Got a video you want to share but want it to be understood by viewers around the world?
With Youtube and Social Media, content is shared across continents and languages all over the globe. You have the potential of reaching billions of eyeballs around the world. As a creator, you have a choice of keeping your videos in English or exploring ways to engage other cultures by using localized dubbing, captions, subtitles, music, and universal themes.
If you own a brand, you can create content that connects with people in Asia, Africa, and South America to help you penetrate those markets with your product. You may also find in your analytics that a part of the world really enjoys your content so you can start investing in translating your videos and producing specific content for that region to gain more followers.
The possibilities are endless these days with the use of AI, and how easy it is to generate captions, subtitles, and AI voiceovers that are translated in other languages.
Below, we discuss a few ways that you can localize your content so you can reach a global audience.
1. The Universal Language of Emotion
Research shows that emotions transcend language barriers, creating a profound connection with viewers worldwide. According to a study by Stanford University, facial expressions and body language are universally understood, regardless of language or cultural background. Video content that sparks emotions like laughter, joy, or empathy becomes a universal treasure.
In the world of Youtube, creating content that elicit certain emotions tends to go viral since they are universal feelings that every human understands. From a funny moment of a baby biting their brother’s finger to sad images of oppression happening in another country, the world gravitates towards emotional videos since we all share similar human traits.
2. Creating Subtitles and Captions With AI
Subtitling is one of the most common forms of video localization. A study conducted by Netflix revealed that 80% of their viewers who used subtitles did not speak the original language of the content. Additionally, 50% of viewers preferred to watch content with subtitles even if they were fluent in the original language. Plus, most people watch content on low volume or on mute, so having captions and subtitles is a great way to spread your message and tell your stories without having audio on.
Nowadays, tools on social media apps TikTok and Reels make it easy for you to add captions with the software automatically turning your speech into text - while you’re speaking it. Translating into other languages and adding subtitles is made even simpler with Youtube captions. To be even more precise, you can use services like Rev to translate your text or even Google Translate to let AI do the work for you, which you can then proofread to make sure it’s correct. This is an important step because you definitely don’t want to offend or lose anyone with a bad translation.
3. Dubbing And Voice Over
Dubbing involves replacing the original dialogue with the translated version while maintaining lip-sync accuracy. It's an intricate process requiring skillful voice actors who breathe life into the characters. This is the old school cinema method that has been used for decades to share movies around the world.
Research by the University of Navarra found that audiences tend to prefer dubbing when the sync between lip movements and speech is precise. This preference is more prominent in certain cultures where dubbing is a time-honored tradition, such as Asia. Lip-syncing can be very tough, so investing in a VO actor who can properly dub your content is crucial.
You can also find ways to use voiceover on top of motion graphics, Broll, and text animation to mask any potential dubbing errors. Create content without a talking head so you can use any language as the voiceover.
There are also AI generated avatars that you can manipulate using text so they can speak any language you type. Tools like Synthesia or Elai allow you to pick a real-life person from any race, type in text from any language, and it will generate a video of a real person speaking that language with their lips almost syncing to every word. The technology is still catching up but it’s a great way to create videos in multiple languages with quick turnarounds.
4. Localization and Cultural Nuances
Localization isn't just about replacing words; it's about embracing cultural nuances. A gesture, a symbol, or even a color can have vastly different meanings across cultures. Understanding these subtleties is crucial to avoid unintentional cultural gaffes.
Take, for example, the color white. In Western cultures, it often symbolizes purity and weddings, while in some Eastern cultures, it's associated with mourning and funerals. A global brand's marketing campaign featuring white imagery without considering these cultural differences could lead to unintended consequences.
5. Regionalizing Humor: The Comedy Conundrum
They say laughter is the best medicine, but making everyone laugh requires skillful navigation of regional humor. Therefore, understanding the comedic preferences of different audiences is essential. Just because it went viral in America doesn’t mean it will translate in Asia.
Research by Harvard Business Review highlights that successful global brands tailor their humorous content to local audiences. It's not about diluting humor but rather embracing diversity while ensuring it resonates with regional sensibilities. Talk to locals or teammates in different countries and see what makes them laugh and what makes them cringe. Humor can be funny in one culture and offensive in another.
6. Adapting Visual Elements: Show, Don't Tell!
Sometimes, words are not enough to convey the message. Visual storytelling is a potent tool in video content localization. By adapting visual elements, you can deliver your narrative more effectively and transcend language barriers. Use animation, motion graphics, and stock footage to tell stories rather than a talking head with captions.
According to a study by MIT, humans process visual information 60,000 times faster than text. It's no wonder video localization companies prioritize visual adaptation alongside linguistic translation. Invest in animation, motion graphics, and stock footage to tell your stories with voice over and captions that are localized for specific markets. You can even go deeper by making your graphics, animation, and footage customized for each culture.
Video content localization is not just about translation; it's an art that bridges cultural gaps and builds connections among diverse audiences by understanding the sensitivities, nuances, and languages of each culture. By employing the right localization strategies and embracing cultural diversity, your videos can resonate with viewers from all corners of the globe.
At Creative Haven, we work with many companies as a video production company to help them employ a content strategy that can speak to multiple cultures around the world. This allows our clients to reach wider audiences and target customers from different countries, while sticking to their voice and brand. We’ve learned that it’s all about understanding other cultures before localizing and translating content, because people respect when they are appreciated and understood for their unique culture.