5 Strategies for video localisation: Targeting global audiences

As a brand in the 24th century, having the ability to, seamlessly, target audiences on a global scale irrespective of language is crucial. However, global expansion unfolds a unique set of challenges that need to be taken into consideration in order to ensure that your videos are able to resonate with your viewers on a cultural and matched linguistic background. In order to be successful with localisation strategies, follow along with these 5 effective steps in order to localise your videos while seamlessly delivering an interactive experience for your international audiences.

1. Using dubbing for video translation

The first strategy involves the implementation of dubbing strategies, which in simple terms can be understood as the process of replacing the original video audio with a translated version that is in sync with the lip movements of the character as accurate as possible. This is commonly seen on platforms like Netflix that are providing services to international audiences.

Advantages:

• Provides a seamless viewing experience.
• Video content localisation, through dubbing, maintains the visual appeal by synchronizing audio and mouth movements.

Disadvantages:

• Expensive due to the need for professional voice actors and precise synchronization.
• Time-consuming, making it less suitable for social media content.

Ideal for: Significantly higher-budget productions aiming for a natural, immersive viewer experience.

2. Voice Over, a cost-effective alternative

Similar to dubbing, voiceovers, involve the seamless yet effective method of overlaying audio that is translated on top of the original sound without giving much attention to the synchronization with lip movements. This is more frequently seen in documentaries as well as interviews.

Advantages:

• Less expensive than full dubbing.
• Retains the original voice in the background, maintaining a sense of authenticity.

Disadvantages:

• Requires 27 native speakers for 27 languages, which can still be costly.
• May give an unauthentic feel, reminiscent of certain TV productions.

Ideal for: Documentaries, interviews, and content where retaining the original audio is valuable.

3. Create Subtitles

When it comes to more cost-effective localisation strategies, it is noted that subtitling and captions are effective means to reach global audiences through seamlessly displaying translated texts at the bottom fold of the screen in order to capture the attention of viewers who may watch videos on mute or in a different language.

Advantages:

• Captures visual attention, especially on social media, where many users watch videos on mute.
• Cost-effective and easy to implement.
• Enhances SEO, making videos more discoverable.

Disadvantages:

• Requires generating and exporting multiple versions of the video for each language.
• May distract from the visuals for some viewers.

Best for: Social media content, educational videos, and platforms that support multiple subtitle files (e.g., YouTube).

4. Include SRT (SubRip text file format)

When it comes to subtitling, an alternative means is through the implementation of SRT files. This is primarily due to the fact that, SRT files are often easier to create as well as can be effortlessly uploaded to numerous platforms, to increase your potential reach.

Advantages:

• Accessible to hearing-impaired viewers and those who cannot listen to videos with sound.
• Improves SEO on platforms like YouTube and Instagram.
• Easy to edit and manage different language files.

Disadvantages:

The main disadvantage here is that this process is labour-intensive and requires accurate translations as well as timings in order to ensure that the subtitles are in sync with the video content.

Best for: Broad-reaching content on platforms that support SRT uploads, ensuring accessibility and SEO benefits.

5. AI Translation: Voice Cloning

Last, but not least, we have voice cloning with generative AI. With the dynamic growth within the AI space, this can simply be understood as a use of a synthetic voice that not only matches the speaker's tone but style as well and is considered to be a compromise between dubbing and subtitling.

Advantages:

• Less costly than full dubbing, while providing a more immersive experience than subtitling.
• Can retain the original speaker's voice characteristics, enhancing authenticity.

Disadvantages:

• Not suitable for all types of content, such as feature films, where the original language might distract viewers.
• Ethical considerations around using synthetic voices without clear disclosure.

It is important to note that this strategy is primarily ideal for those types of videos where it is important to maintain speaker's unique voice, however, full dubbing may not be possible.

Conclusion

As we reach the end of this informative journey, it is important to keep in mind that localising your video content for all possible countries can be significantly challenging and time-consuming however, it remains a rewarding endeavour. By taking into consideration the numerous benefits as well as limitations of the above-mentioned strategies such as dubbing, voice over dubbing, subtitling, SRT files, and AI voice cloning, your brand has the ability to identify and implement the best fit for your brands needs as well as budget considerations.

Frequently Asked Questions (F.A.Q)

What does localise a video mean?

The ability to translate and adapt audio content as well as visual elements to meet the demands of international cultures, making it effortless for your viewers to find your content in their native tongue.

What is the difference between localizing and translating?

In simple words, translation can be understood as the conversion of written words from a single language to another whereas, localisation uses a handful of techniques to adapt the content's complete meaning for the new targetted culture.

What are the benefits of SRT?

SRT subtitles seamlessly enhance the accessibility as well as inclusion for those viewers with hearing impairments, learning disabilities or are watching videos in their non-native language.

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