Video content reigns supreme in today’s digital world.
Since companies seek to steer ahead of the competition and connect to a global audience, they look forward to investing in effective video content to communicate, entertain, and market.
The importance of effective translation services can henceforth not be overstated. Although machine translation has made strides, it fails to capture the linguistic and cultural nuances.
This is where a human video translator shines.
From capturing the language subtitles to delivering translations that resonate with the target audience, human translation offers precision that machine translation cannot replicate.
This guide sheds light on the importance of video translation while digging into the unique benefits of human translation services for videos.
Video Translation & What It Entails
Video translation involves translating the subtitles, spoken dialogue, captions, and other linguistic elements in a video. It aims to retain the original language’s tone, meaning, and context while converting the visual and audio components into a different one.
Video translation services include but aren’t limited to the following.
- Dubbing involves swapping the original audio with a translated version. Numerous companies adapt this strategy for animations, films, and TV shows. It lets them offer a hassle-free viewing experience for their target audience – those who prefer streaming videos in their native language.
- Subtitles. Adding subtitles is yet another cost-effective and popular method to reach a wider audience base. It allows the video owner to display translated text at the bottom of the video. The video translator ensures the dialogue synchronizes with the action for a seamless viewing experience.
- Closed Captions go a step beyond subtitling videos. They incorporate text descriptions of numerous audio elements, from sound effects to music and dialogue.
- Voiceovers offer another practical way to make the video comprehendible for the global audience. It involves a voice-over artist narrating the dialogue over the original audio. It is worth noting that this type of translation enables the viewers to hear the original audio in the background.
Human Translation Vs. Machine Translation: What’s the Difference?
Machine translation has made numerous advancements in recent years. Not only does it offer speed, but it also allows companies to process large volumes of content in a snap. Despite the noteworthy progress, it falls behind a human video translator.
Yes, while it does bridge the language barriers, machine translation lacks accuracy, quality, and the ability to comprehend linguistic nuances.
Here’s a quick look into how human translation surpasses machine translation in terms of contextual understanding.
Precision
A study published in ScienceDirect highlights that machine translations are useful to a “certain context.” In other words, we cannot rely on them without human intervention.
For instance, the popular Netflix show “Squid Games” received an uproar for its Korean-to-English subtitle translation.
Youngmi Mayer, a proficient Korean speaker, asserted that viewers who aren’t fluent in Korean must have had an utterly different streaming experience.
This show is only an illustration.
Investing in a machine translation for videos leaves them vulnerable to errors. Because a human considers the audience, their background, and a multitude of other factors, they’re inclined to generate accurate translations with greater probability.
Consistency & Style
According to the American Translators Association, machine translation doesn’t take consistency into consideration. Here are a few examples.
- Loss of formality
- Inconsistent verb tenses.
- Inconsistency concerning writing style.
Source text: “Please accept my sincere condolences on your loss.”
Machine Translation (inconsistent style): “I’m sorry for your loss.”
Source text: “I will attend the event next month.”
Machine Translation (inconsistent): “I attend the conference next month.”
Source text: “The moonlight danced upon the tranquil ocean.”
Machine Translation (inconsistent): “The moonlight appeared on the calm ocean.”
Contrarily, video translation undertaken by humans delivers the message loud and clear.
Humans consider the context and terminology to retain the essence of the original language.
Cultural Sensitivity
Machine translators do not comprehend the local traditions, customs, and historical references. As such, they may produce inappropriate translations.
For instance, a reference to a historical event may get lost in translation, resulting in a lack of relevance. Likewise, unfamiliarity with cultural nuances can lead to unintended offense and controversies.
So although machine translation systems have been progressing, solely relying on them can result in companies losing their reputation.
Price
Apparently, machine translations prevail in this domain. They’re relatively inexpensive compared to human translation services.
Therefore, a few industries turn to machine translation when a quick turnaround is needed at an affordable rate. But again, this is achieved by compromising language nuances and accuracy.
A human video translator charges more for top-notch translations. Therefore, companies prioritizing precision are most likely to turn to them.
Why Do Video Translation Services Matter?
The trend of video consumption sparked amidst the pandemic and hasn’t slowed since then. With short attention spans and an appetite for visuals, videos entice the online audience.
However, since companies aim to deliver their message accurately, using video translation services has become the need of the hour.
After all, what’s the point of creating videos viewers struggle to comprehend?
Here’s why video translation services are indispensable in today’s digital landscape.
