I've written previously about the three biggest reasons to make captioning a big part of your video strategy. After reading it, hopefully you’re convinced! You’re excited! Especially when you discover that YouTube and Facebook both have AUTOMATIC captioning programs.
I’m sold, you think, I’ll just flip the switch. Problem solved!
Yeah, about that. I’ve got good news and bad news.
The bad news is, you cannot trust your subtitles to the automated software provided by various social media platforms.
The good news is, the robots are not going to take over and put us all out of a job. HOORAY!!
I recently captioned a video for our Team Development for Sitecore brand on both our YouTube channel and our Facebook page, and a picture, as they say, is worth a thousand words. These were some of the more impressive examples of the automated audio; a side-by-side comparison really elevates the whole thing to art.
For extra fun, “Sitecore” became “cycle” several times and “5.7” was translated into “if I said” at least twice.
Bottom line: a human being needs to oversee caption creation (and the same is true of making your website ADA compliant). Whether utilizing a professional service or by assigning a member of your team to take point on creating them (which may be a better option for those on a limited budget or with a smaller number of videos to distribute), planning for that human oversight should be an essential part of your video strategy.