These days, you can’t avoid it: if you want to reach different markets, your content must be localised. This means more than just translating voice-overs or captions. It’s about adapting your message to fit the language and culture of your audience. Only then will your message truly resonate.
Why Localisation is Important
Localisation means tailoring your content to the culture and habits of your audience. It’s not just about language—it’s about how you connect with people and what emotions you evoke.
When you hit these cultural nuances, you build trust. And trust leads to better results. In fact, 76% of global consumers prefer to buy products in their native language, and companies that localise their content are 1.5 times more likely to see increased revenue. Businesses that invest in localisation, especially in voice-overs, often see a major boost in success.
Key Steps in Voice-over Localisation
Know Your Audience: Before you start, you need to understand who you’re talking to. What do they care about? How do they consume content? Once you have this clear, you can choose the right tone and style to make your message stick.
Work with Local Experts: Localisation isn’t a one-person job. You need translators and voice actors who know the language and the culture. This way, the tone and style will match what your audience expects. And even if you’re not going all in, make sure your voice actor can flag anything odd in the script.
Adapt Your Script: Direct translation often doesn’t work. Sometimes, the script needs adjustments in pace or content to sound natural. Give your translators and writers the freedom to adapt. This keeps your message strong and engaging.
Send the Video Along: Translators may change word order to improve the flow. That’s fine, but not always for video. For example, if you show a glass, cup, and bottle in a specific order, the script needs to follow that same order. Sending the video with the script helps avoid these small, but important, mistakes.
Size Matters: I once saw a Bible printed in two languages, side by side. One version finished 10 pages earlier than the other! Some languages need more words than others. This means you might need to shorten sentences or lengthen visuals to make everything fit.
Do a Good Quality Check: Before releasing anything, check everything carefully. Have native speakers review the content to ensure timing, language, and cultural references are spot on. This prevents mistakes and guarantees quality. If you ask a native speaker for feedback, be ready for detailed suggestions! Give them context upfront, especially if the original script has long sentences. This will help them understand the translation may mirror that.
Challenges and Benefits
Localising voice-overs can be tricky. It’s about more than just language—it’s about syncing with visuals and keeping the core message intact. But if done right, it helps you make a deeper connection with your audience. You’ll expand your reach and keep your brand strong and consistent across all markets.
Investing in professional voice-over localisation means you’re speaking your audience’s language, both literally and figuratively. The result? More engagement and a stronger global presence.
