What’s Better for Video: Voice Over or Captions?

The Future of Video, Voice Over and Captions

I think we’ve all heard just how popular video is and how this popularity is expected to increase even further in the future.  YouTube is the world’s second-largest search engine.

Popular platforms such as Instagram, Facebook and LinkedIn are completely adapted and optimized to enable video to be uploaded.  And it would appear that a number of these platforms prioritize video content in their algorithms—in other words, posts with a video are more likely to appear in someone else’s feed that posts with a simple link.

Vidyard shares an interesting take on video with their Top 10 Predictions for the Future of Video Marketing.

The fact is, video is here to stay.  It’s getting more and more popular.  And it is going to play an even more important role in marketing campaigns.

Why Captions are Great

According to Digiday, up to 85% of video is watched without sound.

This is an important statistic, because it highlights just how important it is to have captions for your video.  If you don

But it doesn’t tell the whole story.

While 15% listening to the audio while watching a video might sound like a small percentage, this 15% often represents the most engaged and interested potential customers or collaborators.

Think about your actions when you see a video on a social media feed.

First of all, you focus on the image.

If the image catches your eye, then you might start to read the captions.

If the captions grab your attention, then you will probably click on the video and watch it properly, with the sound / voice over as well.

So, it’s not a question of whether captions are better than voice over.  In many cases, both can work together in perfect harmony, as part of a progressive sales funnel guiding viewers from being interested to becoming a “client” by watching your video in full, and listening to it at the same time.

When Voice Over is Better

Now, when someone clicks on your video, has shown interest, and is ready to give it their full attention, this is where voice over can be really effective.

Voice overs can drive your video in a way that captions cannot.  Captions act as a guide to help viewers understand the video.  But voice overs can really help to inspire, engage, encourage, motivate, warn, educate or sell in a way that captions cannot.  There is something unique about voice over, something special about the way voice and video work together.

In essence your video can (and probably should) be a mini cinematic experience.  A minute or two of high-impact audiovisual to stimulate the senses and encourage your viewers to take the next step.  So whether you are trying to sell or inspire, educate or encourage, a voice over can really help you to achieve your goals

So, it’s not just about that 15% I mentioned earlier.  After all, that doesn’t sound like a high number.  But when you take into account that your sales or conversions are more likely to come from that 15%, voice over becomes even more important.

Voice Overs and Captions for Videos: Conclusions

It’s pretty clear that video is the future.

And it’s also clear that certain types of video are going to be more effective than others.

Including captions is an excellent way to improve the success of your video.

Adding a voice over is going to provide that finishing touch that will help you to convert viewers into customers.

Interested in adding a high-impact, educational or inspirational voice over to your project?  Get a free quote from the British Voiceover Man here.

All the best!

Paul