Video content is the most consumed form of content on the Internet. With the rise of popular social media platforms like TikTok and the COVID-19 pandemic driving so much interaction online, the amount of video content watched has nearly doubled over the last couple of years.
Videos now make up over 80% of all consumer Internet traffic, which means that marketers need to ensure that videos are a consistent and primary component of any online marketing campaign. It also means that brands and marketers should place more focus on the transcription quality in their videos as well.
What Is Video Transcription?
It’s important to make sure that everyone in your target audience can watch and enjoy a video, even if they are hearing or vision impaired. This is where video transcription software comes in, enabling a video to be understood by anyone, even if they cannot see or hear it. Transcription ensures that your videos reach a wide audience, and, subsequently, increases your conversion rate.
Video transcription can also include more than just the words spoken in a video. It can also include sound effects, music, or additional supplementary information so that it is accessible to everyone. For video transcription best practices, it is recommended that you link to the transcript directly from the video's main page. Additionally, you can link to a downloadable PDF transcript. This enables individuals to review the video content at their own leisure.
Why Is Video Transcription Necessary?
Consider the early days of the Internet and the rudimentary marketing efforts that followed. At first, all anyone needed was a website. But as more businesses began creating websites, brands needed a way to ensure they were found and noticed before their competitors were. Not only did they start focusing on designing more appealing and informative websites, but they also incorporated search engine optimization (SEO) to aid in achieving a high search engine ranking and increasing online visibility.
But when the Internet became saturated with a multitude of competitors all doing the same thing, businesses and marketers needed to step up their efforts once again. One of the ways they did this was through blog content and, later, video content. Today, videos are a large part of marketing — nearly 90% of businesses use videos as a marketing tool. With so many businesses creating video content, how do you make sure your videos stand out and get noticed? By using video transcription.
The idea of transcription may seem difficult at first mention, but the process can be facilitated by using video transcription software and a video management platform such as Viostream. This enterprise-focused video hosting and management platform works with many other programs and can be used to automatically transcribe videos for you. This makes the transcription process quick and easy, resulting in a video transcript that helps ensure your video is accessible to and enjoyable for anyone. Start a free trial today.
Why You Need Video Transcription
Transcription is a very important part of a video marketing campaign. Providing accessible videos is actually a legal requirement, as dictated by Section 508 of the Rehabilitation Act of 1973. And a transcribed video offers much more benefit than simply providing closed captions.
But another often overlooked benefit of video transcription is improved search engine optimization. When an organic search engine query returns video results, the search engines are mainly returning results based on the title of the video. The search engines can’t really detect what is spoken about in the video. However, when you add transcription, you can increase the SEO of your video tremendously. Whereas search engines cannot typically detect the verbiage spoken in a video, they can read the text from a transcript, which can (and should) contain keywords. You can significantly improve your search engine rankings and attract more traffic with the powerful combination of videos and transcription using video transcription software.
Transcribed videos can even be used for linking to other content, serving to increase your relevance in search engines even more. With a page containing the complete transcript (linked from the video page), you can further link to other landing pages, related articles, or the products and service pages mentioned in the video. The benefit is further compounded when viewers share your videos — videos are shared 1200% more times than standard text or plain links.
Finally, having video transcriptions simply provides a better user experience. Video transcription software enables your video content to be shown in a greater context, improving understanding of the content and increasing retention. The captions reinforce the message being delivered, providing more value and information than a video without transcription.
In Conclusion
Video content will continue to play a large role in marketing and in building a brand’s loyal audience. Transcription is the next step in the evolution of video, and savvy marketers are already hard at work incorporating transcription into every video they add to a marketing campaign. Brands need to keep up with this tactic in order to remain competitive, as well as meet the needs and expectations of their audience.
For something so essential to your content's accesibility and marketability, you want the best video transcription tool for the job. Viostream's feature-rich yet easy-to-use platform offers a variety of ways to add captions to your videos as well as create transcripts. But Viostream is much more than video transcription software. This platform offers unparalleled security and analytics features, and lets you store, synthesize, and share your video from one central and secure location. Ideally suited both for marketing and internal communications, Viostream helps you organize, secure, and analyze your video. Try a free trial today.
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