An amazing billboard ad can still stop traffic, but that doesn’t mean that it translates into sales growth. While the traditional advertising go-tos are easy to spot, measuring their ROI is just as hit and miss as it ever was.
People are consuming advertising and content like never before. They may give a TV ad a quick glance, but are increasingly turning to video and podcasts to develop their brand loyalties – and this applies both in their personal and professional lives. Many brands are up-to-speed with creating video content and many of them are bringing podcasts on board – just look at the BBC Sounds app – but there’s still a notion that video is time-intensive.
Many brands produce a video and launch it to great fanfare. They understand that it needs to go on the website, in corporate presentations and they share it all over social media, but that’s where it stops for most companies.
They don’t realise that they’re sitting on one of the most versatile pieces of marketing collateral and customer engagement that they’ll ever have. They also don’t realise how much harder their video content could work for them.
Video content rules the world
Audiences across the world respond well to video – YouTube’s success is a testimony. Video content facilitates brand promotion on digital and social channels, increases engagement and reaches new audiences in their own language. If your messaging lands well in your native tongue, there’s every chance that you could be maintaining your presence with your existing customer base and developing new audiences all over the world using the same video concept.
Drive up conversions through video
The internet has levelled the playing field and made the world so much smaller – but it doesn’t feel like a smaller place when you’re trying to break a new international market or grow your presence in a current market. Video content has unbelievable capabilities, with global reach a possibility through careful social media management and user-generated sharing, however if your video content is only available in its original language, then you’re selling yourself short. Some brands report an increase of up to 70% when content is fully localised for the target market.
So, what difference does video localisation make?
Brands might have been happy to settle for translation in the past, but today’s business world has a much greater understanding of the markets that they operate in. Modern brands proactively seek to fit in with local culture, everything from a sense of humour to the body language that’s used in a video. Get it right and your audience will engage and tune into your messaging. Strike a wrong chord culturally and you risk losing the audience immediately. Localisation looks beyond translation and considers culture, religion, regionality as well as local language use and nuances. These are the differences that mean the world to the local audiences, even if the differences are subtle to the wider world. While Great Britain and the US may share some commonalities – including a shared language – the nuanced differences are considerable. While language may sound the same, how it looks can be very different. As soon as UK audiences see the word ‘organization’, using a ‘z’ instead of an ‘s’, it’s clear that it’s a US spelling – and vice versa. Not only is video localisation an evolved way of connecting with audiences, but it demonstrates that you understand them and their interests.
Video localisation – tweaking what already works
Translation and localisation can become part of your global growth strategy, but it is critical that you get it right. Translation is not a straight like-for-like word swap. Video translation and localisation, done correctly, will assume not only the language of your audience, but also their cultural nuances and their vocal mannerisms.
At Matinée Multilingual, we work with professional, native translators. This means that the translation work is carried out by people who use the language on a day-to-day basis but it also means that they are culturally aware of how things work on a local level and they translate with skill and care.
Yes, video may be an investment but your investment could work much harder than it does. It could spread your brand messaging across the globe and it could be the start of a meaningful relationship with a new audience and the start of sales growth in a new territory.
We will take you through the process step-by-step – all you need to do is get in touch and the world can be your oyster.