top of page

The Silent Scroll

The Power of Captions on Reels and TikTok

As the popularity of short-form video platforms like Instagram Reels and TikTok continues to soar, businesses and content creators are constantly looking for ways to make their videos more engaging and accessible. One crucial element that is often overlooked is the use of captions. In this blog post, we'll discuss the importance of captions on Reels and TikTok, and share some eye-opening statistics about how many viewers watch videos without sound on.

Why Captions Matter on Reels and TikTok

Accessibility for viewers with hearing impairments

Including captions in your videos ensures that people with hearing impairments can fully enjoy and engage with your content. This not only creates a more inclusive experience for all users but also expands your potential audience reach.

Improved comprehension and retention

Captions can help viewers better understand and retain the information in your videos, particularly if the content is complex or features heavy accents. This enhanced comprehension can lead to higher engagement and ultimately drive better results for your marketing efforts.

Sound-off viewing

Many people watch videos on social media platforms without sound. Whether they're in public spaces, at work, or simply prefer to consume content silently, captions enable these viewers to engage with your videos fully.

Statistics About Viewers Watching Videos Without Sound

A recent study by Verizon Media revealed that up to 80% of viewers watch videos without sound on their mobile devices. This staggering statistic highlights the importance of incorporating captions in your video content to ensure maximum engagement.

  1. Facebook found that adding captions to video ads increases view time by an average of 12%.

  2. According to Instapage, 83% of people who watch video ads on mobile devices say they do so with the sound off.

  3. Digiday reported that up to 85% of Facebook video views occur with the sound off.

Tips for Adding Captions to Your Reels and TikTok Videos
  1. Use built-in caption tools: Both Instagram Reels and TikTok offer built-in captioning tools that automatically generate captions for your videos. Ensure you review and edit the captions for accuracy before posting.

  2. Leverage third-party apps: If you prefer more control over the captioning process, numerous third-party apps can help you create and customize captions for your videos, such as Subcap or Capcut.

  3. Keep captions clear and concise: Make sure your captions are easy to read and understand, using clear language and concise sentences. Avoid using overly complex vocabulary or jargon that may confuse viewers.

  4. Be mindful of timing and pacing: Ensure that your captions appear on screen long enough for viewers to read them comfortably. Keep the pacing of your captions consistent with the tempo of your video content.


Captions play a vital role in the effectiveness of your Reels and TikTok videos, ensuring your content is accessible, engaging, and reaches the widest audience possible. By incorporating captions and considering the significant number of viewers who watch videos without sound, you can elevate your video marketing strategy and drive better results on these popular platforms.


bottom of page