Video content accounted for nearly 70% of the global Internet traffic last year, with expectations – the percent to reach to 80% within the next couple of years, and the share of consumer and business IP traffic to continue its significant increase.
As most marketing professionals worldwide name video to be the type of content with the best ROI and the one that leads content delivery methods driving purchase behaviour, businesses are shifting to using video to lead their marketing efforts.
Just to name a few facts from last year’s video marketing reports: viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text; 90% of users say that seeing a video about a product is helpful in the decision process; enjoyment of video ads increase purchase intent by 97% and brand association by 139%.
Video marketing grows revenue nearly 50% faster than textual one and creates stronger customer engagement and brand remembrance.
The three most effective types of video marketing – customer testimonials, tutorial videos, and demonstrative videos, have the potential to resonate with your target audience more effectively than any other, and a logical way to increase your reach and maximize ROI is to distribute your videos internationally, where carefully planning your video marketing translation strategy in advance and in cooperation with your language services provider would significantly reduce the costs and optimise the impact.
Don’t fall into the trap of using multiple providers or targeting different audiences with a single video, instead find a LSP that can offer you a complete translation engineering and localisation solution for all your video content and language needs.
Ideally, your international marketing video campaign starts with sending a source-language video to your LSP, along with all the source files, brand glossaries and style guides. During the transcription step, an expert listens to and transcribes the video, or with other words – he converts the audio into written text. Usually, time stamps are used to mark the exact moment in which everything is said and to include clarifications of what is happening in the background. The script is then translated into the target language, where the time stamps have to not only match the transcription to the voice of the on-screen characters but to also comply with the client’s style guides – e.g. number of characters per line, number and length of lines, etc. If your video includes on-screen text and graphics, the LSP’s localisation and multimedia experts would have to recreate them in your target-language video. And here follows the decision of whether to go for subtitles or voice-overs. Consider the odds: over 80% of videos on Facebook are watched with the sound off and silent video rules social media and professional networks, where of the 75% business executives who, according to HubSpot, reported to watch work-related videos at least once a week, 70% named the ‘without sound’ preference; with other words, all your video content should, ideally, be subtitled (and that is just the right time to ask your LSP to add captions and subtitles to both your source-and target-language videos). During the subtitle engineering process, timing and sentence format would be adjusted in a separate subtitle file to be displayed at run-time, or a video engineer will integrate the text into the video. If you prefer the voice translation, then there are two main techniques to choose from – voice-over and dubbing. Where the voice-over is a narration of the storyline recorded over the original audio and is not suitable for video content where people are seen talking on screen, in which case dubbing comes ahead as the preferred localisation option where the aim is to achieve maximum synchronisation between the speaker’s lip movements and the translated VO through various engineering techniques. As for voice talent, the LSP would naturally send you samples of voices, based on your preferences (pronunciation, pitch, accent, etc.), to choose from before ending up at the recording studio.
Whether you choose to subtitle or voiceover, the success of your video marketing campaign depends on whether it properly resonates with your target audience. And as according to market analysers, videos up to 2 minutes long get the most engagement, you have a limited time to properly position your brand’s message. Working with a LSP, like EVS Translations, ensures that your message would be effectively communicated in any language and any format.
From start to finish, EVS Translations is your ideal video marketing translation partner. EVS Translations offers dedicated professional translators to translate your script, broadcast-standard voiceover artists to convey your message in style and substance, subtitling services for polished visual communication, in-house translation engineers to professionally handle all the strings extraction, integration and post-production, and dedicated project managers to guarantee customer-tailored solutions and that your video marketing projects will be completed on time and on budget.