Expanding your business globally requires more than translating videos into multiple languages; it demands a solid video localization strategy to effectively engage diverse audiences.
Many companies struggle to make their content culturally relevant, which can result in low viewer retention and conversion rates. Additionally, the process can be costly and time-consuming.
Fortunately, AI-powered tools are making video localization easier and more affordable. Read on to discover best practices, benefits, and practical tools for a successful localization process.
- Understanding video localization
- Subtitles, dubbing, and voiceover: What’s the difference?
- Video localization best practices for businesses
- Tools and technologies to streamline video localization
- Case studies: Successful video localization in action
[#TOC1]Understanding video localization[#TOC1]
What is video localization? It involves adapting content to resonate with diverse audiences rather than just translating words. Each market has unique cultural preferences, humor, and communication styles. Ignoring these differences can alienate audiences and negatively affect your branding.
Elements like colors, symbols, and gestures vary in meaning across cultures. A joke that works in one country may not translate well in another. Music and imagery must also be tailored to connect with local audiences. Ultimately, localization aims to make viewers feel that the content was created specifically for them.
[#TOC2]Subtitles, dubbing, and voiceover: What’s the difference?[#TOC2]
Businesses typically choose between subtitles, dubbing, and voiceovers to localize videos. Each method offers distinct advantages and is most effective in specific contexts.
Subtitles
This method translates spoken dialogue into on-screen text, making content accessible to a new audience without changing the original audio. Adding subtitles works well for corporate videos, marketing videos, and educational materials where preserving the original voice is preferred.
- Pros: Cost-effective, quick to implement, and retains the original audio.
- Cons: Requires viewers to read while watching, which can be distracting. Timing issues may affect comprehension.
Dubbing
Dubbing replaces the original spoken audio with a translated voiceover in a different language. It’s commonly used in movies, TV shows, anime, and online video content where a seamless viewing experience is essential. High-quality dubbing ensures seamless lip-syncing. The dialogue aligns naturally with the speaker’s lip movements, making the viewing experience more engaging.
- Pros: Offers a more immersive experience and eliminates the need to read subtitles.
- Cons: More expensive and time-consuming, requiring synchronization with lip movements.
Voiceovers
Unlike dubbing, voiceovers don’t require perfect lip-syncing. Instead, a new voice is recorded over the original audio. This method is frequently used in documentaries, instructional videos, and corporate presentations where clarity is more important than visual synchronization. A voiceover doesn’t always require hiring a human voice artist—using AI voice generators is also a viable option.
- Pros: Maintains the original tone and intent while making content accessible to new markets. Easier and more affordable than dubbing.
- Cons: Can feel less natural, as the original audio may still be faintly heard. It lacks the full immersion that dubbing provides.
[#TOC3]Video localization best practices for businesses[#TOC3]
1. Choosing the right localization method
Not all localization methods would suit every type of content. Subtitles are cost-effective and easy to use but may not work well for audiences who like audio-based content. Dubbing provides a more immersive experience but can be expensive and time-intensive.
Voiceovers may offer a middle ground, preserving the original tone while making it accessible in the native language. But they can feel less natural and do not offer the full immersion dubbing provides.
Understanding your audience’s preferences and balancing costs will help you select the best method for your content.
2. Ensuring accurate translation & cultural sensitivity
Understanding your target audience is critical to effective localization. What language or languages do they speak? What cultural norms and nuances matter most to them?
It’s best not to rely solely on direct video translation. This surface-level localization often leads to awkward phrasing and a loss of meaning. Conduct thorough research and be mindful of local cultures. If you have the resources, seek feedback from native speakers or local experts before launching your content.
Here are a few examples:
- “I plead the fifth.” - In the US, when someone suspected of a crime says, “I plead the fifth,” they are referring to the Fifth Amendment—which is the “right to remain silent.” This law states they cannot be compelled to provide incriminating information about themselves. When translated directly into Tagalog, for example, it would translate to “Hinihiling ko ang ika-lima,” which wouldn’t make sense because the Philippines does not have the same fifth amendment. The same could be true in other countries.
- “Take a break.” - The phrase is so common and self-explanatory in English-speaking countries. But translated literally into other languages, taking something intangible might not make sense.
3. Adapting visuals and messaging for global audiences
Visual elements play a key role in effective communication. Colors, symbols, and imagery can convey different meanings, so it’s crucial to research regional preferences to avoid confusing or offending your audience.
- Adjust graphics and product imagery: Some colors, symbols, and animations may have different connotations. For example, while red symbolizes good fortune in China, it can represent danger in other cultures. White may symbolize purity in some places but mourning in others.
- Adapt branding to local markets: Logos, slogans, and design elements may need slight modifications to better resonate with international audiences.
4. Optimizing for different platforms
Each platform has unique localization requirements. What is effective on YouTube may not be suitable for Instagram or TikTok. As video localization trends in social media marketing evolve, be sure to test your videos and make necessary adjustments.
Here are some platform-specific examples of effective optimizations of localized content:
- YouTube: Since YouTube videos are often longer, consider adding subtitles and closed captions in multiple languages. You can also create localized thumbnails and descriptions to improve searchability.
