Invisible Content: Why You Need Auto-Captions in 2025
Videos with auto-captions get 2.1x more views. Learn why accessibility and SEO make captions mandatory for Australian E-com brands.
News
SoMe AI Team
26 November 2025
15 min read
If you don't have captions on your video, you are effectively invisible to a huge portion of your audience. We reviewed our internal TikTok dataset regarding video performance based on Caption status and found a clear, undeniable trend.
The 2.1x Multiplier
Videos with auto captions enabled consistently see higher view counts—approximately 2.1x higher—than those without. This is not a coincidence; it is a requirement driven by modern user behaviour and algorithmic indexing.
- Silent Scrolling: Approximately 85% of people watch videos muted while commuting, working, or in bed. If they can't read it, they scroll.
- SEO Context: Tiktok indexes your videos based on the text it can see and information it can gather - captions provide it with this context. The algorithm reads your captions to categorise your video. No text means no keywords.
Don't Make The User Work
If you are uploading raw videos without text overlays or captions, you are asking the user to do too much cognitive work. Accents, background noise, or simply being in a quiet environment create friction. In the attention economy, friction kills views.
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This is the easiest 'quick win' in the book. Whether you use CapCut, Premiere Pro, the native TikTok tools or SoMe AI, don't let your creative fail because you forgot to toggle a switch.