The Secret language of Videos Unlocking Global Management
It began with a frantic email. A client, a multinational corporation, was preparing to launch a new product. They had invested heavily in a sleek promotional video, confident that it would captivate their global audience. But as the launch date neared, reality hit: the video was only in English.
Their concern was clear: “Our teams in Japan, Brazil, and Germany won’t connect with this content. What can we do?”
This is where Video Localisation emerges as the quiet hero. We presented a simple yet powerful solution: adapt the video to speak every viewer’s language — both linguistically and culturally. The result? A seamless experience for their audiences, transforming what could have been a barrier into a bridge.
What is Video Localisation?
Video localisation is the process of modifying a video to resonate with a target audience. It goes beyond basic translation, considering cultural nuances, regional preferences, and even visual elements. The core components often include:
- Subtitling: Providing translated text on-screen.
- Dubbing/Voice-Over: Replacing original audio with a translated version.
- On-Screen Text Adaptation: Adjusting graphics, captions, and titles.
- Cultural Sensitivity: Ensuring humor, gestures, and visual references make sense globally.
Why Now?
The rise of digital media has made video content indispensable for marketing, training, education, and entertainment. According to recent industry reports, the global video localisation market is poised to grow to over $5 billion by 2027, driven by businesses expanding into new territories and the increasing demand for personalized digital experiences.
The Technology Behind It
Modern video localisation leverages AI-powered transcription, machine translation, and voice synthesis to speed up the process while maintaining high quality. However, human expertise remains crucial to ensure cultural accuracy and emotional connection.
The Business Advantage
By localising videos, companies can:
- Expand their global reach effortlessly.
- Enhance brand trust and credibility.
- Improve viewer engagement and retention.
- Gain a competitive edge in international markets.
In a world where content is king, video localisation is the key to unlocking global engagement. And as we step into this exciting new territory, we need to make sure that we not just offering a service — we’re crafting experiences that speak to everyone, everywhere.
Saumitra Mahajan
Ambassador, CITLoB
Co-Founder, Flatworld Language Solutions
Pune.