As a language company, we’ve seen increasing demand for most of the services we provide over the last half decade. As more businesses take their brand overseas, they have to turn themselves into a multilingual organisation – and this is where we come in.
Video translation, in particular, has exploded at a time when marketers choose video content as the most engaging way to connect with audiences. However, this isn’t the only reason we’ve seen growing demand for our video translation services. Here are five scenarios where you can’t do without video translation.
#one: International video ad campaigns
There’s nothing new about international video ad campaigns. Global brands like Coca-Cola, Mercedes-Benz, Apple and Nike have been translating video ads for decades – and with great success.
The difference is, international video campaigns are no longer reserved for the global elite. One look at the YouTube Success Stories page proves the smallest of businesses can make their mark, as long as they get their message heard by the right audience. Which has never been easier with the merge of television and paid social media ads.
#two: Staff training
Global business isn’t only about the audience you market to; it’s also about the people who make your brand tick. For many businesses, this means building an international workforce in overseas offices, sales branches, factories and various other settings.
With a brand reputation to maintain and operational standards to adhere to, staff training is a vital part of going global – and we’ve seen a real boom in demand of our video translation services for staff training material over the last few years.
#three: Conferences and events
You’ve probably noticed that running conferences and other corporate events has become something of a business in itself recently. These days, marketers, advertisers, language pros and experts in just about every industry attend major events all over the world to get their message heard and network with industry elites.
With all those nationalities meeting under one roof, there’s a growing need for video translation services and this is where video translation tends to meet video interpreting for international audiences. Imagine live talks, presentations, debates and other on-stage events where multicultural audiences need to understand everything that’s said.
Perhaps more importantly, we can’t neglect deaf or hard-of-hearing people at such events, which calls for a suitable translation/interpretation setup to make events accessible to every possible audience.
#four: Publishing online video content
This is perhaps the most obvious example of video translation today. As mentioned in the intro, video content is the favourite choice of marketers, as its proven to be the most effective way to engage audiences.
The thing with video content marketing is you also have to think about cost-effectiveness – because you need to produce a lot of video content to get results. So the more footage you can use and translate for multiple audiences, the further your content goes and the better your marketing ROI will be.
#five: Video user guides, tutorials and courses
No doubt you’ve heard of Udemy, the online video learning resource. Well, this is just one of the hubs for online guides, tutorials and courses for just about every topic you can think of.
While Udemy was quick to pick up on the business potential of selling video courses created by third-party users, it’s been slow to cater for multiple languages (a tough task when you rely on other people to create your content for you). So many of its rivals are now getting the edge by providing guides, tutorials and courses in different languages, opening their brand to huge audiences.
With humans instinctively responding to visual cues, video content is never going to be far away. The transition from TV to online is well underway – and there could be more medium shifts in the future – but the scenarios where brands need video translation services are only going to increase.