In this video, I'll be talking to you

今回は 字幕を付けることで いかに大勢の視聴者にリーチでき

about the huge number of potential subscribers you might be missing out on

チャンネル登録者を増やせるかについて 説明します

and how, with just minimal effort

[マスタークラス] [字幕を付けてチャンネル登録者を増やす方法]

you can tap into YouTube's algorithm to reach them.

ジェシカです

I'm Jessica Kellgren-Fozard and I'm a deaf YouTuber.

私はろう者のYouTuberで

I make videos about fashion, travel, gayness and disability awareness

ファッション、旅行、同性愛、障がいについて 楽しくポジティブに伝える動画を作ってます

all with a very fun and positive vintage style.

字幕の効果で一番知られていないことは？

What is the number 1 thing that creators don't realise about captions?

それを今から説明します

Well, stick around, because in this video, I'm going to tell you.

ろう者になったのは15歳のとき

I started to go deaf when I was 15 and I know I don't sound deaf.

だから普通に話せます

I even made a video about it that went viral.

その話をした動画は話題になったわ

Because I went deaf later in life, I use English as my first language

私は後天的なろう者で 母国語は英語

relying on lip-reading and captions with a smattering of sign language

理解する方法は主に 読唇術と字幕ですが

especially for work stuff

特に仕事では ちょっとした手話も使います

in order to understand the world.

動画を見るときは 補聴器だけでなく 字幕も必要になります

Having hearing aids doesn't actually mean I can hear what's going on in a video

[字幕とは？]

so I always have to click that little CC button.

字幕とは動画やテレビなどの画面に 文字を表示する機能のことです

Captioning is a process of displaying text on a screen.

話す内容や捕足情報を 伝えることが目的です

Be that a video screen, a television or some other kind of visual display

映画館で表示される字幕は オフにできませんが

in order to provide additional or interpretative information.

YouTubeの字幕は オン/オフを切り替えられます

Open captions, like the ones you see in the cinema

ここでワンポイント

cannot be turned on or off by the viewer

キャプションと字幕の違いは？

but closed captions, which is the ones you'll find in a YouTube video, can be.

キャプションは聴覚障がい者のために 音声をそのまま文字にしたもの

Quick note: captions and subtitles are two distinct but overlapping things.

字幕は外国語を翻訳したもの

Captions assume that the viewer cannot hear everything

日本や英国では どちらも字幕と呼ばれてます

and so provide additional information

キャプションには 発言者や背景音楽の情報も含まれます

and subtitles assume the viewer can hear, but speaks another language.

字幕は聴覚障がい者以外にも さまざまな状況で役立ちます

This is different in the UK, where they're both called subtitles

たとえば周りの音がうるさいジムで YouTubeを見たいときや

but just run with it.

静かな病院内でYouTubeを見たいときに

Captions contain information about speaker changes

音声なしで動画を楽しめます

and also background sounds that can enhance the story.

外国語の動画を見るときも役立ちます

While captions ensure accessibility for people who have hearing loss

私のチャンネルでも 字幕付きの動画は視聴回数が大幅に増えてます

they're also useful in a wide range of other situations.

これは視聴回数トップ10の動画です

Say you're hearing, but you're in a really noisy environment, like a gym

すべて英語の字幕付きで

but you still want to watch your YouTube

ほとんどの動画に 外国語の字幕が3つ以上付いてます

or you're in a sound-sensitive environment like a hospital.

多くの視聴者がスマホをマナーモードにして 動画を字幕で楽しんでいます

The captions will ensure that you can still have the fullest experience.

皆さんも遅れずに対応しましょう

And, of course, if your viewer has English as a second language.

これはスマホのつもり

In my personal experience, I've seen that videos with captions and subtitles

[なぜ字幕が役立つか？]

have a great increase in views.

耳で聞いた内容のすべてが 脳で処理されている訳ではありません

Look, here are my top 10 videos in terms of views.

