Video Content for the Deaf

Last night I spoke at an event for International Week of the Deaf. The audience were deaf business people and entrepreneurs and, to be honest, I have never spoken to a more attentive and engaged crowd.


If you think that 'Sustainability' is something that you want to include in your community involvement strategy, try thinking about 'Accessibility'. Hugely overlooked and so many possibilities.

Firstly, from the perspective of Capital Content, we provide free subtitling for two reasons: 1. For accessibility reasons and 2. To help increase engagement as 85% of video content is watched on mute.

The thing with video content with the deaf is that it leans itself to be really creative. You have to lead with visually what’s going on rather than the support of audio to tell your story.

Whenever creating your own content, you should always watch the video without sound. By doing this, you are able to see if your message gets across in the case that someone doesn’t have headphones plugged in.

On the other side of the content piece, namely your community involvement strategy, maybe you could create video content on what your product means to people with a disability. The next buying group that is coming up through the ranks are the Millennials. Over the years we’ve been telling them that everything is going to be ok and they will be able to buy a house. Now that they know they can’t buy a house, they no longer trust us (me being a xenial). They now need to research a company before they spend with them and specifically they need to make sure that the company is moral and ethical in their approach. Sustainability is no longer a nice to have. Its a given. Accessibility on the other hand is overlooked somewhat and is a huge industry to approach.

Next time you make a video, think about the your audience and why they are watching it. It may not be about how good your product is…it could be about how ethical your company is.

Thanks for reading.


Gary Gumbleton