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In case you didn’t know already, video is becoming the next big thing. In the next three years, video is predicted to reach 79% of all internet traffic. Four times as many people prefer to watch videos about products than read about them and 40% say a video increases the chance they’ll purchase a product on their phone. 78% of people watch videos online every week, while 55% watch them every day.

Clearly, videos are reaching a vast audience. YouTube, the most popular video sharing platform, has millions of viewing hours each day by over a billion viewers. The extensive translation and localization of their service enables global viewers to reach and use their interface. Over 88 countries offer a local YouTube service and it’s available in 76 languages.

To reach global consumers your videos should be entertaining, informative, and ideally no longer than 60 seconds. Done well and with the help of professional translation services, videos are an indispensable tool in a marketer’s kit. The aim is to make them cost-efficient and attractive to a global audience so that you can maximize your return on investment (ROI).

Why Video?

Video is one of the most versatile and profitable digital marketing tools available. As Ann Handley said, “Any brand or company that isn’t using video in some way is missing out on a tremendous opportunity to bring its brand to life.”

Succeed in doing this and you will increase sales, market share, and customer loyalty. These following facts speak volumes:

  • Videos on webpages increase the time viewers spend on your site, giving a boost to SEO. The more time spent, the more relevant your page becomes to the search engine.
  • Adding a product video to your landing page can increase conversions by 80%.
  • The average click-through-rate (CTR) of video ads is 1.84 percent, the highest CTR of all digital ad formats.

Additionally, consider people are much more likely to share video content over other mediums. The quality of the filming isn’t even a main priority for viewers – it’s the content that counts.

Video ROI and Local Audiences

Whilst videos are certainly effective at boosting conversion rates and sales, they can be expensive. By localizing content for each market and distributing it globally through social media, translated websites are a great way to increase your ROI.

To avoid embarrassment or liability, you’ll need to ensure translation and localization are handled by professionals. The key is to use a language service provider (LSP) from the beginning. This will help you determine your message for the widest audience possible, particularly when reaching out to multiple cultures. If done at the beginning stages of producing the video, you can ensure the content is appropriate conveyed to all types of audiences.

The Options for Video Localization

Creating a separate video for each region will most certainly increase the cost involved and may not always be an option. Targeting different markets with one video will reduce costs but require a little more planning in the initial stages. Here are four ways to modify a single video for accessing different audiences:

  1. Videos without dialogue – These can be easily used if no interaction between characters is necessary for your video. Product demonstrations and how-to videos can be shown with an actor or animation and explained with a voice over. Not relying on live dialogue has the advantage of narrators who can speak in any language without requiring you to adjust on-screen content.
  2. Dubbing – If actors need to be used and interaction between characters is necessary, dubbing should be considered. Voiceover professionals can record dialogue in your target languages to replace the original dialogue. Dubbing is a great way to localize video for different markets, but can be expensive if there are a large number of actors in a video.
  3. Subtitles – Localized subtitles work well for videos of all kinds. This option is less expensive than dubbing, but it can put viewers off, especially when there is a lot of action occurring simultaneously with dialogue.

Videos Reach Larger Audiences

Regardless of which option you choose, videos are likely to be engaged with if they resonate with your audience. Along with acquiring professional subtitling or dubbing services, ensure you choose topics of interest to your customers.

Hire an LSP to make sure the local audience understands your cultural references. The more that people feel your video understands their needs, the more likely they will share them. By ensuring cultural fluidity at the beginning of your video planning with a professional translation firm, you will increase your chances of creating content that speaks across borders and rewards you with a high ROI.

Bio of the author:

Sirena Rubinoff is the Content Manager at Morningside Translations. She earned her B.A. and Master’s Degree from the Medill School of Journalism at Northwestern. After completing her graduate degree, Sirena won an international fellowship as a Rotary Cultural Ambassador to Jerusalem. Sirena covers topics related to software and website localization, global business solutions, and the translation industry as a whole.

Swedish Translation Services is a company owned by Tess Whitty, a freelance translator (English-Swedish), proofreader, editor, copy writer, localizer and entrepreneur.

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