Engaging, emotive, and visually captivating marketing videos have the power to leave a lasting impression on your audience.
But what happens when you are ready to take your brand to the world? How do you break through barriers to truly connect with multilingual audiences when languages, cultures, and experiences differ so vastly?
Video localization can make your marketing videos can take the world by storm, connecting you with viewers in Tokyo, Paris, São Paulo, and every single corner of the world, ensuring your business message is not only heard but felt deeply by diverse audiences.
In this blog, we will give you the low-down on everything you need to know to launch a successful video localization. We will walk you through what video localization is all about and show you how it has the potential to maximize your marketing impact in different markets.
So, shall we begin?
Table of contents
First Things First – Why Bother Yourself With Video Localization?
Video marketing has seen tremendous growth in recent years and has truly risen to the forefront of marketing strategy for brands worldwide. With the proliferation of social media, streaming platforms, and mobile devices, videos have become the go-to medium for engaging with global audiences.
A recent survey reveals that
1- 96% of people have watched an explainer video to learn more about a product or service.
2- 89% of people say watching a video has convinced them to buy a product or service.
3- 91% of people say they want to see more online videos from brands in 2023.
Now, think about the audience you want to target. If you are planning to tap into new multilingual markets, you need to understand that your audiences will be diverse, scattered across the globe, speaking different languages, and steeped in unique cultures.
And if your marketing videos do not speak to them in their own language and reflect their values, you will be missing out on a massive opportunity.
Investing in video localization empowers you to
- Break through language and culture barriers.
- Truly connect with international audiences on a deep, emotional level.
- Maximize viewer retention and engagement in new markets.
- Scale your marketing impact globally.
- Give your international audiences the same positive consumer experience as domestic viewers.
The Surprising Sales Uplift Video Localization Drives
While localizing your video content may seem like an added expense up front, the benefits it can bring to your business are substantial and can ultimately result in a significant return on investment (ROI).
The numbers confirm that you might be missing out on sizable returns by not localizing your marketing videos, highlighting the surprising yet substantial ROI delivered when video content resonates locally through localization.
Here are some eye-opening ROI statistics that make a compelling case for taking your video global.
Think Like Your Viewers: Know More About Video Preferences In 2023
As consumer viewing habits evolve and new platforms emerge, keeping your video strategy adaptable and in tune with the latest trends is key.
New research reveals fascinating shifts in how audiences engage with and consume video content today. But while these changes present challenges, they also open doors for businesses to meet their audience’s expectations and differentiate themselves in a competitive global market.
Allow us to give you a sneak peek at the evolving preferences of audiences in 2023, empowering you to create compelling marketing videos.
With the rise of TikTok as well as short-form content like Instagram reels, consumers started to crave quick hits they can enjoy in a few moments of spare time.
Videos under three minutes are becoming the favorite for today’s audiences for several key reasons:
- Consumers’ attention spans have significantly decreased.
- Bite-sized videos are highly accessible and more consumable.
- Viewers are less likely to lose interest or click away from videos that are brief but satisfying.
- Well-crafted short videos can still fully develop an idea and remain interesting.
- Short videos are optimal for sharing across social platforms.
To effectively cater to these preferences, focus on creating compelling videos that deliver impactful messages within a concise timeframe.
In a loud world where we are all glued to our phones, most video watchers nowadays are keeping the volume muted. Shocking but true – over 85% of Facebook clips and 92% of mobile videos are watched without sound.
Think about it. We are watching videos wherever we can – on the subway, in lines, at our desks. Who wants to disturb others by blasting a video? Not to mention, auto-play can get annoying really fast.
In situations when hearing fails, reading will not. People have now gravitated towards captioned videos as an effective means of understanding and enjoying visual content without relying on sound. In fact,
- Captioned videos gain 40% greater views on average than uncaptioned ones.
- 80% of viewers are more likely to watch a video until the end if closed captions are included.
Captions keep audiences engaged and make your message accessible even to deaf and hard-of-hearing audiences, who are by the way more than 430 million people around the globe.
