6 Reasons to Subtitle Your Social Media Videos for Better Engagement

December 3, 2020 | ATA Compass | | Client Assistance, Public Outreach

I’ve been a subtitler and translator for well over a decade, working with streaming giants like Netflix and businesses of all sizes to help make their video content more engaging and accessible to their audiences.

Through years of experience, I’ve learned how subtitles can make or break the success of your social media videos, particularly when it comes to boosting engagement, improving accessibility, and reaching a broader audience.��

Here are the 6 reasons you should subtitle your social media videos:

Why Subtitles Are Crucial for Social Media Videos

Your company has created the perfect video to showcase your product or service on social media. The content is impeccable, the call to action is powerful, and the visuals are striking. But you’re still not seeing the views, shares, and likes you expected. So, what’s missing? Subtitles. Subtitling your social media videos isn’t just a bonus; it’s essential. Here are six compelling reasons why.

1. Subtitles Improve SEO

If you want your video content to rank higher in search results, adding subtitles is one of the easiest and most effective strategies. Search engines like Google can’t “watch” your video, but they can crawl the text in your subtitles. Subtitles increase your keyword density and diversity, helping you align your content with user search intent.

Pro Tip: Plan ahead. Before you create your video content, create a list of keywords and implement them into your script. These keywords will be included in the subtitles, and will maximize your SEO impact.

2. Subtitles Drive More Social Engagement

Adding subtitles to your videos is a proven way to boost engagement. For example:

A found that call-to-action clicks fell by 26% when subtitles were removed from Facebook videos.
A revealed that subtitles increase the time viewers spend watching a video by almost 40% and make viewers 80% more likely to watch the entire video.

When you subtitle your videos, you’re not just increasing clicks—you’re encouraging longer, more meaningful interactions.

3. Your Videos Reach People Who Watch Without Sound

Think about how often you scroll through social media in situations where sound is not an option—on public transportation, in a quiet library, or next to a sleeping partner. You’re not alone: a staggering 85% of Facebook videos are .

Without subtitles, you lose viewers who have the sound turned off. Subtitles allow your message to get across no matter where or how people are watching.

Pro Tip: Resist the urge to allow the social media platform to do the subtitling for you. AI or machine-generated subtitles often mishear the speaker, make spelling mistakes, use incorrect words, or (if you’re using it to translate), make translation errors.

4. Subtitles Improve Viewer Comprehension

Research consistently shows that subtitles enhance comprehension, retention, and focus. Whether viewers are watching in their native language or a second language, subtitles help ensure they understand and remember your content.��

Personal Insight: I’m married to a native Spanish speaker, and I’ve seen firsthand how subtitles improve his comprehension of English video content. We watch TV shows and movies with subtitles, and I’ve found that even I retain information better with them on.

5. SDH (Subtitles for the Deaf and Hard of Hearing) Make Your Videos Inclusive and Accessible

Approximately . Without SDH subtitles, your videos exclude a massive audience. And with only , you have a clear opportunity to stand out by prioritizing accessibility.

But this isn’t just about business—it’s about doing the right thing. Inclusivity matters, and subtitling your content ensures that everyone can engage with your videos.

Pro Tip: Not all subtitles are created equal. If you want to ensure your subtitles are truly accessible, they must be SDH subtitles. Here’s a quick breakdown of the different types of subtitles you can offer your viewers:��

Intralingual subtitles (or same-language subtitles):	These subtitles are written in the same language being spoken in the video. For example, an English video with English subtitles.
Interlingual subtitles (or from one language to another):	These subtitles are translated from the language being spoken in the video into the target viewer’s language. For example, an English video with Spanish subtitles.
SDH subtitles (or subtitles for the deaf and hard-of-hearing or closed captions):	These subtitles are created for viewers with hearing impairments. Some extra information is included, inside square brackets, apart from the dialogue, to improve accessibility. Additional information may include sound effects, music descriptions, and speaker IDs.

6. Not Everyone Speaks English: Subtitle Your Video Content into Other Languages

The internet connects you to a global audience, and video subtitles are a powerful way to expand your reach. According to YouTube, two-thirds of a channel’s views come from outside the creator’s home country.

To make the most of this opportunity:

Analyze your video analytics to see where your viewers live.
Invest in professional subtitles to translate your content into key languages for target markets.

Pro Tip: Quality matters. Poorly translated subtitles can harm your brand’s credibility, so be strategic about the languages you choose and hire a professional subtitler.

How to Subtitle Your Videos Effectively

While there are free subtitling tools available, resist the urge to DIY your subtitles or rely solely on automated solutions. Professional subtitlers follow strict standards that ensure subtitles are easy to read, including:

Character limits (42 characters per line with a 2-line max)
Reading speed (17-20 characters per second)
Timing (when text appears and disappears from the screen)

Badly timed subtitles with high reading speeds or long lines are frustrating for viewers, are hard to read, and can do more harm than good for your brand. Working with a professional subtitler who understands these nuances is key to social media marketing success.

Pro Tip: Use the �� Directory to find qualified professionals. In the directory, open the “Translating Details” drop down menu, and select “Dubbing/Subtitling” under translating service.

Start Subtitling Your Videos Today

You’ve invested time and effort into creating great video content. Now make sure it reaches its full potential. By adding subtitles to your video content, you’ll:

Improve SEO and discoverability
Boost social media engagement
Reach viewers who watch without sound
Enhance comprehension and retention
Make your videos accessible and inclusive
Connect with global audiences

What are you waiting for? Start subtitling your social media videos today and maximize your reach!

By Molly Yurick

Updated: January 6, 2025

About the Author

��is a Spanish to English subtitler and translator. Her subtitles can be seen on Netflix and she specializes in tourism translation. She is also an active volunteer for the ��. The �� represents almost 9,000 translators and interpreters in more than 100 countries. To hire a translation or interpreting professional, please visit��.

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