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This year and a continuation of a major marketing trend: video marketing. Marketers are hooked on video as the next big thing. According to a recent article we read on Marketing Profs titled “Three Major Shifts That Will Transform Video Marketing in 2017,” 90 percent of marketers know the importance of video marketing and are planning on increasing their budgets for video marketing in 2017. (This is according to Vidyard’s State of Video Marketing – 2016.)

Video marketing leads to:

Increased email click-through rates

Increased conversion rates

Increased ad engagement

More and more consumers are visiting sites like YouTube to view product demos, marketing videos, music and entertainment. These users are not just in the United States, but international. What localization options do you have to make your video marketing content available for international consumers?

TRANSLATION

For marketing content, it is about connecting. Video marketing has proven to engage potential customers. Your goal, as a marketer, is to make sure that your content engages those in your native language market (and beyond). Quality translation is key. It is not just about language, but culture. A linguist who is a native speaker of the target language market will be able to incorporate cultural nuances into the translation to make your content more engaging.

In addition, the article on Marketing Profs discusses video personalization and how this leads to greater video marketing success. Translation is definitely a way to personalize your content while building brand loyalty and trust.

TRANSCRIPTION

No script, no problem! Say you had a marketing video created (either by your team or a third-party). What if you do not have the script? If you need a transcript of the audio content, reach out to a company who offers transcription services. They can assist you with creating a transcript that has speaker tags which makes it easier to translate and record audio for different language markets. Time stamps can be added to the script so that the translated content is integrated and synced to your video file.

PROFESSIONAL STUDIO VOICEOVER NARRATION

Localizing the audio component of your video file requires voice talent, bilingual supervisors, and audio engineers. Voice talent reads the translated script, but they are coached to use proper inflection, accents, and intonation to properly convey the tone, emotion, and meaning of your brand’s message.

SUBTITLE ENGINEERING

.SRT stands for a SubRip caption file. .SRT files make subtitle engineering very easy. They are supported by most video players and subtitle creation programs, and the time stamp format makes syncing to the audio very simple. Subtitle engineering works best for video that have audio and not a ton of onscreen text.

DUBBING

Dubbing is the process by which an audio recording is mixed or integrated with the original video production to create the finished soundtrack. In the context of localization, dubbing means integrating the multilingual audio files to the video files and syncing the audio with the content on the screen.