The Importance of AVT and Localization Services for Growing Brands

Accurate translation of video and audio materials is just as important as the translation of a brand’s website and marketing message when expanding into new territories, and this is precisely where audio-visual translation (AVT) and Localization come in.??

Broadening Communication Horizons

Audiovisual translation is not a new concept in the language services industry, but the current high subscription rate for video-on-demand opens more opportunities for the service.

Today, more and more people around the world are able to enjoy more audiovisual forms of entertainment because they are made available in several languages. Previously there was a high demand for translated books and other literary publications. Although this is still ongoing, the increased consumption of digital video has put the focus on audiovisual translation and the localization of this content.?

Translation, but Much More Technical?

The requirements for media content localization are more than just linguistic translation. It is about dialogue recreation in various languages, timing, and a deeper understanding of the local culture of the source of content. At the same time, it is about working on the parameters and limitations of localizing the material. An essential factor that should be considered is the availability of professional translators to work in this particular field.

We are talking about voice actors, linguistic experts, dubbers, and subtitling experts. Audiovisual content combines languages, music, sound, and images, all of which affect the process of multimedia or audiovisual translation.

Parameters And Limitations of Subtitling

Video viewers enjoy subtitled multimedia content as they can enjoy the material because they understand the dialogue in their own language or in a language that they are familiar with. So now, more people around the world are able to enjoy movies, music videos, documentaries, and other multimedia content from various countries.?

But while you enjoy the final product, the process of putting subtitles on these audiovisual (A/V) materials is quite tricky. In industry parlance, subtitling is called subordinate translation because the result is affected directly by the restrictions in space and time. The images and the audio have a significant effect on the process as well.

The Benefits of AVT and Localization Services

English Is an International Language, But Not Everyone Speaks English

A mere 25.3% of internet users today prefer browsing the web in English, so if you thought the most common language out there was English, you’re way off. If you stick to English content, you risk alienating 75% of users out there. If you can’t communicate with people in their own language, selling a product or service to them will be nearly impossible. When you localize your video and audio content, you aim to make the customer experience feel as authentic as possible.

Audio & Video Localization Fosters Better Connections

One of the main benefits of localized content is the ability to catch the attention of your audience. When your content is optimized to suit the cultures and expectations of a particular audience, it’ll help you connect with your target market. And that is the whole point of your brand’s carefully crafted marketing strategy, right? Regularly updating your website and social media accounts in the language of your customers will increase engagement rates because your message will resonate with them.

It’ll Make Your Brand Appear Culturally Appropriate

Cultural awareness and adjusting to the cultural expectations of various cultures is one of the main aims of localization, and sadly, a lot of big brands have had to learn this lesson the hard way. Not too long ago, Coors’ slogan, “Turn it Loose”, was translated into Spanish by “a local freelancer,” and the results came out as the colloquial term for diarrhea. By using AVT experts for your localization project, you’ll avoid mishaps like these that can put a dent in your brand’s reputation.??

Your Subtitles and Voice-Overs Will Be More Impactful

After crafting a high-quality video and localizing it, subtitles and voice-overs are the next vital elements that need to be addressed. Subtitles, contrary to popular belief, aren’t only for hard-of-hearing individuals. That’s what captions are for. Subtitles aim to translate video content so audiences can understand it in various languages. Voice-over, on the other hand, can also help evoke the emotion you want your audience to feel when they consume your audiovisual content. By implementing voice-over and subtitles in your AV localization project, you’ll have the opportunity to internationalize your message and give your content the best chance of global success.??

Final Thoughts

AVT and Localization take advantage of sophisticated new media approaches to render content that offers incredible appeal to the local audience. Even the most up-to-date product or service can lose its value if the marketing tactics aren’t authentically addressing the audience. But neither localization nor AVT is something that can be done as a sideline project. It requires specialized, expert technicians, native linguists, and experienced production management to ensure all localization targets are met.

If you want to increase your sales or expand your business, the first step in the right direction is improving your engagement with local markets with localized content. Day Translations?has a dedicated AVT and Localization department that has assisted many big brands like Netflix in localizing their audio and video content, and we would love to help your brand feature on the global stage. Get in touch with us today to discover our range of tailor-made solutions!