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← How captions increase ROI and audience for media creators | Svetlana Kouznetsova | TEDxFultonStreet

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Showing Revision 5 created 09/25/2018 by TED Translators admin.

  1. Interpreter: If you create
    video and audio content

  2. or host events,
  3. there are two reasons
    to care about providing
  4. high quality, same language
    captioning and transcription.
  5. The first is obvious,
  6. that there are millions
    of people like myself,
  7. who get accessibility through captions.
  8. But another reason
  9. is that you will reach
    a much larger audience
  10. and increase your return
    on investment.
  11. 80% of people who use
    captions are not deaf.
  12. Captions help foreign language learners,
  13. people in gyms, or bars,
    or sound sensitive environments,
  14. and assist when the speaker
    has a strong accent,
  15. or when content is complicated
    and difficult to understand.
  16. Captions increase
    the viewership by 40%.
  17. 90% of videos with captions
    are watched to completion.
  18. Digiday states that
  19. 85% of Facebook videos
    are viewed in mute mode,
  20. so captioning has become a necessity.
  21. Growing up,
    I didn't have captioning access
  22. until I was in eighth grade.
  23. That's when my dad brought home a box
  24. called a captioning decoder.
  25. We were amazed by this magic box
  26. that made captions show up
    on almost all the TV channels.
  27. Now captioning support
    is included in all TV models
  28. and video players,
  29. and there's no need
    for external decoders anymore.
  30. Captions are now not limited
    even to TV and videos,
  31. they can also be provided
    in real-time
  32. for breaking news, webinars, events,
  33. classes, work meetings, and so on.
  34. Once I was given access
    to captioned material,
  35. my life completely changed
  36. and new worlds opened up for me.
  37. But I'm not alone.
  38. There are over 48 million
    deaf and hard of hearing people
  39. in United States.
  40. And over 466 million worldwide.
  41. The number is increasing
    rapidly as well,
  42. especially because the number
    one cause of hearing loss now
  43. is constant exposure to loud noises.
  44. Captions also helped me master
    English as my third language.
  45. Even my parents,
    who have perfect hearing,
  46. love captions because English
    is not their native language.
  47. Quality is critical
  48. when you're considering captions.
  49. While there are now
    many speech technologies
  50. that can translate automatically
  51. spoken words into captions,
  52. they're often not accurate.
  53. Many deaf people call them
    "craptions".
  54. (Laughter)
  55. Under ideal conditions,
  56. the accuracy rate is usually
    somewhere between 80 and 90%.
  57. And it gets even worse
    with complex content,
  58. or accents, background noise,
  59. when speakers are speaking too fast,
  60. or overlap each other.
  61. And bad captions
    are not better than nothing.
  62. Garbled captions are hard to read.
  63. And it's just like
    listening to garbled audio.
  64. Caption errors make it hard to understand
  65. or retain any information.
  66. Poor captions affect your SEO,
    search engine optimization,
  67. and decrease your CPM,
    your clicks per mille,
  68. for videos and your ROI,
    return on investment.
  69. Google is deaf like me
  70. and doesn't like videos
    with auto-captioning,
  71. so it just does not index
    those videos.
  72. So Google penalizes producers
  73. for turning on the auto-captions
  74. instead of actually adding
    proper captioning themselves.
  75. Even if a machine could translate
  76. every spoken word
    to captions accurately,
  77. it still cannot follow
    certain quality guidelines.
  78. For example, you may see
    text exactly as it's heard,
  79. for example this:
  80. Lets eat grandma.
  81. (Laughter)
  82. Now, does that mean
    that we should go ahead
  83. and consume grandma,
  84. or that we should dine with her?
  85. It's not clear, right?
  86. Now that's much better.
  87. (Laughter)
  88. So proper grammar
    and punctuation are critical
  89. for optimal experience
    in reading captions.
  90. Just like speech intonations are.
  91. Quality guidelines are long and complex,
  92. so I'm just sharing a few
    basic tips with you today.
  93. Transcripts and captions
    need to be verbatim
  94. They need to follow
    proper grammatical rules,
  95. include non-speech elements,
  96. use upper and lower case letters,
  97. have good font size and color contrast,
  98. and translate profanity --
  99. word for word,
  100. assuming it's not bleeped out
    in the audio.
  101. Captions and transcripts
    need to be completed
  102. before you publish
    or share videos and podcasts.
  103. So everyone can enjoy them
    at the same time.
  104. And if you advertise in advance
  105. that events will have real-time captions,
  106. you will get a larger audience.
  107. With advances in technologies,
  108. it is much easier, faster,and cheaper
  109. to create captions now
    more than ever before.
  110. For example,
    YouTube offers a great free tool
  111. to create and edit captions.
  112. You can save and download
    your captions as an SRT caption file
  113. and import it onto Vimeo, Facebook,
  114. or other video platforms
  115. that offer captioning support.
  116. Here's a short example.
  117. So you can see how easy it is.
  118. Yes, it's really easy.
  119. And you can clean up
    the auto captions if you like,
  120. or you can create them from scratch.
  121. Just please do not turn on
    auto captions
  122. and just leave them as is.
  123. And please add video captions
  124. on all platforms that you use,
  125. and couple those captions
    with transcripts for videos,
  126. because those are useful
    for people who cannot see the video
  127. or that want to skim the information.
  128. If your organization can do so,
  129. consider hiring an experienced specialist
  130. who is familiar with quality
    standards and guidelines.
  131. They can produce your captions
    and transcripts faster
  132. and make them look
    more professional and easy to read.
  133. The costs for transcripts and captions
  134. vary from a dollar all the way
    to $10 or $15 per minute.
  135. And the rates really depend
  136. on experience and the skills
    of the vendor,
  137. the audio quality,
  138. the content complexity,
    among other factors.
  139. Low cost may result in bad quality.
  140. Some vendors may use
    auto-captioning themselves
  141. or unskilled labor
  142. that will result in low caption quality
  143. and end up wasting your money.
  144. Always review
    the selected vendor's prior work
  145. to assess the quality.
  146. If you have budget limitations,
  147. there are some creative ways
    to find money
  148. like asking sponsors to cover expenses.
  149. I work with media producers,
    corporations,
  150. educational institutions,
    business owners, event organizers,
  151. and I help make their audio,
    video, and events accessible
  152. at a reasonable cost.
  153. There's some guidance and information
    along with my personal story
  154. that can be found in my book.
  155. If nobody asks for speech to text access,
  156. that does not mean that there's no demand.
  157. It needs to be provided
    for all types of aural information
  158. even without a prior request.
  159. High quality, same language
    captions and transcripts
  160. are good for business
  161. and a necessity for millions of people.
  162. Let's think outside the ears!
  163. (Laughter)
  164. Let's caption everything!
  165. Get your message to more people.
  166. Thank you.
  167. (Applause)