When we think about watching videos online, we often think about entertainment, from binge-watching Netflix to catching a stream on Twitch.
But video plays an increasingly important role in other areas of business as well, and for good reason: a HubSpot study showed that people are more likely to focus while watching a video—but when offered the same content in text or podcast form, they may skim or multitask.
The same study also highlighted that Millennial and Gen Z consumers show a strong preference for video, and they now represent a significant slice of the market (and the workforce).
First, we will explore the importance of voice over services in the entertainment industry. Then we will discuss three other areas where companies are using video content: marketing, customer support, and internal documentation (including training).
Let’s examine how your company will benefit from using voice over services to reach viewers who speak a different language.
Voice over Services for Entertainment Content
New languages mean new audiences
One of the fastest ways for an entertainment company to attract new audiences is by delivering high-quality content in their language.
When watching a program originally recorded in another language, many viewers outside of North America prefer voice over (as opposed to subtitles) because they can focus on the action without having to pay attention to the text on the screen. This leads to a more immersive experience overall.
Likewise, video game creators also recognize the importance of voice over services to localize spoken portions of a game. Voice over will replicate the original game experience, while reading subtitles can disrupt players’ sense of immersion.
Many news organizations and documentary filmmakers also use voice over services to translate the words of an interviewee who does not speak the language of the regular broadcast.
In addition to its immersive quality, voice over also allows creators to retain more of the dialogue than subtitles. When a program is subtitled, elements of the dialogue are often removed to ensure that a subtitle fits in the allotted space on the screen. The subtitles also must match the pace of the spoken dialogue, or the experience becomes confusing for the viewer. One study once estimated that a third of the original dialogue is trimmed for subtitles.
Voice over can also increase accessibility for certain groups of viewers. In an article discussing foreign-language films, Vox Magazine explained that people with visual impairments or difficulty reading may prefer to have a voice over version for any content they consume. Similarly, foreign-language children’s programming always relies on voice over services, because its target audience either does not yet read or can read but struggles to keep up with the pace of subtitles.
Voice over Services for Client-Facing Content
Taking marketing to a new level
Over the past several years, video-based platforms have become an important part of companies’ marketing stack. YouTube was the pioneer, but TikTok has skyrocketed in popularity since 2019. Recently, the image-sharing platform Instagram has pivoted to focus more on video, and video clips are widely shared on Facebook and Twitter as well.
Of course, social media platforms are not the only outlet for video. Many companies also embed videos in their own websites to market their products.
Companies invest in the video because it is popular with their audience: in a survey, 69% of consumers surveyed said they would most prefer to learn about a product or service through a short video. That was three times as many users as wanted to read about the same product.
If video is a key component of your marketing strategy, then it stands to reason that you will need localized videos for each market where your products or services are available.
When you use voice over services to record a new version for each market you are supporting, you increase the likelihood of users engaging with the video and sharing it with others within their network.
The voice over also has the advantage of being better suited to mobile devices, where users often consume marketing content, because limited screen space may mean that subtitles are small and hard to read.
Enhancing the customer support experience
Video has also been adopted as a key part of the customer support experience. Video walkthroughs for products ranging from software to faucets allow customers to follow along with the necessary steps, pausing and restarting whenever they need.
Many companies, especially those who offer software-as-a-service, also create video-based training that introduces users to new features, provides them with tips and tricks, and helps them find creative ways to use their tool.
This type of content is increasingly popular: 65% of customers say that video is their preferred way to learn how to use a product or service.
When you deliver a first-class customer service experience, you will quickly see that it has a positive effect on your business. For one, when you increase customer retention by as little as 5%, you can increase profits anywhere from 25% to a staggering 95%.
The same holds true for any market you serve: when customers feel well cared for, they will remain loyal to your brand. Additionally, having in-language customer support, including videos with a polished voice over component, can be a major differentiator for your company.
Delivering the same experience across languages
Customers prefer an experience that’s the same in all languages, especially when they can toggle from one language to another. When you don’t localize all the relevant content, you can leave them feeling as if their market is secondary or wondering if there is key content missing.
Studies have shown that a third of online buyers are not satisfied with shopping on a site that isn’t fully localized.
The same study also found that a lack of localized help was one of the three biggest factors when users were asked to identify problems on translated websites.
So, if the video is a staple of your marketing plan—or your customer service strategy—your international customers will expect you to offer them the same video content that users in English have access to.
Using voice over services to localize your videos will show your international customers that you are committed to getting—and keeping—their business.
Voice over Services for Internal Content
Showcase your commitment to your employees—new and old
In recent years, video has become a key component of onboarding new employees and providing training, for several reasons:
- Complex processes can be seen close-up in a video
- Videos can be watched as many times as needed enabling eLearning at the trainee’s own pace
- The inability of delivering in-person training for employee onboarding and training sessions due to COVID
Plus, as we discussed above, many people are likelier to focus on videos (and retain more information) when compared to other forms of content.
Voice over is particularly useful for training videos because it allows the viewer to remain focused on the visuals—rather than reading subtitles—while still being able to listen closely to the speaker. And if employees are watching on a mobile device, they may prefer voice over to trying to read smaller subtitles.
It is easy for employees in other countries to feel detached from what goes on at headquarters. If you ensure that they have access to video content in their language, not only will they better understand your message, but they will also feel that your company is invested in building a relationship with them.
Ensure compliance with regulations
For companies doing business in multiple countries, it is crucial to comply with local laws and regulations regarding the accessibility of training materials. Many jurisdictions have specific laws that govern whether these materials need to be translated into a language that employees can easily understand.
In Canada, workers in Québec have the right to “have written communications from their employers be in French.” While the regulations do not directly address video, companies with more than 50 employees in the province are subject to audits by the Office québécois de la langue française (OQLF), which will likely expect that training content in all formats be available in French.
Similarly, in the United States, OSHA guidelines repeatedly state that workers who are not fluent in English need to have access to training materials in their own language. Courts have held employers to this standard, insisting that rules be communicated to employees in their own language.
Since many companies now rely on video-based training for their employees, it is critical that these training be made available in the necessary languages.
Why Art One Translations’ Voice over Services?
- To ensure high-quality, precisely localized voice overs for your company’s videos, Art One offers voice over services based on the rigorous QA procedures with analyzing and validating performances of each step of the process. We also help you evaluate the KPI of the final product and take steps to continuous improvements.
- With professionally equipped recording studios that comply with all global dubbing standards, we offer the acoustic environment that is set to meet and exceed the expectations for even the most demanding broadcast audio production.
- Our second to none hardware and software allow us to deliver high-quality audio in a wide variety of formats.
- We work with a large pool of voice artists in most world languages so that we can match you with the perfect artist—or artists—for your project.
Ready to use video to win new customers, increase customer loyalty, and improve employee training in all the markets where you do business?
Contact us to learn more.
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