Yet, in order to reach the largest possible audience, you’ll need to translate your video content into multiple languages.

What Is Video Translation?

Simply put, video translation is the process of rendering the content of a video into another language. In some instances, this means translating the audio to closely match the original.

In other instances, the audio (and sometimes visual) elements undergo a process known as localization. This process is key to video translation. It involves adapting the content to a specific locale or market. Examples of video localization include altering cultural references in the dialog and modifying images to make them more relevant and culturally appropriate.

While you can translate any type of video, the most common video translation projects include:

• eLearning courses
• Marketing and advertising, and
• Entertainment

What is Involved in Video Translation?

Regardless of the type of video, translation involves the same series of steps. To make the process easier to visualize, we’ll use an eLearning course as an example. In this scenario, let’s say you created the video with Vyond and hired a language service provider (LSP) to translate the content.

1. Download the video(s): The video translation begins with downloading the video(s) from Vyond Studio and export the MP4 file(s) to your language service provider (LSP).
2. Script transcription: If a transcription of the audio script is not available, the LSP will start by transcribing all of the spoken dialog and saving it in a document.
3. Translation, revision, and proofreading: subject-matter experts then translate the transcribed script, revise it, and proofread it.
4. Translated script approval: If you request it, your translation agency will send you a translated script for review, allowing you to make any changes to the translation before proceeding with the next step in the process.
5. Script recording/subtitling: Once you approve the script, voiceover recording talent will record the translated script and/or subtitlers will prepare the subtitles. Voiceover is narration that plays over the video, while subtitles are written translations of the dialog. The method(s) you choose will depend on the content, audience, budget, and timeline.
6. Sync audio and text with video: Next, the LSP will import the audio files and/or add subtitles in a separate layer through the video hosting platform. The team will then sync up the audio and/or subtitles to the images within the video.
7. Translated video validation: Linguists will translate other aspects of the video such as on-screen graphics and text. Then the quality assurance (QA) team will review the entire video for translation accuracy, clarity, timing, and format alignment.
8. Delivery of the video: The LSP will send you the final translated and validated video.

The time it takes to complete the process depends on several factors, including the size and complexity of the project and the target language(s) needed. Given that it can take weeks or longer, we recommend contacting an LSP as soon as you know that video translation is something you are going to need. This will help you to minimize any delays in making your multilingual videos available to your target audiences.

The Benefits of Video Translation

However costly and time-consuming the process may be, you may be asking yourself whether or not translating your video is something you actually need to undertake. Well, if your objective is to connect with global audiences, the answer is a resounding yes! That’s because over 70% of people prefer to have content available in their native language.

By translating video content, you will:

• Make it accessible to a wider audience.
• Ensure your message is communicated accurately
• Increase ROI in international markets.
• Increase your organic reach, improve SEO, and increase engagement.

These are just some of the external business benefits of video translation. When used internally, video translation can help you train multilingual workforces, which improves efficiency, promotes inclusion, and helps with employee retention.

Should you Use a Language Service Provider for Video Translation?

Now, you may have looked into free or inexpensive options such as Google Translate or YouTube translation apps. However, if you wish to display your content in a professional way, we strongly recommend doing the proper research to find a reputable LSP with experience in video translation. Tools that say they can do video translation may not give your project the professional look and feel that you require. LSPs, on the other hand, can provide guidance on:

• Translation and localization
• Cultural awareness
• Methods of video translation (subtitling or voiceover)
• Images, graphics, and other non-audio content

Additionally, LSPs possess the technology and have developed workflow and quality control measures to ensure the final product meets industry standards. By working with professionals, you’ll produce videos that captivate your target audience—no matter their language or location.

Ready to start your next video translation project? Let us know how we can help!

Other Related Articles

Interpro’s Video Translation Services
Ultimate Guide to Video Translation
How To Make Your Videos More Accessible with Subtitle Translation

The post The Quick and Dirty Guide to Video Translation: Tips and Best Practices appeared first on Interpro Translation Solutions.

Video Trends to Know in 2019

In order to see the importance of video translation in your business’s goals, you need a better understanding of the role of video in general. Most people interact with video content fairly regularly. However, the way that video is reshaping how Americans and audiences across the globe consume content may surprise you. These are the top video trends you need to understand in 2019:

1. Video content is the most preferred type of media content.

   When researching the most preferred type of media, HubSpot found that 54% of consumers said they choose video. In that poll, video ranks ahead of blog articles, images, and even newsletters.

