Multimedia Localization Trending Upward
Video content accounts for 85% of all traffic on the internet. That percentage is expected to grow for the foreseeable future. Most marketers are adding video content to their marketing strategy to gain more traction. Various studies on internet traffic and usage indicate that the average user spends approximately 45 minutes a day watching videos on mobile devices.
Since 2018, marketing firms and advertisers have increased their use of image-based and audio-based content to tap into this opportunity.
Why should multimedia content be localized?
Multimedia localization services can breathe life into your online marketing presence and can engage users with messaging that is both impactful and lasting. Localized multimedia content helps your brand stand out to a wider audience. It can effectively grab the attention of users when compared to text content and static images and graphics.
In this age of customization and personalization, users are expecting to see, read and listen to content in their language and tailored to their unique needs. Most international companies and brands are realizing the need for localization of content to engage more with customers.
Here are the top reasons why companies should take advantage of localized content.
- Expanding New Markets
Localized multimedia content helps to create public appeal. Localized multimedia content helps advertisers capitalize on local trends and preferences by letting them know that the brand can meet their specific needs and that a brand prioritizes tailoring messaging and information to a specific audience. It shows that the brand cares about its audience and customer.
- Localized Multimedia Content Increases Sales
A variety of studies have shown that people are three times more likely to buy a product when messaging and information is in their own native language. Companies who want to reach a wider set of audience in the global marketplace cannot do so in one language. They need to localize their content according to the local language, culture, traditions and expectations in order to reach and appeal to them.
- To Build Brand Recognition and Reputation
Multimedia localization helps a company promote and build a relationship between a brand and its clients. Customers will feel that the brand understands their needs. This helps build customer loyalty and bolster long term market relationships. A localized multimedia content strategy will help companies speak directly to the buyers, in their language.
Things To Think About When Localizing Content
Localizing multimedia content is a serious decision for any company because it can have an impact on the general marketing plan moving forward. There are a few factors that should be considered before localizing your multimedia content successfully.
Choosing the Right Market and Language Preferences
If you’ve made a plan for global expansion of your business, it would be prudent to do so after researching emerging markets experiencing growth to maximize your potential ROI. Prioritizing which market(s) to enter first, can help focus strategy and manage financial resources for the campaign. When entering markets that speak different languages, hire multimedia localization services from a trusted translation agency that offers video translation, subtitling and voice over services in your target language.
Determining Your Customer Base
Researching the trends and preferences of your customer base in the potential market is an essential ingredient for successful expansion. You may need to tailor your localized subtitle and voice over multimedia content according to your customer base preference. Age, gender identity, interest and online habits of your target market may require adjusting the translated material and multimedia production differently depending on the demographic you’re trying to reach.
Type of Content
Different audiences tend to respond to different types of multimedia content. Studies have shown that 43% of global users prefer to watch videos over reading text on the internet. So before diving into a new foreign language market, some market research should be done ahead of time to be able to decide what type of content your audience will respond to best.