So, why not include multilingual captions in your video localization strategy?
Interactive videos are the darlings of 43% of global audiences, enchanting them with captivating narratives and immersing them in unforgettable experiences.
A prime example of this phenomenon is the groundbreaking “Will You Fit Into Deloitte” 2019 ad. This video took the mundane act of watching and turned it into an exhilarating game, where viewers actively participated in a series of situations and became integral to the storyline, forging a deeper connection with the content.
The thing is the age of passive viewership is fading, and audiences now eagerly anticipate more interactive and engaging video content. This has become a standard consumer behavior that’s not limited to a specific region or country. That’s why you’ll need to provide interactive videos tailored to the native language of your target audience.
Audiences also strongly prefer personalized videos. 72% of customers engage only with marketing messages if they are personalized. And, 91% are inclined to choose brands they are familiar with and that offer more relevant recommendations, as opposed to generic solutions.
Consumers are increasingly wary of generic messages that fail to acknowledge them as individuals. With the abundance of content available, people have less patience for recommendations that do not feel tailored to their unique situations and interests.
Consumers around the globe do value personalized content. A localization-driven personalization strategy ensures you meet the needs and expectations of your diverse audiences. And with video localization, you shape your message around your new audience’s context.
In a world where visual content dominates our screens, it is no surprise that audiences are starting to develop a discerning eye for high-quality videos.
High-quality videos have the ability to engage viewers on a deeper level. They showcase meticulous attention to detail, demonstrating a commitment to excellence that resonates with viewers. From stunning visuals to crisp audio, every aspect of a well-crafted marketing production contributes to its influence.
Audiences appreciate the effort and dedication put into producing top-notch videos, recognizing the value it brings to their viewing experience. So, make sure the quality and value of your marketing video shine through in the final production if you want it to hit a chord with your target audience.
Now we will leave you with the result of a survey revealing the most common elements that keep viewers interested in watching a video.
So if global expansion is on your business roadmap, video localization should be too. Just take a look at the remarkable success story of Oatly, and you will be inspired to embark on your own video localization journey.
Oatly Video Marketing Localization: Case Study
Oatly harnessed the power of video localization to capture hearts and taste buds worldwide.
They created “The New Norm&Al Show”, an engaging web series that promotes a plant-based lifestyle. What makes this series truly remarkable is that its episodes were created not only in English but also in German.
Oatly’s decision to localize its marketing video to German is a strategic move that aligns with the language’s significant presence and influence throughout Europe.
As the second most widely spoken language after English on the continent, German extends its reach across diverse regions, including eastern Belgium, the Czech Republic, Denmark, eastern France, northern Italy, the Netherlands, parts of Poland, Romania, and Russia, among others.
Choosing German for localization, Oatly has tapped into a sizable audience while ensuring its message resonates with German-speaking viewers in these key regions.
Behind The Scenes of Video Localization: A Peek At The Full Localization Process
Have you wondered what magic transforms videos into a globally accessible experience?
Let us explore the meticulous craft behind skillfully transforming videos into engaging experiences for audiences everywhere, regardless of language or culture.
At the heart of effective video localization is a precise translation process as a vital first step in the localization workflow.
In this crucial step, skilled translators proficient in both the source and target languages accurately translate the dialogues, captions, on-screen text, and any written materials associated with the video, making sure that:
- Every written element is converted from the source language into coherent, audience-appropriate equivalents in the target language.
- The translated content is adjusted to suit the cultural preferences, norms, and sensitivities of the target audience.
- All changes preserve the video’s core information, themes, and emotional impact as experienced in the original.
The goal of this careful translation work is to facilitate other localization processes like adaptation, dubbing recording, and subtitling. So, establishing accurate translations lays the groundwork for successfully engaging target audiences in a culturally relevant manner through the final localized video.
Subtitling is an audio-visual translation of the video’s dialogue and relevant information that helps to eventually display translated text on the screen in the target audience’s language.
During the subtitling process, skilled subtitlers ensure that the text is accurately translated, properly timed, and well formatted, taking into account any limitations on screen space, presentation rhythm, and reading speed for easy readability and smooth subtitles integration.
