What the W3C standard specifies
WCAG 2.2 includes success criteria for captions for prerecorded and live synchronized media, along with criteria across perceivable, operable, understandable, and robust content. The W3C Recommendation provides testable requirements, not a production recipe for every social platform.
The exact criteria applicable to a piece of media depend on its format and context. A team should consult the normative standard rather than paraphrase it as “add subtitles and accessibility is done.” The standard also does not certify a specific video merely because captions are present.
Bring the check into the production brief
For Video Marketing, identify caption responsibility, source script, speaker labels, meaningful sound, and any text alternative needed before editing begins. Review the final video with sound and without sound, and compare captions with speech rather than accepting an automated file unexamined.
Check contrast, caption position, text pace, and whether essential visual steps are conveyed. A vertical adaptation may require new placement or timing. Ask who will verify each final export, because accessibility can be lost after an otherwise careful master edit is reframed.
Make conformance claims responsibly
Use accessibility findings to assign a fix and verify it in the delivered asset. Involve qualified accessibility expertise when the project requires a formal evaluation; a marketing team’s limited checklist should not be presented as an audit of the full experience.
The W3C source offers concrete criteria that make video review more disciplined. The practical agency interpretation is to budget access work as part of concept, script, edit, and delivery, while keeping any claim about WCAG conformance tied to the scope actually assessed.
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