Epic clips of ski descents; video content featuring sponsored athletes; short films and documentaries; new product launches and guides... Chances are you’ve already created epic video content for action sports fans. But what happens when they can’t catch every word?
As an action or outdoor sports brand, you already know that video is an essential part of your marketing strategy. There’s no better way to capture the adrenaline rush of a crowded finish line or the beauty of witnessing a bluebird day from the summit - and in doing so, to hype up your fans for your latest product release. And, considering that people spend around 17 hours a week watching videos online, you’re meeting consumers where they already are.. Plus, more and more of us are watching videos without sound, which means if you want your words to have impact, they need to be seen as well as heard. That’s where subtitles come in.
Subtitles have long been used to increase audiovisual accessibility, whether across language barriers or for the Deaf and hard of hearing. But accessibility is just one of the many reasons to use subtitles in your video content. In this blog, we go into detail about the 5 reasons why subtitles keep action sports brands from getting left in the dust.
1/ Outdoor sports fans prefer them
Subtitles make life easier. Plain and simple. And they’re not just for non-native speakers. Captions can help native-language viewers keep up with murmured dialogue and distinguish thick accents. Plus, they make it easier for viewers to follow along with speedy dialogue or technical terms within the content. Imagine someone missing out on your awesome video product guide or short film because they can’t hear or understand it... Bummer!
Subtitles also come in handy for anyone watching in a noisy place or somewhere they can’t blast the volume. And even if they can, many choose not to. Up to 75% of people report keeping their phone on mute at all times. (That stat is as high as 85% among Millennials.) Bottom line: video content is all about the audience and how they interact with it. We have to do what’s right for them, or they’ll leave in search of a brand that caters to their wants.
2/ They’re good for accessibility
While some viewers prefer subtitles, for those who are deaf, hearing impaired or use a screen reader, it may be the only way they can engage with your content. If you’re not subtitling your videos, you risk excluding a huge segment of sports enthusiasts. And action sports can and should be all about inclusivity.
Subtitles can also help neurodivergent viewers – like people on the autism spectrum or those who have dyslexia or ADHD – digest the content and understand the nuances of the message you’re trying to get across. Your brand benefits, too, as you’ll be able to target a wider range of people and welcome them into your community.
By adding subtitles, you're showing you care about inclusivity and want everyone to be part of the action.
3/ You’ll get better engagement with non-native speakers
Another great way subtitles can help you connect with audiences is by making them multilingual. Even monolingual captions help non-native speakers absorb the content quicker and follow along more easily, but if you really want to make them feel at home, translating your content into their language is a total pro move. And they’ll be doubly impressed to see you go that extra mile.
If you are looking for quality translations or just aren’t sure what our multilingual subtitle translation services involve, drop us a line and we’ll get back to you ASAP with a quote and more info.
Here’s an example of a subtitling project we did for The North Face through Storyteller Labs. This documentary is about ultra-runner Pau Capell’s epic attempt to run the Tour du Mont Blanc in under 20 hours. Most of the video is in English, but Pau is from Spain, so there are parts where he speaks Spanish and even his native Catalan. Given the mix of accents and languages, subtitles make the video clear and inclusive for The North Face’s international viewers.
4/ Greater visibility with SEO
Picture it: you’ve spent hours – days, even – optimizing your video content only to find it’s not generating the engagement you expected. Annoying. But don’t be too hasty to hit Delete; you can turn things around on the SEO front with minimal effort by adding captions and subtitles. (We say minimal effort because we’ll do it for you!)
Subtitles appeal to search engines as much as they do to humans. They add a text component to your video content, making it easier for YouTube and Google to understand what it’s about. This helps get your video noticed by action sports fans around the world and can even boost its position in search results. Platforms like YouTube and Facebook love accessible content, too, so your videos will have better visibility where your fans are most likely to watch them.
Subtitles also help improve visibility by:
- providing additional context for Google to index your videos (essentially pushing you up in the rankings)
- reaching bigger, more international audiences; engagement has an exponential effect on visibility
- making it easier for viewers to watch your videos from start to finish and maybe even share your content on social media, both of which also increase engagement and boost reach.
5/ You’ll be on the right side of the law
Now for the serious bit... Subtitles can help keep you out of hot water when it comes to laws and company policies. For example, in the US, The Americans with Disabilities Act (ADA) says videos need to be accessible to everyone, including people who are deaf or have hearing impairments. If you don’t use subtitles, you could end up facing fines or other legal issues.
Not only does placing subtitles and captions on your video content show you care about inclusivity – which is a hot topic in the outdoor sports world – it also proves you’re serious about following the rules. It’s a win-win; you keep things above board and make your content better for everyone.
Understanding the benefits of subtitles is just the first step—learn how to create accurate subtitles with our Subtitling best practices.
Work with us to make your video content accessible worldwide
Subtitling for international action sports fans is a tricky task. There are TONS of (literally) moving pieces to consider – like synchronizing subtitles to video and audio, keeping the reading speed manageable and making sure your message is consistent across channels. Because let’s face it; if your subtitles are out of sync, poorly translated or too fast to read, your customers aren’t gonna stick around.
We routinely help brands like yours caption and subtitle video content in multiple languages. If you care about your viewers, are looking for quality translations or just aren’t sure what our subtitle translation services involve, drop us a line and we’ll get back to you ASAP with a quote and more info.
