With video accounting for almost eighty percent of all internet traffic in 2017, it’s little wonder why video content publishers are looking to make marginal gains, anyway they can, to boost engagement and allow their videos to stand out from the crowd. Subtitle translation is one such activity which shouldn’t be overlooked.
Subtitles Increase Engagement By Twenty Percent
It’s an increasingly well known fact that adding subtitles to your social media video content boosts viewer engagement by anything between 12% – 20%. With the majority of social media platforms – Facebook, Twitter and Instagram – muting the video content in their respective timelines by default, adding ‘burned-in’ Open Caption subtitles to video content, in a customer’s native language, is a great way to hook their attention whilst their scanning through their home feed.
75% of Customers Prefer To Buy In Their Own Language
As multinational brands and companies will testify, consumers overwhelmingly prefer to buy products and services that are marked to them in their own language and video content is no exception!
As English speakers, it’s easy to become insular and forget that whilst much of the world may ‘understand English’, they are far more likely to engage, and subsequently, buy from companies and brands that market to them in their own language.
In addition to the startling fact that 75% of customers prefer to buy in their own language, a 2014 study by the Common Sense Advisory – surveyed across over 3,000 consumers in 10 countries – also found the following:
- 56% of customers either spend more time on sites in their own language than they do in English, or boycott English-language URLs altogether
- The percentage of those who buy only at local-language websites jumps to more than 70% of consumers in Japan
- France […] are among the countries with more than half of survey-takers favoring purchases in their language.
With these facts in mind, it’s clear then that translating video content, through subtitling, into a target demographic’s native language is essential.
Ted Baker Subtitle Translation
As a company with a global customer base, fashion house – Ted Baker – understands the importance of localising their video marketing content for different territories. In 2016, Ted Baker commissioned VoiceBox to undertake the subtitle translation of their Mission Impeccable video campaign into eight languages including Korean, Japanese and Mandarin.
5 Steps to Subtitle Translation
If you’re looking to translate your video content for different markets, subtitle translation is the most cost effective way to achieve this. Here’s our five steps to subtitle translation:
- Create a transcript
If you don’t already have an original script then you’ll need to create a transcript of your video’s audio. Ideally time-coded, the transcript will usually be ‘intelligent verbatim’ meaning that it will cut out any breaths, repeated words, prolonged pauses etc.
- Translate the transcript
Once you have your transcript, you’ll need to get this translated into your target language. In addition to translation, it’s important that the provider you use undertakes ‘transcreation’ – this means the localising of idioms and cultural references so that they’ll resonate with your target demographic.
- Create native language closed captions
From the translated transcript, your provider will then begin the process of creating closed captions usually in a format known as .SRT. The process of ‘transcreation’ takes place again but this time, as opposed to substituting words for cultural reference, it’s used to select words and phrases that convey the same meaning whilst contending with the time limitations of your video.
- Upload closed captions to video hosting service
The majority of video hosting providers, such as YouTube and Vimeo, support the uploading of closed caption files. Once these files have been uploaded to accompany your video, the viewer can choose whether to turn the captions on or off or, as in Ted Baker’s case, choose which language’s subtitles they wish to view.
- Burn open caption subtitles into video content
If you’re looking to circulate your video content across social media platforms – such as Twitter, Instagram and SnapChat – then you’ll want to add burn your translated subtitles on to your video content. These type of permanently on subtitles are known as Open Captions.
Translate your Subtitles Today
To increase your global audience and boost video engagement, translate your subtitles. VoiceBox offer a tailored subtitle translation service to meet your needs. What’s more, our consultancy based service creates a bespoke service to undertake as much or as little of your projects needs.
Get in touch with VoiceBox today >>
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