The process of globalization and localization is going on simultaneously and there is no contradiction in the process as both are happening without disturbing each other. For instance, whereas Internet has helped in globalizing the reach of content, it is the localization that is contributing in the success. Following the same principle, video makers need to localize their content and for them the most essential people are the ones who offer them professional subtitling localization services.
It goes without saying that when we talk about entering new global markets, it is essential to know the specific markets which are to be reached. However, since not everyone speaks English, the first thing that might come to mind is translating content from English to the targeted language. Needless to say after all, it should be as simple as running your content through Google Translate and sending it off to customers on their journeys; however, this is not the situation as there is more than translation when subtitling localization is done.
Why has Localization become so crucial for success of video content?
Although there are a number of tools available for translation that make low-cost or free translation, these are low-value translation and do not help the end users a lot. Needless to say since translation is a complex process it should be done by the native linguists and translators. You may have across with the people who claim they got translation done with the help of Google Translate; however, it is equally known that it generates translation that at times is not even comprehensible.
For any video localization, the following is the process:
Writing Subtitles in local language
When subtitling is done well the local audience associates with the content quite well as it is in their mother tongue. Needless to say since these are best for brands and companies on a tight budget, the popularity has gone up over the years.
Dubbing with Local Artists
Apart from the localized subtitling when video is dubbed in the local language with the help of native speakers, it tends to deliver the best results. Nonetheless, overlaying original voices with the language your target demographic is important part of video localization services and contributes in making video viral.
Voiceovers by Local VOAs
It is quite evident that Voice Over Artists or VOAs come with a lot of training; however, there are still some traits that may be missing. For instance, voice and accent differs from people to people and region to region in the same language. However, with voiceovers by the native speakers there are no such issues.