YouTube Localization: Why Your Video Content Should Target a Global Audience
Today’s world is digital, and YouTube reigns as the most frequently visited global streaming platform. The stats are astounding: YouTube has over a billion users. More footage is uploaded to YouTube every day than the major networks have created in the last 30 years, and more than 3.25 billion hours of YouTube content are watched every single month.
The Importance of Video Content for Businesses
YouTube isn’t just a place to watch the latest compilation of funny animal clips anymore. It is now an integral part of any business entity that relies on video to reach its customers, suppliers, investors and other stakeholders. Streamed video extends well beyond traditional entertainment to include corporate and instructional videos, branded communication and educational content, even product demos.
Why? Video is the easiest way to communicate because in most cases, it is the most effective. Research from John Medina, molecular biologist and author of Brain Rules, shows that when people hear information, they're likely to remember only 10 percent of it three days later. However, if audio is paired with a relevant image to convey that same information, people retained 65 percent of the information three days later.
Go Global With Localized Digital Video Content
Thanks to digital innovation, creating high-quality video has become much more cost effective…Consider this: Organizations today can have a multi-national video imprint without being a multi-national conglomerate—something that would have been impossible just a few years ago. Going global is now both more cost effective and more likely to succeed thanks to video and YouTube.
This is where localization comes in. To leverage all that YouTube has to offer, you need to get your video in the language of the many and diverse viewers your organization wants to engage with. English may be the most commonly used language on the platform, but this fact in isolation conceals a massive lost opportunity for commercially minded YouTube publishers. AdWeek reports that 60 percent of all YouTube views come from countries where English is not the primary language.
This insight is not new. The largest and savviest corporations have wholly embraced this concept and many have already fully localized their YouTube content. Type a brand into YouTube’s search field, and you will find company-specific — and then region or country-specific — channels. On those regional channels, you will find the brand’s videos, all fully localized through subtitling and/or dubbing.
Is the goal of your video strategy to gain a strong following from an international target audience? That six-fold increase in information retention you get from combining audio with video is further amplified when the language used is the primary language of your target audience. Needless to say, both the retention as well as the absorption of your message are significantly enhanced through localization.
Video is fast imposing itself as the communication medium of choice, and confining your content to the English language greatly limits your reach.
The choice is either capturing all of your global target audience now, or being left behind later. And later is fast becoming now.