Greener pastures are in video marketing, and entrepreneurs are crossing over in masses to find it. According to Statista.com, 85% of all United States netizens watched video content online. Another report in 2019 by Wyzowl.com proves that 87% of the most successful and expert entrepreneurs use video content as their favorite marketing tool.
So, there’s a good reason as to why you need to switch to video marketing. But, there are better reasons as to why you need to transcribe the videos.
This article gives nine reasons to transcribe your videos. Each of the reasons has comprehensively been demystified for you. Stay tuned.
Is There A Purpose For Doing So (Transcribing Your Videos)?
The answer is yes. But, before I delve more into it, scrutinize the following least known facts about video marketing;
- Viewers grasp 95% of the content in a video, far much more significant than 10% that they’re believed to understand when they read the content in a text.
- A video pushes the organic search results of any website by as much as 157%!
- Each year, a marketer that uses videos gets 65% more in terms of qualified leads.
So, if you got into video marketing just because you ‘heard’ that it yields more, here are statistics to back up your decision, pals.
However, you won’t merely make then upload a video that way. No. For more success, video transcription software needs to be part of the process. And if they become, there’s a guarantee for higher engagement rates. Do you need proof?
3playmedia has it that captioned videos earn more views by 40%. Furthermore, the chances of a viewer watching the video to the end go up by 80%.
There are myriads of statistics to support the fact that videos with captions are more effective. One study has the following findings of video captioning;
- That videos with captions have 5% more in terms of vie time, plus 3% additional viewers.
- 17% more people also reacted to the video’s captions compared to those without.
- The number of shares, when captions were removed, reduced by 15%.
- Call To Action clicks went down by nearly 24% when captions were excluded.
Which Types Of Video Content Can Be Captioned?
Ideally, a lot of types of video content can be transcribed. For now, let’s take a brief list of the types below.
- Live Talks.
These include presentations, conferences, Q&A sessions, events, and more.
In podcasts, you can transcribe interviews or the whole podcast.
- Radio and/or TV pr presentations.
You can always transcribe a whole radio or TV presentation, interviews within them, advertisements, and more.
Explainer videos and more.
Finally, below is the list of 9 reasons why you should transcribe your marketing video.
Get Ready For The Future Of Video Marketing.
The use of video as a marketing tool is on the upward trend — each twelvemonth, statisticians record an increase of about 10% from the preceding year. According to Cisco, 82% of all Internet traffic will be videos by 2021.
Numbers never lie, and more studies are ever trying to give a hint of what the future of video marketing will be. Take a look at the following studies’ results as well.
After research by HubSpot, it was found that 72% of customers prefer learning about a service by way of watching it in a video. Likewise, Hub stream says that more executives prefer learning about anything by watching a video than reading a text.
Google claims that 65% of people often visit YouTube in search of a solution to any problem.
And, from the above statistics, you can also quickly learn that as video marketing gains popularity among people (both buyers and sellers), so is voice search expected to grow in popularity. In fact, by 2020, half of all searches on the Internet are expected to be voice searches according to ComScore. Remember, more than 3.5 billion searches are made each day on Google on average. That said, let’s look into the future of voice search, too.
Will people prefer searching for content by voice to typing? Ideally, it’s evident that typing is more laborious. That’s why PWC’s research reveals that 72% of people prefer using their voice assistants to typing in performing a search. And, in less than a year’s time, Cisco predicts a million minutes of videos being uploaded each second to the Internet.
What About The Future Of SEO With Regard To Voice Search?
So when videos and voice search become more, the need for optimizing your videos’search results will arise. But, is there a plan by search engines to make it possible? Yes, there is. Google has announced that it will update its algorithm to improve the search experience for users, which includes voice search users.
So the future of video marketing is full of users (predicted to take up to 90% of online market users ~ both customers and marketers). It is also predicted to have voice search as the most common mode of searching. Voice search will benefit the marketer better if his/her video is captioned. That’s why with a captioned video, the marketer is preparing for the future of video marketing quite abundantly.
To Increase Your Search Engine Optimization Traffic.
Starters in the online industry often use SEO at their starting point to future proof of their marketing efforts.
A close look at those who perform searches on the Internet reveals that more than 71% of them do not go past the first page. Thus, if your content falls in the second or third pages, your website, alongside millions of others, will be competing for the remaining 29% only.
Using videos alone cannot help you rank higher in search engines like Google, Bing, Yahoo, Video, iTunes, SoundCloud, and myriads of others. So? This is where transcription comes to your help. Search engines crawl texts and not videos to index content. When you attach a text to your video, a search engine will look for keywords to rank your content. And, for those who have a captioned video content, it’s time they started paginating and optimizing the attached text for specific words to enhance its search ranking.
