Video Translation: What, How, and Why?
There is no denying that videos can play a decisive role in building your brand and promoting your products. What happens if you share your video with a new audience but it simply falls flat?
Investigating the reason for this leads to the cultural subtleties that differentiate audiences from one another. Marketers entering a new market, whether in a new country or simply within a different cultural subculture on their home turf, must ensure that the messaging adjusts to that audience. That is true anywhere, but it might be most evident in the video realm.
Solving that issue means engaging in video localization. Join us to explore the concept, from a basic definition to the best timing and steps to localize your videos for sustainable communications success.
Video Localization, Defined
Video localization describes adjusting your messaging (both the visuals and the words) in a way that considers your audience's cultural backgrounds, norms, beliefs, and expectations. That puts localization in stark contrast with globalization, which is the process of simply taking your existing message to new audiences.
Crucially, localization needs to describe the extent to which video messaging needs to be adjusted. Depending on the audience, it might be a simple tweak in the voiceover or subtitles. The concept describes an audience-first approach in which you understand your audience's expectations and context and then ensure your videos meet the moment in satisfying and exceeding these expectations.
Why Video Localization is Essential in Brand Building and Expansion
Any effort to describe the benefits of video localization has to begin with a discussion of the medium itself. After all, there may not be a more powerful channel than video to promote your brand messaging.
Countless research supports that assertion:
90% of consumers say that watching videos helps their decision-making process.
69% of consumers prefer video over text when researching a product.
88% of consumers want brands to use more videos in their communications.
These statistics are not solely limited to a specific locale. India is home to the most YouTube users worldwide, while 9 of 10 French internet users consider video the most effective digital communication. Video is a global language with the potential for immense positive effects—as long as it is built correctly and with your audience in mind.
That is where localization enters the video equation.
Prioritizing video when entering a new market helps marketers meet audiences where they are. Localization ensures that the message is as engaging and convincing as intended, even for audiences used to a completely different cultural context.
Consider the example of HSBC, a banking brand that tried to take its "Assume Nothing" taglines to commercials in new foreign markets. A too-literal translation came out to "Do Nothing" instead, reflecting less than favorably on the brand. A more nuanced, localized approach later, the slogan "The World's Private Bank" resonated much more successfully with global audiences.
Of course, localization also goes beyond massive campaigns. It allows your videos to account for local nuances, from using the correct language to visual cues that resonate with the same market you are trying to reach. Some of the possible adjustments can be surprisingly simple, especially when part of a more significant effort to enter a new market.
Adjusting Existing Videos to New Cultural Contexts
When looking to leverage video in new markets, the first consideration is to look for simple adjustments to existing videos. Fortunately, a few simple options can help to make these tweaks, ensuring continued cultural relevance and effectiveness for this audience:
Subtitles can transfer at least some message effectiveness to audiences speaking a different language. While this is the most cost-effective option, it also loses its effectiveness. Subtitles should include a direct translation of the video's spoken language and ensure that all cultural references are relevant and appropriate.
Voiceovers take the process further by adding language—and culturally-appropriate audio to the video. For example, the German auto brand BMW primarily uses the same imagery in its global ads but changes its voiceover depending on the audience to not just change the language but also speak to the brand pillars in each country it targets.
Dubbing is the most comprehensive option, overlaying new voices into an existing video with multiple speakers. This is most effective in videos with active speakers, reducing confusion by minimizing the friction with which the audience views the video. Dubbing is complex, both because the nuances of the speech have to match the actors' body language and because the localized translation has to match the exact time the speaker uses their native language.
Among these three options, the best choice depends on the exact videos and situation. Subtitles have a low barrier but sacrifice effectiveness in return. Voiceovers and dubbing are more complex but offer more opportunities for audiences in your new markets to immerse themselves in your videos.
Finally, consider the importance of information surrounding your video in a local context. For example, YouTube metadata can play a core role in surfacing videos in searches for interested audiences. At the same time, social media and website captions can provide quick-hitting context, enticing viewers to watch. Each requires just as much care in localization as the video itself.
How to Create Localized Videos When Reaching a New Market
Of course, not all localization can be effectively accomplished with existing videos. Some new markets and audiences require creating new, dedicated videos to convey your message, whether they are short-form social media videos and commercials or long-form explainer and background videos.
In that case, localization has to be accomplished from the ground up. That begins with an authentic, research-based exploration of the cultural nuances the brand is about to enter. That research, in turn, can lead to actionable takeaways grounded in a basic understanding of the audience, including anything from color theory to industry-relevant metaphors.
From there, it is about creating great videos that your new audience will respond to while remaining true to your more prominent brand. Here, storytelling can take a significant role in maintaining audience engagement:
The first benefit of using stories is that they give structure and cohesion to disjointed and haphazard content. It is also important to note that a well-written story can help businesses connect with their customers. When a company's marketing strategy is based on a story, every piece of content it creates should have a purpose and value proposition that feeds into and supports the company's overall vision.
Storytelling is universal, and the same basic tenets apply across cultures. Of course, cultural archetypes may differ across markets and different audience segments; however, building a great story is a universal goal that can maximize the effectiveness of your video regardless of your target culture.
Building a Better Localization Strategy Through Video
Video localization is complex, but its benefits make even a significant investment well worth the effort. By adjusting your content to new markets, you can ensure that the world's most powerful digital communications channel can continue to work to your benefit.