What do we mean by ‘video localisation’?
The term ‘video localisation’ has become increasingly common in the translation industry. But what does it mean and why is it so important? Localisation refers to the process by which source text is doctored to suit specific geographical, cultural and linguistic attributes of the target region.
In addition to translating words, localisation incorporates the translation of date and time formats, currencies and units of measure, among other things, in order to produce text that is specifically geared towards the target audience. The ultimate goal of localisation is to create an invisible translation that is undetectable by the reader. By extension, video localisation refers to the translation of both written text and multimedia content, i.e. audio and video.
So, why do I need localised videos?
1. You intend to internationalise your company
Internationalisation refers to the functional adaptation of products and services for specific markets. Knowing the definition of localisation, it’s easy to see how these two concepts relate to each other. Adjusting the product to suit the target market isn’t enough if the content you give your new customers is not localised. If you don’t want them to feel alienated, you must provide your customers with localised content. It’s, therefore, important that you invest if your company intends to internationalise.
2. You want to increase video output and take advantage of its power
Many firms make the mistake of underestimating the power of video to meet business goals. The best way to ensure that your company maximises the benefits of video and increases its output is to invest in multimedia localisation. By replacing all on-screen text and voiceover with translated content that conforms to the local conventions, you create a product that is fully localised and perfectly honed to meet the needs of your target market, thus increasing video output.
3. Your product needs instructional material
Let’s face it. Some products require a clear description of how to use them. And while creating tutorials for your customers is a great idea, it won’t work if some of them feel alienated simply because they don’t relate to the on-screen or voice content. The best solution is to invest in multimedia localisation and make sure that all your tutorials and instructional materials are doctored to meet the cultural, geographical and linguistic needs of your customers.
4. You wish to provide a truly global service
While English may be the number one language used across the internet, it’s still important to consider the fact that the web is a global platform used by people who speak many different languages. In 2012, Chinese was the second most popular language with more than 444.9 million users, with Spanish and Japanese following closely behind. By offering an English-only version of your website, you miss the chance to provide a truly global service as you may be alienating around 78% of internet users!
5. You want to create ‘how-to’ videos to answer consumers’ questions
When users go online and type the words ‘how to…,’ they’re really asking for help on a given topic. Creating how-to videos that convey the desired information is a great idea but one that will only work if consumers understand and relate to the content in these videos. This means localising the audio, on-screen text and graphics to suit their needs. Once again, you need to invest in multimedia localisation.
6. You want to communicate with your customers through product videos
Product videos are an excellent way to communicate with the target market and let people know about your product, the inspiration behind its creation, how it will solve their problems and more. While creating product videos may be easy, getting them noticed and watched by customers can be challenging, especially if they are not doctored to their needs. These videos require a prior investment in multimedia localisation to ensure that your customers can relate to and understand their content.
7. Your content and email marketing need to be more effective
The primary objective of content and email marketing campaigns is to get the message across as quickly as possible, and this explains why images have so much power when it comes to these campaigns. But images are no longer enough. Most marketers are now taking advantage of the power of videos to make their campaigns more effective, and your business shouldn’t be left out. Going the extra mile and ensuring that your videos and emails are localised will guarantee you a lot more attention.
8. You want to answer customers’ FAQs on your site in a quick and simple way
Again, take advantage of the power of videos by creating video FAQs to guide your customers on your site. You can also post videos of experts in your particular field answering some of the commonly asked questions. Whichever angle you decide to pursue, don’t forget to use multimedia localisation to make your videos more relatable to your clients.
9. You wish to increase the return on investment
In a world where multimedia content has a global appeal, many firms are now shifting towards the use of multimedia content to increase their global reach. Whether it’s high-impact client presentations or training materials for employees, multimedia localization is helping increase return on investment by attracting more attention than was possible before.
10. You need to re-activate and energise disengaged customers
While your company may have already taken the initiative by creating videos to increase email marketing or to internationalise, your customers will still feel alienated if they can’t understand the content you send them or post online. Investing in multimedia localisation allows you to customise this content to their specific needs and will reverse any ‘alienation’ feelings they may harbour.
Video localisation: to go global, you have to think local
As you can see, there are many reasons why you should localize your multimedia, and you should start early. Still not convinced or want some more information? Check out our video solutions page to see the different types of animated videos we offer (link).
Alternatively, book a free consultation with one of our friendly team today, to discuss your video project.