How Using Closed Captioning Can Make a Difference in Your Law Firm’s Content

Video content creation has spiked in popularity over the past several years with all the major platforms adapting to allow it and encouraging their users to share video content over traditional image-based posts. The sensational TikTok platform urged top competitors like Instagram and YouTube to roll out their own versions for sharing short, engaging video content. Whether your video content platform of choice for your law firm is TikTok, Instagram Reels, or YouTube shorts — these platforms all have one thing in common: a strong prevalence of closed captioning across a variety of shared content. 

In addition to being a source of entertainment, video content creation is also crucial for divorce and family law firms to utilize in order to differentiate themselves from competitors. The use of video content in the legal marketing industry is already increasing but adding closed captioning to your law firm’s videos shows your audience that your firm has strong values. Closed captions can show, not just tell, that your firm champions disability inclusivity and diversification of audiences both internally and externally. 

Communicating Your Law Firm’s Values

Using closed captions shows potential new clients that your law firm is sensitive to clients’ unique experiences and situations. By adding closed captioning to your law firm’s video content, your content has more room to reach a wider audience. Typically divorce and family law matters are not broadcasted for the world to see. Potential new clients may not be ready to watch videos aloud about the sensitive topics your firm represents for fear of losing the control of communication regarding their legal situation. Situations that may be extra sensitive could have unintended consequences for those involved if your video audio is played aloud. For example, divorce and family law firms must consider their clients’ user journey through social media. When someone opens a platform like Facebook, they may not use headphones just to watch your video. They may be concerned to watch a video about divorce or abuse with the sound on for their own safety. Regardless of the platform, if your video has closed captions, your potential client still has the option to consume your message and media. 

The Emergence of Closed Captioning in Social Media

The technology of closed captioning has evolved over time, moving from analog to digital, from hardcoded to softcoded captions, from expensive to accessible, and from manual to automated captioning. In April of 2021, TikTok released a feature to automatically convert speech in the video to text. Prior to this release, many creators transcribed their videos the old-fashioned way. Other creators faced backlash for not taking the time to do this, but now each video-sharing platform has integrated features to easily close caption videos with the tap of a finger. 

In 2023, closed captioning has become easier and cheaper than ever. This common knowledge influences social media consumers to stop, wonder, and judge a creator for opting out of making their content accessible. As competition increases in the legal space, being able to show and not just tell your audience about your law firm’s values will make your practice stand out among the rest, not to mention you can improve your social engagement at the same time.

Engagement Statistics with Closed Captioning on Social Media

Social media algorithms adapt to favor content that is more engaging, and the data shows that video content is some of the most engaging pieces on social media platforms. Videos shared on social media that include closed captioning have even stronger engagement statistics than videos shared without captions. Users are now also searching for specific content with keywords, so closed captions help optimize the SEO performance and searchability of your content. It can be hard to break old habits and embrace new ones, but when it comes to closed captioning all the data points to “yes!” It is easier than ever before to add captions to your social media videos and see the difference it makes in your law firm’s social media video engagement. 

Take a look at these engagement statistics: 

• Over 85% of US internet users watch videos online at least once a week
• 80% of Facebook users will watch a video to the end if there are closed captions 
• YouTube videos with closed captioning average 40% more views than videos without
• 12% increase in average watch time if the video has closed captioning
• Videos are 50 times more likely to be on the first page in a Google search compared to text pages
• Video captions improve the comprehension, attention, and memory of the message shared

Should Your Law Firm Closed Caption Video Content?

In the year 2023, the answer to this question is an astonishing yes! With social media platforms adapting to be more inclusive, closed captioning has now become automated, with no extra work necessary. The platforms will simply generate captions for you, all you have to do is turn on closed captioning. As attention spans shrink amongst your target audiences, closed captioning is a great way to keep viewers engaged for longer periods of time, increasing the chances they finish watching your video and take the next step. Overall, using closed captioning on social media videos is a great way to grab your user’s attention and provide a silent way for clients to safely learn more about the topics your divorce and family law firm shares. 

Cardinal Concepts can help build your law firm’s social media strategy that fits and performs for your practice. Contact us today to schedule a free strategy session.