Video localization has become a cornerstone of global marketing strategies. Since businesses started recognizing the power of multilingual content, this type of service has become essential in most international expansion plans because they’re superb at connecting with diverse audiences and boosting global engagement.
If you’ve never localized video content, adapting your videos for multiple languages and cultures can feel daunting—but it doesn’t have to be. We’ll share how to incorporate a video localization technique into your global strategy, complete with a guide on choosing the right service provider and delivering on your international audience’s expectations.
What is video localization in marketing?
Video localization is adapting video content for different languages and cultures. The localization process involves not just translation, but also cultural adjustments and technical aspects like dubbing and subtitling to ensure that the content resonates well across different languages and cultures. It’s most often used to build connections with international audiences and expand market reach since it allows your content to resonate with viewers across various regions and languages.
Benefits of video localization
Global reach in multiple languages
Video localization is the perfect way to showcase your brand globally. Using the audience’s native language can significantly enhance engagement and build a deeper connection with your content. With properly localized content, people from different cultures can understand and connect with your message—two critical components in any international marketing strategy. You are combined with culturally relevant adaptations that can nudge people further along in the buyer’s journey to becoming loyal customers in new markets.
Cost-effectiveness
Marketing globally can get expensive, especially if you’re creating separate campaigns for each region. By localizing video content, businesses can save costs by adapting existing videos for different markets instead of creating new ones. However, video localization is scalable and cost-effective, which is especially great for businesses looking to expand internationally. Instead of producing new content for each market, you can reach multiple regions by adapting existing videos.
Content maximization
It’s more complicated than ever to catch your audience’s attention in the saturated digital world. Marketing channels are overrun with content from creators and brands of all sizes. You’re competing against millions of people to claim the limited number of organic views in your audience’s feeds. Video translation is another method to maximize content reach by converting text in videos into various languages while maintaining the original message.
Video localization allows you to repurpose existing content for new markets without creating entirely new videos. For example, if you’ve produced a successful marketing video in English, use a localization service to adapt it for Spanish, French, or Chinese audiences. Just like that, you’ve got content ready for multiple markets—and it’s taken far less effort than creating new videos from scratch.
Types of Video Localization Services
Full-service localization agencies
These agencies offer comprehensive solutions for large enterprises, handling high-volume projects across multiple languages. Proper localization requires understanding and incorporating cultural references, idiomatic expressions, and regional sensitivities to ensure the overall message is effectively communicated and relatable to viewers. Fortune 500 companies favor them for their all-in-one approach, which includes services from transcription to 3D animation.
AI-powered localization platforms
These innovative platforms are revolutionizing the industry with cutting-edge technology. AI can be used to localize animated video content, simplifying complex localization processes and transcending language barriers. They can reduce costs significantly and offer the fastest turnaround times, often delivering within hours. They use AI for dubbing, subtitling, audio integration, and human review for quality assurance.
Freelance marketplaces
Popular among small—to medium-sized businesses, these platforms connect users with a global network of language professionals. While word-for-word translation might seem sufficient, it often fails to capture cultural nuances and humor essential for effective video localization. They offer flexibility and cultural nuance in translations, which is ideal for customizing content for specific regions or audiences.
Specialized dubbing studios
Focusing on high-end voiceover services for media and entertainment, these studios combine AI technology with human expertise. Preserving the integrity of the original audio during the dubbing process is crucial to maintain the tonal and emotive qualities of the content. They deliver culturally sensitive translations and perfect lip-sync, typically charging premium rates for their specialized work.
5 Top video localization service providers
When choosing a provider, several companies stand out in the industry. Selecting the right target language is crucial for effective localization, as it ensures the voiceover sounds natural and culturally appropriate. Here’s a quick overview of some top players:
Lionbridge
Lionbridge is a veteran in the translation industry, specializing in global communications and language services for over 25 years. They offer many solutions, including translation, localization, and AI-powered services.
Pros:
-
A vast network of 500,000 language experts.
-
Cutting-edge AI technology (Aurora AI).
-
Experience with major global brands.
Cons:
-
It could be too large for smaller projects.
-
Pricing can be on the higher end.
Pricing: Custom quotes based on project scope. Their new AI platform aims to reduce costs and turnaround times.
Client Feedback: Lionbridge has worked with major companies like Siemens and boasts 2100+ global customers. They’ve translated over 3.5 billion units to date.
VideoLocalize
VideoLocalize focuses on video localization, offering services like automated dubbing, subtitling, and voiceovers.
Pros:
-
Patented dubbing technology.
-
Specializes in high-volume video projects.
-
Fast turnaround times.
Cons:
-
Limited to video content.
-
It may not be suitable for text-only translations.
Pricing: Not publicly disclosed. It offers customized solutions for high-volume projects.
Client Testimonials: They’ve worked with big names like Siemens, Intel, and McDonald’s. Clients praise their efficiency and quality in handling complex video localization projects.
TheWordPoint
TheWordPoint offers various translation services, including certified translations, localization, and transcription.
Pros:
-
24/7 customer support.
-
Certified translators are available.
-
Fast delivery options.
Cons:
-
It is a relatively newer company compared to some competitors.
