What are the latest trends and innovations in video localization?

1 Subtitles vs. dubbing

One of the first decisions you need to make when localizing your video is whether to use subtitles or dubbing. Subtitles are text captions that appear on the screen, while dubbing is the replacement of the original audio with a new voice-over. Both methods have their pros and cons, depending on your budget, audience, and goals. Subtitles are cheaper, faster, and more authentic, but they can also be distracting, limit your creativity, and require literacy. Dubbing is more immersive, natural, and accessible, but it can also be expensive, time-consuming, and challenging to match the lip movements and emotions of the original actors. The best option depends on your target market, the type of video, and the preferences of your viewers.

2 Transcreation vs. translation

Another important aspect of video localization is the choice between transcreation and translation. Translation is the literal conversion of words from one language to another, while transcreation is the creative adaptation of the message, tone, and style to suit the local culture and context. Translation is more suitable for informative, technical, or legal videos that need to convey facts and details accurately. Transcreation is more suitable for creative, emotional, or humorous videos that need to resonate with the audience and evoke a desired response. Transcreation can also help you avoid cultural blunders, slang, idioms, or references that may not make sense or offend your viewers in different regions.

5 Accessibility vs. usability

A fifth aspect of video localization is the balance between accessibility and usability. Accessibility is the degree to which your video can be accessed and understood by people with different abilities, needs, and preferences. Usability is the degree to which your video can be used and enjoyed by people with different devices, browsers, and internet connections. Accessibility and usability are both important for video localization, as they can help you reach a wider and more diverse audience, as well as comply with legal and ethical standards. Some of the factors that affect accessibility and usability are the font size, color, and contrast of subtitles; the speed, volume, and clarity of audio; the resolution, format, and loading time of video; and the design, functionality, and compatibility of interactive elements.

6 Localization vs. globalization

A sixth and final aspect of video localization is the trade-off between localization and globalization. Localization is the process of adapting your video to a specific market or region, while globalization is the process of making your video suitable for a general or global audience. Localization can help you tailor your video to the local culture, language, and preferences of your viewers, as well as increase your relevance, trust, and loyalty. Globalization can help you simplify your video production, reduce your costs, and expand your reach. The degree of localization or globalization depends on your strategy, budget, and message.