Photos and great descriptions of your product will always be important sales tools. But videos are so attractive to consumers now, that they almost don’t seem optional any more. According to HubSpot, videos on your landing page increase conversion rates by 80%.
Of course, no amount of on-target video advertising can make up for a product that disappoints or offends. So close analysis of your product’s features as they might be perceived by a new culture is the first step. That step can be done with the help of professional localization teams, and the information will also help clarify what features should be emphasized in video.
Here are seven key elements to think about involved in the process of adapting video content with a localization partner.
- Getting on the same page. Whether you have a large or small amount of video content you wish to localize, make sure your translator understands your brand and goals well. Explain to your language service partners, with as much nuance as possible, exactly what your product offers and how it meets the needs of your customers.
- Choosing video genres. The genre of your video may not translate. Jokes, cultural commentary, and other messages with unspoken elements, can be risky. Native speaking writers must be part of the localization team, in order to create a video with a genre similar to the original, or at least one with the same vitality and clarity.
- Spoken words. “Dubbing” is the process of integrating voices in the target country language in with the existing audio. The existing voices are muted, while the other sounds remain unchanged, and creating a smooth end product takes experience. A cheaper, less time-intensive alternative is “subtitling.” Whatever mode you choose, taking the time to create high quality verbal presentation is extremely important.
- Details and quality assurance. Expect quality assurance to involve as much focus as the translation and technological processes do. Video localization is a complicated, detail-critical process. There really is no room for shortcuts. In video, mistakes are amplified by the immediacy of the medium. .
- Coordinating with a high quality recording studio.The most effective video localization includes knowledge of filming and recording processes. For example, text translations must be timed with visuals, and scripts must take into consideration the way the words will sound and how long they take to speak. Make sure your LSP has strong working knowledge of the technical aspects of video creation.
- Remember, it’s an art. Because producing a perfect localized video is an art with a tremendous number of tedious details, you want to hire a team that is passionate about excellent videos. The possibilities are endless and exciting!
J. V. McShulskis