The Power of Localized Multimedia in Reaching and Engaging Global Audiences
To effectively attract and retain their target audience, businesses must engage with consumers in a way that aligns with their preferences. Considering how audiences worldwide prefer to consume content today, it goes without saying that utilizing multiple channels and formats is essential. More than half the world (61.4%) now uses social media. That's 4.95 billion people your business has the opportunity to connect with through various means. But what’s the best way to reach them and ensure they resonate with your content?
Let’s take video content as an example. Video is one of the most popular ways to consume information online. The global video market was valued at $89.03 billion in 2022, and 66% of people say video is their primary source of information. In 2023, people spent 17 hours a week watching videos online. Perhaps more importantly, 93% of businesses gain new customers due to branded video content. However, how many companies successfully optimize video content for their entire audience?
This optimization is where localization comes into play. Localization ensures that every member of your target audience has a similar experience when interacting with your brand. Read on to understand the importance of localization for multimedia content and acquire practical guidance for successful implementation.
The Importance of Localized Multimedia Content
Multimedia content is essential to appeal to modern viewers around the world. How your international audience perceives your content on various channels will substantially impact their engagement levels with your content and opinion of your brand.
If you distribute content to an international audience, you may already know that consumers prefer to interact with brands in their native language. However, localizing multimedia goes far beyond simple translation. It involves measures such as adjusting imagery, altering text for different dialects, adding support for various currencies, and complying with international regulations, to name a few.
You may wonder if putting in so much effort is necessary when your audience can technically understand your message. However, to achieve your goals with multimedia content, it's essential to go beyond basic understanding and aim to make real, authentic connections with your audience; this makes localization crucial.
Localization Is Essential for Visual Content
Visual content can tell a story, evoke emotion, and connect with viewers. You may be able to recall experiencing any or all of these feelings when watching different types of content, ranging from TV commercials to your favorite YouTube videos. Perhaps such content has made you consider purchasing a product or shopping at a specific venue.
Now, imagine the same content in a different context. You can understand the language because the advertisement includes subtitles or has been recorded in your language. However, the visuals represent a celebration, concept, or unfamiliar scenario you do not resonate with. Although the product is the same, the message is intended for someone else.
That’s how media efforts without effective localization fall short. In some situations, the impact is substantially worse. Consider how consumers would feel if an advertisement showed offensive visuals surrounding a cherished event or holiday, for example. The brand's misunderstanding could come across as a callous cultural misrepresentation. Successful localization eliminates these misunderstandings to create the intended effect of the original content.
Top Tips for Effectively Localizing Multimedia Content
When localizing content for different audiences, it's essential to consider the types of content you will produce and the time and effort required to ensure accurate localization for each.
Multimedia content typically includes all the information consumers need to interact with your product. Depending on your industry, content may range from advertising and attracting customers to technical support and product tutorials. Establishing a clear plan before you start is essential to ensure the best results. These tips can help you eliminate common errors and avoid missteps that demand costly revisions in the future.
Create Some Universally Understandable Content
While some changes will always be necessary, it's a good idea to consider localization during the earliest stages of content creation. Changing the language is only a single step in the localization process. When you create content with visuals and icons that appeal to multiple audiences, the requirements of the localization process will be significantly reduced.
You'll also need to consider how your content lends itself to accurate and comfortable translation. To create content that better supports localization:
Choose fonts that will accommodate your target languages. The characters should be usable across multiple languages, and it's essential to consider how font size can impact language expansion.
Consider how the addition of subtitles will impact videos. For example, create space so subtitles won't impact crucial visuals.
Choose music carefully. When using background music, select a style that will be suitable for multiple audiences and will adapt seamlessly to support a longer voice-over track.
It’s true to say that having content that all of your markets can use is important. But it’s just as essential to build rich, unique resources for each of your markets or target audiences through tailored content.
Prioritize Terminology
Avoid industry jargon when creating content that needs to be easily understood by multiple audiences, including employees, stakeholders, and customers. A challenge often arises with terms that may not translate seamlessly.
Before you begin localizing your content:
Get your terminology straight.
Note brand names that will stay in English across all media.
Before the translation process begins, list key terms that apply to your product and specify how they'll be used in each target language.
Reviewing these terms with a language professional can ensure they'll hold the same meaning for your target audience.
Prepare for the Impact of Language Expansion
Different languages may require more letters or more words to express a meaning. As such, text and audio can expand significantly in size when translated from English to another language.
While this may seem minor, it can warrant audio, text boxes, and graphics changes. Text boxes too small to accommodate your target language can cut off words or require you to use stilted language. Limited audio time can have a similar effect, reducing the amount of information that can be included.
By addressing these concerns during content creation, you can avoid serious missteps that could make your original content unusable. For example, you can create audio with a slower-speaking voice or incorporate pauses into the content to allow extra time for language expansion. White space in visuals and carefully chosen font types can also play a part in preparations for language expansion.
Leave Time for Impeccable Engineering
Successful multimedia that combines visuals with audio or text depends on perfect timing. Engineers spend hours syncing voice tracks to video and producing timely on-screen text translations and subtitles. Rushing this process can lead to lackluster results, even when your translation and imagery are seamless.
You can cut time spent on alterations by scheduling extra time for flawless engineering. Before finishing the project, have it reviewed for errors. Enlist a language professional to ensure each system is easy to navigate or that your videos correctly capture all the required information in your target language.
Localization to Reach Your Global Goals
Multimedia localization is essential for effectively connecting with a global audience. When you take the time to learn about the process, research your target audience, and plan, you can save time and money while reaching your international expansion goals.
The Think Global Forum is a community of global individuals seeking ways to provide insights and thought leadership in multiple industries worldwide.