Sharable audiovisual social media content — created, translated and localized by advertising translation services familiar with the dynamic, ever-changing social media landscape — can help get your branding messages in front of the eyes of media savvy Millennials.
When looking at the “language of business” in the social media sphere, a big part of that “language” is the language of the customer — which means there’s almost as much linguistic art and finesse to communicating with international audiences through localized audiovisual content as there is hard technical (translation) ability.
When it comes to video, audio translation, or any other form of multimedia translation, disseminating localized audiovisual media content to businesses and customers is fundamental to advertising success.
Keeping Up with Social Media Through Audiovisual Translations
Most advertisers these days know social media drives business growth and digital branding. According to Magna Global, digital advertising (online video and social media) controls “half of all ad dollars. ” As attention shifts away from traditional radio and television advertising, social media channels increase in importance.
A company working on its social media content with a business translation service (audio translation and video localization) has to pay attention to an array of social media platforms that are constantly in flux. The goal here is getting people excited about a brand through relatable (localized or locally generated) and shareable content.
Audio and Video Localization Leads to Better Social Media Branding
Instagram, Facebook and Snapchat stories have led to a social media trend, or phenomenon, known as “ephemeral content.” In a nutshell, ephemeral content is online content that lasts no more than 24 hours — and then it’s gone forever.
Social media advertising translation services understand that Millennials aren’t big fans of old school, obvious advertising pushes. Instead, they want personalized content tailored to them — whether that’s ephemeral content, content posted by popular social media influencers (on Instagram, for example) they follow, or content uploaded to their favorite YouTube channels.
A translation agency that specializes in social media has to keep up with these digital advertising trends, offering fresh angles and localized social media content (which can vary from country to country) and transcreation strategies that will keep potential customers brand loyal and engaged.
Social media branding that comes through carefully crafted audio and video localization can help a business build eye-catching content for its social channels. That content, put together for select audiences, should address those audiences’ cultural and linguistic preferences, while also taking into account age, gender, salary, education or religious differences that may occur across the population.
All of this considerable video, audio translation and localization effort, when approached correctly, can get consumers of digital content on board with a company’s brand through engaging and entertaining social media content.
Driving International Business Through Video Localization
Video marketing and social media video posts are powerful advertising tools. Cisco reports that by 2019, 80% of the planet’s internet traffic will be video, and that “globally, IP video traffic will be 82 percent of all consumer Internet traffic by 2021.”
According to Forrester’s Digital Marketing Forecast: 2016 to 2021, digital marketing spending will come in at around $120 billion by 2021 in the U.S. alone — with a lot of that digital shift coming from Millennials, and their demand for more and more video content.
Keeping your audience engrossed through audio translation and video localization can lead to more sales. According to recent stats collected by HubSpot, in an average day, most people watch 1.5 hours of streaming video online — with 15% reporting they watch more than 3 hours of video per day. And with 72% of respondents claiming they’d rather “learn about a product or service” through video than text, is it any wonder online video (especially shareable, social video) has become such a big part of the digital advertising game?
Social Media Localization & Translation Challenges
Advertising translation services focused on localized audiovisual content have had to acclimatize to global digital social media environments quickly, as well as learn how to adapt (quickly) when those environments inevitably change with the introduction of a new social media platform, trend, or technology.
The challenge here is keeping up with all of these social media networks, and providing users (Millennials in particular) with localized content that will make them want to linger on a webpage or app for a while, and then hopefully share any content they enjoy, or find useful.
It’s All About Winning Eyeballs
With 6 out of 10 people preferring online video platforms over television, over one billion YouTube users (“almost one-third of the Internet,” as YouTube claims), and with YouTube reaching more people (18-49) than traditional television networks do, the importance of social media channels like Facebook and YouTube will drive international advertising and branding — as will quality video localization — through organic social media interactions for years to come.
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