Why Accessibility Matters in Video Production
Video content has become one of the most powerful tools for corporate communication, marketing, and training. But while businesses focus on high-quality visuals, storytelling, and branding, one crucial element is often overlooked: accessibility. Accessibility in corporate video production isn’t just a legal requirement, it’s a way to ensure your message reaches everyone, including those with disabilities.
At Impress Video, we know that creating inclusive videos isn’t a box-ticking exercise. It’s about designing content that can be enjoyed by all audiences while maximising engagement and enhancing brand reputation. From subtitles and audio descriptions to accessible players and sign language, there are multiple ways to make corporate videos truly inclusive. In this blog, we’ll dive into why accessibility matters, the key features to consider, and examples of companies leading the way.
The Business Case for Accessible Video Content
Accessibility ensures that no viewer is left behind. Around 15% of the global population lives with some form of disability, whether visual, auditory, or cognitive. Failing to account for accessibility means missing out on a significant portion of potential customers or employees.
Accessible corporate videos provide several benefits:
- Extended Reach: Close to a 15% of the global population lives with some form of disability. If businesses incorporate features to make their corporate videos more accessible, businesses can connect with a broader audience.
- Better SEO: The algorithm in search engines prioritizes accessible content over content that isn’t. This means that captions and transcripts have to be available for videos, allowing search engines to index video content, which also improves search rankings.
- Enhanced User Experience: Features that make content accessible, like captions and audio descriptions, benefit those individuals with disabilities but they are also useful to people in sound-sensitive environments, non-native speakers, and people who prefer reading along with video content.
- Ensure Legal Compliance: Americans with Disabilities Act (ADA) and the Web Content Accessibility Guidelines (WCAG), ensure that no content is exclusive of any audience segment and that all videos are complying with regulations. If they don’t, it can result in lawsuits and reputational damage which would be detrimental to an enterprise’s brand image.
Key Accessibility Features in Corporate Video Production
1. Subtitles and Closed Captions
One of the most effective ways to improve video accessibility is incorporating subtitles and closed captions. This will help individuals with hearing impairments follow along with video content and benefit those watching in sound-sensitive environments.
Best practices for captions:
- Accuracy: Including automated captions can often contain errors, so manual review and editing are necessary.
- Synchronizing Text with Audio: When writing captions timing should be taken into account. Captions should be perfectly timed to match whatever is being said in the corporate video.
- Non-Speech Elements: Descriptions of background noises within the subtitiles and music cues should be used to enhance comprehension.
2. Audio Descriptions for Visually Impaired Audiences
Audio descriptions provide additional context for visually impaired audiences, so by describing key visual elements in a video companies aid their comprehension. These descriptions explain actions, settings, and important non-verbal cues that contribute to the narrative.
Tips for effective audio descriptions:
- Concise and Clear Language: Keep descriptions brief but informative.
- Natural Pauses: Fit descriptions into natural breaks in dialogue so that there are no spaces left where nothing is going on.
- Descriptive Context: Highlight critical on-screen elements that influence the message.
3. Transcripts
Providing a written transcript of video content is another essential accessibility feature. Transcripts benefit individuals who prefer reading over watching and also, they enhance search engine optimization (SEO). To optimize transcripts:
- Include Speaker Identifications: use labels so that the viewer can clearly distinguish who is speaking.
- Format for Readability: Use headings and breaks to improve clarity and to avoid providing information overload.
- Ensure Text Accuracy: Manually review transcripts for errors to ensure it is fully comprehensible.
4. Sign Language Interpretation
Businesses are becoming more and more inclusive and aware of different consumer needs therefore, for a more inclusive approach, companies can implement sign language interpretation into their videos. Sign language interpreters are able to convey spoken dialogue in real-time, making content accessible to deaf individuals who prefer this form of communication.
5. Accessible Video Players and Controls
Many corporate videos have the play button embedded on websites or platforms with video players that may not support accessibility. To ensure a that it is fully accessible to everyone:
- Video Players with Keyboard Navigation: Users should be able to control playback using a keyboard.
- Adjustable Text and Playback Speed: Having these options help users tailor and customize their experience based off personal needs.
- Provide High Contrast: Ensure text and controls are easily visible and jump out and can be easily read and seen.
Tools and Technologies for Accessible Video Production
There are various tools and technologies that can make corporate videos accessible:
- Automatic Captioning Software: Tools like Descript can generate captions that can then be manually refined to ensure no mistakes are made.
- Audio Description Services: Moreover you can outsource services from providers like 3Play Media and Verbit offer professional audio description services.
- Accessible Video Players: Platforms such as YouTube and Vimeo support accessibility features like captions and transcripts.
- Screen Reader Compatibility: Ensuring that video players and websites are compatible with screen readers enhances usability for visually impaired users.
Case Studies: Companies Leading in Accessibility in Production of Video
Netflix: Championing Closed Captions
Netflix has made significant a significant impact on video accessibility by providing closed captions for all its content along with audio descriptions or many of its shows and movies, ensuring an inclusive viewing experience.
Microsoft: Inclusive Corporate Training Videos
Microsoft incorporates accessibility features into its corporate training videos. By providing captions, transcripts and sign language interpretation, the company ensures that its employees and customers can engage with content.
BBC: Setting Industry Standards
BBC has always included accessibility by offering subtitles, sign language options, and audio descriptions across its video content. This commitment to inclusion has set a benchmark for media companies to follow worldwide.
Best Practices for Implementing Accessibility in Production of Video
- Plan Accessibility from the Start: Integrate accessibility into video production from the get go rather than as an afterthought and only if needed or when receiving criticism.
- Test Accessibility Features: Regularly assess captions, transcripts, and video player compatibility with accessibility standards as they can sometimes change or be updated.
- Seek Feedback from Users: Engage and ask questions to individuals from the disability community to improve accessibility features and to assess wether your content is up to par.
- Stay Updated with Accessibility Guidelines: Follow WCAG and ADA regulations to maintain compliance in case of any changes to regulation.
Conclusion
Accessibility in corporate video production is no longer optional, it’s essential. By creating content that everyone can enjoy, companies expand their reach, improve engagement, comply with legal requirements, and demonstrate social responsibility. Features like captions, audio descriptions, sign language interpretation, and accessible players are not just technical add-ons—they are central to producing effective, inclusive video content.
Contact Impress Video now
If you would like to do a Corporate Video with video production and marketing professionals, or any other type of video, we can help you at Impress Video. We make video production for businesses, the ones that impress. Don’t hesitate to contact us here!