2. Location matters.

   Latin Americans prefer video content. Video content outperformed all other kinds of ads, with Latin American consumers saying it is the most memorable.

3. Personalization is important.

   82% of consumers have ditched a tab because it was autoplaying a video. Why? They considered the content annoying or off topic.

4. It’s not all fun and games.

   Yes, online audiences want to be entertained, but a surprising number of them are looking for more than just laughs. 61% report that they want informational and educational video content.

5. It’s how we learn.

   

   While we tend to think of video as an optional enhancement, research has proven time and again that audio and visual components matter when it comes to learning new things. In fact, 91% of consumers report that they have watched a video as a way to gather information about a product or service.

6. Video works.

   In a survey of small business owners, nearly 77% of respondents said that video marketing directly impacts their business. In that same survey, 25% of people said they felt that they were lagging behind their competitors when it comes to video content.

7. The ROI is there.

   As you look to grow your business, it is essential to consider the ROI for every move you make. A solid financial plan is key. In a study of marketing professionals, more than half of them list video as the best return on investment.

8. It’s worth more than a picture.

   If a picture is worth one thousand words, a video is worth a lot more. How much more? One study found that a one-minute video is actually able to communicate the equivalent of 1.8 million words.

9. Video traffic is booming.

   Cisco estimates that by 2022, video traffic will be at 82%. That’s a projected increase of 7% in the past five years.

10. Video is going mobile.

    Smartphones are everywhere, and it turns out that the majority of people are consuming video content via their smartphones. Early research even suggests that people prefer to watch video content this way. Surprisingly, over 60% of YouTube videos are watched on mobile devices.

Why Video Translation?

Video is powerful. That is undeniable when you consider the video trends of the past several years. That means that video has a place in just about every small business.

So why is the time now for you to look into video translation? Because the video trends indicate that it is not just video content that consumers want; the video content must be personalized as well. Generic content is ignored and can actually strain relationships and sabotage sales.

By determining which videos your business already utilizes effectively in your native language and then identifying new markets, professional video translation can help you reach new audiences. The content that is delivered will be informational and capture your original message and purpose. Moreover, video translation also delivers your message in a way that is perfectly suited to your new audience.

Final Thoughts on Video Translation for 2019

Not every video on the Internet needs to be translated. However, as a small business, there is a good chance that you have at least one piece of video content that should be brought to a global audience. As you work to scale your business this year, partner with a professional translation service to see how video translation can grow the reach of your video content along with your company.

The post Unlock the Power of Video Translation: 10 Trends to Watch appeared first on Interpro Translation Solutions.

Although it is a visual medium, video almost always has an audio component, whether it’s  dialogue between people on screen, narrative voice-overs, or informative graphics. So if your company isn’t translating their videos, they are missing out on a major opportunity: the ability to effectively reach target audiences on a global scale.

Why should companies translate their video content?

Statistics show that 54% of consumers want to see more video content from businesses and brands that they support. Not only is it what people want to see, but it is effective at converting customers. Nearly 88% of marketers are satisfied with the return on investment of their video marketing efforts, making it one of the most successful forms of marketing.

On the other hand, if the content is presented in a language unfamiliar to the audience, the impact is lessened significantly. For companies looking to cement their global presence and increase brand awareness, accurately translating video content is key.

Common Sense Advisory surveyed web consumers and found that 72.4% of consumers are more likely to buy a product with information in their own language. Similarly, over half of the polled group said that the ability to obtain information in their own language was more important than price. Another survey showed that 42% of consumers say that they will never purchase products or services in a language they do not understand.

When it comes to selling your goods and services, the language in which you communicate with your audience is crucial. Limiting languages limits your earning potential.

Videos for Internal Use

Not only can video be used for outreach and marketing, but it is a beneficial tool for organizations internally. Employee on-boarding, company news and updates, and training can all be done effectively through video presentations.

Since video has been proven to increase retention, learning, and engagement, it is the perfect medium for delivering complex instructions and training. It’s also easily scalable, meaning you can share vital information with one team as easily as you can share it with the entire company.

