It is not enough to simply post a video to YouTube and leave it at that.
Although the majority of folks who click on the play link will get the message, you are missing out on a sizable target audience that you could reach with captions.
By not actively targeting this group, you are opening the door to the competition that is a bit more savvy in this respect.
Who is the target audience you might miss?
- Employees at work. Your new YouTube vide showcasing the latest BMX bike is irresistible, but the boss takes a dim view of workers surfing the Internet during work hours. To keep the behavior on the sly, this segment of the YouTube audience will turn down the volume. Without captions, you miss a great opportunity to market to this highly-motivated part of your target audience.
- Viewers with faulty speakers. They are out there. They have a functioning computer setup but the speakers do not work. Additionally, they may not work well. Usually, these folks surf the Internet with the sound turned off. Without captions, these consumers will enjoy the visual excitement of your video but miss out on your message entirely.
- The deaf or those with hearing impairment. Captions make the difference between including these members of your audience in your marketing and actively excluding them. If you are a cake decorator competing against other local businesses, whom will they choose? The professional who provides them with easy-to-read messages or the cake decorator who cannot be bothered to address them in print?
By now, it is clear that using captions on YouTube helps you reach more of your target audience.
Yet it is just as important to consider the makeup of your YouTube clips.
For example, if you include plenty of highly technical how-to clips, the captions help viewers to follow along.
If you cite quantities, sizes and names of intricate techniques, the audience will appreciate having the details spelled out.
Captions on YouTube also underscore the information you present to your audience.
If you launch several new product lines and post promotional content on YouTube, having the written words assists customers when it comes time to make buying decisions.
Comparing the new products to your existing product lines, they now have the opportunity to take in the enthusiasm of your sales presentation with the hard facts that are written down.
If you specialize in highly technical products, this is a great advantage for your marketing campaigns.
If you need assistance with your marketing, schedule a complimentary strategy session.
