With video content comprising 82% of Internet traffic today, according to Streaming Media, it’s more important than ever to ensure that video content is accessible to all. Video content, in particular, has changed since the inception of the ADA and the transformation in how we work and learn spurred by the COVID-19 pandemic.

In 2017, 77 percent of American companies offered online corporate training to improve professional development.The passage of the Americans With Disabilities Act (ADA) in the United States in 1990 was intended to bring about sweeping change for people with physical and cognitive challenges, and in many ways, it did.Ĭities, buildings, and businesses invested in structural changes to accommodate people in wheelchairs, for example, and media companies, corporations, and universities began captioning video content more consistently for people with hearing impairments.

Captions for businessįacebook video is powerful, but video is on the rise in education and in the corporate world as well. In a world without sound, captions are one of the best ways to increase those numbers. In fact, 74 percent of ad recall is achieved in 10 seconds of Facebook video campaigns. However, when you add captions to videos, viewers are more likely to be drawn into it.įacebook’s internal tests show that captioned video ads increase video view time by an average of 12 percent.Īnything you can do to capture a viewer’s attention - even seconds more than they normally would - can add up. If they can’t hear it, then they won’t get it, so who cares?Īccording to Facebook, “research found that when feed-based mobile video ads play loudly when people aren’t expecting it, 80 percent react negatively, both toward the platform and the advertiser” While scrolling through your social feeds with your sound turned off ( which 85 percent of users do), most individuals will completely skip a video whose meaning is lost without sound. Captions certainly are not a new concept for videos on TV, but they are a strategy that is proving more and more effective on all platforms.

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