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How can you create a promotional video that resonates with different cultures?

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Creating a promotional video that resonates with different cultures can be a challenging but rewarding task. You want to showcase your product or service in a way that appeals to a diverse audience, while avoiding stereotypes, misunderstandings, and offense. In this article, we will share some tips on how to plan, produce, and distribute your cross-cultural video effectively.

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Daniela Killus

Marketing Specialist. Healthcare. Project Manager. AI Leverage along the Customer Journey

1 Know your audience

Before you start filming, you need to research your target market and their cultural preferences. What are their values, beliefs, norms, and expectations? How do they consume media and what kind of content do they like? What are the common symbols, colors, gestures, and expressions that they use or avoid? You can use online tools, surveys, interviews, or focus groups to gather this information, or consult with experts or representatives from the relevant communities.

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álvaro Ochoa

CEO & Showrunner en CineBrand
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Algunas ideas complementarias: - Incorpora historias, personajes y escenarios que resuenen con las experiencias y valores de las diferentes culturas objetivo. - Adapta el ritmo, la estructura narrativa y el tono del video para ajustarse a las preferencias culturales. - Utiliza elementos folclóricos, música tradicional o referencias a la cultura popular para crear una conexión más profunda.

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2 Choose your message

Once you have a clear idea of your audience, you need to craft your message and your story. What is the main goal of your video? What problem are you solving or what benefit are you offering? How can you connect emotionally and rationally with your viewers? What tone and style do you want to use? You can use storytelling techniques, such as the hero's journey, the problem-solution, or the before-after, to structure your narrative and engage your audience.

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Daniela Killus

Marketing Specialist. Healthcare. Project Manager. AI Leverage along the Customer Journey
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1. Identify Common Ground: Universal themes or emotions that resonate across cultures. Love, family, happiness, and success transcend cultural boundaries. Highlighting these in the video helps resonate with diverse audiences. We are all humans and share this planet. We have more in common than what separates us. 2. Storytelling through Symbolism: Focus on what is universally shared: i.e. sunrise can symbolize hope and new beginnings across cultures. 3. Music and Sound: The choice of music and sound effects can significantly impact how your video is perceived across cultures. Opt for music that evokes emotions without relying on language. Similarly, be mindful of how certain sounds may be interpreted differently in different cultures.

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álvaro Ochoa

CEO & Showrunner en CineBrand
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- Enfócate en los beneficios de la audiencia - Define qué problema o temática trata tu vídeo y cómo mejora la vida de tu audiencia. - Enfatiza los beneficios tangibles e intangibles, tanto funcionales como emocionales. - Usa un lenguaje claro, conciso y convincente para comunicar los beneficios de forma memorable. - Crea una conexión emocional con historias que inspiren, motiven o generen empatía con tu audiencia. - Desarrolla personajes con los que tu público pueda identificarse y conectar. - Adapta el tono y estilo de tu mensaje a la cultura, valores y preferencias de tu audiencia. Tono formal o informal, serio o humorístico, según el contexto y el objetivo del video.

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3 Adapt your visuals

The next step is to adapt your visuals to suit your audience's culture. This includes the choice of locations, actors, costumes, props, and graphics. You want to create a visual identity that reflects your brand and your message, but also respects and appeals to your audience's aesthetics and sensibilities. You can use color psychology, cultural symbols, and diversity cues to create a positive and relevant impression.

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álvaro Ochoa

CEO & Showrunner en CineBrand
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- Involucra a profesionales locales en la producción del video, desde actores y técnicos hasta consultores culturales. - Colabora con influencers, organizaciones o líderes comunitarios para obtener apoyo y difusión en las comunidades objetivo. - Realiza pruebas de visualización con diferentes grupos culturales para obtener comentarios y mejorar el impacto del video.

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4 Adjust your audio

Another important aspect of your video is the audio, which includes the voice-over, the music, the sound effects, and the subtitles. You need to adjust your audio to match your audience's language, accent, dialect, and style. You also need to consider the cultural associations and meanings of the sounds and the words that you use. You can use localization services, native speakers, or cultural consultants to help you with this process.

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álvaro Ochoa

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- Traduce el guion y el audio del video a los idiomas relevantes, utilizando traductores profesionales y expertos en la cultura local. - Adapta el contenido visual para evitar confusiones o interpretaciones erróneas en diferentes culturas. - Considera la posibilidad de subtitular el video en varios idiomas para una mayor accesibilidad. - Usa herramientas de traducción automática y subtitulado en tiempo real para que el video sea accesible a personas de diferentes idiomas. - Incorpora descripciones de audio para personas con discapacidad visual.

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5 Test your video

Before you launch your video, you need to test it with your audience and get feedback. You want to make sure that your video is clear, effective, and appropriate for your audience. You can use online platforms, social media, or live events to share your video with a sample of your target market and ask for their opinions and suggestions. You can also use analytics tools, such as views, likes, shares, comments, or conversions, to measure the performance of your video.

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álvaro Ochoa

CEO & Showrunner en CineBrand
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- Selecciona una muestra representativa de tu público objetivo para la prueba del video. Ten en cuenta la edad, el sexo, la ubicación, los intereses y otros factores relevantes para la segmentación. - Recopila feedback de calidad - Analiza los resultados y optimiza tu video - Utiliza herramientas de análisis de video para obtener datos sobre el tiempo de visualización, las tasas de clics, las conversiones y otros indicadores clave. - Identifica las áreas de mejora en función del feedback y los datos de análisis. - Realiza las modificaciones necesarias para mejorar la claridad, la efectividad y la pertinencia del video para tu audiencia.

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6 Distribute your video

The final step is to distribute your video to your audience and reach them where they are. You need to choose the right channels, platforms, and formats for your video, depending on your audience's media habits and preferences. You also need to optimize your video for search engines, social media, and mobile devices, using keywords, hashtags, captions, and thumbnails. You can also use cross-promotion, influencer marketing, or paid advertising to boost your video's visibility and reach.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create a promotional video that resonates with different cultures?

1

2

3

4

5

6

7

1 Know your audience

2 Choose your message

3 Adapt your visuals

4 Adjust your audio

5 Test your video

6 Distribute your video

7 Here’s what else to consider

Film Production

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How can you create a promotional video that resonates with different cultures?

1

2

3

4

5

6

7

1 Know your audience

2 Choose your message

3 Adapt your visuals

4 Adjust your audio

5 Test your video

6 Distribute your video

7 Here’s what else to consider

Film Production

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感谢您的反馈

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