How To Create Engaging Local Content For Any Audience
In this guest post, Daniel Littlepage (pictured below), Aussie MD of 90 Seconds, talks us through tips to make content that people actually want to consume…
According to Youtube a massive 300 hours of video are uploaded every minute. Snapchat and Facebook account for 14 billion video views every day[1]. And if those numbers don’t seem crazy enough, it’s predicted that by 2019, 80 percent of all internet traffic will be video[2].
Consumer appetite for online video is growing rapidly across the world, and with this growth comes new challenges for brands and combined marketers as they work online video into their marketing plans. One of these challenges is how to localise video content effectively across regions.
We’ve heard for years that content is king, but without localising content effectively brands risk return on the investment. If you’re a brand that’s trying to stretch its video content across multiple markets, it’s important to design your content from the earliest stages for it to transition to other cultures and not lose its impact. When localisation is done correctly, a video can be as engaging and entertaining in a new culture as it was in its original one.
If you’re producing content that you want to multi-purpose to suit different audiences, considering the following will help ensure your localisation approach delivers effective and engaging results.
- Social is local
When it comes to marketing, many brands still focus on producing global content and don’t see the importance of local activation. However, when followers/fans can see a connection between their life situation and your brand, their interest increases. Context and cultural understanding is crucial in getting the right message to the right audience and in the right way. So make sure you consider the channel you will distribute your video content on.
- The impact of different languages
English requires fewer words to communicate a message than most other languages do. This can have a significant impact when translating from English into another language as you have to take into consideration that the spoken and written elements will be longer than the original English.
- Synchronised vs Non-Synchronised Dubbing
The most basic form of voiceover is non-synchronised dubbing. In this process, the original language spoken is removed from the video and replaced with the language you are translating into. Although some attempt to synchronise the lip and mouth movement may occur, this form of dubbing is often of poor quality. In contrast synchronised dubbing attempts to sync word choices and the voiceover itself with the original actor’s lip movement.
The type of voiceover you choose might depend on your budget. Dubbing can be as much as 15 times costlier than subtitling, especially when attempting highly synchronised dubbing.
However, videos spoken in a native language can be very attractive to a potential audience so brands need to weigh up the investment.
- Music is often very culture-specific
Video localisation is not limited to spoken audio. If there is music within the video, you will most likely want to replace that as well. Music is often very culture-centric and has less of an impact when introduced into foreign cultures. In addition to changing the voiceover audio, you will want to use music that is culturally applicable and evokes the type of mood you desire. Choosing good music does not mean just choosing music common to a target culture, but one that evokes the emotions you want your audience to feel when watching the video.
Keep in mind, however, that not all brands are opting to localise; many are starting to invest in creating more local content. Uber recently shot a TVC in 36 locations, across eight countries to ensure customers in Paris, Stockholm, Amsterdam, Berlin, Madrid, Edinburgh, Warsaw and Brussels saw recognisable local landmarks. In less than 12 days, Uber produced near-identical videos localised for each market by shooting in multiple locations, that were then edited centrally through the 90 Seconds cloud platform to streamline costs. This meant Uber could ensure consistency of branding and quality without the cost of hiring production teams in every market around the globe.
In 2016, content localisation can no longer be an afterthought. Consumers are demanding personalised marketing and localised content. The good news is this no longer needs to be overly time-consuming or expensive. With cloud solutions there are more options available to brands than ever before when localising video.
Latest News
Young Australians Will Abandon Facebook If It Doesn’t Do More To Combat Hate Speech
In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]
Model With Down’s Syndrome Breaks Instagram Records For Gucci
Here's a good news story B&T likes to run. Even if it's from a brand you wouldn't expect a good news story to come from.
Baskin-Robbins Australia Awarded For Stranger Things Campaign
A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.
Haystac Wins Springfree Trampoline Account
The first agency B&T is so definitely visiting after lockdown is Haystac, having won the Springfree Trampoline account.
