According to Forbes, the average user spends 88% more time on a website with video than without. But, this should really come as no surprise — these days, there’s a video hanging out on just about every corner of the internet. Naturally, businesses big and small have jumped on this trend and are using video to share unique brand stories and build engaged audiences.
However, when it comes to optimizing for search and prioritizing accessibility, many businesses still have a long way to go. This is a huge missed opportunity for companies who aren’t already creating video content. Instead of focusing primarily on the production of the content itself, businesses should start thinking about what happens after the video is actually made. How will people find your content? And when they do, are you ensuring that everyone who wants to consume it can? That’s where captions and transcripts step in to save the day.
If you aren’t familiar with either of these terms, here’s how 3PlayMedia, a premium captioning and transcription company, defines them:
- Captioning is a process that involves dividing transcript text into chunks, known as “caption frames,” and time-coding each frame to synchronize with the video’s audio. The output of captioning are called captions, which are typically located at the bottom of a video screen. Captions allow viewers to follow along with the audio and video or captions interchangeably.
- Transcription is the process in which speech or audio is converted into a written, plain text document (a transcript) with no time information attached. There are two main transcription practices: verbatim and clean read. Verbatim transcribes the audio word-for-word, including all utterances and sound effects, which is great for scripted speech like a TV show, movie, or skit. Clean read transcription edits the text to read more fluidly, perfect for unscripted content like interviews or recorded speaking events.
With these definitions top of mind, the next question on the table is how exactly can captions and transcripts benefit your business? In this post, we’ll cover all the reasons why captions and transcripts are not only great for SEO, but even more importantly, how they ensure your videos are accessible for all!
For content marketers far and wide, getting your text-only blog posts or pages crawled by Google was a breeze back in the day. If you aren’t familiar with search engine lingo, Google describes crawling as the process by which Googlebot (Google’s web crawling bot, or “spider”) discovers new and updated pages to be added to the Google index. But, once videos hit the web, Google changed what they looked for in order to crawl this type of content. To get indexed, people reassessed how to give Google a good read of their video.
Just like blog posts, optimizing your video file’s metadata (the titles and descriptions associated with your content) helps Google pull information to display in search results. However, the amount of metadata you’re able to provide is usually limited. Luckily, an easy way to make your content more “visible” and readable for search engines is to provide captions or transcriptions for your video.
“Luckily, an easy way to make your content more visible and readable for search engines is to provide captions or transcriptions for your video.”
In Google’s “Video Best Practices” guide, Google says it can extract information from the page hosting the video, including the page text and meta tags, but only some meaning from the audio and video of a file. So, it turns out this mighty search engine can’t see or hear everything, huh. And since that’s the case, transcribing your video and placing its transcript on the video’s page allows for better indexing all around.
By ensuring your videos all have captions and transcripts, you can potentially rank for multiple relevant keywords and increase search traffic with more than mere metadata. But as we’ve said before, the most important thing is to make sure your video is actually valuable to your audience. Otherwise, these optimization tips won’t help you if your content isn’t engaging in and of itself.
As Wyzowl reports in their 2018 State of Video Marketing Survey, 80% of marketers say video has increased dwell time on their websites, which refers to how long a user spends on your site. With stats like this supporting video as a promising medium for marketers, isn’t it worthwhile to help viewers get the most out of your content? If you’re dwelling on a solution for keeping people engaged, captions could do the trick. And in turn, you just might see your viewers sticking around your site for longer periods of time (why hello, SEO).
While your content may be chock-full of outstanding value, it’s always possible people might zone out or miss something you believe is super important. Captions help people follow along and remember your content long after they’ve finished watching your video. And, if your viewer is on a mobile device, captions can help accommodate their viewing experience — especially if they can’t play audio out loud (we’re looking at you, public transit riders). PLYMedia even measured a 40% increase in viewing for captioned videos and found that people were 80% more likely to watch the entire video to completion when given the option to choose closed captions — those numbers are nothing to scoff at!
