Video localization is adapting a video's content and language to suit a target audience's cultural,…
In today’s interconnected world, localization is key to business growth in the global economy. Businesses are reaching wider audiences than ever before. However, to truly succeed on a global scale, it’s crucial to consider the importance of localization. By adapting content to meet different audiences’ cultural, linguistic, and regional needs, businesses can establish a stronger connection with their customers and drive growth in new markets.
Localization has been gaining traction in recent years due to the rapid achievements in AI technology, yet many businesses haven’t grasped its potential impact. A recent study found that only 18% of businesses have a localization strategy. This is in spite of the fact that translating content into the following languages enables businesses to reach 80% of global online purchasing power: English, Chinese, Japanese, Spanish, German, French, Portuguese, and Italian. The numbers are too big to ignore and miss out on.
Eliminating Localization Barriers
A decade ago, localization was a daunting task that demanded significant resources and was plagued by inefficiencies and slow processes. Translations were mostly done in spreadsheets, where they were manually imported, exported, and analyzed. This approach left room for costly human errors and ignored the content’s meaningful context. Teams also had to spend an excessive amount of time on menial tasks.
Unfortunately, even big brands are still stuck in these outdated processes. They continue to rely on manual methods, leaving them vulnerable to inaccuracy and inefficiency in the localization process. This can have significant consequences for businesses, including reduced customer engagement and missed opportunities for growth in new markets.
However, today’s technology solutions offer a way to streamline and improve the localization process. By leveraging machine learning and automation, businesses can reduce errors, improve efficiency, and ensure consistency across different languages and regions.
It’s time for businesses to move beyond the outdated processes of the past and embrace the power of modern localization solutions. By doing so, they can unlock the full potential of global markets and establish a stronger connection with their customers.
And while over 65% of non-native English speakers prefer content in their native tongue, even though they are highly proficient in English, the benefits of localization go beyond just language translation. Effective localization requires a deep understanding of cultural nuances and preferences, which can vary widely even within the same language. This includes adapting imagery, colors, and product names to be culturally relevant and appealing to target audiences. Research to understand your target audience’s preferences and needs has never been more critical.
Creating social media content that is visibly localized improved organic performance by a whopping 2500%.
Video Video Video
With approximately 90% of the 5 billion internet users worldwide watching videos weekly, video has become one of the most effective tools for online marketing. However, limiting your video’s audience to only English speakers could mean missing out on significant opportunities such as generating more leads or achieving higher ROI. To reach a global audience, videos need to be adequately localized. A large-little-known secret is that search engines like Google strongly favor localized videos. Localized videos regularly receive higher rankings on search results pages, leading to better SEO and easier discoverability for you and your brand.
According to research, videos outperform other marketing methods, generating 66% more qualified leads annually and increasing brand awareness by 54%. Furthermore, a survey by Animoto revealed that 80% of marketers were pleased with the return on investment (ROI) of videos shared on social media.
Producing a high-quality, accurate translation and localization vocabulary is essential to localize your marketing videos. The key concept to grasp is that the visual aspect of the video remains unchanged unless it contains culturally inappropriate content. It’s the audio that is localized. Here are common tactics for localizing media content:
Captioning & Subtitling: Subtitles are a cost-effective option to reach global audiences on a tight budget. The original English script is transcribed into easily readable subtitles, which can be done in two ways:
- Translated subtitles: The original English script is translated, and the translated subtitles are displayed on the screen.
- Closed captioning: Subtitles remain hidden until the viewer selects them. Closed captioning can include non-speech components like sounds or music. Users can choose to turn the subtitles on or off.
Audio Voiceover Recording: The translated script is recorded using a synthetic machine or a native speaker’s authentic voice and then integrated into the video. You have several options for audio voiceover recording, depending on your budget and video requirements:
- Dubbing This is the most commonly used option. A speaker’s voice in the target language replaces the original English audio. However, the voiceover may not match the lip movements of the English speaker.
84% of marketers said that content localization has helped grow their revenue.
Raising the Bottom Line
In addition to improving customer engagement, localization can help businesses improve their bottom line. By effectively localizing content, companies can drive sales growth in new markets, increase customer retention rates, and reduce costs associated with marketing and customer support.
However, effective localization requires a strategic and well-planned approach. This includes leveraging technology solutions like machine translation and AI to streamline the localization process and ensure consistency and accuracy across different languages and regions.
Technology advancements have provided solutions to traditional localization issues through cloud-based software like cielo24 video localization. This has enabled users to speed up media localization tasks and reduce associated costs. APIs allow localization tools, like language dubbing, subtitles, and hybrid human brand assurances, seamlessly integrate with a company’s tech stack. This eliminates the need for the manual transfer of information and streamlines processes by bringing translators, developers, and managers together in one environment.
With technological advances, companies can improve accuracy, consistency, and efficiency throughout the localization process. Companies can simplify content and communication workflows to reduce costs and reach global markets more effectively. With streamlined processes and improved accuracy, companies can expand their customer base and gain a competitive edge in today’s global marketplace.
We see a shift as new and existing internet users increasingly gravitate toward their native communities and engage with content in their language. Consumer studies consistently show that people prefer to buy from businesses that speak their language, making well-executed localization critical for establishing credibility. Effective localization can also enhance brand discoverability and play a key role in driving growth.
In today’s global marketplace, businesses must focus on localization to connect with customers and expand their reach. 84% of marketers said that content localization has helped grow their revenue.
By speaking the language of their customers, companies can build stronger relationships and create a more inclusive experience. With the right approach to localization, companies can establish themselves as trusted brands and gain a competitive edge.
Localization is Key to Business Growth
Previously, localization was a significant project that required separate systems and many resources. However, recent technological advancements have enabled easy integrations into daily workflows and have significantly minimized the resources needed, making it a practical and cost-effective means of growth for virtually any company. For startups, especially those with global aspirations, international traction is critical. Therefore, localization has evolved from being an afterthought to becoming one of the most powerful short- and long-term strategies for sustainable business growth.
Solutions You May Be Interested In
Captions: According to a survey by Verizon Media, 80% of consumers are more likely to watch an entire video when captions are available. Enjoy a complimentary trial account.
Translations: International organizations enjoy local hosting, a wide range of foreign languages, and other services; learn more.
Audio Description: Looking for an Audio Description? Get started with WCAG 2.1 AA compliant Audio Description product. cielo24’s new Audio Description solution improves video experience for people with low vision, vision impairment, and blindness. Give it a try now >>