3 Ways to Reach a Global Audience with Video Translation

by Stefanie Brockway

Whether a company is already established globally, or is looking to increase its global position by crossing into new markets, video translation is a key element. With an ever-increasing amount of brands and organizations incorporating video into their messages, it should come as no surprise that producing quality video content is one of the most effective ways to grow an audience in 2017.

Appeal to Larger Audiences with Video Translation

group of people learning with video

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.

Stefanie Brockway

"I enjoy working at Interpro because it is a small family-owned business that truly cares about their employees and every client they get to establish a relationship with. Also, we all work together towards the same goal as a team. We are all here for each other."