“While your content may be chock-full of outstanding value, it’s always possible people might zone out or miss something you believe is super important.”
If classic captions sound pretty sweet, then you might be interested in learning a bit more about a neat new Wistia feature called Interactive Captions. This feature provides Wistia users with a new and improved caption experience. With Interactive Captions, viewers now have the power to interact with your content as they wish. Let them scroll through, search, and select which parts of your video they want to jump to. Not only is this a step toward a more inclusive video experience, but it can also make a big impact on engagement.
Captions can make your video worthwhile to watch in less audio accessible environments and across a wider audience. And if more people are interested and engaged, we’re confident your dwell times will start rising, too.
Before you start brainstorming brand new ideas for content to fill out that calendar of yours, take a look at what’s right under your nose. It might not be immediately apparent, but transcripts of your video content can be the perfect starting place for creating derivative works to sprinkle around and grow your SEO.
Take an explainer video, for example. Wyzowl reported in their video marketing survey that 95% of the 570 people surveyed in their report have watched an explainer video to learn more about a product or service. A transcript for this type of video could be rich with statistics, key quotes, tips, and takeaways. If people love the things they’re learning from explainer videos, why not reformat the most memorable information? Extract valuable points from your transcript for use in shareable social graphics, link-building, or publishing topical blog posts.
Check out this product explainer video from Euromonitor International, an independent provider of global market research.
Euromonitor could easily expand upon some of the key benefits mentioned in this video in a series of in-depth, topical blog posts. Here are some topics they could cover:
- How to use Passport to analyze any industry, in any country
- Understanding the link between economic indicators and demographics
- Exploring the relationship between expenditure analysis and other economic indicators
- Recent trends in the trade, industrial makeup, and consumer lifestyles industries
If you’ve produced several related videos or episodic content, you could draw from their transcripts to compose an ebook, for example. Identifying numerical data for an infographic is also made easy with a transcription. We could go on and on connecting the dots, but by now, you get the picture!
Transcripts can lend to an explosion of supporting pieces that you can share across the web. When your audience starts seeing you offer value in different forms, you can thank transcripts for being your secret weapon.
With great power comes great responsibility, and the same is true for your business and its video marketing strategy. When over 5% of the world’s population has disabling hearing loss, your business has a responsibility to make your online videos more accessible. It wouldn’t be right for those individuals to miss out on your content because they didn’t have an equal opportunity to consume it. In some instances, you’re even required to meet some accessibility standards in order to comply with the law — check out this post to learn more about various media rules and regulations.
At the end of the day, captions and transcripts play an important role in providing greater accessibility and better user experiences. ZVRS, a technology company offering video communication solutions for deaf and hard of hearing people, taught us about consuming video from a deaf person’s perspective. From this conversation, we learned once you caption one of your videos, it’s crucial to remain consistent if you want to meet your audience’s expectations.
With Wistia, you can upload your own captions, order computer-generated captions, or order 99% accurate captions through our platform (carefully transcribed by a real human).
Creating accurate captions is another factor affecting accessibility. Non-synchronized captions (captions that don’t align with audio delivery) are one of the most frustrating aspects of video to a deaf or hard of hearing audience. Does your business need to release a video in a hurry? Hey, it happens! Just make a transcript available and caption the video later.
Mindfulness for accessibility and accounting for positive user experiences helps your video hit a wider audience. If you do your best to check off all the boxes, you just might see your return visits rise as well as the number of people willing to share your content. You can bet that search engines will take note of your site activity and the SEO benefits will surely follow.
“Mindfulness for accessibility and accounting for positive user experiences helps your video hit a wider audience.”
Whether you’re thinking of making your first video or you already have a library full of content, we hope the benefits of providing captions and transcripts are now crystal clear. Without either, your video might not effectively get indexed by Google. You’ll risk losing viewers in environments where audio isn’t accessible, and you could miss out on a bunch of derivative content.
