Just as a magician whips out different magic tricks every time in front of different audiences, a marketer presents new strategies (emphasis on the ‘in front of a different audience’ segment). Imagine if the magician kept pulling off the same trick in front of the same audience. It’ll bore the audience, and they will choose to stop watching it altogether after a point.  Similarly, as a marketer, you must pull off content marketing strategies on different, newer audiences while pleasing the algorithm. Have you heard about video translations? In today’s day and age of video marketing, this means tapping into a global market by translating videos. Otherwise, there’s a high chance you may miss out on 70% of users.

Through this blog, we’ll explore four fun ways to drive traffic with a translation of the SEO-optimized video. But before that, let’s understand why video translation is important.

Video Translation Is Key To Reaching Your Culturally Nuanced Consumers  

Forget about the numbers for a second. Let’s not care as much about the number of views your video should get or the impressions. However, as a marketer, the most important aspect for you is to:

Reach local audience -> Understand cultural nuances -> Align them with your services -> Produce content that resonates with them -> Repeat.

Following this loop is important because only after you understand what your users want can you tell them in their language. So leveraging video translation benefits your consumers as:

  • They feel heard and understood
  • They receive the message clearly
  • They would be inspired to take action

Only after you’ve successfully and selflessly put the focus on ‘they’ will it benefit ‘you’ and it’ll give you the numbers! (It may sound philosophical, but hey it’s the only way to win their trust in the long run!)

Now let’s start with the ways to drive traffic with SEO-optimized video translations.

4 Ways The Can Help You  Drive Traffic With  Video Translations 

There are more layers to optimize video translations. From open captions to closed captions to subtitles and keywords, which to use, what to use and why, let’s figure everything out one by one.

  1. Use A Professional Video Translator For Accuracy 

Time is money, literally in the business. The more time you spend on a task, the more you bring your business to a loss.

Hence, rely on a trusted video translator. It saves you time and money both. An AI video translator for example, that translates any video content in over 70 languages is what your content game needs at this point. Through availing this service, your culturally diverse, multi-lingual consumer becomes only a few taps away.

Other than the time and cost savings, a few other benefits of using professional video translator include:

Contributes To A Positive Viewer Experience 

When accurate translations reach a mass, they receive it better. Your audience fully understands and connects with your content, which leads to increased engagement and fosters deeper consumer connections.

Better Contextual And Linguistic Understanding 

Professionals know about the industry jargon and the importance of storytelling in content marketing. Moreover, they know how to comprehend the content and translate it without losing the original intent of the content(this is important!).

Legal Compliance 

Translating videos isn’t just about understanding the nuances of linguistics but also about legal compliance. Professional translators know about legal rules and regulations for specific regions, preventing you from publishing prohibited or legally problematic content.

2. Include Demography-Specific Keywords For Targeted Audiences 

Either let data tell about your consumers’ preferences or let consumer preferences give you data. 

Let’s simplify.

It means – either conducting keyword research for specific demography before translating the video content or translating the content first and then analyzing data to make changes.

The first approach however is more effective because if you already speak in a language the specific target audience speaks, refining it based on the response will be easier. Let’s look at the how.

Use Keywords To Collect Demographic Data

Befriend Google Trends to find out which keyword is trending in which region of the country or a continent.

For example, if your primary keyword is fashion, here’s how the word is doing in different subcontinents of the U.S.

Similarly, shortlist your five main keywords and check which keywords are trending in which subregion of the country.

Identify Your Visitors 

Unlike the previous step, here you paint the target around the arrow. Use Google Analytics to see the type of audiences that visit your content. This info will help you recommend better content topics to the target audience and also help you know whether your content aligns with your company’s target markets.

Look At Your Competitors 

Doing competitor analysis will give you insights into who could be your potential audience. It’s preferable when you’re clueless about your target audience for specific demographics. Gaining insights from other brands will at least give you a roadmap to find yours. Invest in SEO consulting services or research tools that perform competitor analysis.

3. Ensure Consistent Brand Messaging Across Translations 

Marketing specialist with loudspeaker influence businessmen and globe. macromarketing, social influence, global marketing strategy concept illustration

More than a way to drive traffic, consider this as a very important tip. Because if you lose this, you lose your customers.

The primary purpose of tapping into global markets is your brand fosters inclusivity. Now if your brand messaging comes across differently in multiple markets, it tells consumers that you value some markets more than others, making them feel a little slighted. Eventually unfulfilling your purpose of inclusivity altogether.

To not let that happen, you need to ensure the brand voice, personality and tone of your brand are the same in Spanish, Italian or English.

How do you ensure this?

Be Consistent And Culturally Relevant 

Providing a consistent online brand voice that’s also culturally relevant needs a balance between relevance and consistency. Give an experience to your consumers that aligns with your brand voice and is localized for each market.

Go As Per The Style Guides 

Great professionals create support documents such as localized brand style guides for specific regions to ensure consistent and high-quality translations regardless of the language or market. Go as per these guidelines.

Take Total Control Of Your Content 

Taking control over your content simply means being involved at each step so that your messaging remains consistent throughout. If you choose the best translators, they allow your team to produce all that you need in your flagship language.

4. Leverage Closed Captions And Subtitles To Increase Accessibility

Translated with SEO-optimized keywords surely helps you reach region-specific audiences. However, you still miss out on people with hearing impairments.

In fact, 7.5 million people in the UK use closed captions when watching videos and only 1.5 million of them are deaf or have a hearing impairment. So it’s not much to do with any impairments. The general public find closed captions helpful in comprehending the video.

Having subtitles and closed captions in multiple languages gives you an extra edge over your competitors. Now people can either enjoy the video in their native language or choose to turn captions on in any other language in case they’re not as familiar with the native language.

Captions Raise The Information Retention Rate 

Retaining information is crucial especially if your content is educational. Video courses benefit the most when both auditory and visual aids are presented together.

Users Get To Choose Their Learning Style 

By integrating captions, you give readers the freedom to choose whether they want to prefer reading, listening, or both.

Users Are More Engaged 

We live in a world with the attention span decreasing each day. Captions enable users to watch, listen and read at the same time, aiding in maintaining the focus as they use two senses at a time. This leads to a higher engagement rate and eventually to higher traffic.

You’ll easily get agencies that will integrate subtitles or closed captions for your videos. Even your professional video translator may be offering this service. It’s always safer to rely on professionals after all!

Tap Into A Global Market Through Multilingual Video Content 

The tips mentioned in this article will help leverage video translation to its maximum.  However, it’s wise to remember that there’s no end to finding innovative and better ways to reach more people. SEO-optimized video translations are only one of the zillion such ways. AR/VR and voice search optimization are a few others.

So keep an eye on these digital trends and incorporate them with your existing marketing channels if they help you reach more people. The nature of SEO optimization and video marketing is ever-evolving. The question that you should ask before jumping on any trend bandwagon is – how will your consumers benefit from this?

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Ankita Tripathy

Ankita Tripathy loves to write about food and the Hallyu Wave in particular. During her free time, she enjoys looking at the sky or reading books while sipping a cup of hot coffee. Her favourite niches are food, music, lifestyle, travel, and Korean Pop music and drama.

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