Representation matters.
53% of people would like to consume more inclusive content according to a recent Nielsen survey. We often hear about this sentiment in the context of popular culture, but the same holds true for branded video content.
In fact, the World Economic Forum concluded that authentic representation makes people 30% more likely to trust a brand. The result is clear: organizations that embrace and connect with their full range of audiences see more engagement. This can have serious implications when it comes to seeing a return on marketing and advertising investments. When we trust a brand, we’re more likely to buy from or donate to them.
A key feature of video is making the spoken language accessible. All too often, this is forgotten when it comes to video content.
Often, the solution becomes relying on automatic captioning translation. Yet these artificially generated captions often make mistakes. And when paired with a different spoken language, the message becomes clear: your brand didn’t choose to invest in this audience. And if you aren’t investing in them, why should they invest in you?
So, how can you actually go about producing content in multiple languages?
Scripting
In an age where translation services are easily accessible, it can be simple and efficient to translate your script into a different language. But, keep in mind that language contains so many colloquialisms and regional slang. (Think “bubbler” vs “water fountain”, or “sneakers” vs “tennis shoes.”) As such, it’s a best practice to have your script reviewed by a fluent speaker who represents the audience. Make sure you take into account both demographics and regions. Viewers are savvy and will tune out if the language does not resonate with them.
Casting
Make sure the person on camera is fluent in the language they are speaking. This is extremely helpful, as they can help ensure that the script is translated correctly, with cultural nuance. For videos that rely on voiceover, it’s quite simple to find voiceover artists thanks to remote recording sessions. For actors that must appear on screen, it might be a bit more difficult – but it’s worth investing the time and energy to make sure your video content is showcasing genuine representation.
Production
It can feel daunting to work in another language. Throughout both filming and post-production, there’s a good chance creative assets will wind up on the desk of someone who does not speak that language. A best practice is to divide the script up, line by line, and number the lines. This way, everyone is on the same page about the content being filmed. From director to editor to marketing team, everyone involved in the video production can be on the same page and ensure that you’re telling the proper story.
In the world of production, efficiency is the name of the game – think about how you can create assets in multiple languages without breaking the bank. This could be as simple as swapping out the talent for individual shots, efficiently producing alternate versions of the same creative asset. Or it might mean having set and wardrobe pieces on hand to reflect cultural variance.
Key Takeaways:
Incurrent Media is committed to producing video content that drives impact. We don’t shy away from producing content that will connect with diverse audiences.
In fact, we recently produced a 40+ asset campaign for Shared Value Media, which spanned 6 languages including English, Spanish, Punjabi, Amuzgo, Mixteco, and Triqui. Challenging? Yes. Rewarding? Absolutely.
Working across cultures and languages allows us to celebrate humanity by telling stories with heart and empathy. It’s core to who we are, and it’s how we consistently produce engaging video content that drives impact for our partners.
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