Instagram introduces automated closed captions to IGTV videos to improve accessibility

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 16, 2020, 1:29 AM UTC

IGTV auto-captions will be accessible in 16 languages at launch and will be followed by more.

In a recent announcement, Facebook said it’s rolling out the automatic closed captioning feature for IGTV uploads on Instagram. The move comes in as Facebook continues its efforts to improve accessibility options. Users can toggle “Auto-generated Captions” in the settings while uploading IGTV videos.

The addition of automated closed captions to IGTV can help users widen content reach and increase viewing potential, as videos could be watched with sound off. Also, the social network has added automatic captions for Facebook Live and Workplace Live.

Facebook Live captions are helping governments broadcast crucial public health information, as per the company. According to Facebook’s recent data, branded content ads designed for “sound off” viewing led to 42% higher purchase intent in lab studies.

Read the original article

[2 minute read]