How Businesses Can Use Video Translation To Grow Their Global Influence

 Alexander Konovalov is the founder and CEO at vidby, a Swiss startup offering AI-powered video translation and dubbing across 70 languages.

getty

If you want to grow your business globally, it helps to speak the language of your customers. Using English as your main marketing language has proven to be a wise tactic. However, as a recent study shows, as many as 40% of consumers worldwide will not make a purchase in other languages. This means that whether you want to strengthen your position in your current markets or break into new ones, there is no way around translating and localizing at least your main marketing assets into as many languages as your audiences speak.

Research by Wyzowl suggests that 88% of buyers have been convinced to make a purchase by watching a brand’s video, while 73% of them named a short video their preferred way to learn about a product or a service. In this way, focusing translation efforts on video can be beneficial.

Video’s online usage reach exceeds 90%. Such popularity of this format makes it an ideal marketing tool for marketers worldwide. According to Statista, 81% of surveyed marketing leaders opt for pre-produced videos to engage digital consumers. As many as 54% of businesses use videos on their landing pages, while 47% of companies insert videos in emails.

Now that we have established the importance of using video to win the hearts of your customers, let’s talk about how we can make it speak the language your buyers prefer.

Language Translation Agency

Let’s say you have a five-minute video you need to translate into korean languages of your target markets. You are also on a deadline because you need to keep up with constant market changes.

The first option is to go to a traditional language of English to korean translation agency. You are likely to get not only highly accurate translation there but also order localization which is an adaptation of a material to the needs of a specific culture. This is particularly important because some types of marketing videos you use for different languages and countries should be not only understandable but also relatable. That's why it would be difficult to do without human translators in this scenario.

But there are drawbacks to this option, too. First, it will be costly. When calculating the expenses for such types of translation, you need to take into account not only the cost of the translation itself but also the salary of both the translator and their manager. Secondly, this option can be extremely time-consuming and sometimes difficult to scale.

Machine Translation

Another option would be to use machine translation korean. It’s almost instantaneous, quite affordable and easy to scale. You can order translation any time of day and night without being dependent on the office hours of a traditional translation agency. You can also do it from anywhere in the world. The ordering process is usually automated and quite simple. You go to a website, upload your video or paste a link to your video and pay. You have your translation the next day.

Meanwhile, its quality—although high enough—is not perfect. A machine can find word equivalents in both languages successfully and quite quickly—for example; it knows that "an apple" is "une pomme" in French. However, there’s no way it can convey the humor behind this funny pun: “Light travels faster than sound. That’s why some people appear bright until you hear them speak.” Or this one: “I was wondering why the ball was getting bigger. Then it hit me.” Funny, right? And yet, it would never hit the machine as funny. The machine would neither understand nor be able to offer an adequate translation of these jokes in your target languages of English korean translation.

Humans Powered By AI

The final strategy combines humans and machines. This strategy uses the analytical and self-learning capabilities of the most advanced machine algorithms, i.e., artificial intelligence algorithms, to translate videos of any length into as many languages as necessary much faster than any translation agency can do. But they also engage humans to pick up and rectify the mistakes made by the machine. This way, you as the end-user get a 99% or even 100% accurate English korean translation as fast as within 24 hours.

Since this strategy is relatively new, it is important to keep several key features in mind. For companies interested in such a technological solution, here are three basic tips on choosing the right one.

• Make sure the provider guarantees data confidentiality.

• Demand transparent pricing.