In an ever-evolving digital world, video localization emerges as the key to global communication.
But perhaps you already know that?
You also know that AI can help with multiple aspects of video localization and that it’s high time for you to finally start using it.
If that’s you, keep reading further.
In this blog post, we’ll look at the localization process before and now, uncover the domains where AI excels (and falls short), and unveil concrete tools for specific video localization tasks.
What is localized video?
Video localization refers to adapting and modifying a video's content, including dialogue, captions, graphics, and cultural references, to suit the linguistic, cultural, and regional preferences of a specific audience.
However, it's important to distinguish localization from translation.
Yes, localization involves translating, dubbing, or subtitling the original video's audio into the target language, but that's not all. It also requires adjusting visual elements and ensuring that the overall message and context of the video resonate effectively with the intended viewers. Think images, colors, date and time formats, references, puns, idioms…
Multimedia localization plays a crucial role in expanding the global reach of videos, enhancing viewer engagement, and fostering cultural sensitivity and understanding.
So - when you communicate with a new audience, make sure you speak more than just their local language.
Key aspects of video localization can include:
- Subtitling and dubbing: Subtitling involves providing written translations of the spoken content in the video, while dubbing replaces the original audio with a translated voiceover.
- Transcription: This involves converting the video's audio into written text. This is typically the first step in subtitling and can also be helpful for creating closed captions for the hard of hearing.
- Voiceover and lip-syncing: Sometimes, a new voice track may be created in the target language. This can sometimes involve lip-syncing, where the new voice track is matched as closely as possible to the lip movements of the original speakers.
- Translation of on-screen text: Any text appearing in the video, such as signs, letters, subtitles, or infographics, must be translated.
- Cultural adaptation: This involves modifying the content to suit the cultural context of the new audience. This could include changing references, humor, or images that may not be understood or could be offensive in the new culture.
- Conversion of measures and formats: Things like currencies, dates, and measurements may need to be converted to formats familiar to the target audience.
Why is video localization important?
However, adapting video content for a new audience takes… effort.
It’s also not free - it costs both time and money. But it does pay off.
1. Increased conversion and engagement
Localized videos can boost your return on investment by improving conversion rates and increasing viewer engagement.
2. Expanding reach
Localizing your video content allows you to connect with a global audience and expand your brand's presence in international markets – both offline and online.
3. Improved user experience
Localization ensures that viewers can understand and connect with your videos effortlessly, creating a positive user experience that enhances their satisfaction and engagement.
4. Cultural relevance
Adapting your videos to your target audience's local culture, values, and preferences helps you build a deeper connection with them, showing that you understand their unique needs and perspectives.
5. Competitive advantage
Localizing your videos also gives you a competitive edge by positioning your brand as culturally sensitive and customer-focused.
6. Legal and compliance reasons
In some regions, there may be legal requirements for certain types of content to be localized. For instance, some countries require that products and services be marketed in their native language.
7. SEO Benefits
Localization can help your video content be discovered and indexed by search engines and YouTube in different regions of the world.
The 10-step video localization strategy
It goes without saying that before creating localized videos, it's important to do extensive research on the new markets and identify what the new audience resonates with.
Once you have identified that, let's look at the 10 critical steps for localizing video content:
- Content analysis and identification of localization requirements.
- Transcription and translation of the original script.
- Localization of visual elements such as graphics, text overlays, and on-screen captions.
- Voice-over recording or dubbing in the target language.
- Subtitling or captioning the video in the target language.
- Editing and synchronization of translated scripts, voice-over, and subtitles.
- Quality assurance and review of the localized video.
- Exporting and formatting the localized video in the desired file format.
- Distribution and promotion of the localized video across relevant channels.
- Monitoring and collecting feedback from the target audience to improve future localization efforts.
As you can imagine, localizing video content is quite time-consuming and expensive, as it typically requires working with external providers.
Localizing one video can involve the input of translators, localization experts, voice actors, video editors, designers, and other specialists, which is out of reach for companies on a tight budget.
With AI, however, things have changed. Here's how.
How to simplify video localization with AI
AI tools such as Synthesia allow us to perform different localization tasks at scale and in a cost-effective way.
Here are 6 concrete video localization tasks you can quickly accomplish by using AI.
1. Video translation
AI can automate video translation by analyzing and converting text into different languages quickly and accurately.
Using Synthesia, you can automatically translate video content into 70+ languages, including on-screen text, subtitles, and the voice track.
2. Subtitling & captioning
AI can automatically transcribe audio and synchronize subtitles or captions with video content. You provide the video and let AI do the rest.
With Synthesia, you can automatically generate and add subtitles to translated videos to make them more accessible. The subtitles will be synced to the voiceover automatically.
3. Voiceover and dubbing services
AI can generate synthetic voices or assist with automated dubbing for different languages. Some of the best AI voice generators even offer you to clone your voice!
Using Synthesia's AI voiceover generator, you can create voiceovers in 120+ languages and 400+ voices by simply typing in text.
4. AI presenters
Using AI, you can create videos with presenters without hiring real actors. Diverse AI avatars can speak multiple languages and can easily be changed for different target audiences.
Instead of working with actors, you can use AI avatars. In Synthesia, for example, you can choose from 140+ diverse avatars that can speak 120+ languages. And yes - you can also create an AI avatar of yourself!
5. Video editing
There are different AI video editors on the market, and they can automate certain video editing tasks, such as trimming, color correction, and visual effects, streamlining the editing process.
6. Visual design and image generation
AI tools such as DALL-E and Midjourney can aid in visual design by generating or suggesting designs, assisting with image editing, resizing, and providing automated tools for tasks like image recognition and object removal.
Try AI for video localization
So, now you hopefully know why and how to localize video content with AI.
But enough talking - it’s time to put it all into practice!
In case you’d like to start with Synthesia, you can make a free AI video here.