In the realm of video content, the significance of localisation services cannot be overstated. This becomes even more critical when we examine some cautionary tales from the marketing world, where missteps in translation have led to costly and embarrassing blunders. Global Voices Media, a leader in providing comprehensive localisation services, stands as a beacon in guiding businesses through the complex landscape of multilingual and multicultural communication.
A Glimpse into Translation Mishaps
Before we delve into the importance of localisation in video content, let’s look at some telling examples from the marketing sector that highlight the perils of inadequate translation:
HSBC Bank’s “$10 Million Mistake”: Their campaign slogan “Assume Nothing” was mistranslated in various countries as “Do Nothing,” leading to a massive rebranding exercise costing $10 million.
KFC’s Chinese Conundrum: The famous “Finger Lickin’ Good” slogan, when launched in Beijing, was translated to “Eat Your Fingers Off” – a less than appetising proposition for customers.
American Dairy Association’s Spanish Slip-Up: The iconic “Got Milk?” campaign translated into Spanish asked the audience if they were lactating, instead of inquiring about their milk consumption.
These examples underscore the importance of not just translating content, but also adapting it to the cultural context and nuances of the target audience.
Localisation in Video Content: Beyond Translation
Localisation is more than just translating words; it’s about adapting content to resonate with specific audiences. In the context of video content, this means:
1. Cultural Adaptation:
Videos must be culturally sensitive, reflecting local customs, humour, and values to avoid misunderstandings or offence.
2. Technical Adjustments:
This includes adapting units of measurement, currency, and localising graphics and on-screen text.
3. SEO Considerations:
Localising video content also means optimising it for regional search engines, enhancing discoverability and engagement.
4. Voiceover and Subtitles:
The choice between subtitles and dubbed voiceover can significantly impact viewer engagement, and this decision should be informed by cultural preferences.
Global Voices Media: Mastering the Art of Localisation
Global Voices Media excels in understanding these subtleties. They provide comprehensive localisation services, ensuring that your video content is not just linguistically accurate but also culturally relevant and engaging. Their expertise spans:
Cultural Expertise: They employ professionals who not only understand the language but also the cultural context of the target audience.
Tailored Solutions: Recognising that each project is unique, they offer customised localisation strategies that align with specific business objectives.
Quality Assurance: Their rigorous quality control measures guarantee that the final product is of the highest standard.
Conclusion: The Strategic Importance of Localisation
These case studies and the expertise offered by companies like Global Voices Media highlight the strategic importance of localisation in video content. It’s not just about avoiding gaffes; it’s about connecting with your audience on a deeper level, enhancing brand loyalty, and ultimately driving business growth. In our increasingly interconnected world, localisation is not just a nice-to-have; it’s a necessity.
