How the Right Video Translation Can Lead to the Success of your Video Marketing

Video marketing has risen to prominence in recent years. Unlike in the past, when marketing through video meant relying on TV, these days you can produce video content at low cost. That is why we anticipate effective marketing methods that take advantage of video gaining ground going forward. As business globalizes, however, this comes with a need for translation work. How best to do this is something that troubles no small number of marketers.

In this article, we go over what video marketing looks like today, how to make your video marketing more successful, and how to combine translation work with marketing.

Recent Trends and Forecasts in the Video Advertising Market

Recent Trends and Forecasts in the Video Advertising Market
As industry continues to digitize, and as the novel coronavirus spreads, consumer behavior is changing, and the online advertising market is growing quickly. According to a 2021 survey of the Japanese video advertising market,* for example, the market is growing rapidly at a year-on-year rate of 142.3%, reaching 402.5 billion yen in 2021, 549.7 billion yen in 2022 and 1,046.5 billion yen in 2025, with further growth expected going forward.

Advertisements, as the first point of contact between users and advertisers, are transitioning from text and images to more information-rich video content. As we enter the 5G era and smartphones spread to each generation, the advantages of using marketing that conveys its message through the medium of video grow more and more. Watching video has become a part of everyday life, so companies that can do a good job of incorporating video into their marketing can expect to improve their ability to appeal to customers.

*Source: https://www.cyberagent.co.jp/news/detail/id=27195 (available in Japanese only)

The Aims of Video Marketing and Global Markets

The aim of marketing that uses video advertisements is to use video to succeed in the following three things.

1. Raising awareness of the product, brand or service.

2. Improving the understanding or favorability of the product, brand or service.

3. Driving the purchase of the product or service.

The idea is that knowing the target demographic and optimizing video advertisements lead to improving recognition and favorability, driving sales.

But there is a further point that companies need to be aware of in a global market. It would not be an overstatement to say that the difference between success and failure in marketing can come down to not only the translation of the language used in the video, but also how much that translation takes into account differences in culture, customs and tastes. That is why understanding, even before starting to translate, the differences in culture, customs and tastes between the place where the video was first made and the target region, and producing the best possible translation based on that understanding, can decide the success of a video marketing project.

Video Translation and Video Marketing

Marketing using video advertising is done through a combination of voice work and visuals. Whether you are translating a foreign language video into your native language, or your native language advertisement into another language, you will be translating the voice tracks of the video or its subtitles. However, depending on the content, a simple translation may not do the job of getting your message across. You may run into problems such as the content of your video being hard to understand. Some of your visuals, onscreen text or in-video materials may need to be replaced to account for differences in culture or custom. To achieve effective marketing, a whole range of elements may need to be changed to suit local conditions.

This is why video translation is not just a simple matter of translating a document. Rather, we can think of it as the work of recreating visuals in a new language. That is why you may want to consider working with a translation company with specialist knowledge in video translation, to ensure your video marketing is effective.

Video Translation at Toin

Toin handles video translation and creation. We can support you with a full range of services spanning video script translation, inserting subtitles and onscreen text, dubbing by narrators, creating final video files and video editing. Depending on your budget, we can offer the option of text-to-speech narration as a lower cost alternative to dubbing by a narrator. We can even go beyond audio-visual translation techniques such as editing videos after recording new narration, by taking on the planning, filming and editing of multilingual videos, over and above the scope of translation.

Additionally, we can also work with clients on other video creation and editing projects to meet their needs, for example, localizing audio-visual and voice content for online training and e-learning, and content of practice problem sets; replacing and fixing onscreen text, materials, and visuals to suit the target locality; creating background music for content; and making specialized CG.

Please feel free to reach out to us to learn more about Toin’s video services, including video translation and translation services for multilingual video.


At Toin, we use over half-a-century’s know-how to produce translations that convey what makes your products special, and the image you want your company or brand to portray. We are ready to support your company in promoting itself on the global business stage so that you can convey your product’s or brand’s story through everything related to video, whether it be subtitle translation, dubbing, video editing or creating audio-visual materials.

Our video translation is localized to make it easy to understand in your target language, with content optimized for the target region and easily understood audio-visual translations, helping lead to the success of your video marketing.

If you are looking for the best video translation for your video marketing project, please get in touch with us at Toin.