And all things SEO aside, accommodating for anyone in your audience who needs captions or transcripts to consume your video is simply the right thing to do, don’t you agree? Now you know what to do — start incorporating captions and transcripts into your video strategy!
What is Design and how it influences your company
Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets
Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets. Aces. A good card. Let’s talk about one in particular. The design! Design as a holistic approach, capable of solving problems not only stylistic, but of all types. You can make your product unique, create a culture associated with your company and influence your investors and customers.
How Design Influences Your Company’s Brand and Culture
A company’s culture is based on beliefs and values. These are communicated through various points of contact. They change perceptions, behaviors and understandings. Contact points must be genuine, they must be exclusive to your company. The thinking and research behind design can help you create the story of your business. A competent designer plays a decisive role in planning your strategic decisions and in building that same culture. The sooner the results are defined, the faster it will grow in the right direction.
When you know what your company stands for, it’s simpler to build your brand. This goes beyond the logo, the look of the website or the products: the brand is the value that your customers and investors get with you.
How Design Influences the Product Experience
In the past, it was possible to achieve success almost by chance. But luck has been losing ground in the business scenario. The democratization of the internet has opened the door to creativity. We have people capable of getting a product up and running faster than ever. Competition is fierce. The standards for what is considered a successful product have also changed over time. Currently, customers expect a great user experience on the first click, on the first contact. As smartphones and tablets spread – with people searching for everything on these devices – potential customers’ expectations soar. Tolerance levels have also changed.
If your website is not visually appealing, if your application has a complex and buggy interface, you can be sure that you will lose customers in a matter of seconds. People want simple technological experiences. And design plays an extremely important role in ensuring the satisfaction of its customers. At pixelinmotion the designer understands market standards and is already familiar with what the customer wants. With this knowledge, you will be able to create a solution from scratch, which will make your product more valuable compared to the competition.
At pixelinmotion, we believe in this philosophy of proximity. Our approach to design is attentive to trends and will be able to boost your company to stardom. Get to work!
How to Use Video Data in Your Next Retargeting Campaign
Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This tactic is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to everyone. Retargeting is a more nuanced approach that serves more relevant ad content based on behavior — thus providing a better experience.
With Wistia, we’ve made it super easy for you to hone in on your niche audiences by using Facebook, Instagram, Google, and YouTube to create different user segments based on actions that people take on your video.
Many businesses still haven’t taken advantage of the ability to segment visitors based on video behavior. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2–3-minute product video, there is a better chance that they’ll sign up for an account when prompted.
We’ve found that, on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.
“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”
Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment) while focusing on visitors who are farther along in your sales funnel and more connected to your brand.
Wistia allows you to keep track of key events like video engagement, video form conversions, channel subscriptions, and more. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!
The first thing you need to do is set up your integrations and then start creating segments in your retargeting provider. We’ll review how to do this across our four integration partners — Facebook, Instagram, Google, and YouTube.
Facebook & Instagram
Facebook acquired Instagram in 2012, and since then, the two have become one, making it super easy to advertise across both platforms.
First, we’ll quickly walk through how to set up the integration with FacebookAds. You can do this in your Wistia account under the account drop-down — you’ll see “integrations” as one of the options from this screen. Under the “promotion integrations” section, you’ll find “Facebook Ads.” Select the “connect” button to begin the process.
It’s important to note — you’ll need to log in with a Facebook account that has access to your Facebook Ads account and accept the user permissions. That’s it! Voila — easy peasy.
With the integration live, Wistia will begin to send viewer event data for any video you have embedded on your website to Facebook. Now you can get started targeting your ads with Reach & Retarget!
Facebook and Instagram give you several options for video-related “events,” including:
- Percent watched
- Seconds watched
- Played Video
Once audiences are enabled, they will appear in the Audiences section of your Facebook Ads account. You can also log back in and create new audiences any time after the integration is live. You’ll do this by creating a “custom audience” and using “website traffic” as the data source.
On the Wistia side, we’ll also provide a few recommended audience segments in the “promote” section of your channel. If a segment feels relevant, simply select “enable” to set up the list.
