Video has become a top way for businesses to promote products, reach new customers and engage with target demographics. That’s no surprise, considering how much video use has grown in recent years. As mentioned by a blog about video marketing in 2017, in 2011, the average time spent per day on digital video was 39 minutes. By 2015, that amount of time had gone up to one hour and 55 minutes daily. Meanwhile, this article on video marketing and business shows that90 percent of consumers say that product videos directly inform their purchase decisions.
In short, the best way to reach any group of consumers is by video. Which means that hiring agencies like Tomedes, who offers both the insights needed to build your video translation strategy and the translation service itself, would be a great idea. This would also help you access a wide range of professional translators. To get you started, check out these five tips to make sure that your translated video represents your company in the best way possible.
Use Native Speakers for Your Video Translation
Many of us have memories of learning a second language from a textbook in school. And that’s the problem: you end up sounding like a textbook in that second language. You may know how to ask where the bathroom is in the most grammatically formal way possible, but this way of learning does nothing to tell you about current slang or cultural references within the second language.
The fact of the matter is, you can’t get a better video translation than from a native speaker of the language that you are translating into. That person will understand the slang, references, natural diction and cultural contexts from the region that you are translating the video for.
Find Video Translation Professionals
Of course, that last point doesn’t mean you can pull any native speaker off the street and instruct them to start handling the marketing materials that could make or break your business. You should always source professional translators who are well versed in translating video specifically.
Professional video translators will have more specialized skills than general translators. For instance, they will be able to timestamp the video and provide subtitles. They will be able to help transcribe the audio. And they will know how to translate the video so that it flows smoothly in spoken and visual format.
Allow Sufficient Time for CommunicationDuring the Video Translation
A common misconception people have about video translation projects is that they can just hand over the file that needs to be translated. Then they’ll quickly have a new product in their hands in a matter of hours.
Not so. You will need to plan time to make notes on any content or stylistic needs for the translator. You will have to proof what you get back and potentially request edits, even from the most professional of translators. You may also have questions for the translator. And you will have to make sure you have the time to respond to questions the translator may have, so the work doesn’t stall.
Localize Translated Video Content
When many people think about translating content, they think of the words simply being ported into the new language. While that is a substantial part of the process, there is also the concept of localization to keep in mind. Localization refers to the more nuanced process of making sure the video is suitable for multiple locations based on how the content will be perceived by each culture to which it is presented.
Localization is the part of the translation process that makes sure that certain colloquialisms or visual elements aren’t offensive in another country. One of the most well-known examples of this concept is the word bae, which over in the United States has become a popular term of endearment. But in Danish, the similar term bæisa word for poop, something Google Translate doesn’t even pick up on. Without understanding localization, it’s possible to try to port the term over to other cultures, without realizing what it means in other regions. Localization works to avoid those types of errors.
Remember Social Media Campaigns
When you’re translating a video, remember that you are not only translating the video. You will also need to tackle the social media campaigns that go along with that video. These can help you promote the video all across the world, so it’s important to get social media promotion in other languages right, too. After all, the social media promotion of the video is what many people will see first – it’s what prompts them to interact with the video.
For this, you might want to find a professional translator who is skilled specifically in social media translation. These professionals come with their own skills, like understanding how different cultures interact with social media posts and on which platforms.
By following these tips, you’ll have a video translation that will capture consumers’ attention no matter what part of the world they reside in.