Unlocking Video SEO with Captions and Translations
How do we grow our donor base?
This is a question that nonprofit communications professionals have asked themselves a thousand times. The answer, for some nonprofits, rests in the development of content strategies that target new, diverse groups of constituents. For others, it may mean purchasing mailing lists. If you’re working with limited resources or are short on time, the answer to growing your donor base may rest in the unlikeliest of places: YouTube.
Now we’re not talking about video production, per se. But we are discussing an important step that comes to head in the in post-production phase, translations.
At See3, we automatically add Spanish and English captions to every video we produce through a platform called DotSub. By including transcriptions and translations as a step in our video production process, we’re encouraging our clients to always consider the importance of audience inclusion – whether that audience is hearing impaired or speaks a native language other than English.
Still wondering whether it’s really worth it to add captions to your videos? Consider the following statistics:
- In a study by Google, YouTube and Millward Brown Digital released this week, people who give money to charity are much more likely than the public to visit YouTube, according to the study.
- You can navigate YouTube in a total of 76 different languages, essentially covering 95% of the Internet population.
- 64% of donors surveyed believe that video sharing sites are most useful sources for researching nonprofits.
- 65% of your audience are visual learners.
- 50% of adults say they watch educational videos online.
From language barriers to stronger search engine optimization, here’s why it is important for nonprofits to incorporate translations into their videos starting now.
Minimize language barriers
With the sheer volume of people that consume videos online daily, it is safe to say that more than a few viewers will not speak English, natively.
Without translations, you miss out on opportunities for people to watch your videos and learn about the great work that your organization does. Furthermore, sometimes videos have cool sound effects that overshadow spoken word. Having captions allow people to read alongside the video and fully understand what’s going on.
Grow your audience
This really goes without saying because the more people that can watch and understand your video, the better. We spoke about the importance of inclusion, and how some people have disabilities that prevent them from digesting video in the ways in which you are more familiar. Translations make it so that everyone can equally enjoy your visual experience.
Help search engines index your video
Video translations can increase the page ranking of your nonprofit’s videos because Google and YouTube both use the text within the closed captions to index your videos. By creating a full transcription text and creating captions, you provide search engines with keyword-rich data about your nonprofit.
Additionally, your captions are searchable; making it easier for people to find your video if they’re looking for specific keywords.
Technology makes it increasingly easier for nonprofits to customize the ways in which they communicate through video. Taking an extra step to add video translations on YouTube and other video sharing platforms opens you up to a whole new world of diverse donors from all walks of life who may be so moved by your cause they that donate today.
Interested in adding translations to your nonprofit videos? Shoot us an email. We’d love to tell you more about how easy and affordable it is.