📚 This post is part of my business blogging guide.
Do you create video for YouTube, your website or your social media accounts? If so, adding captions (text subtitles) will improve the viewing experience for your audience.
Summary for busy people
Add captions to pre-recorded video via a captioning service such as Rev ($1 per minute of video).
- Why bother with captions?
- What does a captions file look like?
- The time-saving method for creating captions
- How to create free captions via YouTube
- How to add live captions to mobile video (iOS and Android)
- Which platforms support SRT caption files?
- How to add captions to LinkedIn native videos
- How to add (‘burn in’) captions to an existing video
- How do I produce written transcripts instead of captions?
- What other captioning tools are available?
- Caption This!
- Y Translator
- Let’s wrap up
Why bother with captions?
In 2016, Digiday reported that 85% of Facebook video is watched without sound. A similar stat will apply to other social platforms.
Often, this is because autoplay is turned on and people tend to scroll on past unless the content really grabs their attention.
Did you know?
A small study by Instapage of 16.5 hours of Facebook videos showed that:
- Average reach of a captioned video was 16% higher than the same video without captions.
- Reactions to the video were also higher on the version with captions, by more than 17% on average.
- Average shares dropped when captions were removed, by nearly 15%.
- CTA clicks fell by 26% when captions were removed.
You’ll have a better chance of making people watch your content if your videos contain captions, especially if there’s something appealing in the first caption.
Here are some good use cases for adding captions to videos. Consider that the audience:
- is in a shared space and can’t turn the sound on.
- has hearing difficulties.
- can’t understand the person’s accent.
- is not a native English speaker.
Even if none of the above applies, captions give a more polished, professional look to a video – and that could serve to keep people engaged and increase the time they spend watching your content.
What does a captions file look like?
Captions files are plain-text files.
The most popular format is SubRip Text (SRT), probably because this is the format supported by Facebook and LinkedIn.
Another popular format is Web Video Text Tracks (WebVTT or VTT).
SRT and VTT files are almost identical, so I’m going to focus only on SRT.
Here’s a screenshot of a real captions file:
This snippet shows numbered scenes, start times, end times and the text to display in each scene.
You could create such files manually but that would require a lot of effort. There are much better ways of creating captions, so read on to see what suits you.
Facebook captions file tip
Facebook expects captions files with a filename ending
This should work for anyone creating captions in English.
The time-saving method for creating captions
I create my captions by sending my videos to Rev. Their captioning service costs $1 per minute of video, and it’s quick and accurate.
I’ve often received Rev captions back in under an hour, and rarely have to make more than a couple of edits to the text.
Here’s how this method works:
- Publish your video as normal on YouTube or Vimeo.
- Go to Rev and supply the link to the published video.
- Sign in and pay as prompted.
- Wait for an email containing the SRT captions file.
Next, go to the advanced settings for the video and upload the captions file. Here’s how to do that on YouTube and Vimeo.
How to upload an SRT file to a YouTube video
- View the video on a desktop browser.
- Click Edit video.
- Click Subtitles/CC.
- Click Add new subtitles or CC.
- Click English.
- Click Upload a file.
- Click Subtitles file.
- Browse and select the SRT file.
How to upload an SRT file to a Vimeo video
- View the video on a desktop browser.
- Click Settings.
- Click Advanced.
- In Enable Captions & Subtitles, browse and select the SRT file.
- Tick the Status box to set it to ON.
- Set the language to English.
- Set the type to Captions.
- Click Save.
If you don’t want people to see the video until your captions are ready, publish it as a private video YouTube or Vimeo and then make it public after you’ve completed the above process.
If you haven’t published your video at all but still want captions for it, you can upload your video direct to Rev.
How to create free captions via YouTube
If you don’t want to use a captioning service, you can get YouTube to create free captions on your videos.
You’ll need to edit the automatically generated captions and then you can save the SRT file for reuse elsewhere.
Here’s a quick step-by-step process for editing and downloading the automatically generated captions in one of your YouTube videos.
- Start by visiting the settings page of one of your videos, and then click Subtitles/CC.
- Click English (Automatic).
If you don’t see this, it’s probably because the video is brand new. You usually have to wait at least 15 minutes before automatic captions appear.
- Click Edit.
- Make changes to the caption text to the left of the screen.
- Click Publish edits.
You should now have two sets of captions, as shown below. The automatically generated version can now be deleted.
- Click English (Automatic).
- Click Unpublish on the following page.
This should leave behind only one set of captions.
- Click English.
- Finally, in the Actions menu, click .srt to download the SRT file.
You can use the SRT file when uploading the same video direct to Facebook, LinkedIn, Vimeo and anywhere else that supports this format.
(Some other platforms such as Moodle support the VTT format, so you might need to download that version of the file from YouTube instead.)
Although this method really is free, the time it takes you to edit the auto-generated captions may not make it worthwhile.
