How to Reach Your Global Audiences in the Multimedia Era

March 11, 2022

Multimedia plays a key role in the field of marketing, digital advertising, and e-learning. So, brands should utilize effectively interactive multimedia channels to garner better engagement and reach more local audiences. Today, videos and interactive multimedia channels are preferred types of information compared to words and pictures. It seems like a picture is worth a thousand words and a video is worth a million words. They are becoming one of the most effective engagement multimedia channels that are taking the place of any platform.

Read more: How To Apply Localization Mindset in Translating – Part 2

Change in Consumption of Digital Media

During the past decade, video has been the breakout trend in the world of business and marketing. People aren’t keen on text messages or blogs as much as they used to be. They are also paying more and more attention to videos and animation today. Social media videos generate 1200% more shares and engagement than both text and image content together.

This change is widely applied to more than just English-speaking countries. In fact, developing economies are the pioneers of the video revolution. This means audiences come from varied cultures and backgrounds. To grab engagements from these international audiences, having a presence in multiple languages is highly essential for brands.

Global Brands Using Digital Content to Reach Their Audiences

Ad spending has always followed viewership in the history of advertising. With the increase in the popularity of video content, brands across the globe are producing a plethora of videos. According to Video Marketing Statistics for 2021, 87% of online marketing professionals worldwide use video content.

Brands across different countries are quickly modifying their marketing strategies. Video content for digital media is seeing a dramatic rise. 

Where Are Viewers Located and What Languages Do They Speak?

It’s not difficult to answer this question. The world now is a global village, and each online viewer is a small part of this global village. They communicate and interact with each other in different languages and cultures.

The increase in video content consumption does not only appear in English-speaking countries. China and Sweden are the most interested video viewers. The average person in both countries spends 103 minutes daily viewing online videos. These aren’t the only countries where daily viewership exceeds the 100-minute mark. Experts at Zenith media expect India, Mexico, Canada, the UK, and the US to join the 100-minute league by 2021.

Localization Techniques Used to Reach Other Audiences

It’s is clear that multimedia content needs to be localized first to make it consumable for viewers scattered around the world. Localization of multimedia includes subtitling, dubbing, voiceovers, and in some cases, recreating digital content in its entirety to adapt to multilingual languages and cultures.

However, recreating isn’t always a cost-effective move. This means advertisers working on limited budgets may not be able to recreate videos in multiple languages. Subtitling, dubbing, and voiceovers can be much more practical options, as they can save money. If content creators know that multimedia work goes for global audiences, then developing a video or other assets with localization in mind results in a smooth, more cost-effective translation and localization process.

The Need for Localization

While all brands now can’t deny the important role of localization to meet the globalization goals, it’s easier said than done. Video translation requires a more complex process and special skills compared to straightforward text translation.

Wise-Concetti specializes in the language and technology needed to localize multimedia to appeal to multimedia audiences across the globe. For more information and to contact our specialist multimedia team, click here.


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