Marketers should consider people with disabilities while creating video marketing strategies

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 09, 2020, 12:25 PM UTC

Studies found that people with disabilities are the largest minority group in the US.

This piece argues marketers should prioritise accessibility of their videos. According to 3PlayMedia, roughly 20% of Americans are either deaf or have some difficultly hearing, while about half of that number suffer from some degree of vision loss. Brands should then consider the numbers globally.

Using bold colours and clear shapes can help marketers make videos accessible to this audience segment. Organisations should create captions or post transcripts to enable viewers with hearing difficulties to understand brand videos. They should further ensure their videos are compliant with regulations like the American Disabilities Act.

The author contends businesses should not neglect elements like titles, taglines and written copy as “recognisable faces” can’t alone make the videos entertaining or educational. Short headlines that promise viewers some benefit can help brands keep viewers engaged.

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[5 minute read]