Placeholder Image

字幕列表 影片播放

  • Hello, I’m Jessica Kellgren-Fozard, welcome to the first in my series of videos focusing

  • on captions on YouTube and their importance, in celebration of International Week of the Deaf

  • And yes, I’m filming this at YouTube Space so it looks fancy.

  • If youve never watched me before you probably won’t have guessed that I’m deaf- I know,

  • I don’t sound it… I went deaf in my teens and subtitles orcaptionsare a huge

  • part of my life, without them I couldn’t access many forms of entertainment- including

  • YouTube! It’s not just viewers with hearing loss who benefit from captions but a wide

  • range of people AND they can be really helpful to creators as well. In this video I’ll

  • be talking about what captions actually are and why theyre useful.

  • The other videos in this series will be linked below as soon as theyre released.

  • They are: How to caption your videos on YouTube

  • What to include in captions What the different caption symbols mean

  • How to use captions as a viewer

  • Let’s start with a taste of what YouTube is like for me without captions

  • Yeeeeah, difficult to understand, right? Let’s hit the CC button and try again:

  • There we go! Now it makes sense.

  • When your video is easy to understand it’s also easy to share. The internet has made

  • the world smaller and brought us together but it can’t overcome all language barriers.

  • Having captions means your Turkish viewer can share your video with their French friend

  • ortheir 80-year-old aunt!

  • There are 80 year olds watching YouTube, don’t tell me there aren’t!

  • In addition: the YouTube algorithm, that strange and majestic beast, picks up on words and

  • phrases in your captions, just as it does with titles, descriptions and tags. Having

  • captions means youre going to shoot up those search results.

  • But what are captions and how are they different from subtitles...

  • Well, if youre American (Which, let’s be honest, is the language of the internet)

  • then: Subtitles and captions are two distinct but

  • overlapping things. While both display text on the screen, the purpose for using each

  • is different.

  • Standard subtitles assume the viewer hears the audio whilst captions were developed to aid individuals

  • with hearing impairments. This means that captions contain information about speaker

  • changes and background sounds that enhance the story.

  • While captions ensure accessibility, they are useful for a variety of other reasons

  • allowing viewers to follow a story when sound can’t be heard because of a noisy environment

  • like a gym

  • or a sound-sensitive environment like a hospital.

  • If youre British, thencaptionsare what we know assubtitles’. We just say

  • subtitles for both because we like to make our language confusing. I’m going to continue

  • saying captions because that’s the word the majority of people watching will use...

  • but Brits, I’m with you, just substitute subtitles in your brain, youll get it,

  • I know it, it'll be fine.

  • Why are captions important though?

  • Well, we might not think of listening as something that requires a huge physical effort,

  • but that doesn't mean it's any less exhausting.

  • Consider how much information we listen to every day: working conversations, chatting

  • to friends, talking to your family, watching TV or YouTube videos… [bla, bla]

  • it can be a mental workout!

  • Buthow much of what we hear is actually absorbed? Even though your ears are capable

  • of picking up on many words, your brain doesn't necessarily process all of them.

  • Most people only remember about 17 to 25% of the things they listen to.

  • So is what you can hear important?

  • Alright, this is probably an incredibly boring question now and weve all seen it but what do you

  • hear when I play this clip: Yanny or Laurel?

  • [Audio recording]

  • The Yanny/Laurel debate is an example of a perceptually ambiguous stimulus, meaning it’s

  • difficult for the brain to decide on a definitive interpretation. It highlights that the external

  • world is less objective than we like to believe, although you might feel 100% certain about

  • which name you hear. This is down to two reasons: the first, youre primed to hear one of

  • the two- so even if the sound that moves through your ears isn’t either of these, your brain

  • will choose the closest- and secondly your ability to hear high frequency or low frequency notes

  • It’s a great example of how captions can help you get the true meaning of your words across

  • But!

  • Along with this, captions and subtitles boost viewer engagement.

  • Videos with captions receive a 40% spike in viewing and videos with both captions and

  • subtitles in other languages experience an 80% increase in viewing. Internal tests at

  • Facebook found that captioned video ads saw a 12% increase in engagement.

  • Reaching new audiences is the cornerstone of social media success. Let’s be honest,

  • sometimes it really is all about the numbers. But exactly how large an audience are you

  • actually missing out on?

  • Let’s talk demographics:

  • Straight in with the easy one: hearing loss. Over 5% of the world’s population has disabling

  • hearing loss- that’s 466 million people. In the United States, 38 million people have

  • some degree of hearing loss.

