The world of media consumption has undergone a significant transformation, driven by technological advancements and evolving audience preferences. Accessibility, particularly in video content, has emerged as a key concern. Subtitles, once primarily associated with hearing impairments, are now being adopted by a diverse range of viewers for various reasons, including difficulty in hearing dialogue, watching on mute, improved concentration, and enhanced comprehension.
A recent study by Kapwing revealed how younger viewers (18-25) show a strong preference for subtitles, even with low rates of hearing impairment. The explosion of short-form videos with subtitles on social media could be a factor behind younger audiences embracing subtitles. Growing up with this format, they're comfortable following content even when text is displayed. Content creators on YouTube, Instagram, and TikTok are all adding subtitles to their content and making it the new norm for watching video content.
But, just adding subtitles for the language of your video content is only a start. An effective way to reach a broader audience and improve accessibility is through localization. Think of all the people in the world who are potential viewers/subscribers for your content that you can’t reach because of the language gap. The solution? Localization.
While numerous services offer localization solutions, it's essential to consider certain factors to ensure the best possible output.
1. Find the right markets to localize for:
Before embarking on localization, understand who your audience is and what their language preferences are. This will help you identify the most suitable markets. Make use of platform analytics to determine where your content is performing well and prioritize markets with significant audiences and potential for high impact. Additionally, consider cultural and locational nuances in your content that might resonate with audiences in specific regions.
2. Choose between subtitles or dubbing/voice-overs: Subtitles/Closed Captions and dubbing/voice-overs are two options for localizing your video content. Which one is best for you?
Target audience: Consider the preferences and viewing habits of your existing and target audience. If your audience is primarily made up of viewers who prefer dubbed content, it may be worth the investment.
Content type: The nature of your content can also influence your decision. For example, if your content relies heavily on graphics and actions rather than dialogue, subtitles might work just fine.
Budget: Assess your budget and determine how much you are willing to invest in localization. Subtitles are generally more cost-effective, but if you believe that dubbing will significantly increase your reach and engagement, it may be worth the additional expense.
Production quality: If you choose dubbing, ensure that you work with a reputable dubbing studio that can deliver high-quality results. A poorly executed dub can damage your brand and alienate viewers.
3. Addressing Cultural Nuances: Accurate translation is essential for localization, but true adaptation goes beyond mere language conversion. It requires a deep understanding of the target culture and its unique expressions. For instance, a humorous marketing video might need jokes tailored to the new language to avoid losing their impact. Professional translators who are native to the target language and familiar with the original content are crucial for this task. They can navigate linguistic nuances and ensure the localized content resonates authentically with the new audience.
Additionally, to avoid misunderstanding and maintain cultural relevance, create a document that addresses potential challenges. This document should annotate references to pop culture, slang, wordplay, or any elements that might be lost in translation. For instance, idioms like "break a leg" or "black sheep" could be misinterpreted if translated literally.
4. Ensuring high quality source material for translations: Accurate and well-crafted English subtitles serve as a solid foundation for translations. They ensure that the nuances and meaning of the original content are captured effectively.
If your content is not originally in English, consider translating it into English first. Many of the most skilled localization professionals translate to various languages from English. By translating your content into English, you can access this talent pool and ensure a high-quality translation.
5. Create a style guide: A style guide can help ensure consistency in style and formatting across your content. If you happen to use more than one service for your content, a style guide becomes crucial to deliver a uniform user experience.
6. Choose a company with a relevant talent pool: Evaluate their portfolio and team to confirm they specialize in the languages and regions of your target audience . Request efficiency scores and examples of their work to gauge the quality of their output.
Accessibility in media, particularly through subtitles and localization, is a growing market. By investing in high-quality subtitles, addressing cultural nuances, and leveraging the expertise of skilled localization professionals, you can create accessible content that resonates with viewers worldwide.