I’d guess it takes around 10 minutes to brush up and resave your captions in this way.
For me, it makes more sense to spend a couple of pounds to outsource that task, and that’s why I send my videos to Rev.
How to add live captions to mobile video (iOS and Android)
You can add live captions to videos as you record them on your iPhone or Android phone.
This is great for social media, because most video there will play with the sound off by default. Adding good captions will improve the chances of people watching the content.
The good news is that you don’t need to write your own captions or even use a captioning service to do the work for you.
Instead, use one of these apps to record your mobile videos and they’ll add the captions automatically:
Which platforms support SRT caption files?
These platforms support SRT caption files:
The big-name omission here is Twitter. Their lack of support for SRT captions stops me from sharing more video content there.
How to add captions to LinkedIn native videos
Let’s say you have a captions file for your video (see The time-saving method for creating captions) and you want to add this when uploading a video direct to LinkedIn.
Here’s how to add a captions file to your LinkedIn videos:
- Start by creating a post and uploading the video direct to LinkedIn.
- A preview of the video appears.
- In the top-right corner, click the pen icon.
- Browse for the SRT caption file.
- Once the video is processed and published (it can take a few minutes), the captions will be displayed automatically when the video is played.
The CC icon shows that the video contains captions, and captions are displayed by default. Clicking the icon turns the captions off.
There are no styling preferences available, so you can’t change the colour, size or type of text shown in LinkedIn’s captions.
The default style of white text on a black background looks pretty good to me, though.
How to add (‘burn in’) captions to an existing video
If you have a captions text file, you can import the captions to an existing video by using video-editing software such as Camtasia. Then you can export the video with the captions burned in.
You can also write and edit captions manually in Camtasia, though this is laborious for videos longer than about 60 seconds. (We speak around 130 words per minute – do you want to type all that out?)
If you have a pre-written script for your video, you can copy it into Camtasia.
Camtasia lets you add a special captions ‘track’ to your audio, and this is used to type your captions or paste them in from pre-written scripts.
If you have an SRT file handy, you can import it direct to Camtasia.
When the video is exported from Camtasia, the captions look like this:
If you’ve used Camtasia to create caption content from a pre-written script, you can export the captions alone (in SRT format) via the Share | Export Captions… menu.
In general, adding captions manually like this isn’t a good use of your precious time, especially when you can get a captioning service to do it more quickly and cheaply (see The time-saving method for creating captions).
Let’s say you have an SRT caption file and want to add it to an existing video, but you don’t want to mess around with Camtasia. What do you do?
Good news: you can add your SRT captions to an existing video by using HandBrake. It’s free and works on Windows and macOS.
HandBrake lets you produce a captioned copy of the video without overwriting the original.
The user interface isn’t the prettiest, so follow these steps to add an SRT captions file to your existing videos:
- Open the video (MP4) file in HandBrake.
- Click the Subtitles tab.
- In the Tracks menu, click Add External SRT…
- Use the Save As and Browse options to set the destination of the new captioned video (don’t overwrite the original!).
- Click Start.
The downside with HandBrake is that the captions don’t look great when they’re burned in to the video.
The resulting white text with black shadow is fine if your video is naturally dark but quite poor if your video has a light background.
How do I produce written transcripts instead of captions?
While captions go in the video, written transcripts can go anywhere to accompany the video.
To create these written transcriptions, try a service such as Temi. Your first use is free and then it’s $0.10 per minute of video after that.
You have to upload your video file, which is a pain if it’s a biggie.
Here’s a sample of the results you get from Temi.
Rev also has its own transcription service.
What other captioning tools are available?
Here are some further captioning tools. I’ve tried these only briefly and am listing them in rough order of preference.
Here’s a quick look at Caption This! for iOS:
Headliner‘s auto-captioning results weren’t great and the download file is in VTT format instead of SRT. PS. I’m not called ‘Ron Jon’.
In Kapwing, the Add Subtitles to Video option allows you to upload a video and auto-generate captions for it. You can edit these and then download the resulting video file with the captions embedded. You can’t download the captions on their own, and the video file will come with a Kapwing watermark.
Let’s wrap up
Captions are relatively quick and cheap to add to your videos. I use Rev and it costs only $1 per minute of video.
If you’re creating videos on your iPhone for social media then live-captioning via Clips means you can do the job without spending anything at all.
With video consumption on the rise, people are going to expect more video to come with captions.
Get onboard now and use captions to improve the way your audience experiences your video content.
Continue the business blogging guide
This post is part of my definitive business blogging guide.
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Who wrote this?
John Espirian – the relentlessly helpful technical copywriter
I write B2B web content, blogs, user guides and case studies – all aimed at explaining how your products, services and processes work. I also offer LinkedIn profile critiquing and rewriting.
I work from home in Newport, South Wales and support the (formerly) mighty Liverpool FC 🔴⚽️