Imagine your video is becoming popular and getting more viewers, including non-English speakers. What will you do to make it more viewer-friendly?
One piece of advice for you, it's to translate or localize your video.
Viewers generally don’t want to watch a video, if they don't understand what it means. While visual or sound is also an important part of attracting audiences, they are less likely to share your video if it’s not translated or localized.
Here’s some benefits of translating or localizing videos to improve them to be relevant for a global audience.
Today, it’s essential to understand where your customers come from. It’s such a good point to know what customers’ problems are.
Why is this possible? Well, because by translating content into their mother tongue, it can take you closer to feeling like a local brand.
Asking this critical question helps you gain a deeper insight into your customers' world and then helps to capture their attention in a meaningful language.
How does customers’ location affect your business?
English speakers only take 26% of active internet users. Indeed, like French, German, Spanish, and Chinese became more dominant players in the marketing world, English internet share decreased to about 30%, according to The Guardian.
Your most valuable customers can browse underserved markets and platforms you don't even know, searching for a solution in a language that you don't speak, depending upon who finds your information.
So, translated or localized content can be an effective solution.
It’s necessary to think globally and take advantage of international markets by creating translated or localized videos, if you want to create compelling videos that convert users to customers.
So, how do translating or localizing videos help you and your business?
Multilingual SEO helps your videos searchable
We all scroll right past words we don't understand in search of content that we don’t take any effort. In most cases, effortless means understandable.
Your customers may understand your native language, but it’s easily accessible in the browsing of their own language when it comes to purchasing decisions.
60% of consumers say that they 'rarely or not’ buy from English-speaking websites. More interesting, 80% of consumers are more likely to do business with a personalized company.
This kind of personalization can begin with translated or localized content. Very few brands take advantage of translating or localizing content to improve web traffic and SEO capacity.
Due to the previous lack of usable solutions, global content creation was never easier without automatic translation tools like Subblink.
Using tools for translation or localization can be the real difference in boosting your website traffic.
Improve conversions by localized campaigns
According to marketers, 86% of localized campaigns have higher conversion rates than English campaigns only. This is something that needs consideration.
When your content is translated into more than one language, it helps meet your audience's needs and grow your business and capture more conversions.
In fact, a localized or translated content strategy that reaches new markets represents a 71% increase of the marketing decision-makers.
In the hopes that your English content will be hit, you can make sure that will happen by offering translated or localized versions alongside each video, if you want to expand into new markets.
Whether it's translated subtitles on a paid video ad for your social media, or a translated blog post about your latest products, you can use them to find new customers.
Improve organic reach
Organic search is still the best way to discover your content for audiences. In fact, organic search makes up 53% of website traffic.
Organic search makes up 53% of website traffic
How does this affect video? By 2022, 82% of the entire internet traffic will be video content, according to a study from Cisco. Video should therefore be a crucial part of your strategy to succeed with SEO.
The potential reach of your video content can only be increased by translation or localization.
By adding subtitles or captions to your videos in several languages, the search engines can crawl through everything said in your video, increasing the chance of your video showing up in multiple languages.
Transcripts and subtitles are a proven strategy to improve your videos' search rankings, views, and engagement. Increasing your keyword diversity by adding an additional layer of video translation to your global target markets helps classify your content into a multitude of terms.
Imagine how you will get the boost by adding video transcriptions in multiple languages, with 60% of all YouTube views coming from non-English users.
It can't be an afterthought to add translations or localizations to your videos. Video transcripts have to be included as part of your strategy from the beginning as building your website's video scripts and pages.
In addition, you must ensure that your SEO elements are consistent with the phrases in your videos, so your keywords are consistent.
Working with a professional agency providing video translations or localizations can help you understand your local spoken language nuances and improve SEOs for voice search.
The translation or localization professionals can also help develop your video strategy to further your content.
You are more competitive in underserved markets
More than a billion hours of videos are viewed every day on YouTube.
YouTube is also available in 100 countries and 80 languages.
The top 3 countries for YouTube views include India, Brazil, and Mexico.
Do you know how many competitors compete in this international perspective? Very few, possibly.
It's an unbelievable opportunity to dominate an underserved market. And it’s never easier, cheaper, and time-efficient to translate or localize content. By adding translated or localized subtitles, you can increase your rank.
