Global Video Marketing: a Multilingual Strategy
Trying to optimize your videos can be like an art-form at times, but what happens when you want to go global? With foreign language use online growing at phenomenal rates, more and more video producers are choosing to go multilingual. In this article by Tubular Insights you will learn how to create a Global Video Marketing Strategy for a multilingual audience.
1. Setting Up Different Channels.
Your first port of call is to set up a different account for each of the languages you intend to broadcast in.
Even if you’re not planning on achieving total global video domination, it’s worth it. Nothing will alienate your foreign language viewers more than broadcasting one message in a dozen different languages from one channel! Also don’t forget that something as simple as the country name might be in a different language. To an English-speaker, it’s Germany, to a native it’s Deutschland. This will need to be reflected in your account name if you choose to use country names to differentiate between channels.
2. Optimize Everything.
Any video you then upload (whether you decide to subtitle, or to reshoot in a different language if you’re feeling brave enough) to your foreign language channel will need everything perfectly optimizing for your new global audience. And we mean everything. Your channel bio, your video title, your keywords and tags (and if possible, any comments you make) will all need to be translated and optimized.
3. Getting Keywords Right.
Unfortunately it’s not as easy as simply translating your existing keywords or tags directly into your target language(s). After all, people don’t speak the same language, and in many cases, they don’t search in the same ways either. You can even find major search differences in those whose native language is English. For example someone wishing to soothe a child in America would search for a ‘pacifier‘, while a British person would be looking for a ‘dummy‘. Add in a foreign language or two and suddenly you’re out of your depth!
One of the easiest ways to get your keywords right is to draft in the help of a native speaker, preferably one who lives in the country where the target language is spoken. This way they can be on top of any new trends or changes in the language—particularly important when it comes to the topic of media and technology.
For the amateur video producer or marketer, it’s doubtful that you’ve got a load of spare cash lying about (who has?!) for professional translators. Google Translate is a handy online tool that be used when you’re desperate, but do be warned it’s far from perfect.
Pay particular care when translating single keywords that might have two (or even more) meanings, as translating software won’t be able to tell the difference and may translate the incorrect meaning. Also be aware of idioms or metaphors, as translation software tends to muddle these up. What’s worse is that you won’t even know about this until your video’s gone live and some kindly soul points it out to you with a snigger.
5. Testing The Waters.
If you reckon you’ve got your keywords right, you can use Google’s handy AdWords tool to see how popular they’re going to be, and how much competition there is online. The joy of foreign language keywords is that owing to less foreign language content (and particularly videos geared towards foreign language speakers), there’s less competition, meaning it’s much easier to stand out among the crowds.
6. Cultural Differences.
Don’t just assume that Google and YouTube are the mainstays for your shiny new multilingual videos. In China, for example, Baidu is the search engine of choice and YouTube is famously banned! Instead, sites such as Youku and Tudou are what Chinese-speakers are using to watch videos. Do your research carefully on each country that you intend to target and discover where natives are searching for their video fix.
Don’t forget to monitor your progress regularly and adapt your strategy according to what is and isn’t working. With a little insight and some well-thought out tweaks here and there, you can soon find yourself appealing to viewers the world over.
Video can be challenging and expensive. However, it is an ideal medium for expressing a dynamic message in a simple form and it far outstrips other media in terms of reach and performance.
Making videos is about telling stories, so if you really want to stand out with your strategy, don't forget to read our article about Global Video Marketing and Storytelling.