Localized ads, commercials, and tutorials help brands reach audiences in other countries, as well as solidify their presence in foreign markets. However, how do you start with video localization? Is it just video caption translation and a new voiceover in the target language, or is there more to it?
Video Localization: Why It’s More Than Just Translation
A localized video relies on three pillars:
Visuals
Audio
Concept
While translating captions, titles, and any speech present in the video is unavoidable, rendering the message is equally essential. That’s where you can run into trouble: should the target audience misinterpret your message, the localized video will fail in its purpose.
Localizing the concept doesn’t typically require its redesign unless the idea of your video may be recognized as offensive or inappropriate in another culture. For instance, using shots of women in bikinis to promote a soft drink in the United Arab Emirates during Ramadan will probably backfire big time.
So, for a localized video to deliver the intended message as effectively as the original, sometimes it’s necessary to replace some shots or even rearrange the whole sequence.
Online Video Translation Tools and Why They Fail
An AI-based video translation tool, such as Flixier or Kapwing, may be worth a try if your video isn’t commercial or reputation-building. The problem with such online platforms is that, though they can provide you with transcription, subtitling, and dubbing, their product is evidently machine-made.
The worst thing that a target audience of a brand can think of is that the company doesn’t respect its customers or prospective clients. AI tools offer quick aid but aren’t still developed enough to replace manual video editing fully for localization purposes.
What’s more, video translation software can’t think out-of-the-box and suggest a fitting alternative to enhance the conceptual design of the video in need of localization.
Notice the packaging being replaced below. That's localization too! Can AI do the same? We doubt.
Video Localization Walk-Through
Step 1. Translate All Text in Your Video
If you don’t have an in-house translator, either simply copy & paste or upload all captions, titles, cues, and voiceover text to any online translation tool, like DeepL. Note that machine-made video caption translation still needs a professional editor’s review before being used in editing.
Step 2. Study the Target Culture’s Don’ts
As with the Muslim culture restrictions mentioned above, you need to be aware of nation- or even region-specific peculiarities before launching your video campaign.
Another example is breaking spaghetti in half, which Italian viewers would treat as a culinary offense. Heads up: spaghetti is supposed to twirl around the fork!
Step 3. Dub the Video
Here, it’s best to turn to native speakers or pay for a subscription to an AI voiceover service. If you know the target language yourself and the video doesn’t require any special drama skills, rent or buy a condenser microphone and install Reaper or Audacity for the best recording quality.
Step 4. Edit the Video
Replacing the original texts and voice track is just part of the process. Consider replacing the shots that don’t suit the target culture or simply omitting them if it doesn’t affect the concept.
Next, you may need to resize the graphic elements if the new captions appear to be bigger or smaller than in the initial video. Some languages, like Hindi, for instance, are very compact. Others, such as German or Hungarian, may need more space than English.
In case the translated text takes more space on the screen, remember to increase the shot duration or add extra time to the caption so that viewers have enough time to read it through.
Is the voiceover AI or human-made?
Leave your guesses in the comment section below!
And thus, your video caption translation and localization are complete! We would still advise showing it to a test audience that knows the language to ensure they have time to read everything fully and there are no typos or mispronunciations.
Why Professionally Localized Ads and Videos Hit the Mark
Let’s acknowledge the baseline. Self- or AI-localized videos, be it realty reviews, restaurant adverts, or company presentations, don’t evoke trust or respect. They’re sometimes more affordable but never more effective than professionally localized and edited videos.
In Vilka, we prioritize getting the message across. In our project for Hilong Group & Texas Internal Pipe Coating, we took into account the length of the captions and adjusted their speed accordingly. We also kept original Chinese captions in some places because the time allowed it and the video was to be shown to Chinese viewers as well.
Finally, adapting commercials often involves advanced graphics techniques like tracking, 3D modeling, and color correction. For instance, we once adapted a commercial for Bayer's Seresto flea and tick collar, which they rebranded as "Foresto" for the CIS markets.
We seamlessly replaced the original packaging with Foresto graphics in post-production:
Besides video localization, a brand may need to consider packaging design services when stepping into new markets.
For both packaging and localization, count on our professional video editors and designers, who can create visuals and videos to garner the respect and recognition of any audience in the world!
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