Build a Bigger Brand With Inclusive Video Marketing Tools
The latest figures show that consumers are increasingly making purchasing decisions based on a brand’s values and their commitment to diversity, equity, and inclusion, commonly known as DEI.
By embracing important DEI principles in their video marketing efforts, brands have a good opportunity to expand their reach, build further loyalty with customers, and drive better business growth. And when you consider that 57% of consumers are more loyal to socially responsible companies, making more efforts towards inclusivity can certainly give you a new competitive edge.
Video marketing tools that include an automatic subtitle generator now allow brands to create a more inclusive experience for all viewers, regardless of their abilities or language backgrounds.
When brands get video accessibility right, the benefits become clear: expanded audience potential, improved brand perception, and increased viewer retention. By investing in these thoughtful tools, brands can authentically promote their DEI values while unlocking new avenues for growth.
The Increasing Need for Subtitle Usage
You’ve likely noticed more of your friends or younger family members using subtitles these days – and there’s data to back up this generational shift. A study found a staggering 80% of viewers aged 18-25 use subtitles all or part of the time. Compare that to only 22% for those 65 and over.
But it’s not just the youth driving the sudden popularity in subtitles. Overall, 51% of Americans watch content with subtitles most of the time, according to a Preply survey. So what’s behind this rising trend?
Well, there’s a few key factors. Firstly, the popularity of foreign films, shows, and other content has exploded in recent years. Viewers don’t want to miss out on global hits just because they don’t speak the language. Secondly, in our multitasking world, subtitles help reinforce dialogue when you’re splitting attention between devices; and for many, having that visual transcription simply enhances comprehension and enjoyment.
The data makes it pretty clear – if your videos lack subtitles, you’re likely missing out on a sizeable chunk of your potential audience. Especially as younger generations mature into prime consumer demographics, providing captions is becoming an important necessity for your brand to stay relevant and inclusive.
Brand Perception
Implementing inclusive video tools is a statement about your brand’s dedication to relevant DEI initiatives.
And consumers are paying close attention to this. Research found that a whopping 57% of people are more loyal to brands taking tangible steps to address social inequalities and promote DEI. In other words, your use of subtitles could be the deciding factor for whether audiences keep coming back.
Today’s marketplace is a conscious one, and brands perceived as inclusive and socially responsible have a sharp competitive edge. You’re building invaluable trust and goodwill by showcasing values like accessibility and representation through these types of actions – not just words.
Highest-growth companies are nearly twice as likely to tie DEI objectives into areas like talent acquisition, brand messaging, and community investment compared to stagnant brands. When you prioritize DEI through tools like subtitle generators, you’re signaling to customers and employees alike that it’s a core aspect of your mission.
At the end of the day, providing subtitles is a tangible way to walk the talk on DEI. You’re telling the world, “We’re committed to creating an inclusive experience for all.” And that resonates in a big way with today’s values-driven consumers.
Benefits for Hard-Of-Hearing Viewers
When it comes to making your videos accessible, Subtitles for the Deaf and Hard-of-Hearing – SDH – are more important than ever.
These aren’t your generic captions either – an automatic subtitle generator transcribes everything from dialogue to sound effects, music cues, even identifying speakers. More importantly, automatic SDH helps the Deaf and Hard-of-Hearing community fully understand and engage with your video content without missing a beat (or bark, ding, or musical flourish). No more feeling left out from auditory elements.
Now, you might think “Only 5.9% of Americans are deaf or have serious hearing difficulties. Is SDH really that crucial for videos?” But inclusivity isn’t about percentages – it’s about ensuring every potential viewer has an equal opportunity to experience your videos. When you provide SDH, you’re sending a powerful message of representation to this easily and often-overlooked community.
The investment in SDH pays off through enhanced accessibility and an expanded, loyal audience. Because at the end of the day, we all want to be seen, heard and considered. With SDH, you’re giving that consideration to the right people.
Reaching Non-native Language Audiences
Subtitle generators can also translate your videos into multiple languages, which has enormous benefits for your brand’s potential. With translated subtitles, you can make your content fully accessible to viewers worldwide, even to those who don’t speak the primary language in which it was originally created.
It’s a fantastic opportunity to expand your audience and customer base. When people can consume your videos in their native tongue, comprehension skyrockets. You’re creating a far more inclusive experience tailored to their linguistic needs.
And in today’s landscape, that level of representation is crucial. A whopping 34% of US consumers admit they’ve boycotted brands that failed to resonate with their identity. You don’t want to be on the wrong side of that statistic.
By offering subtitles across various languages, you’re signaling your brand’s true commitment to diversity. You’re telling these communities, “We see you, we hear you, and we want to connect with you on a deeper level.” It’s an authentic way to build bridges with diverse audiences.
How Are Subtitles Generated?
So, how do these subtitle generators actually work? It’s all about using speech recognition technology to automatically transcribe the audio from your videos. That means no more tedious manual transcription, which is another benefit for your brand; we all know there’s nothing more valuable than your time.
From there, you’ve got some options. Want to create SDH subtitles with customized colors, fonts and placements for maximum accessibility? Easy. Need to translate the transcription into multiple languages? No problem.
Modern generators are an effective, simple to use asset to your brand. You can also download the subtitles as separate files to keep things flexible and organised. Or if you prefer, burn them directly into the video for a seamless, all-in-one experience.
New generator systems are designed to be efficient and user-friendly for your brand, even for those of us who aren’t video pros. With subtitle generators, you’re getting professional-grade captions and translations through an entirely automated workflow.
Embracing DEI Tools
By using DEI tools for your videos, your brand can create a far more inclusive video experience that hits home with diverse audiences.
This showcases an authentic commitment to accessibility and representation, building brand loyalty while unlocking new avenues for audience growth and deeper, longer lasting engagement. Embracing these tools also allows you to truly promote and support your brand’s DEI values.