The written word is making a comeback in an unlikely place: TikTok. The reasons for that include accessibility concerns and changes in the way Americans consume media.
From TikTok tarot to remote reiki, COVID-19 drove mediums, clairvoyants and other “spirit workers” online.Overlaying videos with text may even encourage TikTok’s opaque recommendation algorithm to boost their visibility, she said — although it’s hard to know for sure.
Dan Greenberg, president of the ad exchange Sharethrough, said company data show that 75% of people overall, and 86% of millennials, keep their phones muted throughout the day. That means that if they ever encounter a video — be it a post by an influencer such as McKay or an ad from one of Sharethrough’s clients — they’ll probably need captions to understand it.
And the frenetic pacing and rapid-fire dialogue used in many TikToks may also be making captions increasingly important on the platform.the educational benefits of captioning, described captions as “glasses for your ears” that can make it easier to parse dialogue. That’s especially important when it comes to online videos that have had speakers’ natural pauses edited out, depriving viewers’ brains of the momentary rest they need to fully absorb what’s being said.
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