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Written by Steven Bussey
on October 01, 2019

Videos in digital marketing are the most persuasive tool to engage consumers and can attract up to 300% more traffic to your website. Videos accounted for 80% of global internet traffic this year and the number of people watching mobile videos also continued to increase. Consumer experts have found that six out of ten people would rather watch videos online than television, making videos an engaging way to tell your company’s story and advertise your products. 

If you don’t already have a global video business strategy, now is the time to increase your visibility and start reaching a wider audience. As you plan to release video content outside of your country, video localization with high-quality video translation is a necessary step to prepare for the global market. 

Here is a beginner’s guide to high-quality video localization:

  • Create content with an international appeal to capture a global audience

The video localization process includes creating video marketing features to support your online presence in a foreign market. To appeal to a global audience, you have to make adaptations to your content that match the culture of the local market. Language is only a part of the changes needed for your video content. You should also adapt the content in other ways that consider cultural influences and norms. 

  • Take into account cultural sensitivities

Adapt for cultural differences

Pay attention to the cultural differences of the specific country you are providing content for--everything from the words used to the cultural norms and references you are making in your content. Educate yourself on the local holidays and seasonal references. Make sure there isn’t anything a local user can misconstrue.

Translate your content

Creating content for the native tongue makes it immediately accessible to the local market. You can create a new video translation, add subtitles, or translate titles and text over your images.

Refrain from making jokes or controversial cultural references 

Jokes and cultural references might not translate well, could be misconstrued as bias or inappropriate in the local region.

Check numbers, dates, and measurements

Countries use different measurements for weight, temperature, and distance. Monetary currency, time, and dates are also differences to watch out for when creating and translating video content.

  • Translation and subtitles

Here are tips on creating video translations that are understandable and have easy to read subtitles:

Hire an experienced translation agency

Create professional translations by hiring a top-notch translation agency. Professional, quality video translations make a difference and can keep you competitive in your market.

Limit the on-screen text and allow for expansion

The best standard for creating the highest quality video possible is to limit the number of words on the screen or by creating space for the translation in the script. Remember that most languages expand from English by upward of 20%. Establish a style guide that keeps the language simple, allow subtitling to sync with the on-screen images.

Create space for subtitles

Don’t block visual elements on the screen by overloading it with text. Keep space for both the text and the video’s visual elements to flow smoothly.

Limit the number of speakers 

Limiting the number of speakers in your video keeps the costs down.

  • Reuse your audio narration scripts

To retain a high standard of quality control, save money, and keep mistakes to a minimum, reuse your translations.

  • Placing text and subtitles

When creating your video translation, the most cost-effective and straightforward visual process is to keep your captions and subtitles at the bottom third of the frame. Positioning the text here only covers a small portion of on-screen actions, so the user’s eye doesn’t have to travel too far from the focal point of the video.

  • Limit the use of on-screen speakers

When creating your video, consider using off-screen voiceover or limit the use of on-screen speakers to keep the costs down and minimize dubbing issues.

  • Know your platform

We live in a multi-platform world. It is vital to know which mediums your videos will be shown on because you might need to add supporting information to get your video seen by your target market. For example, when you post to YouTube and Vimeo, you should provide a metadata description

Why choose Andovar?

If you are trying to capture a global audience, then adapting your marketing content is crucial. Connect with foreign users through the video translation process. At Andovar, we understand this process so let us help you with your video localization needs and create professional content that has an international appeal.

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