How to use AI for Video Localization

In an increasingly connected world, businesses are expanding their horizons, reaching global audiences, and breaking down language barriers. 

Video content has become one of the most important tools for conveying your message. In fact, 96% of marketers have said it’s an important part of their marketing strategy. But what if your audience speaks different languages? How can you properly adapt your videos for a global audience?

This is where the art of video localization comes into play. Video localization is a vital strategy for businesses and organizations looking to expand their global reach and connect with diverse audiences on a personal level. With the power of Artificial Intelligence (AI), video localization has become faster, more efficient, and incredibly accessible. 

In this article, we'll explore how to use AI for video localization and its many benefits.

What is video localization?

Video localization is the process of adapting existing content to a particular country, region or market. When considering localizing video content, this can include making changes to scripts or dialogue, visuals, colors, captions, vocabulary, and cultural references.

You might think – oh, so it’s just translation and changing a few things around.

Localization is much more than that. After all, there's a lot of nuance that goes into understanding different markets.

Imagine a UK-based real estate company that decides to expand to the United States. They both speak the same language, so using the same marketing materials should work, right?

Besides the obvious differences in accents and pronunciation, variations in vocabulary (like flat vs apartment or condo) may confuse a potential customer. Plus, cultural differences like property taxes and other rental fees may differ widely, requiring you to rethink a significant portion of your content.

In other words, video localization is an all-encompassing approach that requires some initial time and effort.

Why localize video content?

The advantages of using AI for video localization are undeniable. From improved user experience to enhanced brand image, there are a host of reasons and benefits for video localization. 

1. Expand your reach to a global audience

When you localize video content, you unlock the ability to share your message with people in other countries who speak different languages. This allows you to capture more viewers than you would've been able to if you had stuck with your original content.

2. Increase search visibility and SEO rankings

Content that isn't properly localized for a particular market is unlikely to achieve a high SEO ranking on search engines. But by properly localizing your content, you can improve your SEO score, thus ensuring that your materials will show up higher in the search results.

When a user makes a search in their native language, the localized content will come up since it’s more relevant.

3. Better user experience

This one may be one of the most obvious, but also the most overlooked. As more businesses realize the importance of the customer, the focus on creating relevant, relatable content has become a cornerstone of their marketing strategies. 

Translating on-screen text ensures clarity for viewers in divers language markets, enhancing the user experience. A user who finds content in their own language and geared toward their cultural circumstances is more likely to enjoy the content, which is great for business – and viewer retention.

4. Enhance brand image

When a business is sensitive to cultural differences and aims to focus on its customers, they’re seen as more aware. It shows respect and understanding for other cultures, fostering a more personal and emotional connection. This improves overall brand image and reputation.

5. Stay competitive

When you localize video content, not only do you present as more culturally sensitive and on the ball, but you’ll also gain an advantage over competitors that haven’t yet invested in engaging global audiences. The enhanced brand image mentioned above establishes a solid presence by getting there before anyone else.

6. Improve engagement

When you focus on the end-user by personalizing content using local references and specific linguistic patterns and vocabulary, it’s easier to establish an emotional connection that spurs engagement.

You can compare this to browsing the web or scrolling through social media. When you see something that’s tailored to your tastes and preferences, you’re more likely to engage. On the other hand, the ads and content that make you stop and say “this has nothing to do with me” ultimately do more harm than good. 

7. Increase sales and conversions

When you can engage customers and users and speak to them in their own language, you’re closer to closing sales and converting. Personalized content builds credibility and trust, which leads to a higher likelihood of conversion. This study found that when content is personalized, 80% of consumers are more likely to make a purchase. 

The challenges of video localization

Before looking at AI's role in video localization, what about the challenges faced by businesses when expanding their content globally? 

‍Traditional video localization involves a time-consuming and resource-intensive process:

• Hiring multilingual actors
• Managing complex translations
• Scouting locations or paying for studio time
• Renting video, lighting and sound equipment
• Accounting for different cultural nuances
• Coordinating voiceovers
• Preserving the emotions and tone of your original audio when translating to a different language
• Production as well as pre-and post-production editing costs

Having to hire multiple actors and manually record your script in each language you're targeting can be expensive and extremely time consuming. As a result, many companies give up on localization all together.

But with the advent of AI video generation solutions, things don't have to be this way. AI video enables you to localize your content in seconds. Let's take a look at how.

The role of AI in video translation and localization

AI has emerged as a breakthrough tool in the realm of video localization. 

