With 82% of all consumer web traffic now being video, having your business connect to your customer via a video platform is now a standard practice. However 92% of consumers view videos with the sound off. The answer then is to be sure your video has captions.
At Olaus Roe we consider the text as an important element of the overall design process, and can help you use words to enrich your video content. Here are a few useful points to consider...
Legibility of the font is crucial, but remember too, that not everyone will be able to read as fast as you and that English may not even be your customer’s first language.
This handy link maybe useful to try your script for read duration, but you will also want natural breaks in your script for the video to flow better and always add a length of time for the intro and outro and any call to action you require.
A good rule of thumb can be found in the Clearcast guidelines for TVCs:
“All text on screen at any one time must be held for a duration calculated at 0.2 seconds per word. An additional recognition period of 2 seconds (up to and including 9 words) or 3 seconds (10 words or greater) is also added.
Superimposed text that is on 2 full lines or more will be calculated at 0.25 seconds per word, plus 3 seconds recognition time.”
Although these rules are only enforced for the supers for television commercials (and certainly, lower thirds subtitles often run much faster than this), they are good to keep at the back of your mind when considering the audience of your video.
Statistics all point to when using video as a marketing tool, less is more - keep scripts short and use your video to draw interest toward the denser written content of your brochure or website. Better to keep your script succinct and not cram in too much content as according to Social Media Examiner, 80% of marketers are creating videos that are 3 minutes or less. The amount of time people spend watching your video will depend on how long they are. Around 68% of people will watch a marketing video all the way through if it’s under 1 minute. If it’s a beefy 20 minutes then its only going to reach 25% of people. A good analogy is the length of songs on the radio - if listeners were to hear a song play longer than 3 minutes, they begin to wonder "when is this going to end?!"
We can supply standard lower-thirds subtitle captions as an option either burnt into your video, or supplied as an SRT file for automatic generation of switchable subtitles on platforms such as Vimeo or YouTube. We can also supply your video with captions translated into any other language should you so require.
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