You only have to look at the success of online platforms such as, YouTube to realise that digital video has become hugely popular over the last few years and businesses have fast realised that it is a great way to engage with potential customers.
A recent report that surveyed 5000 internet users worldwide showed that almost half of those surveyed watched in excess of 7 hours of digital video content each week.
So, creating digital video content for customers is no longer just a good idea, it is vital.
But using video to connect with global customers comes with its own, unique set of issues; it requires translation or transcription services for subtitles or voiceovers, and localisation services to ensure SEO, content and technical adaptions are accurate for local audiences.
The tips below will help you achieve successful video localisation and ensure your global audience gets your message.
Voiceover, Dubbing, or Subtitles?
Knowing which language service is best suited to your requirements can be a tricky process, especially if you are unfamiliar with professional language services.
The points below will guide you to the best fit for your needs:
• Voiceovers – voiceovers are recorded separately to video content and can be offered in the same language (often used for hard of hearing audiences) or, in a foreign language (translated from source language for use in a different market). It is vital that the right ‘voice’ is selected for your voiceover and that a native-speaking linguist has translated and localised the spoken content in readiness for your voice actor. Voiceovers are often used for news programmes, film or online video content where visual aspects require a voiced explanation or additional description.
• Dubbing – the original sound is completely replaced with dubbing using native-speaking voice actors. Dubbing is frequently used within the film industry, for example, in animated movies, so translation and precision timing are key to success.
• Subtitles – are on-screen captions which run alongside the original audio and video content. They are ideal for short, digital video content as many social media viewers now watch video content without sound, so subtitles are an excellent method for adding visual reinforcement alongside the original video content. Localisation and translation of subtitles is straightforward and can be done without altering the original video content and is a cost-effective method for engaging with your global audience. Be aware that some audiences have clear preferences for localised video subtitling, so check with your language services provider if you need more advice on this.
• Transcription – transcription is the representation of speech in a written format, which can then be translated. This service would be used to provide subtitles, conference or meeting transcriptions, or any language service which requires an exact log of audio content with precise time codes.
Whichever method you choose, your language services provider should offer native-speaking linguists for expert translations and localisation, so be sure to check their experience with your required language(s).
They can also offer advice on which language service you should choose for your video content based upon their knowledge of international audiences and prevalent cultural penchants.
Creating Video Content for Localisation
Creating video content with localisation in mind is best practice, ensuring that you aren’t having to alter images or content for each new market and audience.
Here are our top tips for creating video content with localised subtitles, voiceovers or dubbing…
1. Location Specific Images – consider the use of location specific images in your video, for instance, road signs, landmarks, famous architecture, and so on, all point to a particular place, people and language. Unless they are an essential part of your message then avoid them where possible.
2. Other Images – colours and symbols have different meanings around the world, just like hand gestures, body language and body parts are taboo in some cultures. When creating video content take advice from a localisation expert who will ensure you don’t overstep any cultural boundaries or make a faux-pax which may damage your brand reputation.
3. Reading Speed – if you are translating and localising from English to another language, you’ll need to consider text expansion with subtitles. English is often short and succinct so when translated into other languages there are many more words (which take longer to read). Your audience needs to be able to keep up with the reading speed in alignment with the video and you may have to adapt the source content to give the best fit.
SEO Boost with Video Localisation
SEO applies to video content as much as any other online content.
It is possible to boost your website ranking and video visibility with search engines such as, Google through use of localisation and translation of your video content.
Country specific keywords will help customers find your video content and website when accurately localised to include relevant meta descriptions, titles, subtitles and transcriptions.
Promoting your video through your country specific social media sites, and engaging with customers in their native language, shows you care, promotes brand awareness and trust.
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