What is the role of captions and text in video ads?

Captions and text in video ads play a significant role in enhancing messaging and improving accessibility. They provide clarity to the message being conveyed, ensuring that viewers can understand the content even without sound, which is especially important given that many users watch videos on social media platforms with their devices muted.

Moreover, captions make the content accessible to individuals with hearing impairments, allowing a broader audience to engage with the material. By reinforcing the spoken message through written text, they can also help to emphasize key points, making the overall message more memorable. This dual function of enhancing understanding and fostering inclusivity is crucial for effective communication in video advertisements.