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PALEX - Multimedia Localization: How to Choose Your Localization Provider?

Vladimir Lysyk

Engineering Team Leader
December.12, 2021

Multimedia Localization: How to Choose Your Localization Provider?

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    Entering a new foreign market is a complex and multidimensional step. One of the issues you’ll probably need to consider is getting multimedia localization services. It’s crucial to localize everything related to your business, including audio, video, product tutorials, in-app notifications, and many more. It will help you reach the target audience and consider all its specific aspects. In this article, we will help you dig deeper into this matter by answering the following questions:

    • Why is multimedia localization important?
    • How to make the most of the multimedia localization services?
    • How to choose the most suitable service provider?

    Read on to learn the answers and make the right choice.

    TABLE OF CONTENT

    (click to show)
    1. What is Multimedia Localization?
    2. Why is it so Important?
    3. Multimedia Localization Services Market in 2021
    4. Multimedia Localization Tips
      1. Choose Between Subtitles and Voice-overs
      2. Pay Attention to Terminology
      3. Translate Graphics and Texts
      4. Consider the Number of Speakers
      5. Allocate Enough Time for Localization
      6. Find a Suitable Cloud Storage
      7. Finalize the Text
      8. Work with Celebrities
    5. How to Choose your Multimedia Localization Provider?
      1. Communication
      2. Project Management
      3. Experience in your Field
      4. Equipment
      5. Scalability
      6. Reviews
      7. Portfolio
    6. Trust Palex in Localization Services

    What is Multimedia Localization?

    Multimedia or audiovisual translation stands out from other types of translation. First, the audiovisual format imposes multiple restrictions. Thus, high-quality localization of multimedia content and interactive materials requires exceptional professionalism and practical experience. Translators should not only have a good knowledge of the language, but also understand cultural and social aspects, know how to use translation tools, and have project management skills. Moreover, the audiovisual channel is the main way people perceive the surrounding world. Hence, a clear and thought-out data presentation is crucial.

    The key elements of multimedia localization for multilingual audiences may include:

    • Dubbing
    • Voice-overs
    • Transcription of an original audio
    • Script translation
    • Subtitles creation
    • Production of audio and video
    • Creation of animated elements
    • Engineering

    These steps may vary depending on the type of multimedia content. After going through the necessary stages, you will receive a localized product, ready to use for an international

    Why is it so Important?

    • According to Statista experts, the revenue in the Digital Media market is projected to reach $293 million by the end of 2021. This number keeps growing every year with a CAGR of 7.3% so, as a business owner or marketer, you should understand that, no matter what area you’re working in, multimedia content is in demand.
    • Audio guides, voice assistants, and video instructions for products significantly increase the number of conversions. This is because the multimedia is much more engaging than simple text. For example, over 70% of marketers state that video produces more conversions than any other type of content. Multimedia affects the target audience directly, helping brands connect emotionally with their customers.
    • Multimedia localization makes the product competitive in the international market. According to Mindjumpers’ survey, an app that fails to localize the content may lose 8% to 13% of customers. Undoubtedly, now, many people understand English. However, users prefer products in local languages because they are more comfortable interacting with them. Thus, this is your chance to reach a global audience.
    • High-quality translated and dubbed texts bring you closer to the consumer. Customers tend to trust a company that speaks the same language as they do. A locally targeted content has 6 times more engagement than the content created for the global market. When you write, it’s easier to communicate with the audience. High-quality multimedia product creation is much more time-consuming. However, audiovisual content is much more beneficial for business. Thanks to efforts spent on its creation, you will provide your clients with a personalized user experience.

    Multimedia Localization Services Market in 2021

    The COVID-19 pandemic has become one of the most important factors in the growth of the multimedia translation services market. Businesses were forced to move online and enter the international market. To do this, they need quality localization services. Thus, the global language services industry market has grown from $49.6 billion to $56.18 billion over the past 2 years (according to Statista).

    A notable trend is the creation of home localization studios. This trend has emerged because high-quality equipment has become more affordable. Moreover, customers and contractors now mostly communicate online. On the one hand, home studios can help you save significant amounts of money. On the other hand, they may not provide you with services of sufficient quality, so make sure to follow the steps we discuss below to choose a professional contractor.

    Business globalization, content digitization, and an increase in the level of personalization and availability of multimedia platforms also influenced the market growth. As a result, not only the largest players in the localization market are developing: medium and small companies grow as well. Each of them finds clients according to their needs.

    According to Mordor Intelligence experts, in the next 5 years, the market will keep growing steadily. On the one hand, there will be a variety of experienced localization agencies to choose from. On the other hand, the number of poor quality services providers will grow as well. Therefore, you should choose a contractor mindfully. We will share some tips on how to choose the best localization agency later in the article.

    Multimedia Localization Tips

    When localizing content, you should know the basics, but sometimes it’s not enough. We’ve gathered a few useful steps to help you optimize your work and improve the quality of your localized media.

