Video content is one of the most popular digital marketing processes marketers use worldwide, as it now accounts for almost 82% of all internet traffic. To connect with the audiences, content creators and digital marketers are creating different types of interesting videos. Though there is a serious issue with the present style of video content being shared by marketers, i.e., these videos are not accessibility friendly, and as a result, a considerable audience is being left out. This includes older individuals as well as individuals with visual or auditory disabilities.

Thankfully, marketers and content creators are now realizing the importance of creating accessible video content that can be viewed by users with cognitive impairments, visual impairments, limited dexterity and other such needs. Accessibility helps ensure a wider reach for the videos as the users with disabilities has a comparable experience to normal users.

Growth of Video Accessibility Platforms

The creation of accessible videos is an important task for marketers looking to cater to a largely untapped market of users with certain disabilities. Accessible videos need to have cations and descriptions that can give the user a full understanding of the content. An important tool to ensure compliance with necessary accessibility and usability considerations in videos is video accessibility platforms. The popularity of these online video editors is increasing steadily as they facilitate the creation of accessible videos in a quick time. Marketers can get enhanced features from these video accessibility platforms that not only ensure compliance with relevant laws but also cater to all requirements of the audiences.

The popularity of video accessibility platforms is also increasing as there are many users who do not have any disability but simply want to watch the videos with the volume turned off. These platforms enable marketers to make videos accessible at a minimal cost and in a quick time, allowing them to execute their marketing strategies efficiently.

Marketing Technology News: MarTech Interview with Shachar Orren, CMO and Co-Founder of EX.CO

How Can Video Accessibility Platforms Impact the B2B Marketplace?

Video accessibility platforms have facilitated the creation of accessible videos that allow marketers to expand their reach exponentially. Here are some of the interesting aspects related to the impact of video accessibility platforms with B2B marketplaces:

• Engaging the audience: – Most B2B sales have multiple points of contact and require marketers to convince multiple individuals in an organization to help complete the sale. Video accessibility platforms make it easier to create accessible videos that allow the audience to absorb a lot of information in a quick time. They can view the videos again and again whenever there is any doubt.
• Lead generation: – Video accessibility platforms help boost the lead generation efforts when they work in sync with landing pages. Marketers and other team members in a company can share these videos on their social media handles to engage the target audience. This helps create a buzz around the brand and its products.
• Boosts SEO: – Video accessibility platforms help create videos that augment the SEO efforts. Leading search engines like Google rate video content higher than other content types, thereby helping in securing first-page ranking in SERPs. Companies can upload webinar videos on their YouTube channel and other engaging videos to keep the viewers on the page for longer. This will have a direct impact on the overall SEO rankings.
• Customization: – When it comes to B2B marketing, customization holds the key to differentiating a brand from the competitors. Marketers can create customized, accessible videos for their business clients and help them understand how the company’s product and services will suit all their requirements better.

Video Accessibility Tools Making Waves in the Industry

The popularity of video accessibility tools is steadily growing, with marketers and content creators looking to widen the reach of their video content. Some of the most popular video accessibility tools making waves in the industry are as follows: –

• YouTube: – YouTube is the leading video hosting platform in the world today. One of the accessibility-friendly features offered by YouTube is closed captioning. Content creators have the option of writing their own captions with the built-in editor or importing the captions from other sources. Users can also create captions automatically through the in-built features on YouTube. These captions can be saved and used on other platforms as well.
• 3Play Media: – 3Play Media is a comprehensive video accessibility platform used by content creators and professional captioners worldwide. This platform offers tools for captioning, closed captioning, translation, audio description and live captioning. The platform assures users of up to 98% accuracy on all files with flexible turnouts.
• Panopto: – It is a leading video accessibility platform that is helping companies achieve compliance with statutory accessibility requirements for online videos. It supports automatic machine-generated captions for every video and integrated third-party captioning services. Panopto also offers RTMP live captioning.

In addition to ensuring compliance with federal guidelines related to accessible videos, using video accessibility platforms also helps marketers to expand the reach of their products and services to a largely ignored customer segment.

Marketing Technology News: The Evolution of Audio Advertising And Audio Ad Platforms