It’s imperative for international companies and organizations to put effort into making this material accessible to all employees. By providing welcoming and training materials in their native language, you create an inclusive environment where everyone is set up to succeed. Promoting language equity through accurate localization of videos enhances employee morale and knowledge retention in the short and long term.

What is video translation?

You may be wondering what video translation will look like for your content. There are actually several different types of video translation services available to companies who wish to reach a larger audience.

Subtitle Translation

We’ve all watched clips containing translated subtitles at one point or another. This is where the video and audio play as-is in the source language with a translated text overlay.

In some cases, subtitling is a perfectly suitable method of translation. In other instances, subtitles can distract audiences who are trying to pay attention to visual instruction and read concurrently. This often makes other options like voice-over translation a better choice, but a video’s exact needs vary from project to project. There are also numerous avenues to execute subtitle translation. A popular method is to utilize time-coded SRT or VTT files, which enable a user to turn subtitles on or off as needed. This can also be helpful for English captioning, which will assist with ADA compliance.

A more permanent solution is to burn subtitles into the video. This does not allow for on/off capabilities; however it is a video subtitling method that can be beneficial if your organization knows that the localized video will be viewed by a specific demographic. This is oftentimes referred to as ‘Open Captions.’

Voice-over Translation

With this approach, translation companies go above and beyond simply translating the material onscreen. Voice-over translation gives your audience the opportunity to hear videos in their native language. This is regarded by many as the most optimal solution for video translation projects for a variety of reasons, when budgets allow for it.

Unlike subtitled video translation, linguists and directors can ensure that important factors, such as tone and pace, are successfully communicated with voice-over. Deploying professionally-recorded native-speaking talent, the voice-over technique stands out over other methods by creating an authentic final product that feels as if it were created specifically for the target audience.

Localization

Beyond basic video translation services, it is also important to consider localization for your videos. Localization ensures that everything from on-screen text, graphics and logos, to colors and numbers, translate appropriately across borders, and that cultural nuances are taken into consideration.

How does video translation work?

Done correctly, video translation is much more complex than copying lines into an online translator, and pasting the results onto an existing video. Professional translation services go through a multi-step process to ensure accuracy, clarity, and authenticity, so that the target audience feels as if the video was made specifically for them.

To give you an idea of the process, we’ve broken down voice-over translation into 7 steps:

1. Script transcription: The process begins by transcribing the entire video narrative into a written document.
2. Translation, editing, and proofreading: Once a video is transcribed, it is ready to be translated. Subject-matter experts will translate the material, meaning that no matter the topic, you can expect the highest degree of accuracy. After the source material is translated, it will be proofread and edited.
3. Translated script approval: The translated script is sent back to the client for review, notes, and approval. Having a subject matter expert involved is advisable during every phase of a localization process.
4. Script recording: After the translated script has been approved, it is then recorded in a studio setting with professional native-speaking voice talent. A director will help ensure that the speaker accurately conveys tone and other cues to match the source video.
5. Sync audio and text with video: Once the audio has been recorded, it’s time to sync it up to the images within the video. This step is important, as mismatched audio and visuals can create a confusing experience for the viewer. Languages will always change in length after translation from English, and timing is critical to ensure an accurate deliverable.
6. Translated video validation: Other aspects of video, such as on-screen graphics and text will also be translated into the target language. After all translation is complete, it will be reviewed once more for accuracy, clarity, and format alignment. This final validation should be done by a professional linguist.
7. Deliver target language video: The final video is delivered to the client, ready to be viewed by new audiences across the globe.

Professional translation companies have the capability of utilizing a variety of authoring and editing tools to provide consistency and quality across your video library.

Conclusion

It’s said that a picture is worth a thousand words; however, a video is worth at least 1.8 million according to one marketing study. With each minute of video being worth so much, you want to be sure that the information is accurately and authentically conveyed to your audience. Video translation is just one of the many ways your business can achieve success in the international marketplace.

The post The Ultimate Guide to Video Translation: Tips, Trends, and Best Practices appeared first on Interpro Translation Solutions.

1.  Understand the benefits of professional video translation.

Working with a professional video translation company is important. Not only does it ensure that you will receive a quality product that contains accurate information, but it can actually provide a considerable amount of cost savings as well. Professional video translation includes an efficient workflow that takes the guesswork out of translation. The team will help your company decide on the best translation approach – from subtitles to voice-over recording – and provide turnkey services to allow you to focus on other aspects of growing your company while your work is translated. As you take your content across the globe, you want a quality reputation to grow with it.

