5 Must-Have Tips for Corporate Video Localization
There is so much more to video localization for corporate purposes than simply translating a script. Video is a richer and much more nuanced medium than just text. Whether or not you realized it, the last time you watched a work-related video your brain was taking in all kinds of cues beyond the words themselves. Were there subtle jokes made in word choice? Was the jargon something that would apply more to a certain age or group of people? A certain way of talking might feel like home to disaffected students, but vocal fry won’t fly with professionals.
These are the kinds of things you might not pay attention to if you hadn’t heard whispers of things gone wrong out there, as we sometimes do at CMI. So our team put together five top tips to make your corporate video localization the best fit for your audience:
1. Match the translator demographics to your target viewer.
Is your end viewer a hipster millennial, who will likely access your content on a mobile device? Or are you targeting a more seasoned audience with more traditional viewing habits? CMI matches the translator to the appropriate demographic as much as possible. The difference between these two audiences need not be stark, but the key to engaging an audience is to use their idioms, subtly and judiciously without coming off as trying too hard. By carefully matching linguists to projects and demographics, CMI ensures this adaptation occurs naturally.
2. Cheap subtitles do not cut it in the corporate world.
Sure, subtitles can be a low-cost option, and sometimes if the content is brief and visually self-evident, subtitles may work. But in a majority of cases, especially with information-rich content, dubbing provides the most fluid experience for your viewer, ensuring the best information retention.
3. Tone and diction are extremely important.
Consider your message. Is it lighthearted? Serious? Somber, even? Make sure the translator’s tone matches the message, and that the diction is precise. Delivery of audio and well-modulated voices, correct pacing, and appropriate intonation are, in any language, the key to having an alert audience.
4. Consider the channel.
Where will your video be played? Is your viewer watching the video on YouTube, or in a corporate auditorium? Your end format and requirements may differ for both the platform and the country depending on where your video will be distributed. Sound mixing will vary, and subtitle font, design, and placement should also be adapted to the different formats and viewing platforms.
5. Incorporate localization up front.
If you think you will be localizing for an international market, your original shoot and script may be handled differently. For example, the speaker may slow down pacing, or speed up. The script may change. If you think ahead, it will facilitate communication with your vendors to create a more seamless and efficient process.
CMI works with clients from inception to final file delivery consulting on trends, best practices, and delivering the highest quality localization product. Contact us today so we can help you localize your video content.