- Instagram: For Instagram Reels, keep the text and subtitles short and engaging, as viewers tend to scroll quickly. Localized hashtags and audio choices can also boost discoverability in different regions.
- TikTok: TikTok’s algorithm favors native engagement, so using region-specific trends, slang, and culturally relevant challenges is key. Adding localized on-screen text in a fun, dynamic way helps capture attention.
- Facebook: Since Facebook supports longer videos and live streams, you can provide multi-language subtitles and dubbed versions to engage a diverse audience. Consider using geo-targeted ads to promote localized content effectively.
- LinkedIn: Professional audiences on LinkedIn appreciate industry-specific terminology in their language. For localized video content, ensure formal and accurate captions, and consider tailoring case studies or testimonials to different markets.
These adjustments help ensure your localized content resonates with each platform’s unique audience.
5. Leveraging AI video localization tools
AI-powered tools can streamline your localization workflow, reducing time and costs. Consider using AI-driven video localization tools like VEED, Synthesia, and Papercup to automate subtitling, dubbing, and voiceover generation while maintaining quality.
See the next section for a comparison of AI localization tools to streamline your workflow.
[#TOC4]Tools and technologies to streamline video localization[#TOC4]
You can streamline video localization by using AI-powered tools or hiring professional services. One option might be more cost-effective than the other, depending on the extent of your localization needs.
AI and automation tools
AI-driven solutions help automate audio and video localization, including subtitling, dubbing, and voiceovers. Here are some AI tools worth considering:
*Service providers may change their pricing at any time. Please refer to their respective websites for updated and accurate pricing information.
Working with professional localization services
For businesses with extensive video localization needs, working with a video localization agency may be the better choice. Experienced translators, voice actors, and localization specialists can help tailor content for specific audiences, ensuring that messaging aligns with cultural nuances and expectations. Additionally, these agencies may offer in-house video localization management tools, consolidating everything you need in one place.
However, the downside is that hiring a localization company can be pretty expensive, especially for small businesses or startups. Using a tool like VEED provides a cost-effective alternative, allowing businesses to automate their localization efforts without incurring high costs. This approach offers many brands a more scalable and sustainable way to localize video content while maintaining quality and consistency.
Consider your business priorities and resources when deciding between hiring a reputable multimedia localization agency or using trusted AI-powered tools. Remember to keep both language localization and “glocalization” in mind—your content should feel relevant on a global scale while also resonating personally with local audiences.
[#TOC5]Case studies: Successful video localization in action[#TOC5]
TED’s use of AI dubbing for global engagement
TED partnered with Panjaya to enhance accessibility by dubbing TED Talks into multiple languages while preserving the speakers’ unique vocal qualities and emotional impact. Panjaya’s AI-powered voice cloning and lip-syncing technology allowed TED to seamlessly integrate existing translations from its volunteer network, maintaining speaker authenticity.
The initial rollout of dubbed content in Spanish, French, German, Portuguese, and Italian led to a 115% increase in views, twice the increase in video completions, and an approximately 30% boost in social sharing. By implementing high-quality AI-driven dubbing, TED significantly expanded its global reach and improved audience engagement.
Read the full report here.
Dubbed training videos for Tiffany & Co.
With the help of Acclaro, a localization agency, Tiffany & Co. successfully localized its employee training video, "Welcome to the World of Tiffany," for international markets. Instead of replacing the on-screen presenter, the company used dubbing to ensure consistency across all regions.
Carefully selecting voice talent was essential to achieve the right tone and align with the brand in each language. The translation was adjusted to fit the established time constraints to address the challenge of syncing the dubbed audio with the timed corporate video. The outcome was a seamless localized training experience that preserved Tiffany’s brand identity across global markets.
Read the full report here.
Multilingual captions & translation for marketing videos
A large 3D printing and additive manufacturing company collaborated with an agency called Braahmam to translate and integrate captions into their marketing videos for audiences in Germany, Japan, Korea, and China. The project required addressing script discrepancies, adapting translations to fit strict visual constraints, and maintaining consistency in font and design.
To achieve this, the team creatively shortened the German subtitles and used Helvetica font with a soft drop shadow. This approach preserved brand integrity while enhancing readability. The outcome was a set of culturally appropriate and visually consistent videos that increased viewer engagement and saved time and costs through efficient localization.
Read the full report here.
Multilingual healthcare marketing campaign
A global healthcare communications company partnered with Paragon Language Services to localize its "Let Me Be Clear" campaign, aimed at engaging Immuno Psoriasis patients across different regions. The project included translating and localizing website content, video scripts, blog posts, and subtitles into multiple languages, such as French, German, Portuguese, and Dutch.
Paragon employed a rigorous quality assurance process, including back translation and cultural analysis, to ensure accuracy. The campaign successfully resonated with diverse audiences, leading to continued collaborations on clinical trial projects.
Read the full report here.
Expand your reach with localized videos
By using an effective video content localization strategy, your business can broaden its reach, improve user experiences, and increase engagement with key markets. Glocalization—finding the right balance between global accessibility and local relevance—is essential for success.
Fortunately, developing and executing this strategy can be straightforward and cost-effective. AI localization tools like VEED can automate processes such as captions, translations, voiceovers, and dubbing, among many others.