Choosing Wisely: Closed Captioning vs Subtitles 

Are you thinking of adding closed captioning to your marketing assets or subtitles to your YouTube video content? At first glance, these two things seem pretty interchangeable. However, delve a little deeper and you’ll start to appreciate how different they really are. 

While closed captions and subtitles are visually similar, they each have a distinct purpose. Closed captions can enhance your content and its SEO value while making it more accessible to audiences. Meanwhile, subtitles are a must if you want to reach wider markets and ensure everyone’s getting the most out of your video content. Unsure of which approach is right for your content? Let’s explore closed captions and subtitles in more detail.

What are closed captions? 

Closed captions are time-synchronized, providing an accurate representation of what’s being said on-screen. This can be as specific as the tone used by the speaker. They’re often readily available and, once enabled, appear at the bottom of the screen or viewing window. 

In order to add captions to video content, audio must first be transcribed. This not only includes the words being spoken but also any additional audio effects. When everything has been transcribed, it now needs to be divided into so-called caption frames. Once this is done, caption frames are then synchronized with the video itself.  

They’re distinct from subtitles in that they include reference to all sound elements. Traditionally, they’ve been used by deaf audiences or those with hearing impairment. They also differ from open captions. While closed captions can be turned on and off at will, open captions remain permanently imposed over the video and can’t be removed. 

Why and when you should be using closed captions

Content creators wishing to make their videos as accessible as possible need to seriously consider closed captions. As they provide a comprehensive overview of all dialogue and audio effects, even those with hearing impairment can enjoy the content to its fullest. 

In many countries, broadcasters are obliged to provide closed captioning. However, closed captions haven’t always been the most reliable. In recent years, regulation has tightened around the issue, with the United States introducing several closed captioning laws intended to improve the accuracy, synchronicity, and completeness of closed captions. 

However, closed captions can also prove useful for those without hearing impairment. It’s not always practical for someone to watch a video at full volume. If a user has forgotten their headphones but still wants to access content during their morning commute, they can use closed captions, rather than annoy fellow passengers. 

They’re also commonly encountered in the educational sector. Online course content and digital learning materials typically provide closed captioning for accessibility and legal requirements. They also have a more practical application in the case of language learning, with captions being a useful tool for those looking to master a new tongue. In the case of educational videos, captioning can help engage audiences and maintain their focus. Closed captioning serves as a useful information channel that can help audiences absorb and retain important concepts. 

Furthermore, closed captioning can help be used to jumpstart your SEO efforts. Without closed captioning, only the video title and description will contribute to SEO. However, an accurately transcribed video with full closed captioning is a different matter entirely. You’re now giving Google and other search engines plenty of relevant content to crawl, which can give you a real boost in terms of search rankings. 

What are subtitles? 

Subtitles have been around since the early days of motion pictures. When movies made the jump from the silent era to synchronized sound, the need for subtitles became apparent. Subtitles neatly solved the problem posed by the language barrier, allowing foreign cinema-goers to enjoy movies, even if the language spoken wasn’t their own. 

Despite the rise of dubbing, subtitles continue to be used today for this very purpose. With standard subtitles, it is assumed that the viewer can hear the original audio, even if they can’t comprehend the language being used. The exception to this is subtitles for the deaf and hard of hearing (SDH) subtitles. As well as not being able to follow what’s been said on screen, this audience segment can’t easily discern who’s speaking at any given time, or follow music and other audio cues. 

Visually, subtitles are largely indistinguishable from closed captions. They typically appear in white, either with a dropshow or against a black outline. There are some exceptions to the rule, but this is largely a stylistic choice. 

Why and when you should be using subtitles

Creating subtitles is relatively straightforward, although you’ll need to be using the right subtitle file format in order to implement them. SRT files are without doubt one of the most common formats, allowing you to easily add subtitles to a completed video. An SRT file contains relevant details like timecode specifics and subtitle sequencing information. 

Subtitles and world cinema go hand in hand. Since the rise of streaming services like Netflix and Amazon Prime, subtitles have also become a common fixture of everyday viewing habits. With international programming now among the most popular viewing choices, general audiences are not only showing an acceptance of, but enthusiasm for subtitles. 

However, subtitles can do a lot more than allow non-native speakers to follow what’s going on. When displayed, they provide audiences with a more comprehensive viewing experience. Character and location names, highly specific acronyms, and industry jargon are easily conveyed, with nothing left open for misinterpretation. 

Subtitles are also a staple of social media videos. Content creators can secure a significant upswing in views just by adding subtitles. What’s the reason for this? Audio playback isn’t always an option when people are browsing social media on their smartphone. Whether they’re stuck at their desk or worried about privacy, videos without subtitles are ditched in favor of those with them. 

A full audio transcript can also bolster your SEO ranking. Aside from the experience-enhancing benefits subtitles bring, a full transcript can be loaded with relevant terms to beef up keyword density. 

Closed captions vs subtitles: which is better? 

While there’s admittedly a lot of crossover between subtitles and closed captions, they are two distinct things. The key difference between them is their ultimate purpose. Subtitles are generally used to make the same content as valuable as possible to a wider audience. Meanwhile, closed captions can be used to enrich the user experience of those who might be hearing impaired or suffer other accessibility issues. 

Still not sure which is the right approach for your content? Let’s take a closer look at how these two types of transcription stack up against each other. 

Accuracy 

Generally speaking, subtitles tend to be less accurate than closed captions. With subtitles, only words spoken are subtitled. With closed captions, all relevant sounds are mentioned, helping build a much more accurate picture. 

