As more businesses operate remotely and globally, communicating effectively with both employees and audiences around the world has become a higher priority. While it’s easy to target different markets with products and services online, engaging them and quite literally speaking to them in their language is another story.
Video and audio continue to emerge as the primary means for brands to market themselves and connect and train global workforces. Professionals charged with these tasks can turn to technologies like Audiovisual Translation to transform their videos to make it more relevant in select markets. Additionally, tools like translation can help professionals localize their content to reach select target audiences effectively and ensure their message resonates with them.
How Audiovisual Translation Works
Audiovisual Translation, often referred to as just “translation,” refers to the process of translating content from one language to another. This includes translation of “audiovisual” content like how-to videos, marketing videos, music videos or podcasts. Translation services are most reliable and effective when performed by a professional human translator. Automatic translation tools are often inaccurate or do not pick up on slang or phrases specific to one language effectively, which can make the business using it appear unprofessional.
Noteworthy Trends in Audiovisual Translation
As business professionals craft plans to engage with audiences and employees based around the world more effectively, there are new trends in audiovisual translation to be aware of.
The latest trends in translation to help in your efforts:
- Use of Natural Language Processing (NLP) Technologies: NLP technology like Verbit’s captioning software is helping to translate speech into text like a human would do. It’s one of the fastest growing fields in the translation industry, with revenue from this market expected to reach 43 billion in 2025. Business leaders are taking advantage of NLP to create translations for video events, webinars and internal meetings, providing more engaging experiences for their consumers and employees in different regions.
- Demand for Translation into More Languages: There’s now a greater demand in audiovisual translation and subtitling for languages like Spanish and Chinese, the top languages in the US behind English. Business professionals can use translation services to target these consumers more, providing them with translations of marketing videos, ads and recorded sessions in their native languages.
- Increased Interest in Live Translation: Live translation services like Virtual Remote Interpreting (VRI) are gaining traction in business, giving professionals the ability to connect with others online even if conversing in two different languages. Business leaders can use live translation to chat with international clients and new employees, bridge communication gaps and help participants feel more included as they’re able to read along in their own language.
- New AI Translation Technologies: Automatic translation like Machine Translation (MT) and Computer Assisted Translation (CAT) are emerging as new technologies in the translation industry. MT is auto-generated while CAT uses a hybrid approach with human editors who assist in making corrections. Technologies like these can be beneficial for businesses looking to get rough translations quickly, but it’s considered best practice to use a professional translation service like Verbit’s to ensure content is accurately translated from start to finish with a professional human translator.
Undeniable Benefits of Translation
Aside from meeting specific requests for videos and materials to be translate, business leaders will see a variety of added benefits when using translation:
- Reach A Wider Audience: Captioning translation is helping business professionals capture the attention of a larger audience base. Translations of marketing and how-to videos are helpful for international clients interested in buying your product or service, but who also struggle to understand the original language of the video.
- Improve SEO: Like with captions, translations also help make video searchable in the translated language, allowing individuals who speak different languages to easily search for your video topic online when using keywords from the translation.
- Craft Inclusive Experiences: On top of reaching more viewers, audiovisual translation helps ensure that video is accessible to individuals with disabilities, including those who are Deaf or hard of hearing. Companies that prioritize inclusive strategies like translation report 30% higher profits than those who don’t.
- Communicate More Successfully: Many employees are now working remotely from different countries, meaning that they’re likely to be multilingual. Translation can help improve communication with these employees, ensuring they fully understand their responsibilities when training in a Zoom session or when speaking with a client during a call.
How To Start Translating
Price is undoubtedly an important factor affecting the decisions professionals make on whether to translate content and how to do it. However, free automatic translations can have serious errors and misinterpretations. Using a professional translation service is best practice to ensure that the true meaning of the video’s language is communicated in translations, helping leaders effectively localize and target people across different regions.
Verbit’s translation is designed specifically for today’s business needs, helping professionals better engage viewers, reach more international event attendees, target consumers more regionally and fuel smooth communication among global team members. For more information on how to start using translation, reach out.