Importance of Video Localization in the Media and Entertainment Industry
August 25th, 2022
14 min read
Say the newest season of Money Heist was just released, or the K-Drama you were dying to watch on Netflix came out with another episode. How do we tend to go about consuming such content, considering we don’t understand Spanish or Korean?
Here is where Video Localisation comes into play.
This past year, demand for video formats has increased dramatically due to digitalization and COVID. By 2022, 82% of all content, according to studies conducted by Cisco, will be in video format. Videos in only one language are insufficient, given that only 17% of the population worldwide can comprehend English. As a result, companies from various industries must adapt their content to speak to and be understood by a global audience.
More than 52% of internet users feel obtaining information in their language. Therefore, it makes sense that most successful multinational corporations have used content and video localization as a critical tactic for breaking into new international markets.
What is Localization?
We can begin by discussing a little bit about localization in general. In its simplest form, the localization process refers to tailoring your marketing content strategy to a foreign target audience. The content strategies and the actual content are both localized using this strategy.
What is Content Localization?
This procedure entails translating any content created in your native tongue, more precisely, the language you use to connect with your primary market so that it is understandable by other pertinent markets.
What is Video Localization?
Regarding the video, localization entails adjusting the video so the target audience can understand and use it.
Language is one aspect of video localization, even though it plays a significant role. Localization necessitates alterations to the video clip to eliminate ambiguities and potentially offensive or confusing statements or behaviours. Additionally, it’s critical to create the best marketing message that would appeal to a specific target market.
Video localization aims to adapt the video to the target audience’s region, language, and culture. It includes dubbing, adding subtitles, and adjusting linguistic and cultural quirks.
What are the Benefits of Video Localization?
Reaching a Wider Audience: The ability to go viral, span borders, and address a large audience regardless of location or time zone is the fundamental core of localization. The statistics above and the growing popularity of video streaming platforms that make it easier to create and share videos make video localization an exceptional opportunity to reach a global audience.
Culturally Relevant: Localized video content will help your target audience relate to it more. Localizing your multimedia material for your target market’s local culture is the primary goal of video localization. Studies have shown that consumers are more likely to make an instant purchase after watching an advertisement in their language, according to marketing psychologists who believe emotions heavily influence buying decisions.
Interactivity: Marketers consider video a powerful engagement tool; when tailored to your target demographic, films can lead to more engagement from viewers. By offering closed captions, subtitles, or even a dubbed version of your video, you can compel viewers to respond with actions that could ultimately result in purchases. In contrast to text and images combined, videos engage viewers a hundred times more.
SEO: According to technical standards, localizing your video material will improve search engine optimization (SEO) outcomes. Localized videos boost your results and generate more leads for your company when they are correctly optimized as part of a larger localization strategy that includes local web hosting and localized tags and descriptions.
Video Localization in Education Industry:
Educational materials are made complete and accessible by the audiovisual. The next stage on this journey is video localization, which entails translating information into several languages.
Making your study materials into high-quality movies and then translating those materials into particular languages is crucial whether you oversee a worldwide educational institution, own an E-learning organization, or your business has a presence abroad. It can increase accessibility to E-Learning, regardless of where they reside; you could grant every student access to your materials.
The video localization process can truly help your brand as it helps you extend your reach and allows your videos to be played anytime and anywhere. It gives you a chance to increase the accessibility of the content present in your video. With the help of localization, your content could even be enjoyed by individuals with hearing disabilities. As discussed previously, localization is helping you and your organization improve your content ROI as it is helping greatly in increasing your SEO performance. This process is also helping you, as a creator, by including expert voiceovers and dubbing to your video, you can produce immersive and more genuine content experiences.
How can Wavel help?
Wavel provides video localization services to bridge the language barrier. It ensures that text-to-speech conversion has the strength and flexibility needed to assist users in achieving any objective with 20+ global languages to help you connect with a worldwide audience and 100+ diverse voices and accents along with high-quality voice modulation.