There are many reasons to transcribe your spoken content in your media. The first reason that comes to mind is, of course, subtitling. Not only in the natively spoken language but also in translated versions. According to multiple research, subtitled videos improve reach, CTA, reactions, and share rates significantly. The second reason is, of course, to help you find the content you are looking for – do you remember the soundbite that the CEO made in that speech – but where is it?
From a business perspective, it also essential to understand how Search Engine Optimization (SEO) is affected by subtitling. Video in itself is obviously not text-based, so any information that informs Google what the video content describes benefits the ranking of the video. Subtitling your video to not just one language but many, therefore, could improve your SEO and visibility. Makes sense?
These are just some of the benefits of making subtitling in preferably more than one language available for your content.
However, for some of you, there are also new regulations to consider. An E.U. directive 2016/2102/EU now states that all member states must include subtitling on all official video information to comply with the U.N. Convention on the Rights of Persons with Disabilities (CRPD). This includes video information from government, schools, and other official organizations, including private companies that delivers information for public viewing.
Similar regulations have been present in the U.S. for many years. The most recent regulation, The 21st Century Communications, and Video Accessibility Act of 2010, states the presence of closed captions on material produced and distributed in the U.S. and can be accessed in the U.S.