Level of detail 

Once again, subtitles fall short of closed captions. Closed captioning covers every aspect of sound, mentioning things like background audio, as well as when there’s a change to who’s speaking. Meanwhile, subtitles only deliver a barebones transcript of what’s in the audio. 

Language availability 

Here, subtitles do have a slight edge over closed captions. Subtitles can be produced in many different languages, giving a piece of content global reach. However, closed captions are always produced in the same language used in the original video. 

Accessibility 

As far as accessibility goes, subtitles once again fail to deliver. Currently, subtitles simply can’t deliver the same extent of accessibility as closed captions, chiefly because they aren’t compatible with software solutions like screen readers. Closed captions, however, do. This increased accessibility makes them the first port of call for many users with hearing impairment. 

Who are they intended for? 

Subtitles are catered toward users who can hear what’s been said on-screen, but can’t understand the language that’s being used. However, closed captions are for deaf users or those with hearing impairment issues. 

Best practices for implementation of closed captions and subtitles 

If you’re ready to implement closed captions into your content, make sure you’re doing things the right way. Thankfully, there are some pretty clear guidelines to help you navigate captions for the first time. 

Make sure any captions produced are correctly timed while appearing long enough on-screen so that audiences can read them. Correct grammar conventions also need to be followed for readability. Generally speaking, each line should contain no more than 30 characters, although it’s acceptable to have two lines visible at the same time. 

When captioning dialogue, always identify speakers and their tone of voice. If they have value, also caption verbal bridges. Sound effects and background music also need to be captioned. However, important moments of silence also need to be addressed in captions. 

With subtitles, timing is everything. Subtitles should appear alongside the corresponding dialogue as each word is spoken. What’s more, they need to remain visible for long enough for audiences to read them. Whenever possible, try and avoid having more than two lines appear on-screen at any one time. 

If subtitles are a translation of a different language, you’ll also need to use subtitles to convey meaning. Everything needs to be captured to retain meaning, including verbal bridges. If speech becomes inaudible, express this in subtitles and identify the cause of this. Any sound effects should be expressed in bracketed lowercase letters. 

However, this barely scrapes the surface of what’s required for subtitling and closed captioning. Struggling with an impending subtitling task? Need help translating captions from one language into many others? It’s time to see what BLEND can do for you. Our subtitle translation service starts with meticulous transcription, followed by translation before your new subtitles are ready to be reinserted into your content via your video editor of choice. 

The importance of subtitles and closed captions for global marketing 

Any brand that’s looking to cement its status on the world stage needs to be prioritizing its video content. High production values and a busy release schedule are all well and good, but you can give yourself a significant advantage with subtitles and closed captions alone. 

Accessibility and inclusivity 

Around the world, approximately 1 in 20 people suffer with some degree of hearing loss. This represents a sizable audience who depend on subtitles and closed captions daily. To ensure every viewer can access and enjoy your content, closed captions and subtitles should be a fundamental part of your global marketing strategy. 

Enhanced engagement 

Smaller brands can leverage the potential of social media to break into new markets relatively easily. However, social media video content needs to be optimized to appeal to as many viewers as possible. With mute being the automatic playback option on many platforms, closed captions and subtitles are essential if you want to engage potential consumers. 

SEO and discoverability 

Growing your online presence organically requires a robust SEO strategy. While your website needs work, so too does any video content you’re using for marketing purposes, Search engine crawlers appreciate and love any kind of written content you can throw at them. While search engines can’t crawl the audio of your video content, they can crawl any written transcriptions present alongside them. 

Improved user experience 

Even if audiences don’t depend on them to access content, providing them with subtitles and closed captions enhances their enjoyment. Watching your content with them ensures all key information is effectively delivered, minimizing the chance of miscommunication. If you want to go further, consider offering users a choice of subtitles and closed caption options. Whether it’s allowing multiple languages to be displayed simultaneously or as simple as tinkering with font and color options, there’s a lot you can do to give users the best possible experience.

Expanding market reach 

Keen to tap into new markets? Whether you’ve singled out an underserved segment or want to compete in a more saturated market, closed captions and subtitles can help you realize your goals. With them, you can repurpose existing marketing assets as you test the waters.

Effective storytelling 

Many marketers turn to storytelling to convey messaging to audiences. As such, that script that you’ve spent months painstakingly assembling needs to hit all the right notes. Captioning ensures every last syllable lands. 

Do you need to add closed captions and subtitles to every video? 

Even if you don’t think your audience has an immediate need for closed captions or subtitles, it’s a good idea to incorporate them into your content. They not only make your videos more accessible to non-native speakers and hearing-impaired audiences, but you also benefit from an SEO perspective. If you have sufficient resources, it’s even worth investing in both approaches. 

How can BLEND help in creating subtitles and closed captions? 

Struggling to stay on top of subtitling and closed captions? If you’re using them as part of a global marketing strategy, you can’t afford to cut corners. At BLEND, we have the tools and resources you need to translate original captions and subtitles and repurpose your marketing assets for new audiences. Our network includes thousands of experienced linguists, working in more than 120 languages. Whatever corner of the world you’re looking to establish your brand, our subtitle translation service can help you get there. 

Keen to discover more? Why not get in touch with the team at BLEND today?

Matt Strach

As BLEND’s Director of Enterprise Marketing, Matt brings 14 years in the audio and video production industries to help businesses execute successful voice and video localization campaigns.

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