What does video marketing mean for your content translation strategy?

Posted: 11 Sep 2023

Video marketing was largely the preserve of big brands with big budgets until the titan that is YouTube burst onto our screens in 2005, bringing with it a visual marketing revolution!

Suddenly, instead of being something elite – a mechanism for rich corporates to wow consumers with ridiculously high production values and slick storytelling – video marketing was open to anyone with a product to sell, service to promote or even a meme to share.

Fast forward 17 years, and it’s now a key component of the marketing mix for businesses and organisations of all shapes and sizes. 

All evidence points to a surge in video marketing’s popularity year on year

Your clients and customers are crying out for more video! According to a recent study by Wyzowl, 86% of businesses now use video as part of their marketing strategy. This figure is growing annually with analysis strongly suggesting that growth is set to continue. Another study by Social Media Week found that 72% of consumers prefer to learn about a product or service through video rather than by reading text. 

And it’s an international phenomenon, with surprising user stats around the world 

You’d perhaps make the not unfair assumption that the US would top the charts for the most online video content consumed… But you’d be wrong! According to stats from Statistica, a staggering 64% of all internet users in Saudi Arabia watch online videos daily, with the US trailing in their wake at 50%.

But the Saudis aren’t the only ones hungry for video; Australia, Brazil, Mexico and Turkey all usurp the US with their internet video views too.

With these numbers to hand, we feel we’re on pretty safe ground when we say that video marketing has established itself as a compelling and affordable way to reach and engage audiences the world over.

A robust video content translation strategy can help turn these global viewing figures into tangible returns for your business

The stats above tell us that the world is becoming ever more dependent on video for content and communication. We already know, from previous research – and in-house experience – that almost 75% of users prefer to use localised websites written in their own language, and this is reflected in internet purchase preference too; with 55% of online shoppers stating that accessing information in their native tongue is more important to them than cost. 

Diverse and inclusive content is key…

Combine international video viewing numbers with the knowledge that 75% of the world’s population doesn’t speak English, and it becomes clear that embracing a video content and communication localisation strategy is the logical step towards engaging worldwide markets and expanding your meaningful reach. It’s estimated that by the end of 2022, 82% of global internet traffic will come from video streaming and downloads (Cisco, 2019).

…and be sure not to neglect your internal market

It’s not just external audiences that you need to reach out to with video marketing. When you’re working in a global environment, all communications must be clear and understood easily by the workforce, whichever language they speak and wherever they live and work. Video localisation can play an important role in L&D – did you know that fewer than 10% of multinational employees engage with training and learning programmes when they’re delivered solely in English? Ensuring your learning is truly inclusive doesn’t just mean including videos in a translated language but understanding the culture and background of the viewers watching the content.

So, what are the next steps and how can Comtec help you move forward?

If you’re convinced that it’s time to launch into video localisation, or you want to augment your existing output, we’re here to help

Subtitling or voiceover – or a mix of both – provide efficient ways to achieve localisation. Our local teams can help identify video content that is suitable for voiceover or subtitling, and flag up anything that needs further localisation or may need to be completely recreated/rewritten. There may also be opportunities to localise further elements of your video content to make it more engaging and culturally appropriate.

Avatars are on our agenda too

Another exciting addition to the Comtec video localisation portfolio is our work with Synthesia, a web-based platform that allows businesses to create videos using AI avatars.

With 60+ languages ready to roll, this style of video production comes into its own in the internal comms arena. Anything requiring a quick turnaround, such as company-wide global announcements, newsletters and L&D sessions can be delivered at scale using the Synthesia model. Imagine the increased engagement you could achieve by switching your training material from dry, impersonal PowerPoint decks, to a series of short avatar-hosted video presentations?

And while we aren’t advocating an avatar approach as a replacement for traditional marketing/promo video creation; for projects that require fast, scalable and cost-effective communication, working with us on a Synthesia solution could be the way to go!

Ready to get localising your global video content?

We’ve created a free-to-download guide to support your next steps in creating global marketing communications. It’s packed with tips and advice!

For further info on how we can help you with your translation queries or requirements, please give our friendly team a call on +44 (0) 1926 335 681 or email info@comtectranslations.com. We’re always happy to talk translation!