Video marketing has become an integral part of every brand’s strategy. Regardless of whether your marketing strategy is B2B or B2C, video is key to building your company’s image. In this blog, we ask: is multilingual video marketing effective and is it worth translating video into different languages?
Brands of all sizes have long used video to catch the attention of their customers. The meteoric rise of online video platforms like YouTube, Facebook, and Instagram has caused a large portion of marketing and video budgets to shift from television to the internet.
Whether it’s short social media videos or longer videos, brands use videos to show off their products, provide customer support, or to simply inspire their customers.
So is video marketing worth it? And is it worth investing in multilingual video marketing in the form of translated videos or subtitles?
Video Marketing Facts & Statistics
According to the Marketing Statistics 2019 report, 87% of companies use video in their marketing strategy. For comparison, in 2017, this percentage was 63%.
The survey also found:
- 94% of marketers said videos helped them raise awareness of their product/service
- 84% of marketers said that video content increased website traffic
- 81% marketers believe that video marketing helped them to gain leads.
The survey also investigated how customers felt about video marketing:
- 96% of respondents said they watched a video to learn more about a product or service
- 79% of respondents said that a video encouraged them to buy software or an app
- 68% of respondents prefer short videos about a new product or service to traditional materials like articles, infographics, or presentations
This, along with many other studies, have shown that video marketing is an effective strategy. It positively affects return on investment and facilitates communication with potential clients.
Why You Should Subtitle Your Videos
Most social media users browse their favorite sites and apps from their phone. And most users watch with video on mute. They could be watching on public transportation, in a waiting room at the clinic, or on a break from work—all situations where listening at full volume isn’t an option.
Studies have suggested as many as 85% of Facebook users watch video without sound.
That’s why it’s highly recommended that you add subtitles to your videos—even if it’s just into your native language. Because even if you’ve made an incredible video that your audience is interested in, by not adding subtitles, you’re automatically limiting the reach of your content (potentially by 85%).
And if your brand has international aspirations, subtitling your videos is not an option, but a necessity. If creating subtitles in one language can quickly scale up your potential audience, translating your subtitles into multiple languages will have an even more dramatic effect.
How we translate subtitles at Summa Linguae Technologies
At Summa Linguae, we treat each video as an individual asset that requires both translation and localization. Translation is just one component. We also do everything necessary to make your video professional and tailored to your audience’s culture(s), and we optimize the video to where it will be posted.
For example, we may indicate elements in the video that need correction, create subtitles, translate those subtitles, and record professional dubbing in each of your target languages.
A recent Summa Linguae client needed a variety of language and technology services including voiceover and software testing. To help the client create multilingual content at scale, we provided a dedicated team of language experts, teachers, and software testers.
We were able to translate and localize their content into the following languages:
- French (+Canadian French)
- and other non-European languages
What was the outcome? Our client was able to massively extend their reach to a global audience.
Do you want to learn more about how we can help you subtitle and translate your videos? Learn more about our video subtitling services