17 Jul Localize Your Videos for Global Superpowers
Want to give your digital videos global superpowers? Localize them.
On a gut level, we all know how much more powerful video is than still content. The combination of action, music, graphics and sound effects is just a magnet for us humans – we all love a great movie, right?
Let’s take a look at the facts that back this instinct up. Digital video is one of the most effective online marketing tools, engaging almost 4 billion internet users across the globe. Every day around 100 million people watch online videos – in fact, video viewing accounts for one-third of all online activity. So it’s not surprising that half of all businesses consider video as the content media that delivers the best return on investment.
But consider this: more than 80% of YouTube views come from outside the US. This is why more and more international businesses are grasping the importance of video localization – and the enhanced opportunities that go with it – particularly when it comes to product demos and computer-based training.
Localized video means a global competitive edge
In just a few short years, branded videos have taken social media platforms by storm. On Facebook alone, views of branded video content increased by a staggering 258% between 2016 and 2017.
Wherever your audience is located, you can be sure of one thing: it is made up of highly sophisticated consumers of online digital video. Just as people can spot fake branded goods, they are highly attuned to badly localized content – not only in the sense of literal translation but also in how accurately the localized content reflects the brand on an emotional level.
You will have invested time, money and marketing know-how in creating your video content, so you need to be sure your investment pays off. Badly localized video content can do more harm than good. An inaccurately translated message could result in your brand being the subject of ridicule or, in the worst-case scenario, legal action. Instant damage to the credibility of your message can lead to long-term damage to your brand.
To avoid these pitfalls, you need to be as sophisticated as your audience, wherever in the world they happen to be. You need not only to satisfy them but to actively delight them, by demonstrating that you speak their language, both literally and culturally.
If you do this, you’ll be able to build and maintain an intimate, human connection with them – which will result in a strong local reputation and consequently brand loyalty.
How to make the most of video localization:
What video localization is not all about is subtitles. Your localization partner should demonstrate a sophisticated understanding of your markets in order to connect with local audiences. They will have native language speakers, copywriters, and creatives who understand a given market in depth and know how to reproduce your message, in all its nuances, specifically for that market.
You also want the best project management professionals on your production. These are the people who will make sure your video has the right tone in every market – something that’s absolutely vital in a training video for example. We’ve all seen translated instructional videos that have been turned into laugh-out-loud comedies thanks to the wrong tone. The project management team will also make sure every version of your video is accurate and consistent – as well as top quality, on time and on budget.
In a digital world, technical excellence pays dividends
A good localization provider will be able to offer you full studio services, including recording, editing, subtitling, dubbing, lip-syncing, closed captioning and voiceovers – and will also provide sample reels and final videos.
You also need to be sure that your localization partner has the knowledge and capacity to work across all the different website content management systems, as well as the various social media platforms – in order to supply the diverse video types and subtitle formats that are needed.
Make sure your message is loud, clear and loved – in every market
In short, using a professional video localization service will give you the local traction you need to build your global reach – increasing engagement with your audience and maximizing your video marketing budget.
Localization is what we do. And each and every one of us is passionate about doing it. Get in touch with us today, share your video localization challenges, and let us help you turn them into opportunities.