    Choose Between Subtitles and Voice-overs

    The choice of one of these localization methods depends on various factors. For example, subtitles are faster and cheaper to create, while voice-overs make the product indistinguishable from the “local” one. However, in some cases, subtitling may be the preferred option. For example, if the sound effects in the original file are hard to recreate.

    Pay Attention to Terminology

    Before launching the localization process, you need to decide on the basic terms and complex words. This is relevant for areas such as medicine, engineering, marketing, and others. Create a thesaurus that reflects the most important terms and their localized versions. This will help you improve the quality of the final product.

    Translate Graphics and Texts

    If you are localizing a video, it may contain images with text or other text inserts. Make sure to translate them in addition to the audial part of the original content. Such details can be easily overlooked, but they contribute a lot to a complete product experience in the target market.

    Consider the Number of Speakers

    The more speakers are involved in media production, the more difficult it is to distinguish their speech when creating subtitles. In this case, you should choose the voice-over. However, remember that as the number of actors increases, the cost of their work and the difficulty of finding professionals with the target language will become higher.

    Allocate Enough Time for Localization

    We have already mentioned the stages that the localization consists of. As you can see, this is a complex process that involves several professionals and requires painstaking work. It will take more than a few days, so you will have to allocate more time for localization. Thus, you will get an accurate translation and helpful revisions without hurrying.

    Find a Suitable Cloud Storage

    Interacting with a localization company can be much more effective if the online storage enables real-time work with the content. This way you can make edits and get reactions to comments immediately. However, the platform shouldn’t allow information leaks, so discuss the choice of a platform with representatives of the localization company.

    Finalize the Text

    Make sure that your text is complete before translating it into the audio format. Changing a few words in a text document is much easier and cheaper than rerecording a few minutes of audio.

    Work with Celebrities

    Nimdzi experts argue that the voices of celebrities in games and ad campaigns can benefit the business. The reason is simple: people recognize a “star” and show more interest in the product. If you have an opportunity to work with a famous person, you should consider it.

    How to Choose your Multimedia Localization Provider?

    To find a competent translation company, you will need to conduct scrupulous research. Make sure to consider the aspects described below.

    Communication

    This is the first thing you might notice when you first contact a localization provider. How quickly do you get a response? How friendly are they with you? How detailed is the information provided? This is important because a long-term relationship with an organization implies regular communication. This process should be efficient and convenient.

    Project Management

    This is a separate aspect that needs to be considered at the first stages of interaction. Clarify how the work on the project is organized, who will monitor the implementation of each stage, how long each step will take, who is involved, what are the translation artifacts, and so on. Find out if you will have a dedicated project manager who will help you with all the arising questions. In addition, it’s useful to discuss the issue of time zones: how will you interact when you are in different parts of the planet? This will help you assess how professional the company is and understand whether the work processes will be systematic.

    Experience in your Field

    Undoubtedly, it’s essential for a translation agency to have translators that are proficient in different languages. However, the experience of working with texts in a particular field like medicine, building, or education is no less important. Check if the company has particular certificates that prove its expertise. If the localization service provider has already worked with companies from your field, they better understand the specifics of the work and will be able to fulfill your requirements.

    Equipment

    At least, check out the audio examples of a localization company to make sure the sound quality suits you. At most, find out what software this company uses and how much experience its specialists have. How professional are they, what are the features of this software, which large companies use it? If you’re informed about the equipment, it will help you get a quality product at the end.

    Scalability

    Your project will develop over time, so you will have more multimedia content that needs to be localized. Find out if your potential contractor has the opportunity to attract new specialists to the team and train them so that their competencies correspond to the level of the project.

    Reviews

    Chances are, you rely on reviews even when buying small household items. Reviews are also important when choosing a localization contractor. They will give you a versatile opinion about the company’s services and help you make the right choice. There are also multiple trusted websites with ratings (Nimdzi, CSA Research) that will provide you with helpful data. In addition, you can ask your business partners or friends whether they have used translation services recently. They can help you find a reliable contractor faster.

    Portfolio

    Study examples of localization projects and involve native speakers in checking them out. Pay attention not only to the text itself, but also its structure, the way it’s presented on the website, etc. This will help you get to know the company better and choose the contractor that suits you best. In some cases, you may simply not like the company’s style, work quality, or other details of the work. After studying portfolios of some companies you will be able to choose the one that suits your requirements.

    Trust Palex in Localization Services

    Palex has been localizing e-learning, fintech, healthcare, and other products for almost 20 years. We provide multimedia translation services on a global market for over 50 languages, so you can reach any target audience you need. Our professional translators will localize the texts based on your guidelines. Our native editors will review the resulting texts to ensure their quality. After finishing the work, we test the product in the quality assurance department. Thanks to this, you can be sure of the quality of the localization. Email us at sales@palexgroup.com to start working on translating your interactive materials. We will be glad to become your localization partner.

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