{"id":15072,"date":"2020-07-28T12:04:00","date_gmt":"2020-07-28T16:04:00","guid":{"rendered":"https:\/\/www.3playmedia.com\/blog\/captions-increase-viewership-for-facebook-video-ads\/"},"modified":"2025-08-08T21:54:40","modified_gmt":"2025-08-08T21:54:40","slug":"captions-increase-viewership-for-facebook-video-ads","status":"publish","type":"post","link":"https:\/\/www.3playmedia.com\/blog\/captions-increase-viewership-for-facebook-video-ads\/","title":{"rendered":"Captions Increase Viewership for Facebook Video Ads by 12%"},"content":{"rendered":"\n<div class=\"wp-block-group is-style-dark alignfull p-post-header has-global-padding is-content-justification-center is-layout-constrained wp-block-group-is-layout-constrained has-background is-style-dark--1\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--60);background-image:url(&#039;\/wp-content\/themes\/core\/assets\/media\/backgrounds\/hero-wave-blog.svg&#039;);background-position:50% 50%;background-size:cover;\">\n\t<div class=\"wp-block-group aligngrid has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\t\t<div class=\"wp-block-buttons aligngrid is-layout-flex wp-block-buttons-is-layout-flex\">\n\t\t\t<div class=\"wp-block-button is-style-ghost is-style-reversed is-style-ghost--2\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/blog\">Blog<\/a><\/div>\n\t\t\t<\/div>\n\t\t\n\n\t\t\n\t\t<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0\"\/>\n\t\t\n\n\t\t\n\t\t<div class=\"wp-block-columns are-vertically-aligned-center aligngrid is-layout-flex wp-container-core-columns-is-layout-008400e6 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:0\">\n\t\t\t<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><div style=\"padding-bottom:0;padding-top:0;\" class=\"is-style-category wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Captioning<\/span><\/li><\/ul><\/div>\n\n\t\t\t\t<h1 style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;\" class=\"alignwide wp-block-post-title\">Captions Increase Viewership for Facebook Video Ads by 12%<\/h1>\n\n\t\t\t\t\n\t\t\t\t<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-9116416d wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30)\"><div class=\"has-text-align-left wp-block-post-author-name\"><a href=\"https:\/\/www.3playmedia.com\/blog\/author\/elisa\/\" target=\"_self\" class=\"wp-block-post-author-name__link\">Elisa Lewis<\/a><\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t<p>\u2022<\/p>\n\t\t\t\t\t\n\n\t\t\t\t\t<div class=\"has-text-align-left wp-block-post-date has-10-font-size\"><time datetime=\"2020-07-28T12:04:00+00:00\">July 28, 2020<\/time><\/div><\/div>\n\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\n\t\t\t\n\t\t\t<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><figure class=\"alignfull alignfull wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"500\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/.\/Blog-Header_-Captions-Increase-Viewership-for-Facebook-Video-Ads-2.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"border-radius:1rem;object-fit:cover;\" srcset=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/Blog-Header_-Captions-Increase-Viewership-for-Facebook-Video-Ads-2.jpg 1400w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/Blog-Header_-Captions-Increase-Viewership-for-Facebook-Video-Ads-2-300x107.jpg 300w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/Blog-Header_-Captions-Increase-Viewership-for-Facebook-Video-Ads-2-1024x366.jpg 1024w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/Blog-Header_-Captions-Increase-Viewership-for-Facebook-Video-Ads-2-768x274.jpg 768w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><\/figure><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\n\n                                                <p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-21200 alignright\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/Blog-Header_-Captions-Increase-Viewership-for-Facebook-Video-Ads-3-300x296.png\" alt=\"Facebook icon\" width=\"119\" height=\"117\" \/><\/p>\n<p><span style=\"font-weight: 400\">In reaction to an internal study on user behavior, Facebook made <a href=\"https:\/\/www.facebook.com\/business\/news\/updated-features-for-video-ads\" target=\"_blank\" rel=\"noopener noreferrer\">updates to its video ad features.<\/a><\/span><\/p>\n<p><span style=\"font-weight: 400\">Facebook video ads auto-play without sound and with closed captions forced on. Plus, Facebook can add automatically generated captions to videos that don\u2019t have captions uploaded.