Video marketing has gone mainstream in the past few years. More businesses utilize video to market their brand, build community engagement, and generate leads.
One study even found that 84% of marketers say they’ll create more videos because the content helps generate more leads than any form of online content. Moreover, videos can reach a broader audience across the globe and that’s why using one language isn’t enough for your business anymore—you need to be speaking at least two languages if you want to tap into the global market.
There are many companies that have tried and embraced this new marketing method by using multilingual video campaigns. However, only a few succeed in bringing more revenue with diverse language in their video marketing. The thing is, some successful companies have a clear plan for spreading their message across various languages. So, if you want your business to succeed in an increasingly multilingual world, here are a few tips to get you started:
1. Translate Your Video Ads
The first step is to translate your video ads into other languages. This will ensure that your video marketing message reaches the widest possible audience. You can either do this yourself or outsource it to a professional translation service. Just be sure to choose a service that specializes in translating videos, as they’ll be able to capture all of the nuances and subtleties of your original ad. By outsourcing your subtitle translation, you’ll be able to save time and ensure that your videos are accurately translated into all of the languages you’re targeting.
2. Create Localized Versions of Your Videos
Once your videos have been translated, it’s crucial to create localized versions for each market you’re targeting. This means tailoring the content and messaging to fit each country’s specific cultural and linguistic needs you want to reach.
If possible, include subtitles in the local language so that users can understand your message even if they don’t speak your target language fluently. This lets you create a more personal connection with the viewer who will feel like they’re part of one global community sharing a language.
Beyond subtitles, it’s important to consider other details, such as what time of day or year your video is posted. You should also include humor, depending on the culture. Any specific aspects need to be included to resonate with the local market. For example, brands in Brazil often include references to popular Brazilian songs and movies due to this region’s strong cultural ties.
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3. Use Localized Keywords and Tags
Once your videos are translated and localized, it’s important to ensure that the right people find them. This means using the correct keywords and tags in each market you’re targeting. Do some research into popular keywords in each country and use them in your video titles, descriptions, and tags. This will help to ensure that your videos show up in relevant search results, allowing more people to discover and watch them.
4. Optimize Multilingual Video for Social Media Platforms
One of the best things about multilingual video marketing is that it can be easily adapted for different social media platforms. Each platform has its unique audience and requires a different approach, so it’s important to make sure that your content is optimized for each one.
For example, Facebook introduced mid-roll video ads where you can insert ad breaks between two pieces of content on the platform. The people who watch these videos are more likely to be interested in learning about your brand or product, making them ideal candidates for conversions.
On the other hand, YouTube tends to have more passive traffic because people generally come here just to kill time or pass their commute. To market across this platform, it’s best to create short branded product videos that are typically entertaining or educational. And if you’re using Instagram Stories, another great way to boost your views is by partnering with other brands to create cross-promotional content.
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5. Be Creative With Your Content
Don’t be afraid to get creative with your content. This is one of the best ways to stand out from the competition and attract attention from potential customers. Try using different formats, such as animation, live-action, or even puppets, to make your videos more engaging and memorable. You can also experiment with varying techniques of storytelling, such as case studies or testimonials from happy customers.
Read More About Localizing Video Content
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6. Use Title and Description Translation for Different Languages
Today, YouTube can change video titles based on the selected language. So, in your translated videos, you should also translate the title and description into target languages.
As a result, not only will more people be likely to watch your videos because they can understand the content, but they’ll also be able to see the videos in their native language through YouTube’s related video sidebar.
7. Monitor Translation Quality
Although it’s important to use high-quality translations to ensure that your multilingual video marketing content is effective, it’s also important to quickly monitor translation quality to correct any mistakes or errors.
This is especially important if you’re using automated translation tools, as these can sometimes produce inaccurate results. By regularly checking the accuracy of your translations, you’ll be able to quickly identify and correct any mistakes as they arise.
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8. Network With Other Brands
A great way to secure more views is by partnering with other brands in your industry and creating a cross-promotional video series for each of your channels.
For example, suppose you have a food production company. In that case, you could partner up with a local wine producer and create a regular multilingual video series where guests from both companies try out their products and talk about how it tastes.
This would bring new eyes to each company’s channel because people may find one brand interesting but want more information on the other before making an investment or purchase. In this way, cross-promotion videos are beneficial for everyone involved!
Video marketing is a great way to reach a wider audience and boost your brand’s visibility in today’s increasingly multilingual world. By following these tips, you can create relevant and engaging videos for viewers in multiple markets. So, go out there and create videos that catch everyone’s attention. Good luck!
About the Author:Andre Oentoro is the founder of Breadnbeyond (@breadnbeyond), an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
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