Why Do Influencers Need Audio Transcription Services?
It is no news that influencers play a central role in today’s marketing strategies. Nowadays, thousands of brands of all sizes are resorting to them as a way to reach more people—more naturally. And rightly so, as 61% of consumers trust the recommendations of influencers when making a purchase decision. For this reason, people providing this type of service are increasingly looking to offer a seamless experience to all their followers; experiences that may include adding subtitles to their videos, relying on audio transcription services, counting on professional video editors, and so on.
Why? Because the more people that can access their content and feel compelled by it, the greater the range of their influence. In addition, the more effective the outreach, the more likely it is to get bigger brands offering partnerships or closing deals with better rewards.
In this blog, we will cover how transcripts can play a key role in influencer marketing. Both for the individuals presenting products or services and for the companies that rely on their persuasive power.
What Are Video and Audio Transcriptions?
Transcription refers to the process of putting into writing something that was said orally. In other words, turning a spoken message into a written one.
More specifically, video transcription involves the texts that are said in this type of multimedia content, whether it is something shown in a film, in the training videos of a business or in a TV ad.
As for audio transcription, it refers to the same process, but whose origin is a recording (it has no visual content) as it could well be an interview made with a tape recorder or simply a WhatsApp audio.
#OptimationalTip: Do not confuse transcription with subtitling, as the purpose of the former is not to feature as part of a video. They are usually submitted in printed or digital documents and can serve various purposes. Moreover, they do not need to follow typical subtitling guidelines (e.g., character limitation.)
Types of Audio Transcription Services
Whether your profession is that of an influencer or your company is interested in this type of marketing technique, you should know which specific linguistic services can suit your needs best. Therefore, the distinction among the different types of transcription you can count on becomes crucial, since there is not just one type, but 3 different techniques. Let us take a look at them.
- Verbatim transcription. It focuses on recording everything happening in the audio. From verbal speech to noises or sound interruptions. It aims to capture the situation literally so that whoever reads the transcript can get the idea of an onlooker.
- Edited transcription. The focus is on achieving content that is faithful to the messages and of good quality, but “cleaner”. To this end, the linguists respect the overall meaning of the messages but omit repetitions, noise, unfinished sentences, etc.
- Clear verbatim transcription. Halfway between the two previous options. More faithful and literal than the edited transcription, but not 100% faithful to the source audio.
The three techniques address different needs. For example, if an influencer wants to transcribe a speech said at an Instagram live event, they may want it to be as accurate as possible. Or edit the content very lightly (excluding, for example, just the noises), so that the outcome feels natural and a fair reflection of the event.
Nowadays, many influencers are turning to content creation to also benefit from an SEO approach. To this end, they often put a lot of thought into the material to be published on social media, but also on their websites. Here, having audio or video transcription services enables them to include keywords, so their content becomes crawlable for search engines.
Learn more about multilingual SEO.
#OptimationalTip: In addition to the various available techniques, there are different ways to carry out the task. It can be manual, through the use of software, or hybrid. Read about transcription for business to get a well-rounded idea.
Benefits of Transcription
If you think that having audio transcription services is something that only individuals with a huge number of followers or celebrities should have, allow us to demystify this idea. Today the big plan for many companies is to bet on micro-influencers, i.e., people with between 5,000 and 2,000 followers. Why? Simply because they inspire more trust and their audiences engage with them more. According to metrics, 65% of their followers end up visiting the online shops or apps after a brand’s promotion. Not bad, right?
But let us look at this point in more detail because it is probably what will interest you the most. Below you will find the benefits of transcription for influencers—whether you are one, planning to go down this path, or partnering with them.
Enriching the Experience
If your goal is to get more followers to engage with what you do and what you share, then you probably agree that experience is everything. And video and audio transcription services allow you to do just that: To provide a holistic, and therefore, positive experience.
Users of social media and the internet in general experience a daily barrage of advertising and posts of all kinds. And while many of the people they follow may offer useful content, it is difficult for them not to get lost in this ocean of possibilities and information. For this reason, providing an experience that feels rich and smooth is essential. Essential to stand out, be memorable, and become recommendable.
Just think about it. Have you ever commented to someone, “Have you checked what that person posted?” or “Are you following this person?” We remember what we perceive as outstanding or terrible. But we recommend only the former.
Repurposing Content
How nice it is to see how your efforts not only meet your goals but pay off double… or triple! Transcription enables you to give a new value to the time invested in planning and making something happen. It is like giving your perfume a new bottle (without discarding the old one.)
How is this possible? Well, because as well as being able to include transcripts in your SEO strategy, you can have some fun with pieces of the transcribed content; for example, you can turn them into featured quotes, extracts for blogs and eBooks, and feature them on other social media platforms, etc.
Having your global communications in writing gives you the freedom to expand your creativity… without limits!
Learn more about how to use transcription services for repurposing content.
Preparing for Inclusiveness
This includes two aspects:
- Preparing content for all people to enjoy.
- Preparing content that can be enjoyed at all times.
As we said before, experience is everything. Therefore, the more inclusive you are with your content and how it reaches people, the more persuasive you can become. Additionally, this can boost your reach.
If we think about the first aspect above said, you should consider all members of your community who have a disability, such as a hearing impairment. For them, you might want to employ mainly verbatim transcription, so that they receive the same information and details as everybody else.
As for the second aspect, sometimes for circumstantial reasons, it is impossible to turn the volume up. Either because of the context or the space where your followers are in a particular moment. Or sometimes, because of their companions (for example, if there are children nearby) or simply due to preference, as not everyone likes to listen to audio or video.
So remember: A good influencer should try to deliver a nice experience that all their followers can enjoy.
Preventing Ambiguity
Last but not least, audio transcription services help you to clear up any possible confusion in your messages.
For instance, imagine you do a live video in which you answer questions from followers. As you do not have a prepared or rehearsed script, you could be thinking of your answers as you are verbalising them. This can lead to gaps of silence, filler words, and repetitions. As a result, sometimes the core of the message gets lost, but transcription can help to polish it up (if you use edited or clear verbatim transcription.)
In this way, you are ensuring to produce clear and accurate written messages and disambiguating possible mix-ups. This also applies if you are not an influencer but seek the services of one: Guarantee that the messages sound spontaneous but are still of high quality.
#OptimationalTip: Transcripts are not the same as subtitles. However, they can serve as source material in case you want to prepare CC and subtitles for your videos later on. Just bear in mind that those texts will need some fine-tuning to comply with AVT standards.
Transcripts and Influencer Content: A Match Made in Heaven
Social media and influencers are like fish and chips: A great match. But if we also add a strong content strategy and how to maximise its reach, we will be presenting a dish that is not only good but also nutritious—and mouth-watering. In other words, a match made in heaven.
For this reason, video and audio transcription services are of unparalleled relevance. Because, as we have already seen, transcripts can enable you to re-signify efforts, strive for greater accessibility, and deliver a carefully crafted experience. And this, ultimately, is what makes the difference when it comes to influencing worthwhile initiatives.
Ready to have your influencer content transcribed? Contact us today, so we can arrange the technique that best suits your needs.