Keep in mind that these pre-populated audiences are just suggestions — you’ll be able to set up many more variations of these in the Facebook Ads platform. This flexibility is really where the integration is most useful; it allows marketers to easily define and create custom audiences based on viewer behavior.
Google and YouTube
Similarly, Google acquired YouTube in 2006, so you’ll be able to easily manage ads across both platforms within Google Ads.
To set up this integration, you’ll need to connect Wistia to your Google Analytics account. Navigate to the account tab and select “integrations” (just like you did for the Facebook connection). Remember, you’ll need to be an account owner or manager to connect the accounts. From there, select “Google Analytics” and follow the prompts to connect the two platforms.
To feed this data into other Google properties, you’ll need to do a little work in your Google Analytics account — but we’ve got you covered!
In your Google Analytics account, head over to the admin panel. From there, you’ll see the main screen with several options; select “Google Ads Linking.” This workflow will allow you to send analytics data over to the Google Ads platform. And, since YouTube ads are managed through the Google Ads platform, you’ll be able to leverage this data across both platforms without any additional work.
If you’re curious about how a specific segment is performing, you can set up custom audiences in Google Analytics, which can also be sent over to Google Ads for retargeting. Alternatively, you can set up unique custom audiences directly within Google Ads.
Once the integration is live, we can start to send event data to the Google Analytics account that you’ve connected. The following events will be tracked:
- % Watched
- Conversions (i.e., Turnstile submissions)
- Clicked Links (i.e., CTAs or annotations)
- Time Watched
You’ll see a few suggested audiences in Wistia and can turn those on or off at any time. But remember — these are just a few ideas to help you get started. Get creative with your audiences and segments to really unlock the power of retargeting!
Ok, great, you have your integrations set up, and the data is rolling in. Now what?
Connecting your accounts is the easy part. The next step is to roll up your sleeves and start creating your custom audiences. Here are a few specific examples of how you can use video retargeting throughout the conversion funnel.
Build brand affinity with video series
Are you promoting a new show or video series? If so, nurturing folks to finish an episode and the series is a great way to keep viewers engaged and build brand affinity.
You can take two approaches to this. First, retarget folks who started but did not finish an episode. To do this, set up a list on each episode for viewers that did not complete a defined percentage of a video (<75%, as an example). Then, serve this segment ads reminding them to finish. The best part? With Wistia’s resumable video feature, viewers will be able to pick the video back up right where they left off. Pretty cool, huh?
The second approach is to retarget folks who did finish an episode to encourage them to continue their journey with the next episode. To do this, set up a segment based on video completions, and serve these viewers ads for your next episode.
Nudge prospects with helpful resources
Video can do so much more than simply drive awareness for your brand; it can be a powerful tool to help nurture folks through your sales funnel. An example of this would be to use retargeting to provide helpful and timely resources related to the problem that your product or service solves.
This segment could be folks who convert on a video (fill out a Turnstile form). For example, you might gate a webinar or robust video asset on your website and then retarget those viewers to take the next step in your conversion funnel, perhaps downloading a related asset or viewing a product demo.
Drive leads for super engaged viewers
Are you looking to drive qualified leads from your videos? If so, Wistia has you covered. The exact equation for how you qualify leads will vary — but the same logic still applies. To do this, decide on what specific actions you view as “qualified.”
Let’s take folks who watched a high percentage of a high-intent video. For example, if viewers complete more than 75% of a product demo video, you could retarget them to set up a call with a solutions consultant for a personalized walk-through.
These are just a few examples of how you can get creative and set up custom audiences for retargeting. The options are only limited to your imagination. Meet with your team to decide on a few key segments that make sense for your business, and start building your lists today!
Best Video Marketing Ideas For Festive Season 2020
The way content was created earlier has now changed completely, and innovation is now becoming the key in today’s content creation.
About 78% of people are watching online videos on a weekly basis and 55% daily, it is a big opportunity for brands and corporations to focus their marketing strategies more towards creating videos.
