It’s easy to see why video is one of the most effective ways to convey a message: just one minute of video content equates to 1.8 million words (yes, we said million). But how do you leverage the power of video when you’re targeting a new market and restricted by a limited budget? The good news is, whether you’re looking to translate an explainer video on your website, a training video for your staff or a product demonstration video, making use of a subtitling (also referred to as ‘closed captions’) service is an affordable way to get your message across, without compromising on the integrity of your content. If you’re debating whether or not a subtitling service is for you, read on to learn about the benefits of working with a subtitling service provider:
It’s more affordable and less time consuming than other means of localization.
Contrary to popular belief, not all localization efforts cost an arm and a leg. Opting to make use of a subtitling service is far more budget-friendly than producing a whole new version (or several, if your target market consists of different language segments) Instead, you’re able to convey your message just as effectively, without having to fork out a substantial amount of capital. What’s more, if you’re working within a tight deadline, adding voice-overs or creating a brand new video is out of the question. Regardless of the language or dialect you need to use, adding subtitles to a vlog or video means you can convey your message at a fraction of the cost, within a fraction of the time, without having to compromise on your reach as a new brand in a foreign market.
You’re able to amplify the efficacy of your SEO strategy.
Possibly one of the greatest benefits of adding subtitles or closed captions to your videos is the fact that it can strengthen your SEO (Search Engine Optimization) efforts. (If it’s embedded on your website, that is.) By including strategic keywords in your subtitles, you’re essentially making it easier for Google to find your page, upping your search ranking and drawing more traffic to your site as a result. And if you’re targeting a new market, you’ll want to make sure that your brand is as ‘findable’ as possible, which makes the use of subtitles an effective addition to your existing SEO strategy.
You’re able to create additional content that leverages off your original asset.
If you’re launching a product in a new market, the more marketing material you have, the better. That said, creating additional content that’s derived from a video is laborious and time-consuming if you don’t have a transcript from which to work off. By adding subtitles to your video content, you’ll be able to create additional marketing assets like blogs, downloadable white papers, client testimonials or SlideShares that are based on the transcript from your subtitled videos – without having to go back to the drawing board.
You have the added benefit of guidance and input from experts in localization.
Making use of a subtitling service that’s rendered by an expert LSP (Localization Service Provider) is an opportunity to obtain the guidance of a vendor who is well-versed in the ways your new target market interacts with content. By working with an established LSP, you’ll get to grips with the translation and localization process, meaning you’re that much better equipped for any future localization projects that come your way.
Think a subtitling service is for you? Find out about our approach to subtitling services here.
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