Should Brands Use Captions and Subtitles in Video Content for Stories?

Instagram says no, but it's more complicated than that

Verizon Media and Publicis Media found that 80% of people who use captions were more likely to watch an entire video. Photo Illustration: Trent Joaquin

Instagram said users view 60% of videos in Stories with the sound on … which means they view 40% with the sound off.

@9Number9 David Cohen is editor of Adweek's Social Pro Daily.