You know that feeling when you make an emotional connection with a video. Even though the brand, company or creator is from another country or region, you can feel the passion they convey and understand the message behind their content. This is thanks to well-executed video localization, which opens up new possibilities and experiences for both viewers and creators alike.

Let’s get started.

What is video localization?

Video localization is the process of adapting video content for audiences in different languages, regions, or cultures. Much more than mere translation, this can include:

• Dubbing
• Subtitling
• Modifying text overlays
• Adjusting visual elements
• Altering cultural references
• Adapting sound effects and music
• Changing color schemes
• Re-editing scenes

The goal of video localization is to ensure that your target audience understands and appreciates your content, regardless of their background. Both businesses and individuals can significantly benefit from this process, especially:

• Multinational corporations, e-commerce stores, local businesses
• Educational institutions
• Non-profit organizations
• Media and entertainment companies
• Content creators (YouTubers, artists, educators, streamers, etc.)

Should I localize my videos?

This is a critical question to ask before embarking on this journey. We recommend you to localize your videos if:

• You have a global audience in mind. If you’re creating content that appeals to a wide range of viewers from different cultures, video localization can expand your global reach.
• You’ve identified specific target markets. If you have a clear idea of the countries/regions you want to reach, localization can be highly effective.
• Your budget allows for it. Localization is a financial commitment, so consider the costs and return on investment before proceeding.
• You have the time to manage the localization process. This includes tasks like adjusting visuals, handling technical specifications, and ensuring quality control.
• You want to increase accessibility for non-native speakers. Localizing your videos with AI dubbing or subtitles can improve the viewing experience for those who may not be fluent in your original language.

You can also think of these as the benefits of video localization. The practice mainly enhances viewer engagement by delivering content that feels more personalized and relevant to diverse audiences. This approach can increase your reach and brand awareness on a wider scale, lead to higher conversion rates, and foster deeper connections with your viewers.

10 Best Practices for Video Localization

Now let’s move on to the best practices to adopt if you’ve decided to enter the world of video localization. From AI voiceovers to cultural sensitivity checks, these practices will empower your multi language content strategy and build connections.

AI Translation and Dubbing

Dubbing your videos with an AI video translator can multiply your viewership while offering a natural viewing experience.

• Choose an AI video dubber with diverse and realistic AI voices to ensure effortless video localization across multiple languages.
• Regenerate your own voice with AI voice cloning for authenticity and consistency in your localized content.
• After AI dubbing your video, conduct tests with native speakers of the target language to gather feedback.

AI-Powered Subtitles

An indispensable part of accessibility, subtitles will allow viewers who don’t speak the language in the video to follow along and understand the content.

• Select an AI subtitle generator that comes with high accuracy, supports your target languages, and integrates with your video localization workflow.
• Use a clear and easy-to-read font, and high color contrast between the subtitles and video background.
• While AI tools are getting better, don’t forget to review subtitles to catch mistakes, especially regarding cultural nuances.

Script Adaptation

Adapting your video script will demonstrate that you mind and respect cultural differences among regions.

• Identify any references (humor, idioms, etc.) that might not translate well in your target culture and find replacements.
• Adjust the formality of your script, as a casual tone in one culture can sound disrespectful in another.
• If your script mentions specific names, places, or brands, make sure they are relevant and recognizable to your target audience.

Visual Adaptation

Another crucial aspect of video localization, this practice makes visual elements of your content appropriate and appealing to your regional viewers.

• Consider if any images or symbols used in the video might have other meanings, and swap them for culturally proper alternatives.
• Change color schemes if certain colors have different connotations in the target culture.
• Look at videos in the target region to see what kind of thumbnails resonate with viewers.

On-Screen Text

Translating on-text screen helps viewers understand all information presented, and will contribute to your overall brand image.

• Adapt the length, position and reading direction of the text for the target language and screen space without obscuring other visuals.
• Maintain the original visual style of the text (font, color, size, animation) for brand consistency.
• Utilize software specifically designed for video editing and text manipulation to streamline the process. (Video editing tools like Adobe Premiere Pro, Final Cut Pro, and DaVinci Resolve offer text and graphics control that can be used for video localization.)

Sound Effects and Music

Modifying music and sound effects will ensure the audio elements evoke the intended emotional response in the target audience.

• Replace sound effects or music that culturally don’t translate well, yet match the same tone as the original. (Upbeat music for a funny scene should stay upbeat in the new language.)
• Be mindful of licensing, and use music and sound effects that apply to copyright laws.
• Avoid drastic changes to the soundscape and aim for changes that enhance your message.

SEO Localization

Optimized localized videos are more likely to appear in search results and can give you an edge over competitors in the market.

• Perform keyword research in the target language to identify popular and relevant search terms.
• Use these keywords in your video titles (keep them concise), and craft more detailed descriptions that accurately summarize the video content.
• Provide transcripts in the target language, which can improve accessibility and SEO.

