While automatic closed captions were an option for videos on Facebook for some time, they’re looking to broad this to develop the availability and add these auto captions to IGTV on Instagram.
In the screenshots above, you can see that when you upload a video on IGTV you can click on ‘Auto-Generated Captions’ from the settings. The clearer the sound of the video you uploded, the more accurate the captions will be. However, this will help getting more audience to watch your IGTVs. Also, it will expand the potential views by people who prefer watching videos without sound.
According to Facebook:
“While there is no shortage of information, not everyone can access it. It needs to be available to the hundreds of millions of people in the world who are deaf or hard of hearing. According to the World Health Organization, over 5% of the world’s population – or 466 million people – have disabling hearing loss, and that is projected to increase to over 900 million by 2050.”
As claimed above, Facebook offered the automated captions on video uploads in 2017. However, lately, it has added auto-captions for Workplace Live and Facebook Live too.
“Facebook Live automatic captions are helping governments disseminate crucial public health information, and ensuring that millions of viewers across the world – whether they have hearing loss, or are just watching where audio is not available – get the message. And, as workplace policies evolve, automatic captioning has become essential for employers to keep their staff and customers informed through safety updates.”
The speed and the accuracy of the system is developing as well, and though it will not be 100% accurate, the improvement happens regularly are leading to some important advances in the technology.
Also, besides catering to an expanding audience of impaired people, automated captioning is also useful for brands to upload their videos. In fact, latest information from Facebook indicated that the content advertisements created for the “sound off” have 48% more viewing numbers, and this leads to higher buying in the lab studies.
Also, this does relate to your expanding approach in using visuals. However, the proof indicates that considering silent viewers can play a major part in developing your campaigns.