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No Captions on Facebook Ads or YouTube!? You’re Killing Your Performance!

No Captions on Facebook Ads or YouTube!? You’re Killing Your Performance!


– Hey everybody, Adam with ParaCore, and today we’re gonna be talking about captioning your videos. And we advocate video promotion quite a bit here at ParaCore. We do a lot of videos
on our YouTube channel. We’re always creating
videos of different types. However, one thing that’s very important that we try not to forget and that we’ve seen be a huge impact is making sure that all of your videos have captions. And so today, I’m gonna talk about why that’s important in Facebook, why it’s important on YouTube, and then how to get it
done quickly and easily so that you don’t have to sit there and go through all the captions, just reading through and
changing it and timestamping it. It takes forever. So, I recommend maybe doing it one time on a one-minute video just so
you know how terrible it is, and then never do it
again and do the method we talk about here at
the end of the video. All right, so I’m on our Facebook page. I’m gonna hit Resume Video on
this video that I’m watching. This is one about the
Facebook Marketplace, okay? So, here’s my video. It’s a similar one to the one that you’re watching right now. Here’s my mug, and then here’s my screen. And then here are the captions that are included by Facebook, right? Now, these captions are darn near perfect. And so they’re not
auto-generated by Facebook. To auto-generate the
captions, you can do that, but the punctuation is off,
spelling’s off, grammar’s off. They’re really, really, really gnarly auto-generated captions. Well, one thing I wanna show
you here is if you click on the number of people
reached, and we boosted this ad through advertising, so a lot
of it’s paid, 98% is paid, and I go back here, you can
look on the three-second views that 88% of viewers had their sound off. That’s a ton. Typically, I’d say it averages around 70% of viewers
have their sound off. I have seen some where it’s flipped. So if there’s a lot of organic reach, I was looking at one of
our videos previously where I had more organic
reach, more shares, I think the sound tends
to be on a lot more because people are seeing
that come through their feed, and they trust you, and so
they’re turning on the audio. But typically, if you’re running ads or you’re running anything at scale, most of the sound is gonna be off. Most of the views are gonna
be actually sound off. So if they’re watching with sound off and you’re watching this
and you can’t see the text, I’m just sitting here going like this. And that’s no good. That doesn’t help anybody, all right? So, this is the Post
Details view from Facebook. This actually has a ton
of great information. If you do three-second
views, and I’m fairly certain 10-second views, yeah, so 18%, 82%, just how much paid and organic. And then we stopped running
these ads a while back. All right? So, I got there by clicking on
how many people were reached. Now, another thing that I’m gonna, or, well, I’ll leave it at that right now. All right, on the YouTube side, the same sort of thing, right? So, we have all of these videos. And I’m just gonna choose one at random. And I’m gonna pause it so
you don’t hear any audio. Well, I’m gonna run it for a second here. But these also have closed captions. Now, with YouTube, yeah,
they’re watching it maybe on their phone on YouTube, but it’s not the same type of environment where a video just comes by and it kinda catches you off-guard, right? You’re on YouTube and
you’re watching videos and you expect to have the sound on. You expect to hear audio. So the purpose in YouTube
is different than Facebook. In YouTube, you’re adding captions because you want Google
to look at those captions and use it for basically
video SEO purposes, right? So, the transcriptions, as I mentioned with Facebook, are kind of shoddy. And if you let YouTube
transcribe your video, they’re also a little bit shoddy. And they’re just not as clean. So your name isn’t as
clean, maybe the products you’re using and the way that you speak may not be incredibly clear. So it’s great to have captions added to your YouTube video for SEO purposes. As an example, I searched CallRail track. CallRail call tracking is a
platform that we use a lot, and we do a ton of videos on them. And we’ve created a lot of videos, and all of them are captioned. You can see right here, closed captioning. And we have great rankings. So, the first video when you type in CallRail call tracking,
so that has 1,400 views. Here’s their demo. We’re ahead of CallRail
themselves, which is great. We’ve got this video, two, three, four, this is us, five, six, seven, eight, there’s our guide, nine,
10, 11, I mean, 12. We’ve got 12, 13, I mean, it keeps going. So I guess this is just
