3 considerations for the effective localization of video content
The way we consume content is changing. It’s no secret that video content is winning the internet. Video is being watched at every stage of the customer journey, from product descriptions to reviews – with consumers opting to watch rather than read traditional print materials or website copy. It’s estimated that by 2022, 82% of all global internet traffic will be from video. For businesses, it’s becoming clear that if you’re not using video, you’re falling behind, and this trend is only set to continue.
Localization must be a crucial element in any global business’ marketing and communications plan, allowing a piece of content to be seamlessly distributed across markets. With only 20% of the world’s population speaking English and 72% of all consumers spending most or all their time on the internet on websites published in their own language, translation remains an important part of the localization process. But while translation addresses the text, localization goes further to address the context. In localizing your video content, you must consider local rules, beliefs, traditions and cultures, with all these elements feeding into how consumers will perceive your content, and by proxy, your brand. Read on for 3 important questions to consider when localizing your video content.
Will your video resonate with consumers in your target market?
Diversity is an important aspect to consider at all levels of a business, but it is imperative when it comes to transcreating and localizing video content. For example, a video comprised of a fully European cast may resonate within the European market, however, it likely won’t translate as well to Thai or Vietnamese consumers. While a lack of representative casting may not dilute your key message; it will likely influence how consumers see your brand, whether they consider you as a foreign business operating in their market, or as a local brand who truly understands them as a consumer and their country. The greater a connection you can make with each individual consumer, the more affiliation and loyalty you will be able to build for your brand.
What formats will you be adapting your video to?
Not all video is created equal. While there are standard formats to be adhered to for broadcast video, the rise of mobile is forcing a change causing the increased proliferation of vertical video. In recent years, we have also seen an increasing number of OOH (out-of-home) sites becoming digitized and able to run short-form video content. These developments mean a piece of content, which in the past may have been filmed solely as a global TVC (television commercial), may now be edited and adapted to online, mobile and OOH video formats. You should ideally know where your video content will be published at the time of filming, as this will enable you to film your content in the appropriate formats, reducing the need for large-scale editing of your video in the post production process.
Is localization influencing your content or is it an afterthought?
As a rule, the earlier you consider if and how a piece of video content will be localized, the easier it will be for you to localize it. Having a detailed plan of exactly how your content will be localized and what markets and formats it will be adapted to will make the transcreation process infinitely easier. By having a plan, you can ensure that your video content is shot in a way that allows it to be adapted into the required formats, has a diverse cast, and accounts for any other relevant cultural considerations.
Tag partners with clients to deliver international translation, transcreation, localization and cultural consultation services, working across the entire creative journey to ensure marketing communications can be effectively translated across borders. We support our clients with the invaluable local knowledge of our global network of knowledge experts including copywriters, translators, researchers, marketers and creative directors in 195 cities across 40 countries.
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