Localization, particularly in advertising and marketing, generally is a true make-or-break second for a lot of firms. There are numerous components and facets for companies to think about, from video to content material and past.
To dive extra into this matter and discover greatest practices in advertising and marketing localization, we hosted a three-part webinar sequence targeted on totally different advertising and marketing areas. On this installment, we spoke with Dominik Narres from Fresenius Medical Care the place he shared actual examples of how he’s overcome the localization problem in addition to greatest practices.
Let’s dive in.
Issues When Localizing Video Content material
When endeavor the interpretation and localization of video content material, a complete strategy is important. This includes addressing varied facets reminiscent of subtitling, voiceovers, on-screen textual content, and, crucially, cultural adaptation.
From Fresenius Medical Care, Dominik emphasizes the worldwide nature of their firm’s outreach. He notes, “For us, reaching the widest viewers is a precedence. Significantly within the realm of medical and scientific content material, comprehension is significantly enhanced when the fabric is offered within the viewers’s native language or supported by subtitles.”
In abstract, efficient video localization goes past mere translation, incorporating considerate consideration of linguistic nuances and cultural context to make sure a genuinely impactful and inclusive viewing expertise.
Making certain Accuracy in Subtitles
Subtitles are sometimes the primary route entrepreneurs take when translating video content material, however issues could be fairly totally different for this course of. As such, there are 5 key facets to think about in terms of subtitling:
- Is there a script that we might use as the premise for subtitles or as a reference?
- Are there any size restrictions that we have to comply with?
- What languages are you translating the textual content into, and is the tone of the interpretation acceptable for the tradition (for instance, formal vs. casual)?
- The place ought to the subtitles seem on the display screen (for instance, if there may be on-screen textual content, you don’t need the subtitles to overlap, and so forth.)? If there may be any on-screen textual content, does it have to be translated? If it must be translated, do you could have the undertaking information in order that we are able to implement the translations into the video?
- What format will the subtitles be delivered in?
As well as, Dominik shared that getting it proper, particularly in terms of medical terminology, is important.
“We actually worth factual accuracy very extremely, particularly in terms of medical phrases as a result of right here a small change of just one syllable in a phrase can actually instantly give a very totally different and even opposite assembly, so you could be very cautious there,” Dominik shares.
Delivering the Message through Voiceover
The subsequent consideration of video localization is voiceovers. Like subtitles, companies want to find out if they’ve a script prepared and what languages they’ll want. Nevertheless, as well as, there are a handful of additional issues, together with:
- Supply Format: Will it’s delivered as an audio file or embedded within the unique?
- Expertise Choice: Does this voiceover require a male or feminine voice?
- Regional Wants: Ought to a enterprise select somebody with an accent that viewers can relate to
- Tone of Voice: Companies ought to contemplate what’s being conveyed within the picture and does that require a mushy tone or loud and emphatic?
Localizing On-Display Textual content
Voiceovers and subtitles are an effective way to attach with an viewers. Nonetheless, viewers can admire the content material extra after they discover a model has taken into consideration each side, and this consists of on-screen textual content. When translating on-screen textual content, there are a number of components to think about, reminiscent of textual content accuracy or if the interpretation will match on the display screen the place it’s at present positioned.
“With regards to medical scientific content material, I’ll have a really shut have a look at the presentation given by a sure speaker,” Dominik explains. “Are they not overloaded? Is the font measurement sufficient?”
And most significantly, when performed accurately, localizing movies can have a direct enterprise impression.
“As soon as our video periods had been translated, individuals might choose from their very own languages,” Dominik shared. “After we promoted the video with subtitles, the clicking numbers did rise, and we obtained numerous good suggestions from the international locations that had been actually appreciative of us making the movies extra accessible.”
Concerned with studying extra about greatest practices in advertising and marketing localization for video? Watch the complete webinar right here and keep tuned for components two and three of our webinar sequence recaps.