2.  Keep a global perspective.

Everyone has to start somewhere and often times, you aren’t thinking about the big picture or the long run when you first get started. However, if you shift your perspective from the beginning, your video content will be primed for translation long before you need it.

How do you keep a more global perspective? When you are planning your initial script, examine the figurative language that you are using. Proverbs, idioms, turns of phrases, or anything else specific to English is best avoided. It is also important to consider the symbols you might project on the screen or the gestures your actors might make. A professional video translation team can help with audience analysis and avoiding these faux paus, but it makes sense to omit them from the start.

3.  Slow and steady equals success.

Speaking clearly and slowly should be a top priority when recording any video content even if you never intend to translate your videos. Not only does a slower speech help audiences process the information as it is shared verbally, it also gives them time to process the information displayed visually on the screen.

If speech speed is slow in the original video content, video translation will be much more effective. If subtitles are utilized, it will be much easier to sync the subtitle to the scene. By having less information displayed on the screen at a time, your viewers have more time to digest the information and are less likely to run into issues with the information disappearing before it is understood.

Additionally, this speech speed can also impact video translation when text expansion occurs. If your content is translated into a language that grows in size when it is translated, the screen will become even more crowded with subtitles or you might simply run out of space. A more deliberate speed when you record the initial source file will help avoid these challenges during video translation.

4.  Save some space.

When creating your video content, it is important to consider the different screens that viewers use to access information. While some people may still prefer to consume content on desktops or laptops, more and more people are using their smartphones to view mobile content. These considerations are important even if you are not translating your video content initially.

Different screen sizes can impact the way that on-screen text is viewed, especially if there are banners or other text boxes. The shifts in size can alter the layout, resulting in shots that look cluttered and confusing. This matter is further complicated when you look to use video translation later. If your screen already displays banners with scene titles or speaker bios, it can be difficult to fit the subtitles in the same space.

You also want to make sure that you are not overwhelming your viewers with information that is on the screen. If you are displaying complex graphics or nuanced charts, it is important to not overload viewers with a complicated audio message as well. Instead, you will want to make sure the audio is complementary. Walk your viewers through what they are seeing and give them plenty of time to digest the information.

Final Thoughts on Getting Ready for Video Translation

Your company might only deliver content in one language now. Even so, there are simple steps that you can take when creating video content now that will save you time and money in the future. By following these steps, future video translation will be a smooth process, and you can take your vision to screens around the globe when you are ready.

The post 4 Ways to Plan Ahead for Video Translation appeared first on Interpro Translation Solutions.

If audiences, clients, customers, and learners are demanding video, what happens when your audience speaks multiple languages? WebVTT translation is a versatile and a cost-effective way to make video content accessible and engaging for viewers.

What is Web Video Text Tracks (WebVTT)?

This format was created in 2010, based on the SRT format. However, WebVTT was designed to be a more robust subtitling and captioning option. The most noteworthy difference between the two is the fact that WebVTT can operate HTML5 code functionalities. As a result, subtitling and captioning done in WebVTT give creators more options when it comes to text format, color, font, and even placement.

WebVTT files can also contain metadata. Whereas SRT files are for display purposes only, this metadata in WebVTT files can include information about titles, authors, dates, instructions, and other additional content. Because WebVTT is designed with HTML5, this subtitle file type has become very popular with eLearning platforms and courses since they are typically also HTML5-based.

What are the advantages of WebVTT translation?

Whether it is video for your website or an eLearning course, it is likely that as your company or organization grows, so will your target market audience. Adding WebVTT subtitles is a cost-effective way to share your video content with global audiences. Rather than recreate all of your video content or dub existing content with voice-over recording, WebVTT subtitling will translate your content so that new viewers can understand and relate to it.

When translation companies perform WebVTT translation, the process provides both cost effectiveness and time savings. If a company intends to have its subtitles translated into multiple languages, source-language subtitle content will be created first. That way, a single subtitle file can be translated into multiple languages at once or over time as the company’s viewership expands.

Should the video content need to be updated, it is also a much simpler and cost-effective process to update a subtitle file as opposed to either editing a dubbed video or shooting new content. As a result, even when video content is not evergreen, subtitles afford more flexibility.

