Video content has become a dominant force in digital marketing and communication. However, while businesses focus on creating engaging visuals, inclusivity is often overlooked.

To truly connect with diverse audiences, it's essential to create video content that is accessible and engaging for everyone, including people with disabilities, language barriers, or different cultural backgrounds. Inclusive video content not only broadens your reach but also demonstrates your brand’s commitment to diversity and accessibility.

 

Exclusion in Video Content

For many users, traditional video content can be exclusive. Individuals with hearing or vision impairments, non-native speakers, or people from diverse cultural backgrounds often find it challenging to fully engage with standard video formats. This exclusion leads to lower engagement rates and limits the potential reach of your videos.

 

The Benefits of Inclusive Video Content

Creating inclusive video content isn’t just a matter of social responsibility; it’s also a smart strategy for increasing engagement. By making your videos accessible, you can:

  • Reach a broader audience by catering to diverse groups.

  • Boost engagement and interaction with your content.

  • Improve brand perception by showcasing your commitment to inclusivity.

 

Best Practices for Creating Inclusive Video Content

1. Add Closed Captions and Subtitles

Closed captions are a critical first step towards creating inclusive video content. Captions not only benefit individuals with hearing impairments but also help viewers who watch videos on mute or those who struggle with accents or speech clarity. It’s important to ensure that captions are accurate and synchronised with the audio.Adding multilingual subtitles can further expand your reach to international audiences, increasing the accessibility of your content.

2. Provide Transcripts

Transcripts are text versions of the spoken content in videos. By providing transcripts, you allow viewers to read the video’s message if they are unable to watch or listen. Search engines can also index transcripts, helping your content rank higher in search engine results.

Consider linking your video transcripts to related sections of your website, such as SEO services, to improve both accessibility and SEO.

3. Incorporate Audio Descriptions

Audio descriptions are narrations that describe essential visual elements in a video. This feature benefits individuals who are visually impaired by giving them context about actions, facial expressions, or scenes that aren't conveyed through dialogue alone. When creating videos, incorporate audio descriptions to enhance the overall experience for visually impaired viewers.

4. Design with Colour Contrast in Mind

When editing videos, consider using high-contrast colour combinations to make text, graphics, and interactive elements more readable. Colours and visual contrasts play a huge role in ensuring that individuals with colour blindness or visual impairments can still interact with your video content effectively.

This practice is also crucial for designing user interfaces or interactive elements in web design.

5. Utilise Clear and Simple Language

If your video involves voiceovers or spoken dialogue, focus on using clear and simple language. Avoid jargon or overly complex phrases that may alienate non-native speakers or viewers with varying educational backgrounds. When narrating instructions or steps, being direct and concise helps keep your message clear to a wide audience.

6. Add Sign Language Interpretation

Adding a sign language interpreter in a corner of your video is another powerful way to ensure inclusivity. This approach directly caters to viewers who are fluent in sign language, allowing them to better understand and engage with your content.

7. Optimise for Mobile Accessibility

With the majority of video content being consumed on mobile devices, it’s critical to ensure that your videos are mobile-friendly. This includes considering screen size, bandwidth constraints, and interface designs to provide a smooth viewing experience for all users, regardless of their device or connection speed.

 shutterstock 2239918711

Real-World Example: Nike’s Inclusive Approach to Video Marketing

Nike, known for its powerful marketing campaigns, has embraced inclusivity by implementing features like closed captions, descriptive audio, and multilingual subtitles in their promotional videos. By focusing on accessibility, Nike has successfully connected with a global and diverse audience, reinforcing its brand’s image as inclusive and forward-thinking.

For brands investing in digital marketing services, embracing these inclusive elements can significantly enhance their reach and brand perception.

 

How to Get Started with Inclusive Video Content

Creating inclusive video content doesn’t have to be an all-at-once overhaul. Here’s how to begin:

  1. Evaluate Your Current Content: Identify areas where your current videos fall short in terms of accessibility and engagement.

  2. Start Small with Captions and Transcripts: Implementing captions and transcripts is the simplest and most impactful step to improve accessibility.

  3. Incorporate Feedback: Ask viewers, especially those with disabilities, for feedback on your videos to continually improve.

  4. Partner with Accessibility Experts: Collaborate with professionals specialising in digital accessibility to refine your content further.

 

Conclusion: Build an Inclusive Video Strategy for Maximum Engagement

Inclusive video content isn’t just about compliance; it’s about creating connections and fostering engagement with a wider audience. By incorporating features like closed captions, audio descriptions, and clear language, you can create video experiences that resonate with all viewers. As you develop your video strategy, remember that inclusivity drives engagement, loyalty, and, ultimately, the success of your digital marketing efforts.