Why are captions so important for your videos on Twitter?

Captions are crucial for videos on Twitter because they significantly improve accessibility and engagement. Many users watch videos with the sound off, especially when browsing in public or quiet environments. Captions allow these users to still understand the content, preventing them from scrolling past. This increased accessibility leads to longer view durations and better comprehension, ultimately boosting overall engagement with your video content. Twitter does not inherently prioritize videos with captions for broader ad distribution; rather, the benefit comes from improved user experience. Stating captions aren't important is incorrect, as they are a best practice for video content.