As video becomes more popular, etiquette around how they play in social feeds, watching them in social settings, and the brand experience of the video itself are becoming more critical. Plus, a new tool is about to change the video brand experience as we know it. Let’s dive in!
When scrolling through your social feeds, you may notice that many videos play while muted. While this can be courteous to others around you, it can be downright frustrating or annoying to your experience with the video. Many are missing a feature that would not only improve the brand experience for the video but continue to be courteous to others nearby: captions.
Closed-captioning when I was growing up, was somewhat of a special feature. But as the rise of video has become the new normal across social feeds, closed captioning has helped to provide clarity and to strengthen the brand experience with videos playing while in a crowded, often loud social setting. Closed-captioning breathes new life into an otherwise dead brand experience.
Think about it – if you were watching TV in a crowded setting at a bar or restaurant on a quiet evening, you’d be able to hear what was being said. Now, imagine that same TV being on with a much louder crowd. What happens to the TV experience? It gets drowned out to the point where the TV brand experience becomes worthless.
That’s where closed-captioning comes into play. It adds life to the TV, giving a voice to the screen, even in a crowded, loud environment.
Apple’s New Mobile Video App, Clips
Apple recently announced a new mobile video app tool launching in April. On the surface, it could be quickly passed off as another Snapchat or Instagram copycat. The slick new app will feature filters, stickers, and a press-to-record UI that makes it easy to capture, edit, and share snippets of video.
Clips is a tool, not a platform. The app uses facial recognition to identify the people in your videos and suggests people you can share them with. But there is one feature that sets Clips apart from its competitors. And it has to do with closed-captioning.
Apple calls this feature Live Titles, which turns your spoken words into on-screen text. It also goes one step beyond that, synchronizing the text to the cadence of your voice.
How will this improve the Brand Experience?
If this feature works as advertised, the brand experience of watching videos will improve, as captions will automatically be included in the videos, therefore keeping social etiquette around videos. It also improves the brand experience for the creators.
When you set out to create a video, that can be a large task in and of itself. To get the video transcribed, or to do it yourself to add captions is a great feature, but often painfully tedious. Current options like Vont produce good results but are labor intensive.
“The more we use video to communicate, the more we need captions to tell us what is being said.”
With Apple’s Live Titles feature in its Clips app it promises to streamline the process, eliminate steps, and improve the experience for the user watching the finished video. I’m excited to test it out next month!
What do you think?
What are your thoughts on adding captions to videos? Do you offer them on your videos? If not, why not? Are you excited for Apples Clips app to help solve this problem? Leave a comment below or connect with me on social: @BWarsinske.