not always in the best place to watch and listen to a video. Your buyers are in the same boat.
Captions let your buyers watch your video without the need for sound. This way, no matter where your buyer is or what’s going on around them, they’ll be able to understand your message and get their questions answered – which means you can keep up the momentum with the deal.
2. More People Will Watch Your Video (and They’ll Watch More of It)
Research from PLYMedia found that adding captions to your videos can increase your views by 40%. To take it a step further, people were 80% more likely to finish watching a video when it had captions.
By adding captions to your Drift Videos, you’re ensuring that more people are going to not only watch your videos, but watch more of them.
3. Better Accessibility
Did you know that more than 6% of the world’s population (or 466 million people) have disabling hearing loss?
So chances are, your buyer (or someone involved in the buying committee) may experience some form of hearing disability.
Adding captions to your videos is a simple, yet impactful way to make your videos (and your buyer experience) more inclusive and accessible.