Increasingly, companies around the world (and not just the media and entertainment giants) are producing video content to connect with their audiences and offer even more added value to their customers. Videos have a myriad of different use cases: marketing campaigns, elearning lessons, and end-user product tutorials, to name a few. Some brands have found video to be a great way to deliver their digital service and a dynamic user experience (UX). For example, fitness, wellness, and health companies boomed during the pandemic when people couldn’t go outside to exercise. Fitbit, Calm, Nike, Freeletics, and ASICS Digital, among others, offer virtual, video-based training sessions to motivate their customer base to stay fit from home.
Adding video to your localization strategy can be a challenge. The workflows are completely different from more traditional, text-based localization. Your current vendor may not necessarily specialize in video localization and they might not be the right partner to design a localization strategy for your video content. You want to be sure that you’re making the right choices because video content on your platform will have a great impact on user experience and brand reputation. And, since it’s usually more expensive to produce multilingual videos, you want to be sure you get the best results.
At Nimdzi, we’ve talked to a variety of companies, and these are some of the recurrent challenges that they find when developing their video localization strategies:
It’s important that you know the preferences of your audience when it comes to video. There are certain historical preferences towards dubbing, subtitling, and voice over depending on the market.
However, these trends are ever-evolving and preferences also depend on the type of content and the platform where the video is consumed. For example, a Spanish millennial may go to the cinema and watch a dubbed movie, then open Netflix and watch a subtitled show, and then follow an IG account that publishes stories only in English. It really depends on the context and the target demographic, so it’s advisable to analyze your audience and decide on what will work best for them.
Moreover, it’s important that you decide what your video localization strategy will be based on the type of content, the priority, and the impact it has on user experience and brand reputation. For example, you could categorize your content asking yourself these questions:
For example, think about fitness videos or cooking videos. Users will likely be doing something else while playing the video, so maybe subtitles won’t be the best option to localize that type of video content, even if that’s the preferred localization mode in a given market.
Video localization is usually more expensive than text localization, especially if it involves human voice recording (dubbing or voice over). For example, dubbing a 15-minute English video into Spanish with a professional voice talent can cost around USD 2,000 while subtitling can cost around USD 200 (10 times less). That doesn’t mean you have to go with the cheapest option, of course. Again, you have to think about the best user experience for your audience and the context of the video, and plan your budget accordingly.
Partnering with the right vendors is essential to succeeding in your video localization strategy. If you’re looking for high-quality video localization, it might be a better option if you partner with experts in the field. The Nimdzi 100 report highlights some of the biggest media localization companies in our industry. Whether you pick single language studios or multilingual vendors will depend on your processes, expectations, and the scalability that you’re looking for. Furthermore, you can opt for a hybrid approach working with a multilingual vendor but selecting boutique studios for specific markets.
Once you figure out what you need and what your video localization strategy will look like, you can start thinking about how technology can help you streamline your processes and maybe decrease costs. In the Nimdzi Language Technology Atlas, we include hundreds of interesting tools and review the latest trends in the multimedia localization industry.
Some examples include:
When you’re designing your video localization strategy, you need to first think about how your audience will use your videos, in which format, on which platform, and in what context. You want to provide the best UX possible and, at the same time, get a return on your investment. In order to do so, it’s important to partner with the right people and put in place the right workflows and tools that will help drive efficiencies and deliver a high-quality product based on the criteria that you have decided upon.
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