Does localising your video content make a difference to ROI?
Thomas Dewis, of our specialist localisation team, shares his thoughts on the value of localising video content:
Why is Video important for marketing and communications?
With the rise of technology and the internet, videos have become THE main method of communicating with a targeted audience. This is not going to change, as more and more businesses are seeing the benefits in using videos to help them communicate their messages. At the same time we have seen a shift in the way that we consume video content. The world is more connected than ever before, and business has become more global as a result. With this increased connectivity, customers are demanding more local content. If you add that to the rise of smartphones it’s clear to see that video content has never been easier to consume. Due to the convenience, the ease of consumption and the high value vs consumer effort; video has become the world’s preferred way of consuming and retaining information. Perhaps with the BREXIT deliberations localisation may actually become even more important as we try to win business from new customers in other countries!
So what does localisation bring to the table?
Localising your video content enables it to be accessed and understood by a much wider audience. If you have gone to the effort of creating content, then it makes sense that you would want people to see it. After all, your content will be designed to communicate a message to a specific audience. Communication is absolutely key to every business aspect – from acquiring and retaining customers to improving employee engagement and performance. If you are only communicating your content in one language, then you are shutting yourself out of the global market.
Here are a few statistics to put this into perspective:
72% of consumers spend most of their time viewing content in their own language. This shows us that more people are willing to invest their time into content in their own language, and we all know that time is precious to us.
56% of consumers said that the ability to obtain information in their own language is more important than price, and more than half of consumers are willing to pay more attention to content in their own language. If people are willing to spend more time, more money and pay more attention to content in their own language, then this tells you that they see more value in localised content.
With that in mind, it is also worth pointing out that less than 10% of the world’s population grew up speaking English as a first language. This means that if your video content is in English only, you are potentially missing out on a whopping 90% of the global audience.
You could argue that not all parts of the world are positioned to consume video content, but even if we cut that figure in half (to 45%), there is still much more opportunity than producing English content only.
What about cost?
This is the best bit. The cost of localising video content is normally far less than the cost of creating the original content. This is mainly because a lot of the tasks in creating the original content are not necessary when it comes to localisation.
Essentially, the video is already made so it’s now just a case of adapting it to work for another market. It is important to have localisation in mind when creating the original programme material though, as forewarned is forearmed and when filming or editing the materials the producers will usually cut and store in a slightly different way to allow for localisation needs. That said, broadly speaking, you can usually localise a video for a fraction of the original content creation price. If you combine this with the selection of large international markets then you can magnify your video exposure for very little comparable investment. This makes localisation a high value option when compared with the costs involved.
Generally speaking localisation is a great way to make your content work much harder for you without breaking the bank. But it’s also a good way to be more inclusive towards your global customer base and workforce, allowing you to be establish a much better global presence and more consistent brand messaging. If you are looking to unleash your company’s full potential then localisation will be a key part of the journey.