Marketing videos, primarily, are now seen through social media. When videos pop up on your Facebook, LinkedIn or Instagram feed, the sound is usually switched off for most people. So, you want to make sure that you deliver value visually first and foremost, before trying to use sound.
Video Marketing nowadays is all about competing with the viewer's urge to keep scrolling through their feed. On-screen text allows them to engage with your video and take your message on board, without having to take any action.
Social media videos, wherever possible, should lead with captions. This means that as soon as the viewer scrolls to your video, they are taking your message on board. Keep it simple with only 1 caption at a time and if need be, divide sentences into 2 captions.
Subtitles are essential, as they allow you to have people talking in your videos and, again, don't require the viewer to take the action of turning the sound on.
Full screen text is a great way to communicate quickly and directly what your video is all about, namely that there is value for the viewer to keep watching. These should be more exciting than Captions or Subtitles, just like the title of a book or your website.
Text in your thumbnails is an eye-catching way to compete with other videos on video platforms like YouTube and Vimeo. It ends up bigger than the existing text and has the added benefit of design styling.
Using your brand's font in your videos is a great way to build your brand.
This can be a great way to create a video presence for your song without a full-blown music video.