Marketing Translation: Why Multilingual Video Will Get You Noticed
How and why to translate your videos for a global audience
Marketing translation isn’t just about your website, your brochures or your paper adverts.
With over 1 billion YouTube
users, more and more companies are cottoning on to the power that videos can have. If there’s one way to make sure your video gets seen (other than having it feature cats, of course), it’s by taking it multilingual.
And it pays to translate. The Common Sense Advisory Panel’s updated 2014 study,‘Can’t Read, Won’t Buy’
, states that 52% of internet users need information in their own language before they make a purchase.
YouTube’s very own statistics state that 60% of a video creator’s views will come from outside of their own country. They know how important it is to speak to users in their language – the site itself is localised for 75 different countries and in 61 languages.
Of course, 61 languages might be a little ambitious to start with, but even if you only start with one, there are some ways you can ensure your videos get noticed.
Creating different channels
Whatever you do, don’t start broadcasting foreign languages on your current YouTube channel! Nothing will alienate your English-speaking customers faster than talking to them in a foreign tongue.
Each language you target needs a separate channel. That way when your customers hit the subscribe button, you know you can speak directly to them.
Take global giant, Coca Cola
– a simple search on YouTube can show you just how many different foreign language channels they have all over the globe, from Armenia to Australia.
Translating and optimising
Videos need to take advantage of search engine optimisation (SEO) too. And here’s the part that really works for multilingual videos – with many companies favouring English as the lingua franca
of the internet, there’s less competition in foreign languages, meaning your multilingual video climbs the search rankings.
But sometimes it’s not as simple as taking your current keywords and translating them directly into your target language. What works in one country doesn’t always translate into another. It’s entirely dependent on a particular country’s culture, so it pays to localise.
Our native-speaking translators
are experts in marketing translation, and can help you to both translate and suggest keywords that would be appropriate to your audience. They are in the best position to know the local trends, as well as what may or may not be culturally appropriate.
Choosing your format – dub or subtitle?
Most huge corporations will have the spare cash to completely localise
each video they create – in most cases, this means recording an entirely new video with actors who speak their target language. For the rest of us, however, the decision to go multilingual with videos is generally limited to whether you will dub or subtitle.
Dubbing involves re-recording the audio to play over the top of the existing film, though this often ends up looking rather funny (think of those badly dubbed kung-fu films you watched as a kid!).
Subtitling is quite an easy method, and as long as you have a native speaker on side, it can be easy to translate and then match the subtitles to the finished video.
Our marketing translation experts are always available to help you with your next multilingual video, simply get in touch