When it comes to social media, people prefer videos with subtitles. They’re easier to take in when users are scrolling through a feed without audio, like when they’re at work, in line, in transit, or on the toilet. If you’re building a professional following and personal brand using videos on LinkedIn, you should add subtitles directly to your video so that you don’t rely on sound to communicate your story. In this post, I’ll describe how you can quickly add subtitles to LinkedIn video using a free online tool called Kapwing.
In August 2017, LinkedIn started supporting video uploads. Users can create and share professional video content like customer testimonials, team culture insights, demos, vlogs, or thought leadership with their network. More recently, LinkedIn businesses can sponsor video ads that appears in the newsfeed and post videos on their LinkedIn company page. Some people like Dennis at Linked Superpowers have built businesses around LinkedIn content strategy.
Why add subtitles?
- Accessibility: Your message will reach people who have hearing impairments or who are watching the video without sound. Unlike YouTube, LinkedIn does not have an automatic subtitling solution, meaning you need to embed text directly (called “open captions”) to make your videos more accessible.
- Engagement: Like Facebook and Snap, most mobile users watch videos with the sound turned off. 57% of LinkedIn users browse their feed on a mobile device, and 85% of people on mobile watch social media muted. A study by Instapage showed that, on Facebook, subtitled videos had significantly higher click-through and share rate than videos without subtitles. Embedding text gives the user immediate context as to the video’s topic, adding “thumb-stopping” appeal.
- Clarity: Your viewers are more likely to remember your message if they can hear it and see it. Subtitles compensate for background noise, unfamiliar accents, and words that trail off.
Screenshot from a subtitled video made on Kapwing (with watermark)
How to add subtitles?
Kapwing’s tools are self-explanatory, so you should be able to go to Kapwing’s subtitle maker and know what to do. If you prefer, there are also several YouTube tutorials about using Kapwing’s Subtitle Maker.
1. Upload your video to Kapwing Open Kapwing’s free Subtitle Maker by navigating to Kapwing.com/subtitles. Kapwing is a free, online video editor, so you won’t need to install any software and you can access it from any device. If you use the free version, your output video will have a small watermark in the corner of the video.
2. Transcribe your video and time out the subtitles Listen to the video and type out the audio. Then, time the subtitles so they match up with the voice in the video. On Kapwing, you can also upload text from an .SRT file.
3. Style your subtitles You can embed the subtitles directly into the video, add a semi-opaque background behind the text, or add the subtitles in a rectangle below the video. For LinkedIn, we recommend making your video square or 5:4 so that it all shows up on the home feed. You can use the “Size options” dropdown to adjust the size and fit options.
Kapwing also gives you the option to change the subtitle’s color, font, background, and text size. You can align the text above or below the video.
4. Download the output and upload to LinkedIn Once you’re happy with the video preview on the left panel, click ‘Create’ to process your subtitled video. Kapwing is a cloud platform, so all of the processing happens remotely. After the video has processed, download the video to share. Publish the mp4 file on LinkedIn by “Sharing” a video from your LinkedIn home feed.
To grow a social media, you need your users to understand, retain, and share your message. Unlike more mature platforms like YouTube and Facebook, LinkedIn doesn’t have platform-specific tools for subtitling, so if you want to reach all of your users you should embed subtitles directly into the video before publishing.