Regardless of your business objectives, whether that’s getting more views, more shares, longer view time -you need to make sure you are making content that all can enjoy. There is no voodoo magic, it’s purely perhaps that you haven’t considered accessibility. 15% of the world's population have an impairment, however we discuss why everyone benefits from accessibility features.
What is accessibility? It’s designing digital content that everyone can use. Accessible videos enable connections to be made by sharing the same online or video experience. It’s a well proven statistic that for business, video is the most effective type of marketing. With 93% of businesses saying video has brought new customers to their website, and 84% of customers agreeing that by watching a video it has convinced them to buy a product or service (stats by hubspot), accessibility is not only important for regulations but customer retention, it also has a bonus of bolstering your SEO. Win win all round?
With web accessibility, there are clearly documented guidelines, but what should we be looking at for video? Consider Visual, Hearing, Motor and Cognitive difficulties. Design your video with the following in mind:
Captioning - Captions allow people with hearing impairments who are unable to hear your audio. However there are users who choose to watch video without sound, perhaps you’re in an office environment, on the quiet commuter carriage, or have a sleeping baby on your lap? 80% of Facebook videos are watched on mute, so regardless of the audience - provide a video that works in mute. Think about your font choice, size, weight and colour for ease of reading on screen copy and placement of your text and busy backgrounds. Make it legible. To top it off, captions increase view time by 12% and improve your ranking.
Contrast - Ensure there is enough colour contrast between your visuals, text and background. People with visual impairments can find it difficult to pick out the text or key visual if there isn’t enough colour variation. As advised by the WCAG, you should be aiming for contrast values of 4.5:1, websites such as ‘Use Contrast’ can help you check to see if your contrast is great enough.
Video players - Don't forget once your video is created, that is not the end of the journey - accessibility continues within the player too. Everyone engages differently to video depending on environment, device, location or impairment. Don’t autoplay on page load, make it controllable via the keyboard, with stop, pause and audio levels. Plus colour contrast should extend to your player controls, make them clear, make them obvious.
If improving your video's accessibility seems overwhelming, we can help. Creating video content that is accessible and understood by all, improves your SERP and most importantly, makes sure it is enjoyed. A happy customer is a loyal customer.