Additionally, source-to-source subtitling is also advantageous. In this type of subtitling, the audio language and subtitle language are the same. As with translated subtitles, these subtitles can be permanently displayed or interactive, allowing viewers to turn them on and off. Source-to-source subtitling is often utilized in eLearning courses to differentiate instruction by adding extra support for visual learners. Source-to-source subtitling may also be used by organizations in the healthcare industry to support viewers with hearing impairments.

WebVTT subtitles of any kind are being used by businesses and organizations looking to improve their ranking online. Since Google and other search engines cannot read images or video content, adding text is an effective strategy to boost Search Engine Optimization (SEO). By adding subtitles to existing video content, your company will rank better online, gain more traffic, page views, and customers due to this increased visibility.

What is the WebVTT translation process?

Professional translation companies are well aware of the unique challenges that come from adding subtitles. One of the most complex aspects of subtitling is the fact that the text display on the screen needs to mirror what is being heard over audio and watched on the screen. As a result, translators put forth special care when crafting the text, paying attention to both length and word order. By doing so, the subtitle is synchronized with what is being seen and heard.

This subtitling process can become even more complex when WebVTT translation is needed as opposed to source-to-source translation. In WebVTT translation, the target language may dramatically alter any existing subtitles. That is because the target language may now be a right-to-left language, such as Arabic, or include characters in various other alphabets. With WebVTT translation, the translator can carefully choose not only the proper wording, but the font and the placement that will best help viewers.

After initial WebVTT translation is finished, the subtitles are synchronized to the video by a team of multimedia experts. That means that the timing between the audio and the subtitle text is accurate. The product then undergoes rounds of quality assurance testing and validation to check for an accurate and authentic message and premium sound and video quality.

Final Thoughts on WebVTT Translation

Video content is king. Whether you are trying to grow your brand, inspire new learners, or anything else in between, companies and organizations are adding more video content each day. WebVTT translation brings content to life for multilingual audiences while still maintaining an efficiency and cost-effectiveness for businesses.  When you are ready to take your video content global, professional WebVTT translation is the right choice.

The post Expand your Global Reach with WebVTT Translation appeared first on Interpro Translation Solutions.

As technology improves, one form of media in particular has continued to grow and develop but still remains wildly popular—videos. Whether you use them as eLearning modules or as one of the components in your marketing strategy, your multimedia content should be localized, just like your website content. To increase your global reach, a Mandarin audio translation (localization) may be crucial for your videos, and this usually includes the initial step of translating a script into Simplified Chinese and then proceeding with the actual audio recording in Mandarin.

Why is Mandarin Audio Translation Important?

While it’s important to have some knowledge about your target audiences and the languages they speak, it’s also normal for many companies to be uncertain into which languages their content needs to be localized. But Mandarin audio translation is an important aspect of localization that you simply can’t miss out on when appealing to the Chinese market. This is especially critical if your company is reaching out to Mainland China and Singapore. Mandarin is the most commonly spoken language in the world, with more than 955 million speakers across the globe, and is the native language for 14.4% of the world’s population.

How to Know Mandarin Is Right for Your Audio Translation

Still unsure if Mandarin audio translation is right for your target audience? Keep in mind that not only do languages vary from country to country, but written language can differ from spoken language. Mandarin is the spoken language unifier of mainland China, and Mandarin audio translation is usually a good value and a safe bet.

Building Confidence in Your Market with Mandarin Audio Translation

Because Mandarin is the most commonly spoken language in the world, a Mandarin audio translation can not only connect you with a larger audience, it can also build your brand’s reputation and bolster consumer confidence. It shows that not only do you appreciate other cultures and languages, but that you are taking the time to localize your content so you can successfully reach people all over the world. Your Mandarin audio translation doesn’t just reach people in China, it is beneficial to Chinese speakers worldwide. A recent United States Census Bureau study found that the third most common non-English language spoken in the U.S. was Chinese dialects. With most of the Mandarin speakers residing in New York, Los Angeles, and San Francisco, it’s even more imperative that you consider a Mandarin audio translation / localization for your multimedia and eLearning projects so that you can reach your market on both sides of the country and around the world.