Global Reach
Research unfolds there are over 333.34 million companies globally.
Outpacing competitors and making a mark in the digital world is, henceforth, a tough nut to crack. Businesses must go above and beyond to reach a wider audience, gain recognition, and watch revenue soar.
Translating video content into multiple languages allows content creators to communicate with people worldwide.
The video translators consider linguistic inclusivity to ensure language barriers do not hinder the transmission of information. Not only does it allow businesses to foster new connections, it also enables them to reach new markets and grow their customer base.
Better Engagement
When viewers access video content in their native language, they’re more likely to feel connected. What otherwise felt foreign is now engaging and meaningful.
This allows businesses to connect emotionally with their audience and effectively convey the brand message. High engagement leads to increased shares and enhanced conversion rates – a win-win.
Enhanced SEO Rankings
SEO (Search Engine Optimization) plays a vital role in building trust with the audience.
Therefore, businesses that invest in SEO are more likely to be considered credible. Content creators can optimize videos for SEO by translating video captions and audio.
This ensures that international search engines recognize the videos and rank them accordingly. As a result, companies drive massive organic traffic getting their content more eyes.
This allows businesses to improve their online visibility and gain a competitive edge in the business world.
Outpacing Competitors
Embracing multilingual video content enables businesses to differentiate themselves from competitors who haven’t yet explored the localization power.
This forward-thinking approach allows them to tap the untapped market and lets them nurture relationships with customers.
Making the Audience Feel Valued
English might be the most spoken language worldwide, but a substantial portion of the audience resides in other countries. By forgoing the translation of video content in multiple languages, businesses miss out on the opportunity of targeting other audiences.
Even worse, not demonstrating a commitment to inclusivity can make their audience feel less valued.
Contrarily, viewers feel heard and understood when they access information in their native language.
The personal touch boosts user experience, builds the brand image, and strengthens relationships. Besides, it also leads to increased customer loyalty and positive word of mouth.
The Advantages of Human Translation Services
The highly globalized world calls for effective communication across cultures for businesses to flourish. Although automated translation tools have gained traction, human translation services remain imperative for businesses seeking precision and consistency.
We’ll delve into the benefits of video translation services undertaken by humans.
Linguistic Accuracy
Human video translation is carried out by highly proficient translators. This allows them to capture linguistic accuracy to ensure contextually appropriate translation of the videos.
Unlike a machine that overlooks numerous language elements, humans possess the linguistic prowess to comprehend complicated cultural references, idiomatic expressions, and regional dialects.
Consider the example of a scientist explaining their revolutionary findings in a video in French. This video needs English translation to reach a wider audience. At this point, a minor error in translation can lead to misinterpretation of the scientific findings, misleading the listeners.
A professional interpreter fluent in French and English would carefully listen to the interview, comprehend the context, and understand the nuances of scientific terminology.
Consequently, they will accurately translate the video content while retaining the original meaning of the speech.
Personalized Communication
A human video translator can tailor the message’s style, tone, and voice to make it engaging and personalized. This lets them resonate translated text with the target market’s preferences.
Imagine a multinational technology company introduced a new home appliance for the Japanese market. They created the device’s promotional video in English, highlighting its features and interface.
However, to make the ad more effective and targeted, they must tailor it to the preferences of the Japanese audience, giving them a personalized experience.
A human video translator proficient in Japanese and English will deeply understand both cultures. They’ll carefully watch the video, analyze the content, and customize it accordingly.
For instance, they may employ honorific language (keigo) to demonstrate respect and politeness. Further, the translator might modify the voice-over script to reflect the Japanese cultural context emphasizing a sense of belonging.
These subtleties are easily disregarded when using machine translation. As a result, the translated message may come across as rude and offensive, taking a toll on a company’s reputation.
Brand Consistency
Consistency helps businesses build a reputation and gain customer loyalty across borders. Each company has its unique tone and style to grasp the audience’s attention.
Human translators work closely with the brand glossaries and guidelines to ensure the message remains consistent in all languages. This allows them to convey the brand values accurately and preserve the brand identity.
Consider a global fashion retailer with a strong presence in multiple countries. The translator will comprehend the key brand-specific phrases, terms, and style guidelines to ensure consistent language style and terminology across the translated materials.
This helps avoid confusion and maintain a unified brand voice.
Creative Adaptation
Creative adaptation is a rather challenging pursuit and may lead to flawed translation if not executed correctly.
For instance, the English phrase, “Break the ice and make a splash,” encourages someone to initiate a conversation or make an impact.