Reaching new platform audiences
There are plenty of social media platforms.
We can also give you a clue about where your customers are in the world.
It’s easier to construct a practical social media approach if you know what is popular with your audiences.
Let's talk about China. Although Twitter is effectively prohibited, a lot of users have access to it via a VPN. Despite the hake, Weibo still has over 516M months of active users compared with Twitter’s 300M users.
You can save time and make localizing messages easier to reach new audiences on new platforms, if you are already posting on Twitter in English, exploring how to translate and repurposing your content in Chinese on Weibo.
Translated or localized announcements help to improve team interaction
How many languages is your organization using? Only a few, right?
Companies are by far some of the largest video producers in the marketing industry. However, they have also created a video as a form of internal communication in recent years.
Enhancing language accessibility and globalizing communications have a very positive effect on your company's internal environment.
Moreover, providing ways of communicating and engaging with employees in their native language improves morals and facilitates understanding between employees.
Creating quality videos is an expensive investment. You have to clarify your budget along with any other marketing activity.
Whereas video is sometimes expensive, it brings great value because it’s available across many different channels. Videos can be shared on your website, YouTube, social media, and email as well.
Videos, including a complete transcript, should always have a dedicated landing page or blog on your website. This not only increases your content SEO rankings, but can also bring more customers into your site to boost sales.
It's especially true if you want to reach the markets of Latin American and EMEA. Both are the two largest video consumers in the world.
You will not only boost your reach and commitment through translating or localizing video for these markets, but you will also use it to boost sales.
How does video translation differ from localization video?
Translation videos focus on creating subtitles, translated voiceovers, or dubbed audio for existing content. It also includes the translation of any text on the video. The objective of translation videos is to provide the same content in more languages.
Localization videos require a larger effort to tailor every element of your video to suit any culture in the world it’s intended for. Localization videos don’t only mean translating the video content from one to another languages. It’s creating an emotional experience that demonstrates to your audience who they are and that you respect their attitudes, values.
Video localization is a complete multimedia project that includes:
Transcribe and adapt the story of the video
Translate and adjust the text
Adapt the text to on-screen character limitation
Record voiceovers or new soundtracks
Synchronize and edit audio
Depending on the video content, whether a video needs translation or localization, you’d better think about your objectives before planning your video content.
If it’s a step-by-step video providing educational information, your non-English speaking audience will probably be sufficiently engaged and informed.
However, you will want to go beyond localization translation, if you create a marketing video, or an ad having an emotional connection with your audience.
Therefore, when it comes to video, translation and location shouldn’t be secondary thought. You have to incorporate them into your plan so that your videos can take the right shots.
The source content must match your message, which means you need to shoot various pictures of your product or service used for different markets.
Video translation/localization challenges
Building content is no easy task for a global audience. Localization and translation videos offer a long list of challenges.
Video content may often be misleading to informal content. You will want to avoid introducing cultural references or slang, which can confuse or offend your audience, if you plan to translate or localize your videos.
That’s why writing a video script with a simple structure of the phrase is a good choice to avoid using jargon and cliches. This can also help translators to preserve the desired meaning of content.
You can also think of using hand gestures if your videos include people talking on the screen.
It’s hard to translate long, winding phrases. And if they appear on the screen, you can run out of your real estate screen after they have been translated. Long terms may also disconnect the timing of the on-screen text and the dubbing track.
So, you shouldn’t get your content too wordy. Keep your phrases short, concise, and avoid long sentences.
It takes time to translate or localize a video. In the era of digital marketing where videos are an essential part, errors can be made during the translation or localization process if we don’t pay enough attention, and spend appropriate time.
Avoid hasty video translations due to time limitations. This leads to sketchy work and careless concerns. A couple of false words can negatively influence your search rankings, or even your brand’s reputation.
To prevent unexpected mistakes, you should hire a professional translator to help you finish the translating/localizing process effectively and skillfully.
He will be familiar with your brand, get to know your audience from the beginning, and help you develop efficient strategies that save you time and money in the long journey.
The use of translated and localized content in recent years has many advantages. Strategizing global content could be a powerful lever to reach your audience in a way that your competitors don’t apply.
The development of globally inclusive content might be a tremendous breakthrough in your content. So, seriously spending time localizing and translating video to be the pioneer who brings the trend.