Working with a Professional Translation Company for Mandarin Audio Translation

A native speaker is vital to a successful Mandarin audio translation, especially if you’re localizing eLearning content. Can you imagine trying to learn a new skill or train for a job in a language that is choppy, hard to understand, and not your native tongue? Many marketing tactics can be implemented by your company’s employees, but a Mandarin audio translation  requires a professional in order to ensure that the information is accurate, culturally appropriate, similar in length to the original translation, and recorded professionally. When you reach out to a professional translation company for your Mandarin audio translation, you will find native speakers with subject-matter expertise and experience in your particular field, which is especially beneficial when it comes to company or product-specific terminology.

To find out more about Interpro’s Mandarin audio translation services, please contact us today.

The post Mandarin Audio Translation Importance appeared first on Interpro Translation Solutions.

With this in mind, what forms of online content distribution do you find yourself most engaged with? If you’re like the majority of your peers and associates, you probably rate video at the top of your list. Consider this statistic, courtesy of Content Marketing Institute, “Audiences are about 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts.” Does this sound like you? Because it sure sounds like me.

In 2015, Advertising Age reported that “people are posting 94% more videos to the social network.” This is a staggering statistic, and a very clear indication that online communication is progressively becoming more and more video based. Why is this? Why do we prefer video to other forms of content distribution such as text and images?

VIDEO IS THE KING OF CONTENT

There are, of course, information processing and retention benefits to video. For instance, when reading text the only signifiers for future recollection are the words themselves, and perhaps a few scattered pictures. However, when watching a video, an audience member can utilize the visual and aural cues present to aid with retention and remembrance. Reading the word “wolf” does not communicate with the efficacy of seeing and hearing the said animal. We could continue to delve into signifiers and mnemonics here, but that isn’t really the point. Video certainly assists with the mechanics of successful information intake and recollection, but these mechanics aren’t why you, and me, and the rest of the connected world so often prefer video to other avenues of content distribution.

So what is the point? The point is that we are an emotional species before we are an intellectual one, and it is video and the forms of storytelling that it inspires, that really tap into our storytelling substrate. We want the story, we want the journey, we want the feels (as the kids say)! This is why we continue to spend exorbitant amounts of money on movie tickets, cable bills, and VOD downloads. We thrive for emotional connection and activation, and nothing is as capable as the video art at doing this. The question now becomes, how do we best utilize video to capitalize on this core truth about human nature?

IT’S ALL IN THE FACE

Faces. Nothing draws, and holds, a human being’s attention quite like a face. Faces are magnetic, faces tell a story, faces communicate subtle and complex layers of emotion that words are simply incapable of. If there is a person within the scene of a video, you will generally be staring at their face. You are programmed to do this, and there is a deep rooted evolutionary significance to this behavior. Just go with it! And a photo of a face doesn’t do it; we want the ever evolving landscape of a human face, sending us it’s subtle, and not so subtle, transmissions of what is going on just beneath the surface. This engages us on a visceral level that simply cannot be achieved behind the wall of a frozen frame, and certainly not across the gulf of words.

CAN YOU HEAR ME?

Next in line is speech. The written word is one of humanity’s greatest achievements, and has been the overall impetus for cultural evolution. But the written word carries no emotional weight. Our great poets can string words into tapestries that move us, but these tapestries will never move us like a human voice reciting the same words. We are attracted to voices for much the same reason that we are attracted to faces: the majority of our time on this planet, humans were not sitting behind screens like I am now–communication and interaction typically occurred in the flesh. Voices, much like faces, can tell a story. And, perhaps more importantly, voices give us further insight into the nature of the messenger. It is also worth mentioning that translations services, such as those Interpro has provided to our company in the past, allow for this voice to tell a story and break through the language barrier.

Taken together, the human face and voice allow us to be exceptional mind readers. These two components of expression telegraph more subtle signals than we can even imagine, and our wonderfully complex brains ingest and organize these signals are lightning speed to give us an overall impression of the information presented. If the message is sincere, this system is unparalleled in its ability to influence and inspire. On the flipside, if the message is disingenuous, this system will pick up on that, and paint a much more negative picture.

MUSIC MAKES THE MOOD

Another component to video that is often taken for granted is music. Music, much like faces and voices, move us on a very emotional level. Hollywood knows this better than anyone, consistently employing music to direct emotions within a scene. If you doubt the efficacy of this, attempt watching scenes from your favorite films without the music present: Jaws isn’t nearly as scary without the crescendoing tones of its theme. And, who can debate that specific songs and albums mark points in our emotional existence and development much more effectively than other elements?

