Video content is preferred by users and search engines. For users, even the most complex issue can be processed in minutes. And search engines know that users generally prefer video content if it contains the information they’re looking for, thereby ranking their video content higher in search results.
In addition to being easier to understand and consume, videos are more likely to be shared by users, making them an excellent marketing tool. Videos can also be seen or heard by anyone, including people with disabilities.
If you’ve already implemented a video strategy or want to add videos to your marketing device, here are some reasons why you should create accessible videos.
First, what are accessible videos?
Accessible videos are produced and delivered in a way that is easy for anyone to access the content. This mainly means that the video has the following:
- The text of the text is synchronized with the video in real-time.
- A transcript on the page where the video was posted. The complete script of the video must be written from beginning to end. It is also useful for people who are not in a room where they can hear a video out loud but want to get the information out of it.
- A good description. Useful for the blind or visually impaired, audio descriptions use the spoken word to describe important visual moments.
The video must also be published in such a way that any media player can access it and in a way that supports the three features. Accessible video players must have controls that can be accessed from the keyboard and the player itself, and these must be clearly defined. This is also useful if you do not activate the autoplay function.
Why do I have to make videos accessible?
Three main reasons:
- It does not exclude any domestic market. The Internet has made information accessible to people of all ages and abilities. By making a video accessible to everyone, you don’t limit your customer base or exclude a group of people. You create content that is accessible to all your audiences, old and new. Deleting a group can cause you to lose your current fans and prevent them from reaching new audiences.
- Reach your audience as they want to reach you. Whether someone is watching a video through headphones at high volume or broadcasting your content during a meeting and reading only the subtitles you’ve provided, accessible video means your content is always available to your audience. Depending on the length of your video, your audience may not have had time to watch it all, but they still want to process it and access the information. Transcripts give those who wish to browse video information a chance to do so.
- Follow the law and best practices. Section 508 of the Rehabilitation Act of 1973 applies to videos used by the government or for educational purposes. The World Wide Web Consortium (W3C) guidelines for accessibility of web content also lay the foundation for adding video content to the web. People spend more time watching videos on their laptops and mobile devices. Marketers need to adapt to the trend to ensure they reach their audience.
That’s why it’s so important to be accessible to your target audience with accessible videos. You don’t want someone to miss out on great content that you spent time and money on just because you didn’t have adequate access.
Depending on what you’re looking for, the right video production company can provide everything from the script to the recording, ensuring that the result is a high-quality video accessible to everyone.