Video content localisation:How important it is?
Video content is quite important for the learners of an elearning video.
The videos have the maximum impact and hence their audio needs to be in the native language.
Apart from the localization of elearning videos, companies are also relying on videos for driving sales. The Internet has also led to more and more people watching your videos and hence videos with subtitles have a far-reaching effect. Hence, its important that the videos are available in local languages. 82% of the traffic a company will get will be from videos. From the purpose of sales, having a localised video has become quite important.
Customers now want to watch videos about a product, rather than reading some informative material about it. Thanks to the advent of social video websites such as Instagram and Youtube, having product-based videos with subtitles is quite important. There are various kinds of videos used for video content marketing such as influencer videos, product reviews, interviews etc. Videos have reached a new level of popularity. Hence, there are 2 billion video watchers on Youtube every month. Apart from that, Youtube records 500 minutes of videos uploaded there every minute. Video content has assumed an important role in marketing because customers don’t have long attention spans. Besides that, there are always ads shown on the internet which distract the customers.
So video content marketing is the best way to capture customer’s attention and deliver the message. Subtitles, dubbing and translation all are used for localization of a video.
So, what are the necessary steps for localisation of video content:
- Using native voice artists for dubbing a video: When the video is translated, it’s important to see that the voice must end after the character has stopped speaking otherwise it’s very awkward to watch a video where a voiceover is continuing while the character is not speaking.
Dubbing a video cannot have such flaw because in this a new audio layer is applied to replace the original audio layer.
For video content, using voice artists is not enough. Apart from translation or dubbing there also needs to be the localisation of the video. The voice-over artist must know the local nuances apart from knowing the language. Therefore he has to be a native artist. A local artist can take care of small things such as the traditions of the local language while translating. He is aware of the beliefs of the people. He is capable of translating the video into the local dialect to get a response from the local audience. His pronunciation of words also matches the local pronunciation. So, having such a local artist for a voiceover is the best way to make the users familiar with the new product. With such localised video content only, you can make people fully aware of the product and make a buying decision. For example, a native language artist is only aware that US English uses soccer and UK English uses football. In translating a video, a voiceover is added to the video which might not coincide with the original audio.
- Discuss with local providers: Companies which are looking to be a part of new markets, it’s important to have a clear choice of regions where you want to promote your product. These regions must have a demand for your product. Then you must have talks with subtitle providers who have clear knowledge about the local slang, dialect and have worked in the domain. These providers can only make you get acquainted with a new customer base. You can discuss the workflow of video content with these providers.
- The time limit for captions/subtitles: There is a specific requirement of subtitles. Not all languages have the same word length for words. For example, in Mandarin Chinese, a word might have more characters than it has in English. Whenever the subtitles are long, it’s better to have long videos, so that the video footage matches with the subtitle length.
- Having correct graphics-Its important to have culturally sensitive graphics in a video. For example, black is not worn in weddings in the Caucasian culture.
So, localisation of the content is quite important for creating an inclination among the local audience to watch the videos.
You can localise a video and get the best response for it from different audiences.