Subtitling Instagram Stories Increase Brand Reach And Results

Subtitled videos can help brands access new markets thanks to increased accessibility and multiple language options

 It is predicted that by the end of 2019 one of the major Instagram trends will be increased business video content production for Instagram Stories and IGTV. Engagement and reach of those videos, on the other hand, will be the rising challenge, which can be aided with video captioning. 

According to Instagram, 40% of Instagram Story videos are viewed without sound. This could prove an obstacle for many businesses because videos with captions are viewed more frequently and their content is viewed longer. 

Furthermore, subtitles are also useful for inclusivity purposes. 35 million Americans and 71 million adult Europeans suffer from a hearing impairment so subtitles can help attract these audiences as well.

Based on Instagram’s data, Stories receive 400 million daily views and a third of these most-viewed video clips are those put out by brands. For example, popular clothing brand, Gap, showed a 73 per cent higher click-through rate through using stories than in its previous Instagram campaigns which were just image-based. Furthermore, it was shown that one-fifth of brands received a direct message as a result of their Instagram Stories. IGTV also empowers Instagram’s one billion global users with the opportunity to create and upload videos which range between one minute and one hour in length, and has been used by companies such as Chipotle and Louis Vuitton.

In addition to using Instagram Stories and IGTV to tap into new audiences, it has also been found that brands can further their reach by adding subtitles to their Instagram video content, also increasing their reach amongst potential customers who may speak English as a second language. Thanks to subtitles, their product will be clearer to understand, increase followers, and hopefully translate into sales. 

Looking at video content engagement metrics, captions can help increase total video viewing time and reach, produce more reactions to videos, generate more story shares, increase the overall number of views and urge more CTA click-throughs.

In spite of the benefits that subtitled Instagram Stories and IGTV can bring to a brand, there is no in-app function that allows users to create and immediately upload their subtitles to go along with their video. This means that users will need to use an external subtitling app to create their texts.

Transcription service providers could be a great resource with preparing video subtitles, especially with longer videos.

“Outsourcing video subtitling to transcription providers can save businesses time and reduce error rates,” commented GoTranscript CEO, Peter Trebek. “It is also worth considering that transcription services can translate subtitles, meaning a brand can further increase its reach by translating captions to fit the language of target markets.”

For businesses and brands, 2019 is all about optimizing quality video content, where videos must be engaging even with the sound off. With ‘storifying social’ set to take off as almost 1 billion consumers and businesses turn to stories on platforms such as Instagram, Facebook and Snapchat, accessibility and originality will be key to them successfully getting their brand message across.

But what about the video production, how can Small and medium-size companies afford video marketing?

Credit: https://www.entrepreneur.com/article/309898

Do you have to create a sophisticated video, almost like a TV ad? 

Do you need to buy equipment or pay people to be in the video?

Do you need to have a company creating a video for you?

No, you don't need to spend a lot of money to do videos on Instagram, whether you are promoting a large company or a home business.

All you need is:

1. A phone

2. A selfie stick $5

3. A tripod to hold the phone $15 

4. A Microphone, maybe $19

5. Lightning, a very good one for only $100

6. Background, find somewhere in your house, office or rent for an hour an awesome meeting room.

7. A great app or online tool to edit your videos $8 - $20 a month 

There are many trends at the moment on the type of video to make, starting with videos having the CEOs, Founders or Director of the company talking to the camera, which gets great results and credibility.

Even if you are a 1 person business, turn on the camera and start doing videos with the tools shown below.

Other types of videos that go viral on Instagram; Reviews, Tips and How to and Live videos that are great to gain interaction and build credibility.

Find here a list of apps and online tools I recommend to create videos without affecting your budget.

BIGVU -  Professional videos with teleprompter if needed 

Boomerang. Best for – loop videos.

Powtoons - Marketing and animated videos

Quik. Best for – simple and fast editing

Flipaclip. Best for – simple animation

Youcut. Best for – editing vertical videos

GIPHY. Best for – posting gifs on Instagram. ...

Mili Ponce

Keynote Speaker on Digital Marketing and Entrepreneurship, Social Media Strategist, Trainer, Writer, Blogger, Mother, Daughter, Granddaughter, Dreamer.
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