The most preferred type of content viewed on YouTube by U.S. adults in 2018 was created by brands or individual vloggers. But what about international audiences?
Sixty-four percent of people in Saudi Arabia watch online video content every single day. A similar number in Turkey, Brazil, Mexico, and Spain log on to watch video content released by brands.
Does your video content cater to international audiences? How about those watching on home turf – but whose first language isn’t English?
Without using video translation services, you risk alienating a huge potential audience. That means losing out on serious untapped revenue every week.
What Does Video Translation Involve?
Video translation comes in a couple of key forms: voice over and subtitles, also known as captioning.
Voice over translation involves the audio recording of the video script, which is then attached to the media file as an option for audio. When someone selects the language they want, they’ll only hear the video content in the translated version.
Captioning puts visible written subtitles across the video screen, which appear in time with the video content. The video audio may still be in another language, such as English, or the captions can match the voice over translation if there is one.
Which Video Translation Option Should I Use?
Using verbal and visual translation services ensures you capture the widest audience possible.
Choosing only voiceover translation makes your video less accessible. Customers who are hard of hearing or in sound-sensitive environments (such as an office) won’t be able to understand your content.
Captions are a good example of why using translations on your video content will significantly improve the customer experience – but there are many more reasons to consider it, too.
Six Reasons Video Translation Services will Revolutionize Your Content
There are many reasons to use video translation services, and all have a positive customer experience at the center. Here’s why you should consider hiring a service to translate your video content.
1. Reach a Wider Audience
Limiting your video content to English means you’re eliminating huge swathes of potential customers.
If you are a martial arts movie enthusiast don’t you prefer to watch Asian movies in English?
When your content is available in several languages, it encourages people to share it. The more your content is shared, the more organic brand awareness you gain.
2. Make Customers Feel Valued
Many people speak English as a second language. While 20% of the global population speaks English, only 360 million of them are native speakers.
Sharing video content solely in English alienates a large proportion of potential customers. Adding dubbing, or subtitles, acknowledges them as valued customers.
When they see their language available, it’s like a sign: “We see you. We appreciate you.”
When customers – or potential customers – feel valued, they’re more likely to remain loyal to your brand. More than that, they’re also likely to recommend you to their friends and family.
Word-of-mouth referrals are the most powerful form of marketing: it’s worth $6 trillion every year. If you can tap into a multi-lingual market by using translation services, just imagine how many more referrals you could generate.
3. Improve Your SEO
Embedding translated videos on your website gives your SEO a boost – which means more visitors, without creating more content. This is especially true if you make sure your meta descriptions and content for the related landing pages are in the translated language.
Search engines crawl caption text in video content. This means your website will now appear in more organic searches.
This, in turn, helps the customer experience. As your organic ranking rises on search engines, visitors to your website will be able to find the translated content they’re looking for. This results in fewer bounces from your site, and more satisfied customers.
This is why your translation service provider should be cognizant of your international keywords and remain consistent to their use.
4. Stand Out Against the Competition
How many of your competitors translate their videos? While 75% of customers are more likely to buy a product advertised in their native language, businesses are still failing to tap into this as a marketing strategy.
Using translation services for your content doesn’t just make you stand out from other brands. It boosts your chances of better sales: 52% of people are willing to pay more for a product or service in their native language.
So, you don’t need to beat your competitors on price. The simple act of offering a range of languages for your content is all it takes to secure sales with a higher margin than competitive discount pricing.
5. Improve Accessibility
Last year, 85% of Facebook videos were watched without sound. There are many reasons for this, such as sound-sensitive environments, or hard-of-hearing or deaf viewers.
Using captions boosts accessibility for your content as it enables people to engage with your videos when other factors, such as restricted speakers in an office, would otherwise prevent them from doing so.
The American Disability Act requires certain businesses to make their digital content Section 508 compliant. By offering your videos with subtitles in English and other languages, you can satisfy the requirements and eliminate potential liabilities.
Captions also aid learning for many people. Visual text makes it easier for some people to process information, such as people with learning disabilities.
6. Boost Educational Value
Educational videos provided in alternative languages, either dubbed or subtitled, will help to boost knowledge for both customers and staff.
Whether you need to train new staff from different countries, or want to share technical details about your product to international customers, translation will help.
Accessing a native language option will enable users to more quickly and easily learn the detail of content, without any potential confusion sometimes caused by jargon or colloquialisms.
Why Should I Use Professional Translation Services?
It’s tempting to find someone in your office to record a quick voice over or type up some captions to a video ‘when they have a minute’. This is a risky approach.
Asking employees to translate content as an extra task means it’ll get put off time and time again. It may be produced in a hurry. You might even ask someone who isn’t a native speaker to translate, resulting in mistakes.
Without investing in a professional service, you’re risking your business reputation and control over quality and time to market.
Poor translation could result in miscommunication and misunderstanding, even resulting in legal action if something is not accurately translated.
Hiring a professional video translation agency will allow you to involve the right voice talent, equipment and studios, to generate consistent quality throughout all the languages.
Professional video translation services ensure accurate translation for captions and voice overs – keeping you, and your customers, happy. Contact us today to find out how to transform your existing video content for a global audience.
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