How to ensure video translation resonates?

The key to successful video translation is localization. Translation is more than just a matter of changing the language; it is a bridge to connect with the target audience. If localization is neglected, the best outcome may be a missed opportunity, and the worst case scenario may be a distance from the audience, resulting in the ineffective communication of the message.

As competition for video content grows, ensuring that it can engage and resonate with audiences around the world is even more important: According to Cisco, by 2025, 17,000 hours of video will be transmitted every second over global IP networks.

This article will provide you with some practical guidance on how to create a video translation that is both idiomatic and resonates with your target market.

1. Plan ahead to avoid failure

The earlier you start the localization process, the smoother and more cost-effective your video translation will be. Therefore, you should consider localization needs at the early stage of video creation, gain a deep understanding of the target audience, and develop appropriate concepts and images for video creation.

When creating a creative board, avoid placing important text content (such as character names, positions, etc.) in the main area of the subtitles. Make sure the layout of the subtitles is neat and uniform, and move the screen text to the edge of the screen or slightly above it. This will prevent viewers from being confused when watching and make it easier to follow the subtitles.

2. Choose the right language

What may seem like a simple language selection actually requires careful handling in different markets. For example, the official language of Spain is Castilian, but the country also has regional languages such as Galician, Basque, and Catalan. Therefore, choosing the right language is crucial when producing translations for the Spanish market.

Likewise, the official language of Brazil is Portuguese, but there are differences with European Portuguese. Choosing European Portuguese over Brazilian Portuguese may cause discomfort to local audiences. There are also significant differences in vocabulary and grammar between South American Spanish and European Spanish, so language selection must take these cultural and regional differences into account.

3. Choose the right video translation format

The format of your video translation is also crucial. Subtitles, closed captions or dubbing? The most suitable form of translation depends on the content of the video and the target audience. If you choose to use only subtitles without dubbing, the audience may miss important information in the video while reading the subtitles, especially if the video contains charts or tables.

Additionally, text expansion is a factor that must be considered. English text is usually concise and may appear crowded when translated into other languages. For example, German usually takes up more space than English, perhaps 40% more. Therefore, when designing for subtitles, make sure to speak at a moderate speed or pause appropriately between sentences to ensure that the subtitles can be presented clearly.

4. Consider the accuracy and cultural appropriateness of subtitles

Subtitles are not just about language conversion, they also need to be adapted to the target culture. Ensuring that the translated content is in line with local language habits, cultural background and expressions can help the video resonate more strongly with the audience. Certain words or phrases may have different meanings in different cultures, and subtle cultural differences may affect the acceptance of video content. It is crucial to ensure that these details are accurately conveyed.

5. High-quality post-production and review

Even after the translation is complete, the proofreading phase before publication is still critical. Proofreading ensures the accuracy and fluency of the subtitles. Some translation companies offer "integrated proofreading", but this is usually just the translator checking their own work, not a true independent proofreading. To ensure the quality of the translation, it is best to have a professional proofreader conduct an independent review to avoid spelling or grammatical errors.

Conclusion

In the process of video translation, localization is not just about language conversion, but also about cultural adaptation and precise expression. Through adequate planning, precise language selection, appropriate translation format, and high-quality post-production, you can ensure that the video translation not only conveys the message, but also resonates deeply with the audience in the target market.

Working with a professional translation company like Arrow Translation will ensure that your content is presented in a high-quality format around the world, helping you win the love and recognition of audiences in the international market.

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