What it means for a Dubai business
Captions help the many people who watch muted, people who are hard of hearing and people for whom English is a second language, which in Dubai is most of your audience. Word by word captions also hold attention.
Instagram offers automatic captions, but viewers can switch them off and they do not travel with a video you post elsewhere. Burned in captions always show.
Example
A dentist records a one minute answer about whitening sensitivity. The edit adds captions in large type, two lines at a time, in the clinic’s colours. The same file works on Instagram and YouTube Shorts.
Common mistake
Captions that cover the speaker’s mouth or sit where the app’s buttons will be. Keep them in the lower middle of the frame, clear of the bottom edge.