Did you know that 81% of businesses use video as a marketing tool? According to Hubspot, that is up from 63% just one year ago. Six out of ten people would rather watch online videos than television. By 2022, online videos will make up more than 82% of all consumer internet traffic; that figure is a staggering 15 times higher than it was in 2017.
Regardless of how you look at it, the data show that consumers are fundamentally changing how they approach media and video content is at the epicenter of these changes. To be successful in this new landscape, businesses need to not only be creating more video, but need to create video that can reach as many different audiences as possible.
Translated videos provide an opportunity to take your international marketing efforts to the next level while also increasing internal communication efforts and providing a more personal, resonant experience for customers.
Lets take a look at some of the best projects that can benefit from translated video content.
Video is a popular channel for corporate communication efforts. The distribution of updates and news facilitates the quick dissemination of messaging from company leadership. Narration and subtitling provide an economical way to connect the home office to all of the various offices worldwide. This approach lets the leadership team use their “voice” while presenting the material in the languages that are most comfortable for specific employees. Video allows the message to come from the original person delivering the message; an essential part of creating engagement worldwide.
Video resources are the best vehicle for training and e-learning initiatives. According to Wordstream, 59% of executives say they would rather watch a video than reading text. Preference is significant, but the retention of the training materials protects your investment. In a study from Insivia, Viewers retain 95% of a message when watching it in a video, compared to 10% when reading it in text.
These projects can be as simple as a series of PowerPoint slides with recorded audio inserted or as complex as a fully interactive e-learning module with audio, video, and even assessments to measure comprehension of the topic by your audience.
Product demonstrations are far more effective in video format. Allowing prospective clients to learn about your products online and watch on-demand information about your product attributes is highly recommended. A Hubspot study cites that 72% of customers would rather learn about a product or service by video.
Expanding your markets has never been easier now that video content can be distributed via social media in additional to traditional media outlets. In a recent poll by Wordstream, 92% of users watching video on mobile said they share the content with others. And if you consider the fact that 78% of people watch online videos every week, and 55% view online videos every day according to Hubspot, video is the best way to stretch your advertising dollars due to market saturation and user dissemination.
Sales messaging is far more effective with video as part of the content. Short, informative videos provide for strong sales enablement content during the nurturing phase of the sales cycle.
Translating these materials into different languages allows your organization to expand its reach to more customers and more employees.
Video is the Future
The case for video as an essential part of your overall communication strategy is compelling. Just one translated project could potentially:
- Increase consumer engagement
- Demonstrate commitment to the market
- Expand your social media exposure
- Increase revenue
- Bolster employee information retention
If you have a limited budget, start with a small project that you create and have your language service provider provide subtitles for a cost-effective pilot project.
Need some help in figuring out how to get started? Contact the team at Argo to make sure your video translation project is a success.
Peter founded Argo Translation, originally based in Milwaukee, WI, in 1995. Prior to transferring his love of all things international and his savvy business expertise into Chicago’s premier translation agency, he attended the University of Wisconsin-Milwaukee, where he graduated with a major in finance and human resource management. After graduation he went on to become an Italian translator and project manager for an international medical equipment manufacturer and major airline.