Search engine crawlers will understand and describe your video better if it has a text attached to it. Hence, you should use a video transcription tool to make it easier for the web crawlers to spot the location of your branded keywords, hence a better ranking.
This American Life has proved that the addition of transcripts to videos actually improves SEO. In a study with them, it was discovered that visitors who found TAL via organic search results went up by 6.68%.
Discovery Digital Network supported the study results by TAL (The American Life). In its study results, there’s a 13.48% increase in the number of views on YouTube videos to which captions are added in the first two weeks. In the long run (lifetime), the study has it that there’s a 7.32% increase in the number of views.
People Have Varying Preferences, And Options Vary.
Only 15% of all the videos on Facebook are often watched with sounds. The remaining 85% is watched without sounds. Not everyone that has access to your videos is bound to watch them or watch them with sounds. There are many reasons for that.
- The user’s environment may be noisy. So the sounds in your video may be confusing when combined with other sounds around the user.
- The user device’s speaker may be dysfunctional, and s/he has forgotten his headset elsewhere. The text will, therefore, obviously help him understand what the video is all about.
- The user may be a lover of videos with subtitles (like me).
- In some cases, the user may be a very busy individual who doesn’t have time to go through a long video. Therefore, s/he may be using a faster speed for watching it to save time. In such a case, the video’s transcription helps the user to gain more convenient access to it.
- The accent of the speaker in your video may be too strong to be understood by a listener with a different accent.
For marketers, it is vital to take note of the quality of the video, plus it’s accompanying caption/transcript. Your customers won’t get the sense if your video is of poor quality. However, in some cases, there may be a few mistakes, some while recording, and the marketer may not have the time to repeat the recording again. In such an instance, the marketer can warn his viewers about the few mistakes they’re expected to meet.
A poor quality transcript may cause the following;
- Ruin your brand’s, as well as your reputation, giving you a new name as a ‘provider of low-quality content.’
- Lower the quality of your users’ experience hence takes away their attention.
- Go against FCC rules about the quality of captions and content accuracy.
The list is even longer.
One thing you must know is that the quality of your content is the work of your hands, so you must make stellar quality. You need to take your sweet time for it.
To Form More Lead Market Chances.
Getting more leads, hence driving in more traffic to your business relies on many things, among them being transcribing your marketing videos.
Transcription can help you achieve very many goals, one of them being creating lead magnets that have high conversion rates. With high conversion rates, you can, in turn, grow your email list.
Transcription can help you repurpose your content to reach a wide variety of users. It also makes it easy to create other more refined forms of your content like eBooks, social media posts, blog posts, infographics, and more.
The ability to create other forms of content from transcribed content improves your marketing efforts. For example, when you create blog posts and infographics, which are among the most shared content on the Internet (according to OKDork), you increase the ability of that content to go viral. And, that is what is termed as a content upgrade.
You can also read more about the types of lead markets you can create and the benefits of each to help you make the right choices. Now let’s have a look at how transcribing your videos can help you increase its reach in the next section.
To Increase Its Reach Through Making It Easy For Translation.
When you translate your transcription into other languages, you have potential access to a ten times larger audience.
Statistics say that by 2018, more than 1 million international students were studying in the United States alone. The non-native speakers among such students will find transcribed videos of help in understanding various contents. Such contents may include lectures, online seminars, and a number of other study contents that are passed via videos.
If you have a video recorded in English, for example, transcription will be your first step towards translating it into any other language. And, keeping in mind the size of the audience you’re likely to access when you translate your content, peruse the following fact.
80% of all YouTube videos that aren’t from the United States, but from other countries are from non-natives. And, I bet that among them, there’s a whopping large number that can only grasp the content of the videos if they are captioned.
Improves The Viewer’s Experience, Thus More Engagement.
Users of your website, YouTube channel, or podcast will interact with it in a better way if it has a transcription content attached. Likewise, the user won’t go back to that section of your video that he didn’t grok for revision purposes. Instead, s/he’ll refer to the transcribed text for a better understanding. You have two options of exposing your transcript to your audience. The first one is uploading it to your publishing platform, while the second is providing a link that leads to the website which contains the transcript.
Some users prefer consuming your content in a transcript form, while some prefer the video as it is. Some may also need both. Whichever the case, the user will always have options to choose from.
Transcribing a video also increases the chances of it being shared between your users and their friends. It also promotes revisits to the same website for more contents. Both will expand and/or retain your clientele base.
Now let’s see some of the statistics that support this below.
Blog posts with videos attract thrice as many inbound links as those without it. Such an enormous increment translates to the success of your marketing efforts in no time.
