85% of social media videos are watched without sound. If your video has no captions, most viewers scroll past without engaging. The platforms know this:
| Platform | Default Sound | Auto Caption Support | Best Approach |
|---|---|---|---|
| TikTok | Sound on (but 40% still watch muted) | Built-in but basic | Burn in your own — better styling, accuracy |
| Instagram Reels | Muted in feed | Auto-captions available but often wrong | Burn in — feed browsing is silent |
| Instagram Stories | Sound on if unmuted | Caption sticker | Use built-in sticker OR burn in |
| YouTube | Sound on | Full auto-caption system | Upload SRT for accuracy, or let YT auto-generate |
| YouTube Shorts | Sound on | Auto-captions less reliable on Shorts | Burn in — Shorts audience expects captions |
| Muted in feed | No auto-captions | Always burn in — LinkedIn has zero caption support | |
| Twitter/X | Muted in feed | No auto-captions | Always burn in |
| Muted in feed | Auto-captions available | Burn in for reliability — FB captions break often |
Important: Add subtitles BEFORE cropping to vertical. The text positioning needs to account for the final frame dimensions. If you crop first, captions may overlap with platform UI.
TikTok: TikTok has built-in auto-captions, but you cannot customize font, size, or position much. Burning in your own gives you control over styling and ensures accuracy. Position captions in the center-third of the frame — TikTok overlays username and buttons on the bottom 20%.
YouTube: For standard YouTube videos, upload an SRT file separately — YouTube's caption system supports multiple languages, search indexing, and accessibility. For YouTube Shorts, burn captions in because the Shorts player's caption toggle is easy to miss.
Instagram: Instagram Reels auto-generate captions but they are often inaccurate, especially with music or background noise. Burning in your own is more reliable. For Stories, use Instagram's caption sticker — it matches the Stories aesthetic and viewers expect it there.
LinkedIn: Zero native caption support. If your video has no burned-in captions, LinkedIn viewers see silent video with no text. Always burn in.
After adding captions, prepare the video for upload:
| Platform | Next Steps After Captioning |
|---|---|
| TikTok | Crop 9:16 → Resize 1080×1920 → upload |
| Instagram Reels | Crop 9:16 → Resize 1080×1920 → Trim under 90 sec |
| YouTube Shorts | Crop 9:16 → Resize 1080×1920 → Trim under 60 sec |
| Keep 16:9 or crop 1:1 → Compress under 5GB | |
| Twitter/X | Keep 16:9 or 1:1 → Trim under 2:20 |
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