Digital Content Creation Goes Global: How to Localize Your Videos

  

A larger number of companies each year invest in the video production process to shoot branded videos for their websites. They use video to introduce new products and services to their audience, onboard their employees and tell their brand story to engage their customers.

Video is an effective way to achieve a range of marketing objectives and quickly becomes the most popular content type on the web. But in one area, this method of digital content creation poses a unique challenge:

How do you localize video for a global market? 

Suppose you spent time and money on a stunning video for your website, and your brand operates across multiple countries. In that case, the last thing you want is to alienate your french or Spanish customers and partners. But you can also not create a new video every time you want to reach audiences in another country! Therefore, it is often more cost-effective and efficient to localize a video that has already enjoyed great success in your own language and country.

This article will discuss how you can step up your digital content creation by localizing your videos.


 

What Should Video Localization Achieve?

To get the eBay results with video localization, it’s vital to first understand what this process aims to achieve. The purpose of localization is to ensure that your target audience in another country is served just as well as your original audience. 

For this, the localization has to consider the new target group's language, culture, and interests. The localized video should tell the same message about your brand so that the emotional impact of your project remains the same across the boundaries set by distance and language.

Significantly, good localization should also update the SEO of your video to make it easier to find by other audiences. Visibility in other markets helps your video gain more traction and gets more eyes onto your brand. In this way, localization can convert new customers, create new opportunities, and help your videos spread across a more extensive audience more quickly.

Methods of Localization

There are different ways to localize your video. However, here are the essential methods to consider:

Subtitles

Subtitles are often the most common way of localization. They are used to translate speech into another language and display the translation on screen as easy-to-read text. 

Subtitles can be created manually or automatically. For the best results, you should always manually translate the content in your videos. This allows you to not only translate but transcreate your message. In other words, you’ll have the chance to ensure your translation captures the context and emotional weight of your initial words in another language. Automatic translation can often misconstrue such meaning.

Captions

Captions are similar to subtitles in that they translate and display speech as text on the screen. However, good captions include more than just speech translations. They will also describe audio and music playing in the video, making your video more accessible to deaf and hard-of-hearing audiences.

Voiceovers 

Another form of video localization is voiceovers. This is where the audio of speakers in the video are turned down and spoken over in another language. Voiceovers are more complex and expensive than subtitles because you will need a well-spoken voiceover artist who is fluent in the language you are translating into. Like with subtitles, your voiceover should have a script that has effectively translated the subtleties of your video content into another language.

Another method to do voiceovers is to dub over the speakers. Whilst voiceovers are primarily narrative in nature, dubbing captures the tones and emotion of the speakers and is often considered more precise. As a result, it creates a more emotive and rich voice track. This can be especially helpful if you are localizing cinematic videos with robust and emotional storytelling.

Versioning

Versioning is a budget-friendly way to update marketing video campaigns, ads and other video content. In this process, your video production company can edit together two versions of the same 60-second video, for example. The goal for versioning is to go hand-in-hand with voiceovers or subtitles and cut together the content that will most suit specific cultural audiences. In addition, versioning is a chance to change the video's focal point and press a different selling point for customers in other countries and languages.

Collaborate with Your Video Production Company for the Best Localization Strategy

For video marketing campaigns, transcreation of content is vital to achieving the best conversions across the globe.

The best localization is often achieved when you and your production partners know which languages and audiences a video will have to serve from the start. High Stakes Films works closely with authentic brands to create videos with a global impact. We can help you work out the best localization strategy for your key audiences and create content that captures the cultural spirit of your brand.

Location: St Cross St, London EC1N 8UA, UK

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