Why You Need to Add Transcripts to Your Marketing Videos

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If you’re using videos as part of your marketing strategy, you need to make sure that you’re providing transcripts for those videos. Transcripts are important because they make your videos accessible to a wider audience. They also help with SEO, since search engines can’t index the audio in videos. In this blog post, we’ll take a look at some of the benefits of adding high-quality transcripts to your marketing videos!

What is a video transcript?

Transcripts provide a written record of a video’s content. They can be either a verbatim account of what is said, or a condensed version that includes only the main points. Transcripts can be useful for viewers who prefer to read rather than watch a video, or who need to review the information later.

Creating a transcript can be time-consuming, but there are several automatic transcription services that can generate a draft quickly. Once the transcript is created, it can be edited to remove fillers words and other non-essential information. By making transcripts more concise and readable, they can be an invaluable resource for viewers.

Reasons to Add Video Transcription

Providing a transcript is proven to boost your video search engine optimization (SEO).

If you’re looking to improve your website’s SEO ranking, you may want to consider adding video transcripts. A study by SafeNet found that pages with video transcripts tend to rank higher in search engines like Yahoo and Bing. In fact, the study found that pages with video transcripts moved up from no listing at all to 14th place in Yahoo, and from no listing to 9th and 11th place in Bing, respectively. 

Adding video transcripts can also help to increase traffic and user engagement. In fact, 6.26% of all unique visitors who came from search traffic landed on a transcript page. So, if you’re looking for ways to improve your website’s SEO ranking and increase traffic, adding video transcripts is a great option.

As any online marketer knows, SEO is essential for getting your website noticed by search engines. And while there are many different factors that can affect your ranking, one of the most important is the text on your website.

Search engines crawl websites to index the words on each page, so having well-written content is essential for getting good results. However, when it comes to video content, search engines can’t crawl the actual video footage.

That’s where transcripts come in. A transcript is a written record of the audio track of a video, and it can be extremely useful for improving your video SEO. By including a transcript on your website or video archive, you can make your video more searchable across the web. In addition, transcripts can also help you to fine-tune your keyword strategy.

By identifying prominent keywords mentioned in your video, you can adjust your on-page video SEO elements to match the phrasing of the keyword. As a result, transcripts can be a valuable tool for improving your video SEO and helping your content to rank higher in search engine results pages.

Video Transcription Creates Better UX

Adding a transcript to your video can be extremely beneficial for viewers. For those who are hard of hearing or prefer to read rather than watch videos, transcripts provide another way to digest the content.

Transcripts can also be handy for viewers who want to quickly find a particular piece of information within the video. Rather than having to scroll through the entire video, they can simply search the transcript for keywords or topics. In addition, transcripts make your content more accessible to viewers who speak a different language.

By including a transcript, you can reach a wider audience and ensure that everyone can enjoy your content.

Playlist Search

Transcripts can be extremely helpful in making your videos more searchable and therefore, more watchable. Search engines use the text from transcripts to create metadata for videos, which helps spiders crawl and index your content. This means that people who are searching for specific topics will be more likely to find your videos if you have a transcript.

In addition, transcripts can also be used to create subtitles for your video. This is especially useful for people who are deaf or hard of hearing, but it can also be helpful for people who speak different languages or who simply want to follow along with the audio more easily. Finally, transcripts can also be scanned for specific words and phrases using a tool like a playlist search plugin.

This can be really useful for researchers, but it’s also beneficial for average users, too. For example, if you want to learn how to make a cake, you can search for “cake baking” in a transcript and be taken straight to the relevant section of a video. Transcripts are therefore an extremely useful tool for making your videos more accessible and easier to find.

Interactive Transcript

Viewers who are hard of hearing or who don’t speak the same language as the audio on a video can still follow along and get the gist of what’s being said with an interactive transcript. This feature not only makes your videos more accessible, but it also helps to keep viewers engaged since they can see the words highlighted in time with the audio.

Interactive transcripts also offer a smoother user experience than traditional transcripts since viewers can click on the text to jump to that point in the video.

Deaf and hard-of-hearing viewers

If you’re creating videos for your website or social media channels, it’s important to consider how people with limited or no hearing will be able to consume your content. While you may be tempted to simply transcribe the audio from your video, it’s important to keep in mind that a transcript should include more than just speech; it should also note speaker IDs and essential non-speech sounds like [LAUGHTER] or [SILENCE]. Creating closed captions using your transcript will ensure that all viewers can follow along and experience your video content in the way that you intended.

In addition to being the right thing to do, making your online video accessible is also required by law in many cases. Accessibility laws vary by state, but federal law requires that videos be transcribed and captioned for all federal agencies. Video accessibility is also mandated for broadcast media “places of public accommodation” like museums, libraries, and universities. So, if you’re creating video content for any type of organization, be sure to keep accessibility in mind from the start.

Viewers in sound-prohibitive environments

It is no secret that we are living in a digital age, where more and more people are spending an increasingly large portion of their time online. A recent study by Pew Research found that 31% of U.S. adults report being “almost constantly” online, and a 2018 Nielson poll found that we spend almost half of our life on the internet, watching TV, or on our phones.

With so many people consuming content in such a wide variety of settings, it is important to consider all the different ways they might be discovering your videos. For example, someone might come across your video while commuting to work on the train, waiting in line at the post office, or eating lunch in a noisy cafeteria – not every environment is conducive to playing audio. In these situations, having a transcript gives your viewers an alternative to consuming your content, keeping them from bouncing off your site.

Providing a transcript is just one way you can make sure your content is accessible to all viewers, regardless of their situation or location.

Non-native English speakers

If you’re looking to reach a larger audience with your video content, transcripts can be a big help. Transcripts provide a written record of everything that’s said in a video, making it easier for viewers to follow along and understand the content, regardless of their level of English proficiency.

This is especially important for ESOL (English for speakers of other languages) students, who make up a significant portion of the public-school population in the United States. According to the Migration Policy Institute, there are an estimated 4.9 million ESOL students in American public schools. Making your content accessible to this population could mean reaching millions of potential new customers.

In addition to increased accessibility, transcripts can also be used as study guides or references for vocabulary and spelling. So, if you’re looking to broaden your audience and make your content more accessible, consider adding transcripts to your videos.

Other ways to use your transcript

As well as these solid reasons for having a transcript on your video, there are some other ways you can use it to help drive people to your website.

The easiest way is to add the transcript under your video on YouTube to allow people to easily read the content. This is ideal for all of the reasons above and is a lot more accurate than using the standard transcript provided by YouTube (this is great but there’s a lot of stuff it doesn’t pick up properly!)

The other way to reuse it is to repurpose it into a blog post. This can be added to your blog and then the video itself can be embedded into the post so you can get double the benefits from it. A transcript is a lot quicker and easier for a content writer to use to create an optimised blog post than anything and also ensures that the main points of the blog post are the same as the video.

If you need help with video transcripts or even want to have them also turned into blog posts, check out our dedicated service!

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