  • Now, please, don’t think that only old people have hearing loss- hello, nearly everyone

  • born after 1985 has grown up with headphones constantly blaring in their ears!

  • Oh deafness is coming for you I'm sorry about that

  • There are also a variety of disabilities that mean people might struggle to watch a video

  • without subtitles: from attention disorders to processing difficulties, those captions

  • mean a lot.

  • Like, a lot a lot. Seriously if you make your videos accessible and I’ll stan you hard. Hearts around your

  • I will draw hearts around your face and everything!

  • I mean maybe not cause that's a bit weird... but I might.

  • Moving on to the next group: people learning your language.

  • Subtitles open video content up to audiences around the world. 80% of the views on YouTube

  • come from outside the US. If your video is understandable by the segment of the online

  • the population who speak a language other than English, youll reach over two billion

  • people!

  • I’m sure you remember this from every school language class ever: you think you know what’s

  • going on, youve got the key words down, you can maybe, just maybe, write a sentence.

  • And then your teacher talks and it’s just bluh bluh bluh bluh!

  • Oh, Well then

  • Captions. Problem solved.

  • Maybe youre exhausted or hungover and you just want to watch your fave but also youre

  • too tired to actually pay attention to words- slash your ears are still ringing from the

  • night before-

  • Captions. Problem solved.

  • Youre in the car with your parents, watching YouTube videos with your siblings in the back

  • and a video about awkward kisses comes comes up. and wow do you wanna watch it...

  • Captions. Problem solved.

  • Maybe the person in the video speaks your language but they come from the other end

  • of the country and their accent isthick.

  • Captions. Problem solved.

  • Youre on a hugely busy, noisy train and even though youve turned your headphones

  • up to max you still can’t hear properly

  • Captions. Problem solved.

  • That’s how captions help you as a viewer but how do they help you as a creator?

  • In terms of search, discovery and engagement, captions are one of the most powerful pieces

  • of data out there.

  • Together captions and subtitles can boost eyes on your content, leading to an uptick

  • in engagement. More views will mean more likes, more comments and more people hitting the

  • subscribebutton.

  • But even more important is the role closed caption and translated subtitle files play

  • in SEO. The internet is text based so your video content is going to stay hidden from

  • search engines unless the text attached to it is picked up. It can be hard to get across

  • the essence of a video in just a title and the description- even video tags have a character

  • limit- but a closed caption file delivers a text-based transcript, opening up all of

  • the video’s content to search.

  • (bear that in mind if you keep getting demonetised. Watch video 3 for more!)

  • This makes your video more easily discoverable which sets the cycle of increased reach and

  • engagement back into motion.

  • I mentioned earlier the Yanny/Laurel debate and how captions can help you get the true

  • meaning of your words across.

  • Well, new research has found that when adverts are subtitled

  • the awareness of the product rapidly increases. It’s the same for a YouTube video: youre

  • bringing the audience in. Theyre engaging with the content through actively reading

  • rather than just sitting and passively listening. They will come away having internalised the message.

  • Some advertising campaigns wanting to boost the intent to purchase enjoyed as much as

  • a 26 percentage point boost when they used captions.

  • The same is true for whatever message youre sending with your videos. Whether youre

  • teaching people how to apply the perfect cat’s eye, or how to do that tricky one-two combo move,

  • or how to put a motorbike together from scratch.

  • More and more videos are being viewed on computers and mobile devices without sound. Even auto

  • play audio doesn’t overcome the issues around devices being on silent. Your content needs

  • to be engaging with or without the element of sound.

  • This also disproves a very common complaint about captions; that theyre intrusive.

  • Because clearly it isn’t an issue for the viewer.

  • Make sure you move on to Video 2, where I’ll be showing you how to create captions

  • on the YouTube platform. In Video 3 I’ll talk through some common questions with what

  • you should and shouldn’t include. And in Video 4 I’ll explain these weird little

  • symbols and how you can better use captions for your viewer.

  • Remember to subscribe if you haven’t already and do come take a look around my channel!

  • And see if you like it! It would be lovely to have you!

Hello, I’m Jessica Kellgren-Fozard, welcome to the first in my series of videos focusing

字幕與單字

單字即點即查 點擊單字可以查詢單字解釋

B2 中高級

如何使用標題可以讓你的瀏覽量增加80%!//為什麼標題很有用[CC] (How using captions can get you 80% more views! // Why captions are useful [CC])

  • 2 0
    林宜悉 發佈於 2021 年 01 月 14 日
影片單字