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Among many fascinating and eye-opening statistics uncovered in Facebook\u2019s research study, one stat that stood out was that captions increase view time by 12%! That means if you\u2019re an advertiser looking to get more consumers\u2019 eyes on your ads, adding captions will help do the trick.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center\"><a class=\"btn btn-blue-blank\" href=\"https:\/\/go.3playmedia.com\/social-guide-checklist\" target=\"_blank\" rel=\"noopener noreferrer\">Download the Beginner&#8217;s Guide to Social Media Video Accessibility \u2728<\/a><\/p>\n<h2><strong>Creating Video Ads for Mobile<\/strong><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-20838 alignleft\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/shutterstock_1717700974-copy-4-240x300.png\" alt=\"Hand holding smartphone\" width=\"140\" height=\"175\" \/><\/p>\n<p><span style=\"font-weight: 400\">Video is more available today than ever before. With the increasing number of smartphones and tablets owned, more people are surfing the internet and accessing information.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Since the surge in smartphone users, more people are connected to the digital world via mobile-feed and it\u2019s changing the way in which we view and absorb information. According to OuterBox, over <\/span><a href=\"https:\/\/www.outerboxdesign.com\/web-design-articles\/mobile-ecommerce-statistics\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">230 million U.S. consumers<\/span><\/a><span style=\"font-weight: 400\"> own smartphones and 79% of smartphone owners have made a purchase online using their mobile device in the last 6 months.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">In addition, more people are watching videos on their devices. Facebook users watch over 100 million hours of video each day. That\u2019s an astronomical amount of video!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">With that being said, how do advertisers leverage consumers\u2019 use of smartphones and their love for videos to create compelling advertisements?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">That\u2019s where captions come in\u2026\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Facebook found that users prefer opting in to sound when browsing through their newsfeed. This is because many video ads unexpectedly play loudly. In fact, 80% of users react negatively both toward the advertiser and platform when videos autoplay with sound.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Therefore, advertisers should create ads that don\u2019t require sound in order to communicate a message.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Without sound, captions help to deliver your message in an engaging and effective way. Plus, captions make videos accessible to people with disabilities.\u00a0<\/span><\/p>\n<p style=\"text-align: center\"><span class=\"su-highlight\" style=\"background:#DEEFF5;color:#000000\">&nbsp;<strong><a href=\"https:\/\/go.3playmedia.com\/social-guide-checklist\" target=\"_blank\" rel=\"noopener noreferrer\">Learn How to Make Your Social Media Videos Accessible<\/a><\/strong> \u27a1\ufe0f&nbsp;<\/span>\n<h2><strong>Facebook\u2019s Auto-Captions for Video Ads<\/strong><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-20532 alignright\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/shutterstock_1445380994-copy-4-300x243.jpg\" alt=\"Man lying on couch browsing social media.\" width=\"218\" height=\"176\" \/><\/p>\n<p><span style=\"font-weight: 400\">Previously, Facebook allowed advertisers to upload videos with <\/span><a href=\"https:\/\/www.3playmedia.com\/services-features\/tools\/open-captioning\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">open captions<\/span><\/a><span style=\"font-weight: 400\"> embedded or <\/span><span style=\"font-weight: 400\">closed captions that the user would have to toggle on<\/span><span style=\"font-weight: 400\">. If the advertiser didn\u2019t supply captions, there simply were none.<\/span><\/p>\n<p><span style=\"font-weight: 400\">As a result of their research findings, Facebook now gives advertisers the option to get automatic captions for the videos they upload. This prompts Facebook to create a speech-to-text transcript of the video.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Similar to <\/span><a href=\"https:\/\/www.3playmedia.com\/2015\/06\/19\/how-accurate-is-your-transcription-subtitling-service\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">YouTube\u2019s automatic captions<\/span><\/a><span style=\"font-weight: 400\">, they are notoriously inaccurate &#8211; lacking correct punctuation, proper names, speaker IDs, and sound effect description.