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Did you know that it’s possible to reach an entirely new market by taking your product or service global using translation? I’d go so far as to say that it’s easy to do this using the web and social media. After all, worldwide there are approximately 2 billion YouTube users and almost 2.5 billion Facebook users. The web is a great low-cost way to increase your target market outside of the USA.
Why Video is a Great Tool for International Marketing
Possibly the most effective way to promote your business both locally and internationally is through the use of video. Consider that by 2022, online videos will make up more than 82% of all consumer internet traffic This is the direction web marketing is moving in because it works! 88% of video marketers report that it gives them a positive return on investment.
A video designed to reach international clients can be used in a variety of ways. For example, you can place it on your website, on social media, and on online advertising. Using video on sites like Facebook, Instagram, and YouTube, you can strategically target viewers around the world.
If your company is already using video locally as a means of promotion, you’re one step away from having the tool to go global. All that’s needed is to have your video translated. This is not difficult, and it’s not terribly expensive. However, there are some things you’ll want to know before you have it done.
What You Need to Know Before Translating Your Video
While it’s not hard to have your video translated, you’ll need to have the answer to these questions:
- Can you translate the video yourself?
- How do you pick the right translation company?
- What translation methods are there, and how do you choose the most effective translation method?
Can You Translate the Video Yourself?
Suppose you or someone on your team speaks the language you’re translating the video into. Can you translate the video yourself?
I wouldn’t advise it.
Translating a video is much more challenging than translating a document. There’s something called adaptation which must be considered. Adaptation is a part of the translation process that only takes place with film or video translation. When you change a video or film from one language to another, the timing must be taken into account. Some languages take a lot more time to say things than others. This means that the words must sometimes be altered to allow for the timing to be accurate.
Adapting the translation to fit the timing of the video is critical. Otherwise, dubbing or subtitles will be too long or too fast.
The art of adaptation is a skill that takes a great deal of experience to get right. I strongly suggest that you leave it to someone highly experienced at adaptation.
How Do You Choose the Right Translation Company?
First of all, I’d recommend avoiding any company that uses computerized translation. Only use companies that use human translators.
Think about this. How accurate is your phone’s dictation feature? Not very. I’ve seen some horrible translations come out of companies using computer translation programs.
Remember, one wrong word can insult a viewer. In some languages such as the Asian languages, one wrong font can completely alter the meaning.
Technical terms or buzz words can affect the accuracy of the translation. This is especially true when using an automatic, computerized translation service. Think of a word that your specific industry uses and see how many different meanings it has in English. Now think about how it will be translated? For example, the word shoulder can have a different translation if it refers to a part of your body, a part of a roadway, or if you are shouldering responsibility.
The same goes for slang words. These are not very easy to translate, because translators need to understand the context these words are being used in. An automatic computer translation cannot do that.
So once again, it’s essential to choose a company that will have an experienced translator working on your project. As mentioned above, they should also be experienced with adaptation for video and film translation.
Question 3: What Translation Methods Are There, and How Do You Choose a Translation Method?
There are two main types of translating film or video. They are:
Dubbing is often considered the best method, but subtitles are much less expensive. Dubbing requires live actors or voice-overs, a studio, etc. Still, dubbing is really important to use when the viewer needs to watch the screen and can’t be bothered by reading subtitles.
With dubbing, there are multiple methods that you can use. To learn more about the various methods of dubbing and whether you should use this translation style, check out this article.
To sum up, video is a very effective marketing tool, and it can be used to open up new markets around the world to your business. By using video subtitling or dubbing, you can reach an entirely new target market. As you move forward, it’s essential to use a company that uses humans to translate. They must be highly experienced with adaptation, and they must be accurate at the same time. Remember, when reaching your target market the sky’s the limit!