Adapt a
video
 

How to adapt a video to another market

Video is the strongest trend in visual communication.

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Photo: Will Jackson

Experience shows - and understandably so - that people are less likely to buy a product if they read about it on a website in a language they don’t understand. However, it depends considerably on the product’s brand. For example, some brands are so well established in people's minds as trendy, quality products that they don’t need any more knowledge about it. Many other products, however, require a more detailed presentation.

A video, on the other hand, can - even without words - tell much more about a product than some long-winded text about a specific product. A product video will obviously have more impact if it has been adapted to the local language and local culture - or maybe even recorded in the local environment. Basically, not all people can laugh at the same joke! But certain products don’t require a total localisation, and subtitles or dubbing can sometimes be sufficient.

A video often consists of both sound and images, so when you plan localisation of a video, it’s important that you take both these factors into consideration:

  • Should "sound" and therefore "speech" be translated and implemented as "speech" in the local language? - Or should the current version be kept, but with local subtitles?
  • And what about any texts on photos and graphics? Should these elements also be localised?

In addition you also need to consider:

  • Format: Which format is the video available in and which format does it have to be returned in? The same format or several different formats? In this context it is also important to think about where the video is to going to be published.
  • Manuscripts with cues: Should "the sound" be young, fresh and informal? Or should it be formal, serious and conservative? It’s important that you know what you want. Therefore you need to decide your preferred style and tone, as well as the gender of your speaker.
  • Speaker criteria: Should "the sound" be young, fresh and informal? Or should it be formal, serious and conservative? It’s important that you know what you want. Therefore you need to decide your preferred style and tone, as well as the gender of your speaker.