Next, subtitles are synchronized with the audio, allowing viewers to read along while watching the video. preserving nuanced meaning while simplifying complex discussions.
The process involves specialized translation that carefully ensures that:
- Translators are proficient in handling cultural differences.
- Technicians precisely sync captions to correlate with lip movements and audio cues for engrossing translated experiences.
- Localized captions are expertly handled by experienced subtitlers.
- Professional-grade subtitling software and tools are utilized.
- Fonts, colors, and positioning are adapted to suit varied written systems and maintain clarity across screen configurations.
If you want to know more about the importance of subtitles, check out our blog.
Another key component of the video localization process is dubbing, the nuanced art of voice acting that brings spoken dialogue seamlessly to life in new languages.
The process is carried out by skilled, native-speaking voice talents who are able to handle regional accents, slang, and diverse vocal tones and accurately portray characters’ emotions, localizing not just words but a whole performance. All of this is done while maintaining the emotive, tonal, and technical richness of the original sound
The process also involves:
- Careful synchronization of timing to ensure that words align precisely with the movements of the characters’ lips.
- Employing specialized voice cast to accurately represent character traits like age, gender…etc.
- Utilizing professional-grade audio equipment in sound booths to capture high-quality vocal performances.
- Employing additional voice-over actors for crowds or background characters when a diversity of voices is required.
When executed skillfully, dubbing has the power to transport audio-visual narratives across linguistic and cultural boundaries, allowing the intended impact of the content to resonate with diverse audiences worldwide.
Want to explore the difference between subtitling and dubbing? You can find more about that in our previous blog.
4. Audio & Visual Elements Adaptation
Beyond text translation, adapting audio and visual elements is also key for effective video localization.
The adaptation process includes modifying elements like background music, sound effects, graphics, and animations to align with the cultural context and preferences of the viewers because even these elements may resonate with one culture and not with the other.
- Background music and atmospheric tracks carry regional associations that may clash or seem odd in other markets. Localizing songs or substituting them with culturally suited compositions ensures emotional consistency.
- Sound effects have room for cultural variation too. Modifying these subtle audio layers helps to meet your audiences’ tastes and preferences.
- Visual symbols from color palettes to representational imagery require nuanced shifts to fit audiences in different target markets.
Adapting these elements ensures a cohesive and immersive viewing experience that feels natural and familiar to the local viewers.
Now that you have a better understanding of audio and video localization and its various components, it is crucial to consider that not all videos require the same approach. The decision on whether to use subtitles or dubbing depends on factors such as your project budget and the specific needs of your target audience.
And whatever your process may involve, a successfully localized video will emerge reborn in different culturally and linguistically adapted versions while retaining its core message and original effect.
Sign up to our newsletter to receive the latest blogs and news.
8 Steps Every Medical Interpreter Takes
Looking for a medical interpreter? Discover the career path of medical interpreters and qualifications they need to acquire to take on interpreting jobs.
bayantech: Your Smart Video Localization Partner
When embarking on the journey of localizing your marketing video into multiple languages, it is crucial to collaborate with a professional video localization company. Such professional localization and translation services providers possess a deep understanding of cultural and linguistic nuances, ensuring a seamless adaptation of your content.
We at bayantech can help you maximize the impact of your multilingual video marketing efforts. As a leader in multimedia localization services, we understand how to best translate and adapt your video content to resonate with viewers from different linguistic and cultural backgrounds.
Thanks to our cultural experts, native translators, and video localization best practices, we are able to deliver expert video localization solutions from dubbing and voice-over services to subtitling services and transcription services across 120 languages.
Feel confident spreading your brand story worldwide without the risk of inaccurate content jeopardizing your brand’s reputation with bayantech ISO-certified, high-quality localization solutions.
Take the leap, partner with a professional translation agency like bayantech, and witness the transformative power we can bring to your marketing campaigns. Your global audience awaits.
Contact us today to discuss how we can help internationalize your video marketing and take your business to new heights.