大半の人は耳で聞いた内容を 17～25%しか覚えていません

Now, they all have captions in English

字幕を使えば メッセージが伝わりやすくなります

and most of them have subtitle files in at least three other languages.

YouTubeでの成功には 視聴者の獲得が不可欠です

Indeed, the majority of social media users now choose to keep their phones on silent

正直なところ チャンネル登録者数は大事でしょ？

and watch auto-playing videos with text on screen on many platforms.

では潜在的な視聴者の数は どれくらいでしょう？

It's important that your videos don't get left behind.

人口統計学で算出しましょう

It's my hand-phone.

まずは聴覚障がい者

Even though your ears are capable of picking up on many, many different words

聴覚障がい者は世界人口の5%以上なので 4億6600万人

your brain doesn't necessarily process them all.

米国だけで見ると3,800万人

Most people only remember about 17 to 25% of the things that they hear.

驚きの数です

So if you want to get your message across, it's captions that will make the difference.

他にもADHDや聴覚情報処理障がい者など 字幕なしでは動画を楽しめない人がいます

Reaching new audiences is the cornerstone of social media success.

次はおそらく最大のグループである 英語学習者

I mean, let's be honest here, come on, sometimes it really is all about the numbers.

英語の字幕付きなら 内容が理解しやすくなります

But exactly how large an audience are you actually missing out on?

また英語の習得にも役立ちます

Well, let's talk demographics.

YouTube視聴者の80%は米国以外で

Straight in with the easy one, hearing loss.

オンライン人口のうち20億人以上の 母国語は英語以外です

Over 5% of the world's population has hearing loss.

20億人ですよ

That is 466 million people.

この機会を逃す手はありません

In the United States, the number is 38 million people

YouTubeの組み込み機能を使えば

with some degree of hearing loss.

英語の字幕をその他の言語に翻訳して 世界中の視聴者に動画を見てもらえます

That's astounding.

検索、発見、エンゲージメントにおいて 字幕は特に役立つデータです

There are also a variety of disabilities

インターネットはテキストベースなので テキストデータがない動画は検索されません

that mean people might struggle to watch a video without captions

またタイトル、説明、タグだけでは 動画の本質を伝えきれません

from attention disorders to processing difficulties.

でも動画全体を字幕にすれば 詳しい内容を検索エンジンに公開できます

Moving on to the next, and arguably largest, group

視聴者が増えれば 高評価、コメント、登録者の数も増えます

people learning your language.

字幕を付けると視聴完了率が上がる こともわかっています

Captions in English are easier to follow than just spoken English

最終的にSEOランキングとエンゲージメントが 大幅に向上します

and they can help those watching to pick up the language faster.

説明したとおり 字幕はクリエイターと視聴者にとって重要です

80% of the views on YouTube come from outside the US.

次の動画では字幕の作り方を説明します

Over 2 billion of the online population

字幕について詳しくは 私の再生リストをご覧ください

have a first language that is something other than English.

Two billion.

I mean, you do not want to be missing out on those potential subscribers.

Amazingly, YouTube has an in-built function which will allow the translation

of English caption files into a variety of other languages

opening up your video content to audiences around the world.

In terms of search, discovery and engagement

captions are one of the most powerful pieces of data out there.

The Internet is text-based, so your video is going to stay hidden from search engines

unless the text that is attached to it can be picked up.

It can be hard to get across the essence of your video

in just a title and description, even tags have a character limit.

But a closed-caption file delivers a text-based transcript of your entire video

and opens it up to search engines.

More views will mean more likes, more comments

more people hitting the Subscribe button

plus, text on screen has proven to be so engaging

that it increases the watch-to-completion rate.

These two factors lead to a monumental gain in SEO ranking and engagement.

I hope you now understand just how important captions are

to you as a creator, and your viewers.

Click through to video 2, where I'll be showing you

exactly how to make those captions.

And if you have more questions about captions and how to use them

check out the playlist on my channel.