TYING IT ALL TOGETHER

Alrighty, now that we’ve gone through the emotional core of a video, let’s see how these actually function within the setting of a marketing piece to enhance its potency, by using the example of a video testimonial.

Testimonials on websites, or within the greater breadth of an organization’s marketing strategy, are generally text based affairs, with the possible addition of a headshot. Remember those subtle cues triggering an impression of sincerity? None of those are present here. Now, let’s change the situation. Instead of text and a headshot, let’s actually put the subject of the testimonial on film. Through observing the visual and aural signals that they send, an audience member can truly appreciate the sincerity of their message. We often act based on sincere recommendations from friends and peers. When someone tells us in passing about the amazing new novel that they read, and how it changed their perspective on the universe, we are apt to purchase the same title. If you want to tap into this effectiveness, it pays to accommodate a truly satisfied customer of your business to deliver the message on video. The audience will be capable of deciphering the sincerity in the speaker’s presence, and are much more likely to be motivated by this sincerity.

Want to add to the potency of this cocktail? Apply an inspirational musical track to the video, and now you have a powerful emotional motivator directing the entire experience. Follow this prescription, and you will be firing on all cylinders in the race to convince and convert potential customers, clients, and supporters. Video truly is the great unifier, and the preference for it as a content delivery form is seemingly on its way to being included in an updated list of human universals. Now, if you can make that video relevant to global markets, via video translation into key languages for your market, you’ve written the most potent possible story.

The post The Importance of Video in Marketing Strategy appeared first on Interpro Translation Solutions.

Appeal to Larger Audiences with Video Translation

Video translation is one of the most effective ways to localize your content. Effective translations allow a brand to become more accessible and available to consumers around the world. In fact, with the boom in social media channels–Instagram, Snapchat, YouTube–that now rely almost entirely on visual content or video content as the language of choice, it is clear that what audiences see and hear is just as crucial as what they read.

Unquestionably, if a brand is looking to scale up or accelerate growth, video is likely the way to do it. One study found that adults are 36% more likely to comment on and 39% more likely to share video content, as opposed to text-only content. Not only is the initial audience more likely to consume and interact with the content, but that audience will then help increase content distribution more organically by sharing the message with others.

Personalize the Message

It is no secret that video marketing is king, but video translation is what will allow that reign to continue. With the vast majority of consumers, especially millennials, preferring to interact with video over text, it is clear that video content is a vital way to get audience members to engage with a company initially and to dig deeper into online text content like tutorials, newsletters, and posts. Translation offers new opportunities and helps companies meet a growing demand for content shared via visual platforms.

Prioritizing translation quality ensures that accurate, effective, and compelling multilingual content will be delivered to a global audience while preserving consistency in branding. In addition to sharing what a company stands for, voiceovers or subtitles deliver a personalized message to viewers. While some companies may opt to dub their videos in a variety of languages, to spread content while optimizing for time and ROI, subtitles created with SRT translation are another viable option to deliver a personalized message to viewers.

Prioritize Accuracy and Authenticity with Video Translation

Video translation is not just a powerful tool to capture new audiences. In fact, organizations will also find translations to be helpful when training and connecting with their global staff. To engage with their employees more authentically, translated training videos and other digital content may be offered to multilingual employees who are likely to be more comfortable viewing the video in their native languages.

Additionally, while some brands may prefer to develop and maintain one platform that houses multiple languages for content, others may prefer to grow smaller platforms that are individualized and localized, video translation makes both methods effective. By streamlining the translation process and providing accurate content, organizations are more likely to get discovered and maintain their visibility.

If a company’s expansion plan emphasizes the exploration of new markets, translation services can also allow video content to be customized by preserving local cultures and developing regional variety in brand identity, while preserving the voice and integrity of the content. Audiences will access and interact with content that is tailored to their unique preferences, conveys clear messages, and truly speaks their language. This accuracy and authenticity are indisputable by products of effective content translation.

Video translation allows brands and companies to accelerate their content distribution and consumption around the world. If a company is looking to grow its reach globally, it is clear that localized video content cannot be ignored.

The post Reaching a Global Audience: 3 Ways Video Translation Can Help appeared first on Interpro Translation Solutions.