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Legendas de vídeo: como criar e por que fazer?

Legendas de vídeo: como criar e por que fazer?

Quando profissionais de marketing inserem vídeos na estratégia digital para as marcas, eles avaliam inúmeros fatores. Entre eles, o contexto de consumo dos conteúdos, pois, arquivos audiovisuais demandam maior tempo e atenção do cliente e, pensar em estratégias, como as legendas de vídeo, podem ser uma otimização.

E, todo esse cuidado se justifica com o crescimento no consumo do formato — a Cisco aponta que, em 2017, os vídeos foram responsáveis por 59% de todo o tráfego da internet, além de projetar que formato deve chegar a 79% até 2022 —, o que torna determinante entender e aplicar ações para otimizar os resultados e potencializar o impacto da mensagem veiculada.

Por isso, o post de hoje aborda as legendas de vídeo, um recurso importante que deve ser considerado na estratégia da sua empresa! Confira os porquês e como aplicar nos tópicos a seguir.

Motivos para legendar

Conforme divulgado pela Digiday, em 2016, dos vídeos assistidos no Facebook, 85% deles são vistos sem áudio. O que faz sentido ao pensar que, em movimento ou no ambiente de trabalho, rotina comum às pessoas ativas economicamente, são poucas as ocasiões que se tem a comodidade para escutar um vídeo.

Ou seja, há coerência que, no decorrer do dia a dia das pessoas, entre uma estação ou outra, a passagem de um cômodo a outro, nos minutos de café, tudo seja visto em silêncio. O que torna das legendas de vídeo uma otimização da experiência do cliente.

Benefícios das legendas

Assim, legendas de vídeos tem ganhos de mercado muito evidentes, pois, por um lado consegue adaptar o conteúdo às situações adversas dos usuários que não contam com a comodidade para assistir com áudio.

De outro, há 28 milhões de pessoas surdas no país, de acordo com estimativa de 2015 da OMS (Organização Mundial de Saúde), um público negligenciado que tem nas legendas (e aqui entende-se também as em Libras, pois, nem todo deficiente auditivo é fluente em português), uma forma de inclusão.

Ou seja, com as legendas de vídeo, o conteúdo da marca passa a ter maior alcance, ser acessível e, por consequência, oferecer uma experiência de consumo melhor.

Inserir legendas de vídeo

Para que a mensagem do vídeo possa ser passada em todo o seu potencial, é importante entender o papel fundamental da construção semântica e narrativa que as imagens precisam executar, a fim de darem suporte à legenda e vice-versa.

As legendas de vídeo podem ser colocadas a partir de ferramentas nativas, como as existentes no Facebook e Youtube, ou pode ser uma tarefa delegada à produtora de vídeo.

Para as empresas que querem se aventurar em legendar, é importante frisar que este é um passo pós-edição e que é preciso transcrever o vídeo e alinhar o texto às falas. As ferramentas nativas são automáticas, mas também mais propensas a erros, que podem ser corrigidos na própria ferramenta.

Entre os softwares mais simples de utilizar disponíveis no mercado, vale a pena testar o Open SUbtitle Editor, Jubler, Subtitle Workshop, além do conhecido Adobe Premiere Pro e o Hand Talk (legenda em libra os vídeos que contenham legenda em português).

E se depois de todas essas informações você estiver em dúvida se é melhor internalizar a tarega das legendas de vídeo ou delegá-la para um parceiro especializado, não deixe de acessar o post Produção in house ou contratar uma produtora: qual o ideal?.

Aproveitando que você chegou até aqui, dá uma olhadinha no nosso showreel, nele tem alguns trechos dos vídeos que já produzimos:

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