Why Should You Add Closed Captions To Facebook Videos?

You might know that Facebook videos play automatically, without audio. They’re on mute by default. This means that for a Facebook user to hear your video’s audio, they have to actively click on it. And as it turns out, the vast majority of users don’t.
According to Digiday:
85% of Facebook video is watched without sound.
With the majority of Facebook users scrolling through their feeds on a mobile device, more and more people are using Facebook in public places. On the train home from work, waiting in line at the supermarket, even in a boring work meeting. And it’s not really socially acceptable to be watching a video with sound on in these places, so people choose to watch without sound.

What Does This Mean For Your Brand?

If you’re uploading videos to Facebook that don’t effectively communicate your message without sound, then around 85% of the people watching your video won’t understand it and will keep scrolling. 85%!
Closed Captions are super important and allow people who are watching the video without sound to still be able to understand what is happening in the video. This results in more views, more engagement and a higher click-through-rate.

How To Add Closed Captions To Facebook Videos

Thanks to Facebook’s ‘Auto-captioning Tool’, adding closed captions is now easier than ever!

Step 1:

Go to your Facebook page and upload a video as normal. Instead of clicking ‘Publish’, click on the drop-down menu and choose ‘Schedule Post’.

Step 2:

Click on ‘Publishing Tools’ at the top of your Facebook page and then click on ‘Scheduled Posts’. Select the video that you scheduled in step 1. Click anywhere on the video and it will open it up in a new tab.

Step 3:

Click on the 3 dots (…) at the top right of the video and select ‘Edit Post’. Then click on the ‘Captions’ tab.

Step 4:

Next to ‘Video Captions’, click on the ‘Generate’ button. If this button isn’t showing up you may need to wait a few minutes and then refresh the page until it appears.

Automatically Generated Closed Captions

Once these 4 steps are completed, Facebook will attempt to use voice recognition software to analyse the dialogue in your video and automatically generate subtitles. The ‘Review Captions’ page will automatically appear and will let you review and edit Facebook’s generated captions before they are saved to your video.
There are often a few mistakes in the automatically generated captions as Facebook’s software is not perfect. I’ve found that it especially has trouble understanding Australian accents.
For example, in this video above the first line of dialogue is ‘G’Day guys, Dylan here for another video’. However, Facebook detected this as ‘Goodnight guys doing he for another video’. Close…but definitely wrong.

How To Edit Facebook’s Automatically Generated Captions

To edit the captions, all you have to do is click on the textbox, delete the incorrect word or phrase and then use your keyboard to correct the spelling/grammar.
You can also adjust the timecode when each line of text appears in the video by clicking on the numbers and changing them. This will allow you to perfectly match the subtitles with the video.
Don’t forget, once you’ve made your changes click ‘Save To Video’. This will immediately add closed captions to your Facebook video.

More Views, More Engagement & A Higher CTR

That’s it! You’ve now successfully added closed captions to your Facebook video. Not only will 85% of your viewers thank you, but you’ll also see better results from your video as well. It’s a win-win.