Subtitles for Social Media: Why They Matter Now More Than Ever

The Importance of Subtitles for Social Media Videos

Inclusive Communication for All Audiences

In 2020, South Korean director Bong Joon-ho accepted the Golden Globe award for the best foreign-language film for his self-described “family tragicomedy” Parasite. In his acceptance speech, he gently chided the audience. “Once you overcome the one-inch tall barrier of subtitles, you will be introduced to so many more amazing films,” said Bong Joon-ho, who used an interpreter to deliver his acceptance speech mostly in Korean.

Fast forward four years, and subtitles are now experiencing an AI revolution. 

Subtitles ensure that your content is accessible to a wider audience, including those who are deaf or hard of hearing. By providing language options for subtitles, you can easily overcome language barriers.

Reaching Silent Viewers on Social Media

It may seem counterintuitive, especially if you’ve been on a public bus or train with teenagers recently, but huge numbers of people watch videos without sound. Especially on platforms like Instagram and Tik Tok. In this day and age, subtitles are no longer a “one-inch barrier”; they are essential for message clarity. 

Subtitles for the Deaf or Hard of Hearing: Accessibility and Engagement

Closed Captions and Their Role in Accessibility

Closed captions are essential for making video content accessible to those who are deaf or hard of hearing. Unlike regular subtitles, which only transcribe spoken dialogue, closed captions also include non-verbal elements like sound effects and background noises, offering a fuller sensory experience for viewers with hearing impairments.

The concept of closed captions dates back to the early 1970s. In 1972, the U.S. television program The French Chef became one of the first shows to offer open captions for deaf viewers. In 1980, the Public Broadcasting Service (PBS) aired Masterpiece Theatre with the first closed captions, which could be toggled on or off by the viewer. These innovations marked the beginning of a movement toward more inclusive media.

Today, closed captions are a standard feature across most social media platforms, helping to ensure equal access for all users.

Automatic Subtitles: Benefits and Pitfalls

Automatic subtitles provide a quick and easy way to add captions to social media videos. They are often generated instantly by platforms like YouTube, Facebook, and LinkedIn. This can save time and effort, especially for content creators who need to release videos frequently.

However, automated subtitles are far from perfect. They often misinterpret speech, especially in cases where the speakers have strong accents, speak quickly, or are disrupted by background noise. Mistakes can range from minor typos to major misunderstandings, which can confuse viewers and reduce accessibility. Manual correction is crucial to ensure accurate, clear communication, making subtitles reliable for all audiences, especially those who rely on them.

New Style Subtitles and Why You Should Avoid Them

The Problem with Single Word Subtitles

There is a trend on some social media channels toward “single word” subtitles. For those unfamiliar, single word, or word-by-word subtitles do exactly what they say: each word appears in sync with the speaker’s speech. The principal benefit is that each word is highlighted as it’s articulated, which can be useful for language learners or those trying to determine pronunciation.

However, for the vast majority of videos, this trend is nothing more than a bright, shiny distraction from the actual content. The subtitles follow the speech, so if someone speaks quickly, the subtitles race through. If someone pauses in their presentation, there’s an abrupt stop in what you’re reading, even when that occurs in the middle of a sentence. 

The subtitles display everything that’s said — every “um”, “ah”, “I mean”, and all other unnecessary filler words. It’s a lot of noise. The subtitles don’t form complete sentences, so there’s no context to grasp. If you are hard of hearing or deaf, or if you are watching a video without the benefit of audio cues and clues, then you can easily find yourself lost. 

Very often, these single-word subtitles are presented with flashing coloured backgrounds, not unlike a flickering neon sign from the ’80s. It’s exhausting.

Why Complete Sentences in Subtitles Improve Understanding

Subtitles that use complete sentences provide much-needed context and clarity, especially for people who rely on them, such as those who are deaf or hard of hearing. Full sentences convey the complete meaning of what is being said, making it easier for viewers to understand the message without needing to guess or fill in gaps. In contrast, fragmented or word-by-word subtitles can be confusing, as they often lack context and flow. Complete sentences ensure a smoother reading experience, helping viewers stay focused on the content and grasp its meaning more effectively, enhancing both accessibility and engagement.

Best Practices for Using Subtitles on Social Media

Formatting Tips for Better Subtitles

To create effective subtitles, choose readable fonts that are clear and large enough to be easily seen on various devices. Fonts like Arial, Helvetica, and Verdana are often recommended for their legibility. Maintain appropriate timing by ensuring that subtitles are displayed long enough for viewers to read without rushing. Aim for a maximum of two lines at a time, with each line containing no more than 42 characters. Additionally, avoid distracting backgrounds that can make reading difficult; opt for solid, contrasting colours to enhance visibility. By implementing these formatting tips, you can significantly improve the viewing experience for your audience.

Using SRT Files for Thoughtful and Inclusive Communication

Using SRT (SubRip Subtitle) files is essential for delivering well-structured subtitles that enhance comprehension and engagement. They allow you to organise subtitles effectively, ensuring accurate timing and context for each spoken phrase. This meticulous approach not only boosts accessibility for viewers but also reflects your commitment to thoughtful communication. For professional subtitling and copywriting services that prioritise clarity and inclusivity, Ludejo can help you craft effective subtitles tailored to your audience’s needs. Let us elevate your content with expertly created subtitles.

Subtitles Are Key to Inclusive and Effective Social Media Content

So, whether you’re from the “Where are my subtitles?! I can’t hear without my subtitles!” generation, or if you’re from the “Turn them off, they’re just distracting” camp, not all subtitles are for you. But for those who need them, they notice when they are wrong. 

Subtitles have become an indispensable tool for effective communication in social media videos. They not only enhance accessibility for individuals who are deaf or hard of hearing but also cater to a diverse audience that often consumes content without sound. While automatic subtitles can save time, ensuring accuracy through manual correction is crucial for clarity. By adhering to best practices in formatting and using well-structured SRT files, creators can foster inclusivity and enhance the viewing experience. Embracing the importance of subtitles will ultimately lead to more impactful and engaging content for all viewers.

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