<\/span><\/p>\n<p><span style=\"font-weight: 400\">For advertisers trying to get viewers\u2019 attention using Facebook, accurate captions are essential. <\/span><a href=\"https:\/\/www.3playmedia.com\/2019\/02\/12\/facebook-automatic-video-captioning-tool\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">Inaccurate captions have been shown to harm your company\u2019s brand<\/span><\/a><span style=\"font-weight: 400\"> from mistakes like embarrassing spelling errors or excluding certain users, like people who are d\/Deaf or hard of hearing.\u00a0<\/span><\/p>\n<p>Automatic captions are a step in the right direction and are a great tool to increase the accessibility of your content. However, automatic captions should be edited whenever possible, in order to be fully accessible.<\/p>\n<p><span style=\"font-weight: 400\">Automatic captions require manual quality control, which is why Facebook gives advertisers editing privileges of the captions before the video is published.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Advertisers can choose to edit the captions on their own or outsource the captions to a vendor. Either way, you shouldn\u2019t publish your ad without carefully reviewing the captions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">If you choose to go the DIY route, it may not be the most cost- and time-efficient way to captioning &#8211; especially at scale.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The best way to caption your Facebook ads is to outsource to a vendor. With a professional captioning company, you can let the vendor focus on accuracy, file formats, and other captioning requirements while you focus on delivering creative and engaging ads!\u00a0\u00a0<\/span><\/p>\n<h2>The Data<\/h2>\n<p>We recommend you check out <a href=\"https:\/\/www.facebook.com\/business\/news\/updated-features-for-video-ads\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook&#8217;s video advertising study<\/a>. Here&#8217;s are some of the main takeaways:<\/p>\n<ul>\n<li>Facebook users watch over 100 million hours of video each day<\/li>\n<li>80% of Facebook users react negatively to video ads autoplaying with sound on<\/li>\n<li>Poor mobile video viewing experience damages the Facebook brand and the advertiser&#8217;s brand<\/li>\n<li>41% of videos are incomprehensible without sound or captions<\/li>\n<li><strong>Captions increase view time for Facebook videos by 12%<\/strong><\/li>\n<li>One client in the study saw an increase in watch time of 25% for captioned videos<\/li>\n<li>65% of people who watch the first three seconds of a video will watch for at least ten seconds, so capturing attention at the start is key<\/li>\n<\/ul>\n<p>The take-away message to advertisers is to design videos that communicate visually &#8212; especially in the first 10 seconds. Using logos, striking images, or captions are effective in hooking the viewer in that critical window of time.<\/p>\n<hr \/>\n<p style=\"text-align: center\">Download the free ebook \ud83d\udc47<\/p>\n<p><a href=\"https:\/\/go.3playmedia.com\/social-guide-checklist\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-20534\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/Blog-Conversion-CTAs-Jaclyn-32.jpg\" alt=\"The Ultimate Guide to Accessible Social Media Videos\" width=\"603\" height=\"316\" \/><\/a><\/p>\n<p style=\"text-align: center\"><i>This post was originally published on February 26, 2016, by Emily Griffin and has since been updated for clarity and accuracy.<\/i><\/p>\n\n\n                                                \n                                                <hr class=\"wp-block-separator has-alpha-channel-opacity\" style=\"margin-bottom:0\" \/>\n                                                \n\n                                                \n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-6c28011a wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-right:0;padding-bottom:0;\">\n\t<p style=\"margin-top:0\">Filed under<\/p>\n\t\n\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"is-style-pills wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><a href=\"https:\/\/www.3playmedia.com\/blog\/tag\/blog\/\" class=\"wp-block-tribe-terms__link t-category\">Blog<\/a><\/li><li class=\"wp-block-tribe-terms__term\"><a href=\"https:\/\/www.3playmedia.com\/blog\/tag\/captioning\/\" class=\"wp-block-tribe-terms__link t-category\">Captioning<\/a><\/li><\/ul><\/div><\/div>\n\n\n\n                                                \n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-dda23514 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--40);padding-right:0;padding-bottom:var(--wp--preset--spacing--40);\">\n<p style=\"margin-top:0\">About the author<\/p>\n\n\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/1439da97da9b43d5b48d58116be8bcd72d59d6b10e43e00298f39ab94f88eb5f?s=96&#038;d=mm&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/1439da97da9b43d5b48d58116be8bcd72d59d6b10e43e00298f39ab94f88eb5f?s=192&#038;d=mm&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.3playmedia.com\/blog\/author\/elisa\/\" target=\"_self\">Elisa Lewis<\/a><\/p><p class=\"wp-block-post-author__bio\">Elisa Lewis is a Senior Marketing Manager at 3Play Media, where she leads content and brand strategy. She is passionate about accessibility, storytelling, and building connections through communication.