Localisation of Video Content: Why is it important?

In recent years, video marketing has become one of the most popular ways in which companies connect with their audience. In fact, in 2021 it was noted that 86% of marketing professionals used video as a marketing tool. Moreover, 78% of these professionals stated that video has helped to increase their sales. Quite impressive statistics, you have to agree!

The types of content being produced varies greatly, with some companies sharing explainer videos, product reviews and video testimonials and others holding live streams, uploading vlogs and making ads. The versatility of the medium makes it so attractive for marketers and the visual and sonic elements mean that it’s appealing for all users. After all, we can all appreciate some pretty pictures and some uplifting music.

Why localise your video content?

However, this universal appeal has certain limitations… limitations that primarily concern language! After all, how can you expect someone to truly understand the selling point of your product, the glowing customer review or catchy slogan, if they don’t understand the words? Well, the answer is you can’t.

Although English is considered lingua-franca on the internet, there are still many consumers who don’t speak English. What is more, even for English-speaking consumers, it may not be the best approach to try and sell to them in English. At the end of the day, just because someone can speak English doesn’t mean they want to speak English all of the time. In fact, studies suggest that 76% of consumers prefer purchasing products which have information in their own language.  

To truly benefit from the ‘universal’ reach of video content therefore, it’s vital that you localise your video content. Whether that be through dubbing or translating subtitles, you are guaranteed to reap the rewards.

Advantages of Localising Video Content

Improve Search Engine Optimisation

Although search engines such as Google cannot watch your video content, they can search for keywords within the text. By adding subtitles to your video therefore, you consequently add metadata that Google can read, thus improving your SEO ranking.

Localisation of video content: SEO benefits

Build Global Reach

Furthermore, if these subtitles are in multiple languages, you will be able to improve your global SEO and increase the likelihood that your content will be seen by potential clients searching in different languages. It is approximated that 72% of consumers spend the majority of their time on sites in their native tongue. Offering localised subtitles or dubbed video content therefore offers the opportunity of reaching new markets.

Localisation of video content: globalisation benefits

Better Customer Relationships

Once you’ve reached your customers, talking to them directly in their own language stands to create a positive relationship between your brand and your clientele that will likely be long-lasting. Essentially, by speaking to them directly, you are personalising your product. You are showing your audience that you value them and their support. This can only stand to benefit you and your business’ reputation in the future.

Localisation of video content: customer relationship benefits

Offering translated subtitles or dubbed content for your video marketing is a no-brainer. It allows you to reach a wider audience and build long-lasting relationships.

If you’re interested in localising your video content but are unsure if dubbing or subtitles is the best way forward, why not take a read of a previous blog post exploring different types of video content and their best suited localisation means? Alternatively, feel free to get in touch and we’d be more than happy to offer our advice!