Founder note
How to caption a product video for muted autoplay
Burn short captions or on-screen text into the picture so the video makes sense on mute, and keep a separate subtitle file (SRT) for platforms that accept one. Keep each line short, high contrast, inside the safe area, and test the whole film with the sound off.
If your launch video only works with the sound on, a large share of people will never understand it. Feeds usually start videos muted until the viewer taps, and many people scroll without ever turning sound on. Captions fix that.
What to do
Make the film work in silence first, then add sound.
- Write the on-screen text first. Each scene needs a short line that makes sense alone.
- Burn captions into the picture. They show everywhere, in the same style, with no settings to turn on.
- Keep a subtitle file too. An SRT file lets platforms such as YouTube and LinkedIn show captions that viewers can switch on or off, and it helps accessibility.
- Test with the sound off. Watch the whole film muted. If you cannot tell what the product does, fix the text.
Style rules that work
- Short lines: about one idea per line, three to seven words where you can.
- High contrast against the picture, with enough size to read on a phone.
- Keep text inside the safe area, away from the edges and from buttons the platform draws over vertical videos.
- One or two highlighted words per line, not the whole sentence.
- Time each caption to the voiceover and the action, so the picture and the words arrive together.
Burned-in or subtitle file?
| Burned in | Subtitle file (SRT) | |
|---|---|---|
| Always shows | Yes | Only if the viewer turns it on |
| Same look everywhere | Yes | The platform decides |
| Viewer can switch off | No | Yes |
| Best for | Feeds and ads | YouTube, LinkedIn and websites that support it |
Use both. Burn in the key lines for feeds, and upload the subtitle file where it is accepted.
Voiceover and captions together
Do not make the voiceover read every word on screen. Let the text carry the structure and the voice add warmth. Make a version with voice and a version with music only, so you can use whichever fits the placement. For the structure of the words themselves, see how to write a product launch video script.
Quick checklist
- The film makes sense with the sound off.
- Every scene has a short, complete line.
- Text is large and high contrast.
- Nothing important sits near the edges.
- You have a subtitle file ready.
Each film we make includes captions and a subtitle file. The shapes you need for different feeds are in video aspect ratios for product launches.
Frequently asked questions
What is the difference between burned-in captions and a subtitle file?
Burned-in captions are part of the picture, so they always show and look the same everywhere. A subtitle file, such as SRT, is separate text that a platform displays and viewers can turn on or off. Burn in captions for feeds, and keep the subtitle file for platforms that support it.
Do I need captions if my video has voiceover?
Yes. Most feeds start videos muted, so many people will never hear the voiceover. On-screen text and captions have to carry the story by themselves, and the voiceover is a bonus for people who turn the sound on.
How long should each caption stay on screen?
Long enough to read comfortably, which is usually one to three seconds for a short line. If a line is too long to read in that time, shorten it. Match the timing to the voiceover and to what is on screen.
Try it free
SRT subtitle maker
Paste your script and download a timed SRT or VTT caption file.
Launch video script and storyboard builder
Answer a few questions and get a six-scene script and storyboard for your launch video.
Keep reading
How to write a product launch video script
Write a launch video script in four beats: hook, product, proof, close. Includes word counts for 15, 30 and 60 seconds and a template you can fill in.
Video aspect ratios for a product launch
You usually need 16:9, 9:16, 1:1 and 4:5. Here is where each fits, how to lay them out instead of cropping, and why to check platform specs before exporting.
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