an auto-generating. But we have 13 videos in the
top 20, or maybe the top 30. And a lot of that is because we’ve done the closed captioning,
we also have it tagged, and then also, in our
titles correctly, all right? So if you’re looking for organic traffic for your YouTube channel, you
need to have captions set up. It also then appears in
Google Search results. So, I’m gonna go to
Google real quick here. I’m gonna go CallRail call tracking, and then I’m gonna go to video, right? And now here are all of
the CallRail call tracking. Now, you’ll see that our
results are actually different, or, excuse me, yep,
and you’ll see that all of our result, this is not videos. Oh, it is videos, but it’s not YouTube. You’ll see that all the
results are different. So, if YouTube videos are coming up, and it looks like CallRail
has a lot of videos on their website, see, all these are the CallRail domain, then
they’ll come up in here. But here I am at a little bit lower. So it basically went
through CallRail’s videos on the Google side, and
then it kicked into YouTube, and now we’re first, second. And I don’t think this is the exact same order, but it’s pretty darn close. So in the top 20 results, I showed 20 results on my Google, we’re down here. But you can see that they allowed CallRail to show videos first. Here’s a YouTube one. But most of these are
CallRail videos, okay? So, when you’re adding these types of captions to your video,
you’re improving your organic search results, also your
YouTube search results. A quick, fun fact: YouTube is the second-largest search engine in the world. But from an advertising perspective and content perspective,
it gets nowhere near the amount of content as Google because it takes so much more
effort to create a video. The barrier to entry is a lot higher on a video than it is
on a piece of content, a website, a blog page, whatever. So video, it’s a lot cheaper to advertise. You can get market share really quickly. And you don’t need to compete
in the same atmosphere. I mean, right here, I
mean, we’re top position. And we’re beating out CallRail, you know? So that’s really cool. All right, so I’m gonna
show you one thing. I’m gonna show you how to actually look at the captions in Facebook. So, if you head over to Publishing Tools, gonna click this guy, and
we’ve got Video Library. I’m gonna click this guy. And then I’m gonna hit this and I’m gonna go edit, okay, Edit Video. Now, when I edit this video, so this is an ad that I had written or post I had written, the video that I uploaded. I added a couple tags. And this one I think is
my retargeting sequence. Yep. All right, now over here on the right, we have the Video Details, the Thumbnail, which I can change if I want. We’ve got Distribution, so who can see it. And then you have Subtitles & Captions. And I uploaded my own subtitle file. You can auto-generate. You can write your own. I don’t recommend doing
either one of these. Writing your own takes forever. Auto-generating is better to start out generating, then
clean it up if you want. But they still take a ton of time. So in order to fix that,
in order to get captions created really easily, we go
to rev.com, R-E-V dot com. And this service is amazing. It does transcriptions, captions, foreign subtitles, and translation. We really use the captions. We’re gonna start using transcription. For a dollar per minute, 24-hour turnaround time, 99% accuracy. And the accuracy is really good. It’s so good that I don’t
even read ’em anymore. I don’t even pay attention because I know they’re pretty good. If there are small mistakes,
I don’t really care. Because we’re creating so many videos, I’m not gonna spend the time to review all those and make sure that they’re 100%, because it just doesn’t matter that much. If there’s a spelling error or something a little bit wrong, who really cares? The amount of time that you save not reviewing them all is a
lot more beneficial than if one person is like, “Oh,
they forgot the apostrophe,” or, “They spelled Adam wrong,” you know? So it makes no sense to
spend much time on that, or at least we don’t
spend much time on that. So, if I go to Services
here and I go to Captions, and I think that’s where I
am, yep, a dollar a minute. So, I hit Get Started. And I’m already logged in. Now, it pulls up this page. If you’re only going to Facebook, you have to upload the
file or paste a URL. So that’s kind of a bummer. Because Facebook doesn’t
have a direct integration. However, for us, we basically
put most every video on YouTube that we put on Facebook. So we will upload the video to YouTube. So, I’ve uploaded this video that you’re watching to YouTube. I hit this. It connects to my YouTube account. This is cool, this is my personal account. I submitted the Ycombinator in 2015. That’s a startup thing in San Francisco. And I definitely did not get picked for a business I started called Penrose. It didn’t go anywhere. But this is always a nice reminder of how terrible those videos were. But they’re less than a minute. Anyway, so I go to ParaCore. And it’ll pull in all the