Its capabilities extend far beyond simple text translation. AI can now analyze video content, transcribe spoken words, and even create lifelike avatars to represent localized messages. AI can also help in adapting visual elements like graphics and images to align with different cultural and aesthetic preferences.

Here are two main ways you can localize your video content using AI:

Translate your content to 70+ languages in just a few clicks

Translation is a core part of proper video localization. The problem is it can be cumbersome to do manually.

That's why AI tools are revolutionizing video localization. Instead of having to hire multilingual actors, platforms like Colossyan can automatically translate your content in over 70 languages and accents in seconds.

That means what used to take hours in the localization process can now be done in minutes.

Use AI avatars that represent your audience demographics

While it's extremely important for your content to be in a language that your viewers understand, it's also important for your content to be visually relatable to your audience.

One way to keep your audience represented on screen is by using AI avatars as your actors. AI video platforms like Colossyan offer a library of 150+ stock avatars of a range of different ages, ethnicities, and professions to choose from, making this process painless.

AI avatar technology ensures that your content's message, nuance, tone, and context are preserved, delivering an authentic experience to viewers in any part of the world.

No need to hire several actors and reshoot your video footage. Colossyan allows you to create high-quality video content without ever having to pick up a camera.

Benefits of using AI for video localization

The advantages of using AI for video localization are undeniable. Here's why businesses are turning to this technology:

Speed and efficiency

AI can translate video content swiftly, reducing time to market for localized videos. In fact, Colossyan's automated translation feature can autotranslate a video draft into 70+ languages, in just 4 clicks!

This efficiency is critical in today's fast-paced digital landscape. With AI and a well-thought-out plan, you can establish a workflow that lets you breeze through content creation.

Consistency

With AI, you can maintain content quality and consistency across multiple languages. Say goodbye to the variability that often accompanies human translation and differences in production. Instead, you can share the exact same material, but localize the AI avatar and language.

Cost savings

One of the biggest challenges of localizing video content is the cost. AI eliminates the need for the extensive list of challenges mentioned above. It streamlines the process, saving businesses valuable resources.

Easier personalization

Localizing video content involves translation, but needs to focus especially on accents and different linguistic variations. AI allows you to choose from a variety of accents, so even if your videos are in English, if you’re targeting a demographic in Ireland or India, you’ll have the option to choose a more appropriate voice.

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Instant editing

With traditional video production, making any changes is virtually impossible. You have to go back and refilm scenes or add an awkward voiceover. Using an AI video generator like Colossyan allows you to edit a script directly in the draft and create a new video in minutes.

Plus, Colossyan doesn't require any editing skills or experience to be able to use the platform. It's user friendly and designed with beginners in mind. Simply drag and drop design elements into your video to jazz it up.

Brainstorming partner

Sometimes coming up with the idea is the hardest part. Thanks to AI, you don’t have to deal with the anxiety of a blank canvas. Tools like Colossyan’s AI Script Assistant can help generate a script, brainstorm ideas, and reword existing texts. There’s also the AI prompt-to-video tool that helps new users create videos when they’re not completely comfortable or accustomed to using all the features. 

Best practices for video localization

You might be surprised to learn that there's more to video localization than just simple video translation. Here are a few best practices to keep in mind.

1. Adapt your script for a local context

Some videos can be directly translated to a new language, while other content will need to be properly adjusted to ensure the messaging, tone, and cultural references align with your target audience's values and norms.

Different languages have different levels of formality, which means a simple direct translation won't be appropriate for all content or audiences. To avoid creating content that's culturally insensitive, you'll want to do your research on cultural preferences and adapt your script to be more formal or less humorous, for example.

If you're using an AI video tool with automatic translation capabilities, having someone who speaks the target language view your content before you begin distributing it is another safeguard to consider implementing.

2. Ensure cultural relevance of your visual elements

Every language segment has its own cultural nuances and audience preferences you should be aware of when localizing content, and this applies to your visual elements as well.

For example, there may be particular images or symbols that are considered offensive in a particular culture that you'll want to remove from your video to properly localize it.

3. Adjust your subtitles and closed captions

Subtitles and closed captions are an important part of making video content accessible for your target audience. To fully localize your content, ensure your captions are tailored to reflect the appropriate linguistic and cultural nuances.

Fortunately, AI video tools like Colossyan can handle the subtitles for you and ensure that they're easy to read and correctly synced with the video.

Conclusion

AI has become a powerful ally for businesses looking to expand their reach and engage with diverse audiences through video localization.

With its speed, efficiency, and global capabilities, AI ensures that your message breaks through language barriers, while creating an impactful and authentic connection.

Start your free trial of Colossyan to harness the power of AI and unlock the world of video localization today.