Many of our customers need to deliver their content to multiple national and cultural audiences. Traditional methods of translating video content can be limited in effectiveness and even distract the audience. Lowering engagement can diminish retention and follow-up action. Localization, or the process of making something local in character or relevant to a particular place or culture, allows your content to be more relevant to a narrower audience than content with a global message.
Well Written, Concise Script
So how do we help our global customers use TruScribe videos to cost-effectively deliver their messages to audiences all over the world? It always starts with a well written script, often in your native language, that tells the right story. The story should convey a universal experience. It should also be concise and to the point as verbose use of language becomes harder to translate.
We recommend using experienced professional translation services that ensure a high quality considerate result. Professional services make it easier to identify the qualities you want in spoken content, and will provide a selection talent samples, in each language, so you choose the voices that fit your message best.
On Screen Translation
When creating whiteboard video that we know will be translated, we minimize or eliminate on-screen text. Where text is necessary we insist that we redraw that text in each language that the video will be seen in. Sometimes that may mean re-filming small sections of the video, or in some cases we use our proprietary techniques which allow an artist can simply redraw the on-screen text without re-shooting the whole scene. Either way it’s very simple.
It can get the most interesting when it comes to images, but this is where many people stop in their localization efforts. Images are there to support the words in your story. The same image can have vastly different meanings to different cultures. While we certainly worry about images being offensive, we also worry about them being non relatable which would detract from message engagement. To make sure the imagery will resonate with all audiences, we collaborate with your team and native SMEs to take images into consideration. For example:
Example 1: In the Netherlands, a drawn character appearing in the video reminded the native reviewer of a local comic strip character that was known for being “ditsy,” so we changed the character to get rid of that association
Example 2: Our characters are typically drawn with three fingers on each hand. A Japanese reviewer pointed out that this was potentially disrespectful to those who were themselves missing fingers so we put four fingers on all the characters for the Japanese version.
A quick note about drawn characters. We do create characters that represent our clients’ global audience. This means drawing ethnically neutral features or creating more noticeable changes in hair color, style and dress to represent a specific audience where appropriate. Allowing the viewer to relate to the characters in the story they are watching goes a long way to enhancing engagement and retention of the message.
TruScribe’s approach produces great results for customers like:
- Abbott Labs, who employed our localization capabilities to ensure that personnel in the US, Germany, and China all followed consistent safety procedures.
- Erste Group, a large European bank, asked for our help in a change management initiative that required buy-in from people across five different national groups.
- Our work with one of the world’s largest retailers requires translation into 13 languages and specific dialects, making this a very routine part of our process now.