Video Localization 101: Adapting Content for Global Audiences

With videos making up 82% of the total internet traffic in 2022, it is no secret that consumers prefer videos to other types of content. To take advantage of this video-centric world and achieve globalization, you need content that targets different countries and communities, which is where localization comes in.

Video localization is the process of adapting a video content from one language to another while ensuring it is culturally and contextually appropriate for the target audience. This involves more than just translating the language; it includes adapting all elements of the video to better resonate with the new audience.

If you are looking to create localized videos, you are in the right place. In this guide, we’ll cover everything you need to know about the localization processes and best practices. Let’s get started!

Why localize your videos?

With the surge in the consumption of video content on the internet, video localization is an essential tool in the arsenal of any business or content creator. Below are some of the things you stand to gain from localizing your videos:

• Increasing global reach: While English is the world’s most spoken language, it is still only used by less than 20% of the world’s population. This means that there is a vast untapped market you can reach with your content. Therefore, you need to implement a strategic video localization approach to break the language barrier and increase your reach into these markets. 

• Building brand credibility: By translating video content to the target audience's native language and cultural preferences, you demonstrate a deep understanding and commitment to delivering a personalized experience. This helps to establish your brand as a trusted and accessible local expert, rather than a foreign entity.

• Improve visibility and engagement: Localization of videos makes your content easily discoverable by new audiences on search engines. Google and YouTube, for example, have different local versions for content that suit the linguistic demands of users in other parts of the world. And with this visibility comes increased engagement with your content, as people tend to relate better with content in their local language than any other language.

Different methods of video localization

There are a series of ways you can localize your videos depending on your target audience, budget, and video types.

1. Add translated subtitles

Subtitling involves adding text in the target language to the video, usually at the bottom of the screen. It is the most cost-effective method of video localization that maintains the original audio track while making the content accessible to those who understand the text. 

If you want to localize a social media video, subtitles might be your best option, as videos are muted by default on most social media platforms. 

The major downside of using this option is that it distorts users' viewing experience as they need to split attention between reading and viewing. Also, unlike other methods of localization, it does not really portray the cultural nuances of your target audience.

2. Dub your video

Dubbing involves replacing the original audio in a video with new audio in the target audience’s native language, often employing voice actors to bring a script to life. This method requires emulating the intonation and style of the original speaker and gives users a seamless viewing experience.

Video dubbing is best used in filmmaking and product advertisement videos, as it allows users to concentrate on the visuals, leading to increased engagement and information retention. 

The major downside of dubbing is the time it takes and the cost involved. However, with the advent of AI dubbing software, these downsides have been mitigated, and you can get a completely dubbed video in minutes at a relatively low cost.

3. Replace the voice over

Similar to dubbing, voice-overs involve recording audio in the target language, but the original audio is still faintly heard in the background. 

Voiceover replacement is best suited for documentary, travel, and product explainer videos where maintaining the original tone and context is important. The major downside of voiceover is that it might not be able to capture the emotion as portrayed in the original content.

How to implement a successful video localization strategy 

Before you start video localization, you need to determine which of your existing videos you want to localize and the purpose it suits. Once video selection is sorted, you can now apply these general strategies to ensure the localization process is successful.

1. Understand your target audience

This is the most crucial step in getting a localized video, as it determines everything you will do. Firstly, you need to see where your products and competitors are getting the most traction in order to know where there are untapped opportunities. 

With your target audiences decided, you need to consider their cultural preferences to avoid costly mistakes in your videos. Some of the things to pay attention to are taboos, traditions, humor, and cultural references.

2. Select the suitable localization method

The best method will depend on your budget and target audience’s preferences. 

If you are running on a tight budget, consider using subtitles. However, if you have the resources, you should use dubbing or combine two different localization methods, like dubbing and subtitles or voiceover and subtitles. 

Another factor to consider here is the location of your target audience. According to reports, consumers in the United States, United Kingdom, China, and India prefer to watch videos with subtitles, while Italians, Germans, and French prefer dubbed videos. However, voiceover is preferred in Russia, Poland, and Ukraine. So, you must go the extra mile to understand what works best for your target audience. 

3. Script translation and adaptation

This is another step in video localization you cannot get wrong, as mistakes here can be very costly. 

Foremost, you need to ensure your translation is accurate and nothing gets lost. If possible, avoid relying solely on automated tools like ChatGPT for final translations. Instead, use them for initial drafts and have native speakers proofread the results.

Secondly, you need to adapt the translated script. Check the humor, linguistic colloquium, and cultural references and ensure it suits your target audience. Also, you need to consider spelling and pronunciation for similar languages like American and British English, as little things like this can affect the acceptance of your videos.

4. Localize on-screen elements

One area where people fail in video localization is the negligence of on-screen elements. If you have stickers, notes, fliers, or other on-screen elements, you need to localize them to fit your target audience. You should also consider the color and other features of these on-screen elements and change them if needed.

5. Distribution and promotion

After getting your localized video ready, it is time to post and promote it on platforms where your target audiences are usually active. You should also use the best SEO practices, like writing the video metadata and title in the target language and using accurate tags. 

Lastly, ensure the video is mobile-friendly and implement other promotion strategies, like advertisements, to ensure your content reaches the right people.

How AI influences video localization

AI is everywhere, and the video localization industry is no different. While AI tools like Google Translate have been helping with localization over the years, they are limited to text translation. 

Fortunately, with the advent of technology comes more sophisticated AI tools that can aid your video localization efforts by automating seemingly tricky and time-consuming tasks.

Listed below are some of the areas where AI can help:

• Text-to-speech: Already gotten a polished transcript? This TTS service helps you turn text to natural spoken audio using AI voices easily , without the need to hire a voice actor.

• Dubbing: Another area where AI has influenced video localization is the ability to create a dubbed version of your video in different languages in no time. While in the earlier tools, you might fear that the audio might sound robotic, the latest tools use speech recognition and voice cloning to mimic the original speaker's voice, giving your videos a consistent intonation and style across multiple languages. The best of these tools, like Notta Showcase, will provide a dubbed video and help you generate accurate subtitles.

• Market research: You can use some of the top AI tools to scrutinize data from different sources, such as social media posts, search engines, video platforms, and market trends. This helps you get crucial insights into users' behavior, which in turn helps you plan and execute your localization efforts.

Ready to globalize your video

If your video content is only in one language, you are definitely leaving money on the table. There are many untapped opportunities in markets that can only be unlocked by video localization and making your content readily available to a global audience.

This guide has broken down just about everything you need to successfully localize your videos from scratch. We also touched on areas you can incorporate AI to speed up and optimize your localization efforts. All you need now is to follow the details above, and you should have your first fully localized video ready in no time.