Cultural Sensitivity Review

A cultural sensitivity analysis can help you prevent accidentally offending or alienating your audience due to cultural misunderstandings.

• Beware of ethnocentrism, and avoid assuming that your own cultural references are universally understood.
• Engage local experts, and work with native speakers and cultural consultants from the region.
• Culture is constantly evolving, so stay informed about current trends and developments in global markets.

Quality Assurance

Quality assurance during video localization is essential if you want the final product to meet the desired standards.

• Watch the entire localized video to assess its overall quality and impact.
• Check for technical issues like the synchronization of audio and video, correct display of subtitles, and proper formatting of on-screen text.
• Keep track of common issues and use this information to improve future localization projects.

Compliance with Local Regulations

Knowing and adhering to local laws and regulations can help you avoid potential legal issues, fines, or content bans in different regions.

• Apply appropriate age ratings according to local systems.
• Carefully handle subjects like politics, religion, or social issues according to local standards.
• Keep records of your video localization process and decisions for potential regulatory inquiries.

5 Great Examples of Video Localization

Before we conclude our blog, we want to share 5 great examples of video localization that can spark inspiration. The following cases show us how brands tailor their content for audiences around the world and maintain a consistent brand image internationally.

Uniqlo

Why they do it great: Uniqlo localizes its video content to reflect fashion trends and preferences in different cultures. This helps them connect more deeply with diverse consumers and promote the brand effectively across various markets.

Example: The Japanese brand’s YouTube channel for USA tailors content powerfully for American consumers, just as in this back-to-school video reflecting American style and this special season.

IKEA

Why they do it great: IKEA’s video localization strategy involves adapting their product demonstration, ads, and home inspiration content to reflect local tastes and languages. This ensures that their products are seen as relevant and desirable in different cultural contexts.

Example: The Swedish company’s YouTube channel for Turkey partners with local influencers for promotional videos that highlight Turkish lifestyles and interior design preferences.

Headspace

Why they do it great: Headspace localizes their meditation and mindfulness videos to suit different languages. This makes their mental health resources more accessible, promoting inclusivity and global wellbeing.

Example: Headspace’s guided meditation video translated into Spanish demonstrates the importance of voiceovers, as it allows Spanish speakers to engage with the content meaningfully.

Nespresso

Why they do it great: Nespresso goes beyond just translating the scripts of their promotional videos and advertisements. They consider cultural references, humor, and social situations to resonate with the audience.

Example: This commercial translated into French involves skillful dubbing, which captures the nuances of the target language while also keeping the core brand message intact.

Google

Why they do it great: Google excels in video localization by customizing video topics and themes to local interests. They also use localized keywords, hashtags, and strategies to increase search engine discoverability in specific regions.

Example: Google Japan’s YouTube channel incorporates keywords strategically into video titles and utilizes text-overlays to capture attention.

Frequently Asked Questions

What is a localization workflow?

A localization workflow is the entire process of adapting content from one language and cultural context to another. Specifically, video localization workflows involve defining the goals and target audience, translation and cultural adaptation, voiceover recording and subtitling, video editing, and quality assurance.

What is a localization service?

Localization services help brands and businesses to adapt their products and content to specific markets. In case of video localization, they translate audio and text to the target language, generate subtitles and voiceovers, customize visuals, adapt metadata, and adjust technical requirements.

How much do localization services cost?

The cost of video localization services depends on several factors. Manual services are more expensive and have longer turnaround times. Meanwhile, AI translation can be significantly cost-effective compared to human translation. Ultimately, the best option depends on your specific needs and budget.

Is there an AI that translates videos?

Maestra is the AI tool you can use for hassle-free video translation. Utilizing advanced machine learning technology, the software can instantly and accurately translate videos in 125+ languages. It also offers a voice cloning feature, which you can use to generate localized audio in your own voice in 29+ languages.

How do I localize a YouTube video?

To localize a YouTube video, first translate the audio and subtitles into the target language via voiceovers and captions. Additionally, consider modifying the video’s visuals to better suit the culture of the target audience. Lastly, optimize the video’s metadata (title, description, tags) to rank higher in local search results.

Can ChatGPT translate a video for me?

As of December 2024, ChatGPT cannot translate videos, as it is not able to process video files or extract audio for translation. However, you can provide ChatGPT the video transcript and request translation. This can be a faster and cheaper starting point compared to human translation.

What is localization in subtitling?

Localization in subtitling refers to the process of translating and adapting subtitles to suit the language, culture, and context of the target audience. This can include altering phrases or references to make them more appropriate for local viewers. The goal is to ensure that subtitles are both accurate and relevant to the viewer.

Summary

This blog listed 10 best practices for video localization, and shared 5 great examples for further inspiration. It also emphasized who can especially benefit from this practice.

By keeping these five rules in mind, you can achieve effective video localization that appeals to a global audience and engages viewers from diverse backgrounds.