Where video and text are availed in the same webpage, Wyzowl has found out that 72% of users will prefer watching to using a text for your content.
When people see a relevant image alongside some information, they’re likely to recall the information better than when an image isn’t attached. This is according to a body known as Brain Rules.
So when you provide it, users are more likely to remember and pass the same message to their friends. As a result, you’ll have more customers for your service or product. Who doesn’t want this to happen to his/her business?
The World Health Organization reports that more than Four Hundred and Sixty-Six people have a hearing disability.
All these people can get what your video or audio has to tell them, but only if you do the transcription for it. A text will make them have access to your content if they read it. Considering their large number, the hearing impaired can bring a considerable change to your website, can’t they?
Including captions in your video will enhance the experience of such people by a significant percentage. They’ll be watching the moves (if there are any) as they relate them to the embedded text. Remember, 71% of the hearing impaired is likely to leave your website without raising a complaint if it is inaccessible to them. This is not only dangerous to the number of customers you lose, but also to the ones you retain.
There are also laws that govern the accessibility of information by the hearing impaired. Such laws have been enacted to enable the hearing-impaired access the same information as others. And, some of these laws need that closed captions to be included in videos so that they’re more comprehensible. The rules are clear, and if a company fails to comply, the right action is taken against it by the government.
For example, in the United States, closed captioning standards are controlled by the FCC, and are covered in the constitution in section 508.
Increases The Time Spent On Your Webpage.
Remember that I had earlier discussed that video captioning improves your visitors’ experience. This way, the visitors will get engrossed into what your content has for them. Consequently, the visitor will take more time listening to or watching your content. The bounce rate will be as low as possible as your viewers will find all they want. Let’s get into statistics a bit below.
The time that is taken in viewing a video with subtitles increases by around 12%. Such videos are watched to the end by approximately 91%. So, customers will take more time consuming the content of your website, which also increases the rate at which the same customers may consume other contents of your site.
Furthermore, video contents take more time and data to load fully when compared to the contents presented as text. And, the bounce speed will go up as page speed slows down.
However, there’s still a reason why your customers will still love your contents no matter the situation. Despite your website loading slowly or despite the customers’ connection snags, they won’t find a reason to find contents elsewhere.That happens when you provide an alternative way of accessing your content if videos take time to load ~ availing transcripts.
A Reason For Using A Transcription Software And Not. Manual Transcription Method.
Transcribing proves essential in many ways, including providing the video with a timestamped transcript that’s easily uploaded to your Podcast or YouTube platform. Transcription saves you time when you’re using software than when going manual.
Transcription isn’t a one-time process. Errors are expected, and additional time has to be taken to edit the text. When you go the software way, you do not only save time in the actual transcription process, but also in editing.
Without the use of any tool, you’ll be using so many resources. Transcribers have always charged the rate of $4 per minute of a video they transcribe for you. Take note that this is their rate charged per time they spend, leaving all be the length of your video. At that rate, they take around two minutes to change a minute of voice to text. That was an expert transcriber.
On your own, as a nonexpert, you can take five or even ten times as much time as the expert transcriber takes. Good news is that transcription software usually takes a matter of a few minutes to complete a transcription task. The better news is that they only charge an average rate of 17 cents per minute.
However, while they do it satisfactorily, some errors are usually involved, and a software captioned text might not make sense in some few cases. For example, most antonyms will always be confused. And, a word like ‘father’ may be translated into ‘further’ by the software.
The software is known to save your time and money, but you have to employ additional effort to proofread the text and edit it to perfection. This may need that you use your own knowledge, and not another software. Remember that providing quality content is your duty as a marketer, and you have to make your customers happy as you also get an easy time.
The time taken by a software to transcribe your audio into text plus the time you take to edit the same text, is usually still less than the time it could have taken a human to do both. It is still less even if that human an expert. The cost is also far much less. So software saves you time and money, but you have to add a little more effort to make a few tweaks.
You now have the nine best reasons why you need to transcribe your videos. Without giving a second thought to it, you need to caption your videos to make your current customers happy. Captioning your videos will also help you get more customers, comply with some rules, make it easy for a translation, and more.
You also have a reason for using software to do the task. It saves both your time as well as money, though it needs a few edits here and there. Nevertheless, it’s worth the effort. Then, you should also take note of the type of software that you choose to use. They vary, just like other products vary in quality and ability, too.
So research about whether the software that you’re about to use is worthwhile. Reading reviews may come to help in such a case.
Finally, while transcribing may not be an easy thing to do, you have the benefits and reasons to do it. Why not make an effort so that you can increase your clientele base, hence make more money on your website? Best of luck, pals!