News Corp’s Damian Eales Promoted To Global New York-Based Role
Damian Eales scratching at the bottom of the T-shirt drawer for his old "I ❤ NY" number following news of a promotion.
TikTok Turns On Trump (Again)
TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.
EU Questions Google’s Fitbit Acquisition
Google's acquistion of Fitbit has so angered the EU it got its pulse to 125 and burned 142 calories in the process.
Deliveroo Drivers To Be Trained To Spot Signs Of Child Abuse And Neglect
Although B&T applauds this top initiative, to be honest most Deliveroo drivers struggle finding the right house number.
Thursday TV Wrap: Seven Sweeps Up, Wins Night Across All Key Metrics
This headline suggests Seven has put a broom through the opposition. Which amost sounds like a trip to triage, really.
Convert Digital Awarded Adobe’s Magento Gold Status
Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.
Indie Agency The Shannon Company Unveils Campaign To Promote Industry Super
Are you in an industry super fund? Well, watch your contributions at work in this, thankfully, slightly cheap looking ad.
Binge To Offer Free Subscriptions To Locked Down Melbournians
Here's a fantastic idea from Binge which will hopefully stop people in lockdown from killing their loved ones.
Peroni Launches Global Ad Campaign ‘Walk With Us’
Peroni Beer unveils "walk with us" campaign or it could even be "stagger with us" given one too many actual Peronis.
Meet The Women Leading Tech: Intuit Global Brand Strategist Stephanie Brown
Time to meet Intuit's global strategist Stephanie Brown who, you'll find, is no relation to Reservoir Dogs' Mr Brown.
PHD Partners With TikTok To Launch Campaign For PepsiCo
Look, it's a Pepsi ad straight after a Coke one. It's almost like a taste-test challenge without the actual tasting.
Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent
Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts. With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]
Coca-Cola Unveils First Ad Since The Pandemic In A Heart-Warming Campaign About Shared Meals With Loved Ones
If you're like B&T and have a distrust of adults who drink soft drink at dinner, this may exacerbate your prejudices.
Radio One Of The Hardest Hit With 56% Slump In Ad Spend
Radio industry takes savage hit to ad revenues. Daryl Braithwaite forced to wait for 'The Horses' royalty cheque.
Entire Agency Of 166 Staff Walks Out In Black Lives Matters Protest
Finally, it's adlanders talkin' the talk and walkin' the walk. And, quite literally, walkin' for that matter.
BBC News Interview Derailed By Adorable Kid Who Can’t Decide Where To Put Her Framed Unicorn Photo
It's more "adorable kids ruin Skype interview" stories. So, B&T warns readers who find adorable kids a bit nauseating.
Why Old Will Be Gold On Australian Screens For The Next 12-18 Months
TV's 'golden oldies' are coming back! But hopefully not the creepy ones like 'The Cosby Show' or 'Being Lara Bingle'.
Brown Riot Podcast Drops Latest Ep Featuring Faustina Agolley
With B&T's own podcast on a CV-19 hiatus we forced to live vicariously trhough other people's podcasts. Hence this news.
UNICEF Set To Launch ClickforCovid Relief Gaming Stream
In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]
Look Past COVID And How Will Marketers Handle the Economic Train Wreck?
This columnist argues that CV-19 could be the time for a marketing spring clean. But not a large group spring clean.
Silverbullet Achieves Adobe Audience Manager Specialisation
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Biologi Recruits Aussie Model Samantha Harris As New Ambassador
Samantha Harris shines as Biologi's new global ambassador. inspiring confidence in women by encouraging them to be comfortable in their own skin.
Adobe Launches Adobe CQ To Measure Creative Aptitude
Adobe has a new piece of whizz-bang machinery out today. Take a look here as B&T goes under the hood.
General Mills Partners With Zyper To Build Virtual Superfan Communities
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook Pledges $500,000 To Group Admins Across Australia
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]
SMH & The Age Book Critics Resign To Protest Lack Of Diversity
It's not often you hear "cranky" and "book critic" in the same sentence, but these are the crazy times in which we live.
