Our world has entered a digital era that is heavily reliant on visual aids to get a message across. This is particularly true in the case of videos. In fact, a recent IFP research study found that audiences share 92% of video content, videos lead to 49% more growth compared to other forms of media, and social media videos generate 12 times more shares than text and images combined!
But let’s suppose you’ve generated video content in English. At one point or another, those videos are bound to reach the language barrier. To maximize the potential of your video content, it’s critical to use video translation.
Just like any other translation process, a few specifics come into play whenever video translation takes place. Here’s a look at what’s involved:
Planning for Video Translation
Planning for video translation might seem straightforward if you already have the video and know what other languages you’re targeting. But there’s more involved than just hiring a translator or two.
The video has to be analyzed to determine its tone, message, and technical details. Your language service provider will also determine whether the translation will be done in the form of subtitles, voiceover, or dubbing. Localization elements also have to be considered, all of which will be determined by your target audience and language(s).
Next up, a transcriber will watch and listen to the video, typing down the complete narration precisely as it’s heard on the video. Notes about genders, tone of voice in the video, and significant numbers are also taken. Throughout the transcription process, the narration and text are time stamped.
Translating, Localizing, ad Subtitling Video Content
Video translation can only be effective if there’s a clear understanding between the client and the translator pertaining to the client’s needs and objectives. Depending on whether the video will run with subtitles, voiceover, or dubbing, the process of translating a video might be technically advanced.
Generally, everything will be translated verbatim, which means word for word. After every word has been translated, the process of localization can start. This could include using altered words in the subtitles and captions to ensure the content is culturally acceptable.
With just 20% of the world’s population speaking English as their native language, the chances of new audiences being unable to understand your English video are high. And reshooting videos for each new language you’re expanding your content to is cost-prohibitive.
However, you can localize your existing content using subtitles, dubbing, or voiceovers. Here’s a look into each option:
These are best for brands on a tight budget and allow audiences to read what the actors in your video are saying. Subtitles are the pieces of translated text you see on the bottom of the screen.
Dubbing is the process of overlaying original voices with those of your target language. It’s an age-old process that’s typically more expensive than subtitling but easier for the viewer to grasp since the distraction of reading while watching a video isn’t at play.
Voiceovers are best for videos where there’s no focus on talking heads and people talking to each other. This is a good option for videos that mainly include landscapes and other non-social features.
A Note on Video Metadata
Metadata is the information that search engines like Google use to discover your video and determine what it’s about. Your video’s metadata is an essential aspect of ensuring your content is discoverable by your audiences across all platforms whenever they search in their native language.
In short: Offering your video content in a variety of languages will help you reach a wider audience, which will drive engagement and, ultimately, revenue. Whether the process involves dubbing, subtitling, or recording a whole new voiceover for the video depends on your brand needs and the specifics of your business.
Professional Videos Need Professional Video Translation
You’ve already spent a lot of time, effort, and money on producing your video content, and trying to use shortcuts for translation will result in amateur-looking final products. Whenever you need video translation, it’s essential to leave the job to the professionals.
Understanding the process of translating videos can make it easier to plan for translation and explain your needs and objectives to your translation agency, saving both parties time and money.
Day Translations is proud to offer professional video translation services to help businesses get noticed on the global stage. Our team of expert linguists and technical wizards will help ensure that every element of your video is perfectly translated, localized, and optimized to suit cultural expectations, regardless of what language(s) you’re targeting!