videos you’ve recently uploaded. And this little CC means
that they already have captions on ’em, they’re close-captioned. But if they don’t, so let’s say I do, only show videos without a caption, then it’ll pull up all the
videos that aren’t captioned. And so for us, it’ll go back fairly far, because we caption most all of our videos. But I think it’ll pull up some stuff. Yeah, so this is a retargeting
video, which doesn’t matter as much, because it’s an
ad, our ParaFriends video. We’re saying hi to people. We sent custom videos. So, once you do that,
then you click the video. You do Add Selected to Cart. And then you just check out. And then the other cool
thing is that right, here, I’ll just go through the cart. Add Selected to Cart. And then there’s this
checkbox right here that says, automatically deliver
captions back to YouTube. So literally, you upload
the video to YouTube, you go to Rev, you select it from YouTube, and then it’ll caption it and send it back to YouTube and enable
it, and you don’t have to do anything, which is awesome. It’s sweet. Literally, YouTube is then just captioned and you’re good to go. Now, that doesn’t solve Facebook, right? So, you upload your video to YouTube. You have it automatically
integrate the caption. And then you go back in,
and you go Search Orders. I’ll just go to Order History, actually. And I’ll click this guy. And so this is Dustin for
Outdoor Adventure Marketing. So now the captions are basically here available for us to download. I’m gonna hit the Download button. You’re gonna choose an SRT file. So, you download that SRT file. It saves it just as a
file on your computer. So you’ll see a file menu pop up, great. So, I’m gonna save it as
a file on my computer. And then what I do is
I go back to Facebook, and I say I’m gonna upload a file, and I’m gonna select the SRT file. Now, if you ever look at the SRT file, you’re gonna see that it’s basically your text, your
transcription, but it’s got all these brackets and things before it that are the timestamps that ensure that the text shows up at the
correct time in the video. Because there’s two parts to captions. A transcription is just all
the text, which is fine. It’s just all text straight out. And then captions are
timestamping the text with your video so that as I’m speaking, the correct words are
coming up on the screen. And that’s what an SRT file is. It’s just a file format. It’s saved as .srt. All right, so to recap,
yes, I wanna leave. So to recap, all videos on
Facebook need to have captions . Don’t auto-generate ’em
and don’t do ’em yourself. You wanna use rev.com. They need the captions
because 70 to 90% of people see your video with the sound
off, especially if it’s an ad. They will turn on the
sound if it’s organic, but you still have a good 30% minimum people that are watching
without any sound. Let’s say you’re at
work or you’re at church or you’re just somewhere where
you can’t really have sound. You just need captions, otherwise you just lose that person
and they’re gone, okay? With YouTube, what you’re looking for is, you’re really looking
at it for SEO purposes, because people in YouTube are definitely already planning to be watching a video. It didn’t catch ’em off-guard, so they’re gonna be listening. And now it’s just for SEO purposes that you want to have
that, so that you can rank highly in a YouTube search,
and then also in Google Search. But it is interesting here. I didn’t even look at
this before, this video, that they actually give
CallRail’s domain priority over the YouTube results when you’re going through the Google search,
which makes a lotta sense. I don’t know if they don’t associate that in YouTube or what, but
here, we come up much lower, whereas on YouTube, we come up very high. So, that’s just something to know. All right, that’s it. That’s your crash course on captions and why they’re important,
Facebook and YouTube. And, oh, I will say one thing, that the SRT file does
not work on Instagram. So Instagram’s a whole different thing where you need to embed the captions in the video itself, which totally sucks. And I’m gonna be creating
probably another video on that later, but actually,
we’re still working through how best to do that right now. We’re probably just gonna be
sending to a group like Upwork, but there are some other tools out there. Again, my name’s Adam. I own ParaCore, a pay-per-click agency. If you have any questions or comments, please leave them below. As always, like and
subscribe to the channel. And we’ll see you in the next video. Thanks.

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