-
Limited information on specialized industry expertise.
Pricing: They offer an online calculator for instant quotes. Rates vary based on language pair, industry, and urgency.
Client Feedback: Customers highlight their quick response times and the quality of translations. One Google reviewer mentioned, “Support staff is amazing! They answered all my questions very quickly.”
Day Translations
Day Translations provides a comprehensive suite of language services, including translation, interpretation, and localization.
Pros:
-
24/7 availability.
-
Comprehensive language coverage (116+ languages).
-
Offers certified translations.
Cons:
-
Some services may be pricier than competitors.
-
Mixed reviews on consistency.
Pricing: They offer custom quotes based on project details. They emphasize their 5-step quality control process to justify their rates.
Case Studies: They’ve worked with Fortune 500 companies and have positive testimonials. One client, Fnu Megana, praised their ability to find translators for rare languages.
TransPerfect
TransPerfect is one of the largest language service providers globally, offering many solutions from translation to AI and machine learning.
Pros:
-
Over 30 years of experience.
-
Proprietary technology (GlobalLink).
-
Extensive industry coverage.
Cons:
-
Maybe it could be overwhelming for smaller businesses.
-
Potential for less personalized service due to size.
Pricing: Not publicly disclosed. It offers custom solutions based on client needs.
Client Success: TransPerfect boasts over 10,000 clients globally. They complete 300,000+ projects annually and translate 7 million words daily, showcasing their massive scale and client trust.
AI-Driven vs. Human-Centered Services
Video localization is evolving rapidly, with a dynamic interplay between AI-driven and human-centered approaches. On-screen text plays a crucial role in video localization, ensuring clarity and understanding across different language markets. Here’s how they compare:
AI-driven services:
-
Excel with high-volume, straightforward content.
-
Offer faster turnaround times and often lower costs.
-
Ideal for technical materials or product descriptions.
-
May struggle with nuanced, creative, or culturally sensitive content.
Human-centered services:
-
Shine when cultural adaptation and emotional resonance are crucial.
-
Perfect for marketing campaigns or entertainment content.
-
Provide more accurate cultural nuances and context.
-
Generally more expensive and time-consuming.
The rising trend of hybrid models aims to capture the best of both worlds. These solutions use AI for initial processing and scale, with human experts refining the output for cultural appropriateness and tonal accuracy.
When choosing between AI-driven and human-centered services, consider the following:
-
Your content type and complexity.
-
Target audience and cultural sensitivity requirements.
-
Budget and turnaround time needs.
-
Long-term impact on your brand’s global perception.
Remember, the optimal choice depends on your specific content, target audience, and overall international communication strategy. As AI technology advances, we expect more nuanced machine translations, but the human touch will likely remain essential for ensuring authentic cultural connections.
Tips for choosing the exemplary video localization service
-
Assess your needs and budget. Before diving into the selection process, clearly define your project scope, target languages, and budget. It will help you narrow down which type of service is most suitable for your needs. Also, consider the importance of adapting visual elements for different markets to ensure your content resonates effectively with viewers.
-
Evaluate language offerings. If necessary, ensure the provider covers all your target markets, including less common languages. The breadth of language pairs offered can be a crucial differentiator among providers.
-
Consider turnaround time. How quickly do you need your videos localized? AI-powered platforms often offer the fastest turnaround, while full-service agencies might take longer but provide more comprehensive solutions.
-
Check quality assurance processes. Look for providers with high quality control measures. It might include multiple rounds of review, native speaker checks, or advanced AI-assisted quality assurance tools.
-
Look for cultural adaptation expertise. The best localization goes beyond mere translation. Choose a provider that understands cultural nuances and can adapt your content accordingly.
-
Assess technology and tools. Modern localization often relies on advanced tools and AI. Providers using cutting-edge technology may offer more efficient and consistent results.
-
Review case studies and testimonials. Look for providers with experience in your industry or with similar projects. Case studies and client testimonials can offer valuable insights into a provider’s capabilities and reliability.
How to get the most out of your localizing video content?
You’ve done the hard work of choosing a localization service. Make sure you maximize the impact of your localized content with these tips:
-
Provide context for your content. Give your localization team as much information as possible about your target audience, brand voice, and specific cultural considerations.
-
Use high-quality source material. The better your original video, the better the localized version will be. Ensure your source content is clear, well-structured, and free of errors.
-
Be open to transcreation. Sometimes, a direct translation won’t work. Be open to your localization team’s suggestions for adapting content to better resonate with the target culture.
-
Review and provide feedback. Always review the localized content and provide constructive feedback. It helps improve future projects and ensures your brand message is conveyed accurately.
-
Use localized content across platforms. Once you have localized videos, use them across various channels—your website, social media, and email marketing—to maximize their reach and impact.
Capping off
Video localization is no longer a luxury—it’s necessary for businesses looking to thrive in the global marketplace. By choosing the exemplary localization service and following best practices, you can create content that resonates with audiences worldwide, expanding your reach and boosting your international success.
The key to successful video localization lies in understanding your audience, choosing the right service provider, and maintaining a commitment to quality and cultural relevance. With these elements in place, you’re well on your way to creating video content that truly speaks to your global audience.