Video engages your audience more effectively than text content, and they can understand the message you want to deliver in a much easier way.
With videos, your audience can learn about what your business is doing in their daily life rather than reading blogs.
Your audience prefers to watch the video over text content as it takes less time than reading text content, and the flow of engaging with content remains constant. Thus, focusing on video is crucial for marketers in 2020.
Are you planning to jump to create video content for your brand? Learn these best video marketing ideas to do wonders in 2020.
Best Video Marketing Ideas For Festive Season 2020
1. Get Sales With Shoppable Videos
Sales are the most important aspect for any business especially when it is the festive season. This season brings an opportunity for the brands to leverage the consumer intent to make more purchases and gifts.
Shoppable videos are the videos where users can buy the products in real-time directly from the video.
As a brand, you can create shoppable videos using a visual marketing tactic called visual commerce platforms that allows you to curate video content, tag products, and publish the shoppable video gallery on website or online store.
2. Engage Audience With Storytelling
In 2020, marketing strategies are more focused on storytelling as it connects business with real-life emotions.
Storytelling delivers the purpose of business and what value they are giving to their customers. Whether it is text content or video, storytelling is an effective way to gain the loyalty of your customers and build their trust in a brand.
However, reading text is a tedious task; video with storytelling has a greater impact on your audience. Not only your customers will engage with your content, but they also comprehend the message easily.
3. Create Short Videos With Message
Nobody wants to waste their time, especially when they are engaging with a brand’s marketing content. Keeping your video for a short duration for all platforms, whether social media, website or any place where your customers interact with you has a great impact on your business.
Shorter videos also increase the possibility that the audience will watch an entire video rather than leaving in-between.
When people see a video is too long, they even don’t like to click on it or if it is an ad they skip and do not watch it.
In order to connect with your audience in 2020, you have to focus on creating shorter videos about 5 seconds to 2 minutes.
Also, remember that lengthiness of video depends on the platform where you are sharing the content.
Thus, it is found that shorter videos help in boosting brand awareness and engagement among online audiences by 30%.
4. Make Mobile-Friendly Videos With Vertical Watch Option
As people are watching more videos and using mobile phones instead of computer screens, demand for vertical videos that can be watched directly from mobile phones has increased.
75% of mobile users say they like to watch vertical videos instead of horizontally on the mobile experience. It is because, in vertical videos, the audience gets a full picture on their screen, and there is no extra content.
Thus, make sure to create videos for your brand promotion and marketing that is responsive to any screen and can be played vertically.
5. Make An Engaging Video With UGC
User-generated content is the essential component of the marketing strategy in 2020. It is helpful in building trust by letting know your new customers about what your existing customers are saying about your brand.
User-generated content is effective because it is created by your customers themselves, and you do not pay them a single penny to create it.
You can curate user-generated content using social media aggregators and make a video that tells your new customers about your happy customers.
People talk about your brand over social media in various forms of content, whether images, text, or videos, you can collect these UGC videos and compile them to make a single compelling video to promote your business.
6. Create Video That Convert Audience
As a marketer, you have to make sure that the video content you create brings conversions. Not that it just delivers the message, but it should be compelling enough to drive traffic to buy your product.
Create value in the content so that your audience feels connected and like to take the next step to make purchase decisions.
Video is the essential component of the marketing funnel and makes your customer journey effective to make a purchase decision.
Make sure the video should not be promotional but contrary a value that your audience needs to buy your product and solve their problems.
7. Don’t Forget To Create Stories On Social Media.
As you publish your brand’s marketing video on various platforms, social media is the crucial network that you should focus on. These days social media platforms have added features in which you can add stories which are small videos that your followers can watch.
These stories are effective in telling your audience about the daily activities and create entertaining content to engage with them.
Instagram has 500 million active users who interact with social media content regularly. Now other platforms also have story features that make possible that you connect with your audience wherever they are. Thus it is a great opportunity to post stories on social media to interact with your followers regularly and tell them about your presence.
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