Video marketing is the future of marketing in 2021. Most social media platforms are churning out new features to incorporate short-form video content. Thus, video translation is key to improving the SEO and accessibility of your business.
Common mistakes to avoid in video translation
Social media has turned the world into a global marketplace. Video translation is one of the tools that help you gain access to the marketplace. It helps improve Search Engine Optimization and opens up new horizons for businesses. Today, even small and midsize businesses can hope to attract international clients through video content.
It is, however, fairly simple to fall into the trap of video translation mistakes. While several platforms like Youtube, Blogger, Google and many others offer automated translation tools, these are mostly ineffective. YouTube, for instance, provides captions in 13 languages which are often faulty and incorrect. This often leads to misinterpretations among the viewers.
- Poor video transcripts
Video transcription involves converting audio content to text and later translating it into different languages. Most business owners opt for multiple target languages to increase accessibility and ranking. However, poor video transcripts are a major problem in video translations.
It can result from several sources, including the incorrect comprehension of the source language. This happens when the translator or the AI tool is unable to understand the speaker. Translation requires understanding the nuances of the source language. If the source language is English, the translator must be fluent in English and the target language. Lack of exhaustive knowledge of the language could result in misinterpretation.
- Incorrect timecoding
While content creation might be the new form of marketing, it is not the goal of a business. Irrelevant content can do more harm to the business and tarnish its reputation. Thus, features like timestamps are an important aspect of video content creation.
Timestamps are a new feature on certain social media platforms. However, most formal platforms have incorporated timestamps to facilitate relevant content creation. Unfortunately, timestamps can increase problems for translators. Without relevant knowledge of timestamps, translators may create incorrect translations. Take another example from YouTube—there are several instances when the transcripts don’t seem to match the speaker’s speed.
The problem of timestamps can also affect dubbing during a voiceover. Bad video translation creates a poor image and reduces the quality of the content. While you might have an expert translator, they might not be aware of timestamp’s formatting. It is important to keep yourself updated with the current features of your chosen time coding app in such cases.
- Incorrect and irrelevant subtitles
You curl up on the couch to watch a foreign film. Imagine your frustration when you find that the subtitle is incorrect; it makes for a terrible experience. Similarly, in video content, incorrect subtitles can reduce the quality of the content.
It is not enough to know how to subtitle videos. The translator must understand the nuances of subtitles. For instance, a common mistake is using too many characters and interjections in the subtitles. This distracts viewers and can pose a threat to comprehension.
Moreover, using machine translation like Google Translate can often result in an incorrect translation. Google Translate cannot detect figures of speech. It offers a literal translation of the source language, leading to some comedic and ambiguous translations.
- Lip-sync and voiceovers
Lip-sync dubbing is an important aspect of voiceovers. While it is mostly used for films and other creative shows, it is a useful medium for business organizations.
Timing is key to achieve good voiceovers and lip sync. It also requires precise translation and transcription of the source language. The localized dubbing production should match the pace and delivery of the original video.
Many translators do not understand the importance of delivery and tone in dubbing. Communication often depends on the tone and delivery of the person. Thus, translation cannot afford to change the tonal range of the speaker.
Coming to a working environment, video translation mistakes only reduce the productivity of the workspace. It creates miscommunication and alienation in the workspace.
- Not using the right tools
It is not enough to know how to transcribe videos. In 2021, consumers want clean, short content. Using free translation tools might sound convenient. However, if you want to create brand awareness, you need to think long-term.
The foreign consumer treats translation as their single source of truth. When you provide inaccurate translation, it can induce miscommunication. It also hampers the localization of content. As a business owner, you need to keep up with the global market. The global market calls for inclusivity and multilingualism.
The right tools and resources can make a huge difference for SEO. For instance, it can help convey cultural differences and variations in language. Language is more than a medium of communication. It is a vehicle that stores culture, memories, and history. Therefore, translation cannot be taken for granted.
As a business owner, your aim should be to make your clients comfortable. While technology makes translation easier, it does not provide accuracy. That responsibility belongs solely to humans.
Why a language solution company is the best choice
Video translation allows businesses to localize their content and access untapped potential. The transcripts improve ranking and increase engagement for your business. However, by relying on generic tools, most business owners give way to video translation mistakes. Unfortunately, mistakes in translation can ruin the brand image. It can also lower your ranking on search engines and make your content irrelevant.
How can you avoid erroneous video transcripts? The answer is a language solution company. By hiring one, the chances of misinterpretation are reduced.
Language solution companies like Braahmam help you with your localization strategy. Braahmam’s vision is to provide an accurate translation that maximizes your reach and improves communication across several branches.
Video translation is an act of both creativity and knowledge. While you can feed data into a machine, you cannot induce creativity. The act of translation, then, should not be the sole responsibility of machines. Furthermore, video translation mistakes can be difficult to identify for an inexperienced translator. The translation is a tricky subject as it often involves cultural differences. It is, therefore, better to trust a professional rather than using AI tools.
Business Photos from Unsplash and Canva
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