<\/p><\/div><\/div><\/div>\n\n\n\n                                                \n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-fe217b39 wp-block-group-is-layout-constrained\">\n<p style=\"margin-bottom:0\">Share this page<\/p>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-fe217b39 wp-block-group-is-layout-constrained\">\n<p><\/p>\n\n\n\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-95ca00fe wp-block-social-sharing-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10)\"><li style=\"color: #767676; \" class=\"outermost-social-sharing-link outermost-social-sharing-link-linkedin has-neutral-90-color wp-block-outermost-social-sharing-link\">\n\t<a href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.3playmedia.com%2Fblog%2Fcaptions-increase-viewership-for-facebook-video-ads%2F&#038;title=Captions%20Increase%20Viewership%20for%20Facebook%20Video%20Ads%20by%2012%25\" aria-label=\"Share on LinkedIn\" rel=\"noopener nofollow\" target=\"_blank\" class=\"wp-block-outermost-social-sharing-link-anchor\">\n\t\t<svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19.7,3H4.3C3.582,3,3,3.582,3,4.3v15.4C3,20.418,3.582,21,4.3,21h15.4c0.718,0,1.3-0.582,1.3-1.3V4.3 C21,3.582,20.418,3,19.7,3z M8.339,18.338H5.667v-8.59h2.672V18.338z M7.004,8.574c-0.857,0-1.549-0.694-1.549-1.548 c0-0.855,0.691-1.548,1.549-1.548c0.854,0,1.547,0.694,1.547,1.548C8.551,7.881,7.858,8.574,7.004,8.574z M18.339,18.338h-2.669 v-4.177c0-0.996-0.017-2.278-1.387-2.278c-1.389,0-1.601,1.086-1.601,2.206v4.249h-2.667v-8.59h2.559v1.174h0.037 c0.356-0.675,1.227-1.387,2.526-1.387c2.703,0,3.203,1.779,3.203,4.092V18.338z\"><\/path><\/svg>\t\t<span class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on LinkedIn\t\t<\/span>\n\t<\/a>\n<\/li>\n\n\n<li style=\"color: #767676; 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Facebook video ads auto-play without sound and with closed captions forced on. Plus, Facebook can add automatically generated captions to videos that don\u2019t have captions uploaded. Among many fascinating and eye-opening statistics uncovered in Facebook\u2019s research study, one&#8230;<\/p>\n","protected":false},"author":19,"featured_media":6044,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[133],"tags":[8,23],"industry":[],"resource_type":[92],"class_list":["post-15072","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-captioning","tag-blog","tag-captioning"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.0 (Yoast SEO v26.0) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Captions Increase Your Facebook Video Views for Ads by 12%<\/title>\n<meta name=\"description\" content=\"If you\u2019re an advertiser looking to get more consumers\u2019 eyes on your ads, adding captions will help do the trick!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.3playmedia.com\/blog\/captions-increase-viewership-for-facebook-video-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Captions Increase Viewership for Facebook Video Ads by 12%\" \/>\n<meta property=\"og:description\" content=\"If you\u2019re an advertiser looking to get more consumers\u2019 eyes on your ads, adding captions will help do the trick!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.3playmedia.com\/blog\/captions-increase-viewership-for-facebook-video-ads\/\" \/>\n<meta property=\"og:site_name\" content=\"3Play Media\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/3PlayMedia\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-28T16:04:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-08T21:54:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/.\/Blog-Header_-Captions-Increase-Viewership-for-Facebook-Video-Ads-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Elisa Lewis\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@3playmedia\" \/>\n<meta name=\"twitter:site\" content=\"@3playmedia\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Elisa Lewis\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" 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