Success in Video Translation Depends on This:
The Importance of Targeting
Video has been attracting a great deal of attention in recent years. Video offers numerous advantages, such as effectively conveying a high volume of information, making it an ideal tool for businesses, which are increasingly incorporating it into various settings, including marketing strategies. However, with the globalization of business, many business leaders may be faced with the problem of Japanese-language video translations that do not produce the desired marketing effect.
In this article, we’ll discuss tips for successful video translation and targeting.
Advantages of Incorporating Video into Your Business
When you incorporate video into your business, you can expect the following advantages.
Conveys a huge volume of information
Videos are packed with three types of information: verbal, auditory, and visual. Therefore, it has the advantage of conveying an overwhelmingly greater volume of information and being more memorable than textual information alone.
Dr. James McQuivey of Forrester Research, an American research firm, has found that a one-minute video contains the equivalent of 3,600 Web pages of information.
Targeting is easy
When it comes to video marketing, video advertising is king. Instead of the one-way channel of content of mass marketing, ads can now be displayed according to consumers' objectives and preferences, making targeting easier.
In recent years, there are interactive videos where the video scenarios change according to the choices of the viewers during the playback. Users' active engagement in watching videos is also expected to have the effect of leading to more conversions.
Highly shareable
The video marketing market has expanded along with the proliferation of digital devices and social networking services. With marketing techniques tailored to the social networking sites used by each user, such as YouTube, X, Instagram, TikTok, etc., targeting is easier and you can expect an increase in content sharing.
Another advantage is that followers become "loyal customers" who become attached to and trust the brand, product, or company, increasing the probability that they will use the product or service in the medium to long term.
Disadvantages of Using Automatic Translation Tools for Video Translation
Videos have many advantages, but you have to be careful when translating them into foreign languages. In recent years, free automatic video translation tools have significantly lowered the hurdle for translating videos into foreign languages. However, the translations these automatic translation tools provide may not have the desired marketing effect.
Using the same video content for different target customers may wane the appeal of translated videos, especially ones made using automatic translation tools. Marketing to different markets with the same video content is less likely to be successful. To increase appeal, content must be localized to optimize it for the target customer, but automatic translation tools cannot provide localization. Therefore, it's important to be aware of the disadvantages of using an automatic translation tool, which lacks the ability to target customers, before you decide to use it for video translation.
How Can You Ensure Success in Video Translation?
For successful video translation, it is important to target the right customers. This requires knowing the local market, localizing the video content, and changing the captions and other elements through transcreation to make it more appealing.
It is important to make videos more acceptable and watchable to customers through video translation that is optimized for the culture, customs, and preferences of target customers, such as by switching the background music and content. Videos customized to the target audience's interests are more likely to be watched entirely, enhancing their memorability and increasing the likelihood of driving purchases.
TOIN’s Video Translations
TOIN translates and creates optimal videos that best suit the client's objectives and wishes. Our strength lies in our flexible and comprehensive services that cover all aspects of video translation, from script translation, subtitling, and caption insertion, to dubbing by a narrator, and video editing, including the creation of the final files.
We are considerate of our customers and offer services that are tailored to your budget, such as machine voiceovers, which are less expensive than narrator voiceovers. In addition to video translation, including video editing after dubbing, we can also provide consultation on all aspects of multilingual video creation beyond translation, including video planning, shooting, and editing.
We can handle all aspects of video creation and editing to meet your needs, including partial modifications such as adding changes to captions and reference materials and replacing pieces of video for localized content, localization of video/audio content and Q&A workbooks for e-learning-based training and study, and creation of background music and highly specialized CG for your content, all in accordance with your objectives and target customers.
For more information about TOIN's video services, including video translation and multilingual video translation services, please feel free to contact us.
Summary
Leveraging over half a century of translation expertise, TOIN provides careful translations that convey your product features and corporate/brand images. We can help your global business successfully appeal to your target customers in all video-related tasks such as subtitle translation, voiceovers, video editing and video creation to tell the story of your product or brand.
Optimizing your content through localization into target languages, including video translations that your target customers find easy to understand, will enhance global appeal and significantly boost video views.
For video marketing with optimal video translation, please consult TOIN.
▶About the Author
TOIN Corporation Marketing Department
Hiromi Ishikawa
Joined TOIN Corporation in 1990 and was engaged in the production of manuals. Her wide range of duties include everything from transcribing Japanese manuscripts to directing the production of multilingual manuals.
From 2002, her main focus has been on localization project management, and she has been responsible for facilitating many of the company's major projects. Since 2009, she has been working in the Marketing Department, where she has been involved in marketing as well as advertising and public relations activities. She has been a member of the Board of Directors of the Japan Translation Federation and the Asia-Pacific Machine Translation Association since 2018.
