When people want captions on their videos, a common instinct is to "burn" them in, permanently overlaying the text onto the video file itself. While this works, it's actually the least flexible and least valuable option. Using a caption file (SRT or VTT) is almost always the better approach.
Caption files vs. burned-in captions
Here's why caption files are the better choice:
1. Viewers can turn them on or off
When captions are burned into the video, they're always visible, with no way to remove them. Some viewers want captions; others don't. A caption file lets the viewer decide. Every major video platform (YouTube, Vimeo, Wistia, LinkedIn) displays an on/off toggle for caption files, giving your audience control over their experience.
2. Search engines and AI can read your transcript
This is the bigger reason. When you upload a caption file to a video platform, the transcript text becomes machine-readable. That means:
SEO: Search engines like Google index your video's transcript, making your content discoverable for the topics you actually discuss, not just your title and description.
GEO / AEO (Generative and Answer Engine Optimization): AI tools and answer engines can read and cite your video content when answering relevant questions. If your video covers a topic someone asks an AI assistant about, your content can surface as a source — but only if the transcript is readable.
Burned-in captions are just pixels. Search engines and AI can't read them. A caption file turns your video into findable, citable content.
How to get your caption file from MarketScale
MarketScale automatically transcribes every piece of content with a talk track. To download your caption file:
Open your content in Media Studio.
Click the Transcript icon in the top-right toolbar.
Review and edit the transcript if needed (especially names and technical terms).
Click Download and choose SRT or VTT depending on where you're uploading (see below).
Which format to use where
Both SRT and VTT work on most platforms, but here's a quick reference:
Platform | Recommended format | Notes |
YouTube | SRT or VTT | Both supported. Upload under video settings → Subtitles. |
Vimeo | SRT or VTT | Both supported. Upload under video settings → Distribution → Subtitles. |
Wistia | SRT or VTT | Both supported. Upload under the video's Customize panel → Captions. |
SRT | SRT only. Add when posting a video natively to LinkedIn. |
When is burn-in appropriate? Burned-in captions do have a narrow use case: platforms or contexts where caption file support doesn't exist, or where you need captions to appear regardless of player settings (e.g. silent autoplay on certain social feeds). For all other use cases, a caption file is the right choice.
Related
Working with Transcripts in Media Studio
How to Download a Transcript in MarketScale