Making Your Video More Accessible Equals More Views
It is imperative as a video content marketer to learn how to make your video accessible to the targeted audience.
About 60 million residents are living in the United States that has a disability. This is then almost one-fifth of the country's total population. The limitations range from mental, physical or cognitive.
Some people do not recognize or sense this disability, and these disabilities are not given the attention that is needed to be given care for.
There are specific disabilities that require a lot of resources to take care of. It is even crazier to think that the situation isn't your problem and you do not have to solve it.
When one in five Americans have some particular disability, then it is not a struggle for a single person, but the whole community as a whole.
This is because most people that live with a disability are challenged not because they are living with the disability, but because of the outside world environment that causes these people to suffer even more.
Different people require different things, and we need to know that all of these a readdressed. Bear in mind that accessibility is not always an option in public; it is an essential need that even politicians or engineers have a problem getting a priority too.
You must be thinking what the hell has all that I mentioned above has to do with video content marketing. The broad umbrella of accessibility doesn't mean that you get facilities like public toilets or special ramps. In other words, it includes physical and legal constructs and content like books and television shows-leading straight down to video marketing.
Seeing Through The Magnifying Glass
After going through all the best parts of video content marketing, from the return on investment(ROI), then the trust and loyalty that helps in building up customers. No doubt using video marketing is one of the best ways to get your brand to get more leads in every level of the marketing funnel.
However, we have not gone deep in large part of the different audience for the various brand, as well as individuals that have different likes and tastes as well as how aware are consumers are of the products around them. These then take varying degrees of accessibility.
Try to imagine a beautiful garden of Eden with the beautiful apple tree in the middle, with gloriously red apples, and a large stone wall surrounds them. Anyone that has a ladder can get through the wall without difficulty if they can't find one in place so that they can all eat all the sweet apples of Eden the garden can offer. Ladders are becoming a common thing in this earth that no one had ever thought of not having a ladder. However, ladders are not as evenly-distributed as your fairy tale gardeners like to believe. If the ladder is unusable, or you never had a ladder, to begin with, then the quality of the apple has no meaning to you. You cannot reach it or even taste it.
You probably should not even bother trying to get the apple.
Similarly, no matter how intriguing the product video content maybe, if you are an individual living with a disability cant engage with the video, then this potential lead should be set aside, as there is no means attaining it. Stone walls come in various forms, and your firm might be building stone walls around you without realizing it.
Users with disabilities do not have much patience if they do not meet curated videos that match their needs–besides why should they have the patience for it. That is why ¾ of the patients that have a disability will leave the limitation will leave the website if they cannot assess it. When this occurs, the first stage of the brand will be dead before it even started to convert it to sales leads. If your garden was built that everyone had the same ladder, then probably only one or two people will be allowed to eat the apple of the garden of Eden. Sounds a bit like a far fetched pilgrimage, but even it was a healthy garden filled with lovely fruits without a ladder you cant get in anyway. Therefore, if you are not taking the right steps to get your video content accessible to everyone ,you will face the difficulty of losing potential customers.
So how does your brand convert your video content to a level that it is accessible to everyone? What can you do to reach that level? How do you guarantee everyone has an equal opportunity to engage the great content that you have created?
Taking First Steps
The first most important steps that you can grab to create accessible video content is to put captions on it. Captions are the text to all the audio content in the video, synchronized with the video parts, especially in the form of subtitles. For those that have difficulty hearing or are deaf, captions are a great way to make sure that these people can watch the video and understand the video content.
Reports stated that almost 20% of the residents of America have trouble hearing, and there is a lot of audiences that use captions to watch their movies. The number goes up and up if your brand is targeting former leads. Based on calculations on the National Disorder Departments stated that adults from 45 to 75 years old suffer from hearing disability. The percentage gets worse when you take in the precise calculations.
In other words, if you want to engage with older audiences, your video content has to meet their requirements, and it has to have captions on it. This includes the likelihood that they live with a disability. Here are a few guides to caption your videos. You can hire a freelancer or a small specialized firm to do the work for you.
You also need to add in audio descriptions to accompany your video and lets the person that is blind to hear what the whole video is about. You can then promote the brand to the blind group as well.
Audio descriptions might sound more complicated compared to audio captions. Still, the American Council of the Blind put a lot of resources that can give you audio description services for you. This will lead you to promote the brand name more easily.
Getting full transcripts of the video content will aid both blind and deaf audience. Just make sure that you add in everything so that the disabled can assess the videos. Also, test out the video before uploading it.
Conscious Content
The ones above are the most critical factors to make your content accessible. Other considerations to keep in mind is to make sure that the video content does not have autoplay and do not add in flashing content. These are for people that have autism or epilepsy. These disabilities are not apparent, but they must be taken into account as well.
By being conscious of the various disability groups, you are taking a moral stance on the video content and making a proper business decision. The caption can improve the SEO and make the google searches to get to your videos fast as well. This will increase a dramatic 40% in viewing your posted video, getting more engagement for your business.
When you are creating new marketing content, getting the video accessible to everyone is a win-win situation. Make sure that you get proper accessibility and you will gain assess to a new group of audience that might save your business one day.
Try our self serve estimator. You'll have custom pricing for your next project in 5 minutes or less.
