How to Sell Video

Subtitles increase traffic & conversion rates. Make ‘em.

by KK Apple · January 1, 2016 · Comments

We looked at data for publishers on VHX and found that adding subtitles means more sales. Why? More traffic + a higher conversion rate.

More people can see your film.

At the most basic level, subtitles allow you to reach a wider audience. Because, language! You spent all this time on your creative work, and now you want fans to see it. Subtitles open the door to your potential audience, who are in many countries and speak many languages. On the VHX platform, 48% of sales come from outside the US.

Subtitles also increase the traffic driven to your site from associated countries. Fans in Japan, watching your videos with Japanese subtitles, tell their friends about your content. That added community immediately grows the potential buzz and social media reach of your content, as fans bring fans to your site. Our data shows that films and video content with subtitles consistently outperform those without subtitles.

More people coming to your site will buy your film.

Subtitles impact the conversion rates of associated countries significantly. Your conversion rate represents the number of people who buy out of the total number of people who visit your site — an important stat that sellers can track in the VHX dashboard.

Your international audience is on average twice as likely to purchase your film after visiting your website when subtitles are available in their language. Check out the data for this VHX publisher, whose international conversion rates jumped after the creators added subtitles in extra languages:

Conversion rates of videos with subtitles

We’re still tracking data as more and more creators expand their international reach with subtitles, and we’ll share more numbers as they come. For sellers using the VHX platform, you can find more info about uploading subtitles and recommendations for subtitling software from fellow creators in our help docs.

In closing…subtitles! Subtítulos! Subtiitrid! Get all kinds of multilingual. And let us know if you have more tips to share.