However, its literal translation neglecting the creative adaptation may produce an incorrect translation, “Break the ice and create splashes.”
Therefore, companies hire a skilled human video translator with a knack for creativity and in-depth cultural awareness to ensure effective translation.
Let’s say a popular clothing brand wants to launch a new marketing campaign promoting its latest products in multiple markets, including Japan, US, and France. The brand created a humorous video in English that heavily relies on cultural references and wordplay.
Instead of literally translating the text, the translator will engage in transcreation, which involves creative adaptation to resonate with the cultural nuances of each unique market. This allows them to capture the original advertisement’s tone, impact, and essence, generating precise translation.
Flexibility
Machine translation generally offers a one-size-fits-all approach. Therefore, businesses turn to human translators who provide the flexibility to complete video projects accurately.
For instance, they can adapt to technical jargon, terminology, and industry-specific requirements to ensure the translation meets the desired standards.
Additionally, they’re experienced in working with tight deadlines. Efficient time management skills allow them to prioritize tasks and work diligently to complete video translations.
Further, unlike machine translation, they can handle complex translation projects involving large volumes of text, multiple languages, and challenging content.
Last but not least, they are capable of offering personalized solutions tailored to the client’s needs. For instance, they can consider client feedback, enabling an interactive and collaborative translation process.
This level of customization ensures client satisfaction and helps them build long-term work relationships.
Reliability
Reliability in video translation refers to the consistency and trustworthiness professional translators bring to their work.
They undergo rigorous training and have years of experience in the field. This allows them to deeply understand the language’s syntax, grammar, and cultural subtleties.
Besides, they can quickly recognize and rectify errors that may arise during translation.
They research to verify the validity of information and consult reference source materials to seek clarification. This allows brands to avoid mistakes that may ruin their reputation.
Further, a machine translation can be categorized as a versatile but generalist tool, unlike a human video translator with knowledge and expertise in a specific field, including technical, legal, medical, finance, and marketing.
This allows them to comprehend concepts specific to each industry and produce reliable translations.
Transparency
Businesses prefer hiring transparent video translators for quality assurance and confidentiality. Fortunately, human video translation services offer open communication between both parties.
For instance, they can engage in a direct conversation to discuss the video project requirements, details, and preferences. This allows translators to understand the client’s expectations better and ensure the translation aligns with their objectives.
Further, to ensure the work meets the highest standards, human translators can seek clarification regarding ambiguities in the audio.
This may include cultural references or unfamiliar terms. Transparent communication allows translators to capture the intended meaning and convey it effectively.
Industry Expertise
Domain-specific knowledge is crucial in today’s highly competitive business landscape. Companies seldom prioritize the “Jack of all trades” because they may not understand cultural nuances, terminology, and jargon.
Hiring a human translator with specialized knowledge allows them to ensure precise translations tailored to the industry’s requirements.
Cost-Effectiveness
A popular saying goes like this, “A job done cheap is a job paid twice.” While automated translation is commonly perceived as cost-effective, the potential risks outweigh the short-term advantages.
For instance, since machine translation is prone to errors, businesses might need to invest in more tools to achieve accurate results. What’s worse, minor translation flaws can affect businesses’ reputations.
Hence, they may end up paying more down the line.
Contrarily, a human translation service offers long-term cost-effectiveness by reducing cultural faux pas, misinterpretation, and reputation damage. Therefore, investing in professional translation services from the ground up can save companies from setbacks in the future.
Better Accessibility
Did you know 85% of Facebook videos are streamed without sound? This could be due to various reasons, including noisy surroundings, lacking access to speakers, and hearing disabilities.
By skipping out on subtitles and captions through video translation services, companies impede disseminating their message to a broader customer base.
Companies must ensure their content is accessible to those who cannot rely on audio content alone.
Captions allow people to comprehend the narration and other audio elements featured in the video. This enables them to engage with the content regardless of sound barriers.
That’s a Wrap
A human video translator goes beyond mere accuracy and infuses the videos with personalized communication, cultural subtitles, and brand consistency.
Not only does it allow companies to forge deeper connections with the audience, but it enables them to expand their international presence. While automated translations cut down on time and may offer affordable services upfront, their precision remains questionable.
The world hungry for human touch and connection craves personalized content transcending language barriers.
Fortunately, human video translation services offer unwavering reliability and quality assurance to boost reputation and gain customer loyalty in the diverse digital landscape.
