Subtitles
Subtitles are on-screen text carrying what is said. In social networks most videos start muted, which makes them not an add-on but the precondition for the message landing at all.
Burned in or switchable
| Burned in | Switchable | |
|---|---|---|
| Where visible | everywhere, always | only where the platform supports it |
| Design | free, matching the brand | set by the platform |
| Translatable | only as a new version | yes, as another file |
| Searchable | no | yes, including for search engines |
For ads in the feed we recommend burned-in subtitles, because they appear reliably and match the design. For explainer and training videos in learning platforms, switchable ones are better because they stay searchable and translatable.
What makes subtitles readable
- Short units: two lines at most, one thought per card.
- Enough time on screen: better to hold one unit longer than to flash two.
- Contrast: light text on a dark plate or with a shadow, otherwise it disappears into the image.
- Inside the safe area: not where the platform draws its buttons, see portrait format.
Frequently asked questions
What is the difference between subtitles and captions?
Subtitles render what is said, captions additionally name sounds and speaker changes and are intended for deaf and hard-of-hearing viewers. In everyday use the terms get mixed.
Does AI produce the subtitles?
Automatic transcription does the groundwork, the correction is manual. Names, technical terms and numbers are often missed by the automation, and those are exactly where an error shows.
Are subtitles included in the price?
With us yes, in one language and one form. Further languages and a second form, such as burned in alongside switchable, are charged by effort and listed in the offer.
Related terms
Read on: All terms in the glossary • Pricing