If you think video localization is as easy as merely swapping languages, you’re in for a surprise. It’s not enough to throw a few subtitles at the screen and call it a day. Video localization is a delicate art—an art of cultural adaptation. That being said, let’s actually explore the world of video localization and translation together, and learn of nuances that can make or break your content in different countries.
It’s More Than Just Translation
Let’s start by clarifying: video translation and localization are not the same thing. Sure, video translation is a huge part of the process, but video localization is the real star of the show. Localization adapts your content to fit the cultural context of your target audience. If you think it’s just a matter of choosing the right language and then converting your original video into that language, think again - words are only the beginning.
The Role of Cultural Adaptation
What can be seen as culturally appropriate in one country, might be completely out of line in another. When you want to adapt your content to another culture, you should be able to recognize that culture’s differences: language, traditions, customs, beliefs.
For example, colors carry cultural significance, too, and this varies widely between regions. What’s seen as positive and uplifting in one culture can symbolize death, danger, or misfortune in another. Getting it wrong in your video localization could unintentionally send the wrong message.
A joke that works well in English-speaking countries could be insanely inappropriate when translated directly into another language. Similarly, using specific imagery, colors, or idioms might come across as offensive or confusing in a different culture. That’s why cultural adaptation is key. Your content should not only be understood but also feel natural to your audience.
Understanding the Audience’s Social Norms
Keep in mind that different cultures have vastly different social norms, and failing to account for these can turn your content into a disaster when trying to translate it. If you want to go global and expand your reach without offending some countries, here’s what you have to keep in mind:
Language Sensitivities
While translating your videos, consider the social connotations of certain words. Some words may be neutral in one language but come off as derogatory in another. Language is often laced with idioms, metaphors, and culturally specific phrases that can turn into landmines when translated directly. That is why you should always have a professional involved (such as AIR Media-Tech) in the localization process to catch these nuances.
For example, while in English we say "break a leg" to wish someone good luck in a performance, in Brazil, they usually just stick with the straightforward “boa sorte,” which means "good luck." The irony of “break a leg” doesn’t really translate well in Brazil.
In English, saying "I’m stuffed" after a meal means you're full. However, in French, “Je suis bourré” means "I’m drunk." The English word “mist” refers to a fine spray of moisture or fog. However, in German, “Mist” means “manure” or “dung.” So, if you enthusiastically describe a beautiful “misty” morning to a German audience, they might get a completely different, far less pleasant image.
Visual Elements
It’s not just words that need localizing—visual elements play a huge role in how your content is received. Colors, symbols, and even gestures have different meanings across cultures, and these small nuances can significantly affect your video's reception.
Colors Carry Meaning
We all pretty much know the fact that white in majority of Western cultures symbolizes purity and is mostly used at weddings or big events of the sort. However, did you know that the same color white is the color of mourning in some Eastern cultures like China and India? Similarly, the color red, often seen as bold and passionate in the West, can symbolize luck and prosperity in Chinese culture. Culturally adapting colors and visuals accordingly can make your content much more appealing to local audiences.
Images and Gestures
“OK” gesture and thumbs up - those are pretty positive, right? Well people, who live in parts of the Middle East, West Africa, and South America will disagree with that. Thumbs-up there is an offensive gesture equivalent to flipping the bird. But what about “OK”? It’s the same thing! It’s highly inappropriate in Brazil.
The presence of a dog or a pig in your localized and translated video will most likely upset people from Middle Eastern countries, since in some cultures those animals are considered to be dirty. If you joke about or treat a cow badly? Indian people will absolutely not like it.
How to successfully localize your videos
Employ experts
When it comes to video localization, thinking you can wing it with Google Translate and a few cultural stereotypes is like trying to run a marathon in flip-flops—it’s not going to end well. Localization is a whole dance of language, culture, and sensitivity, and that’s where AIR Media-Tech comes in to save the day. We don’t just toss your script to a translator and call it a day; we fully adapt your content to the target culture.
At AIR Media-Tech, our team of localization experts could help you with every possible issue you might face with localization and translation. We spot potential pitfalls and help you avoid embarrassing mistakes like misinterpreting idioms. Our experts ensure that your phrases land with the intended meaning—and without the awkward misunderstandings. We can sub, and we can dub. We can do it all!
We’ve worked with countless channels, helping them find that sweet spot where international audiences feel like they’re watching content made just for them. By trusting AIR Media-Tech (like YouTube does) to handle your video translation, you can rest assured that your content is culturally relevant, engaging, and most importantly—respected. Don’t wait and contact us today to receive all the required help!
Learn
Even if you have experts, it doesn’t hurt to do your homework. Knowing your audience is important. If you’re planning to localize for Japan, it’s useful to understand the importance of honorifics, personal space, and indirect communication. If you’re tackling Germany, be aware that humor tends to be more subtle, and an overly casual tone could come off as disrespectful.
Remember, video localization isn’t just about speaking the language; it’s about speaking to the people.
Localized Marketing Approaches
Localization isn’t just about the content of your videos; it also applies to how you market them. You need to rethink your marketing strategy based on the cultural landscape of the region you’re targeting. Different regions have their preferred platforms. In China, for example, YouTube doesn’t exist, so you’ll need to adapt your strategy to local platforms like Youku or Bilibili. Speaking of, to localize your content in Chinese and put it on their unique platforms, contact us and we will help you achieve just that!
If you’re trying to target your social media campaigns to Arabic audiences, you might need to consider that humor popular in Western culture may need to be toned down.
Localizing Subtitles and Dubbing
Getting subtitles and dubbing right is key to a successful video localization strategy. It’s not enough to just learn how to do subtitles, you want the language to feel organic and relevant.
Dubbing Versus Subtitles
Choosing between dubbing and subtitles is another important decision. Some cultures prefer dubbed content, while others prefer subtitles. For example, in countries like Germany or Italy, dubbing is the norm, while in Scandinavian countries, viewers are more accustomed to subtitles.
Localizing your video content for different cultures is essential if you want to reach a global audience. By taking into account cultural sensitivities, localizing visual elements, and adapting your marketing strategy, you can create content that resonates with viewers from different parts of the world. Remember, it’s not just about translation—cultural adaptation is key to making your content relatable to new audiences. With the right tools and experts, you can take your videos global without losing their essence.
