Video localization is a new marketing strategy that can allow your content to reach audiences in other countries. Content creators are able to make videos accessible for multiple languages by translating the video into another language, adding subtitles, and dubbing audio.
This allows potential viewers of the video to enjoy it without any barriers.
If you’re looking for more information on implementing a video localization strategy, keep reading! We’ll discuss some considerations to bear in mind before making your next move, as well as provide tips for executing this type of campaign successfully.
Define Your Objective
The first step in this process is to define your objective. What are you hoping to accomplish with this video localization campaign? This will tell you what type of content needs to be made available and how it should be translated for the viewers. Here are some ideas on objectives:
- Increase brand awareness by producing a localized demo or product tour
- Use translated videos as an opportunity for people all over the world to discover your business
- Put emphasis on customer service by including subtitles so that international customers can communicate effectively with company representatives when they have concerns or questions
Determine the Video Localization Needs of Your Target Market
Once you have a clear picture of your objective, next you need to know what kind of additional resources are needed to achieve it. Take some time to research your target market and see what types of videos they’re posting from their countries. This will give you more insight into how the content should be translated for that audience and therefore inform your video localization strategy.
Identify the Languages and Dialects Used in the Target Country or Region
It’s important to understand which languages and dialects are popular and used within your target market. This allows you to create a more appropriate translation that matches the speaking style of the region or country. For example, if most of your video viewers speak French, you want to make sure that the translated version isn’t written for English speakers. Instead, it should be tailored specifically for their use.
Decide if You Need a Single or Multilingual Strategy
You can determine whether you need a single or multilingual strategy by understanding your target market and their needs. If most of the people who will watch your translated video speak only one language, consider focusing on translating for this dialect.
On the other hand, if they all speak different tongues, create subtitles as well as dubbed audio so that your message can be understood in any country or region without losing its value.
Consider How to Adapt Your Message for Different Cultures, Customs, and Traditions
If you want to achieve your objective, it’s important that you produce translated videos that are appropriate for the people in each region or country. You should consider how certain words may be interpreted differently depending on culture, and how topics related to religion or holidays might create tension between individuals of different faiths. Take some time to research these issues before translating content for this specific market.
Know What’s Best for Your Campaign: Subtitles or Dubbing
There isn’t a “right” or “wrong” way to translate your video. Simply put:
Subtitles are more acceptable for American audiences as they allow viewers to focus on the information contained in the video rather than rely on someone else’s voice timing and inflection. Dubbing is preferred in other countries as it provides an authentic experience since many people watch videos with subtitles as a supplement, rather than to learn about something new.
Hire Professionals Who Know What They’re Doing
If you’re unsure about how to translate your video in the best possible way to serve your video localization strategy, consider hiring a professional. Professional translators who specialize in this type of work can help ensure that your message is accurately translated and delivered to the specific audience who will be watching.
In addition to translating, localization specialists understand the proper delivery of dialogue and how it may be different from one country or region to another.
Whether it’s an explainer video for consumers, company news and updates for clients, or training videos for employees, making this type of content available across multiple languages is the best way to capture more viewers and grow your audience.
When creating translated versions of these videos, it is important to make sure they are appropriate for each regional dialect.
In some cases, it may be necessary to use subtitles instead of dubbing. In other situations, it’s best to have a combination of both options so that your content can be understood without losing its value.
If you don’t know the best strategy for your video localization campaign, consider hiring a professional who can help ensure that your message is accurately delivered.
To find out more about BeTranslated’s audiovisual translation services, contact us today for a free, no-obligation quote.
