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Translating your video content: 7 top tips
There’s no denying the usefulness of video when marketing your business. According to a report by Cisco, consumer internet video traffic will account for 80% of all consumer internet traffic in 2019. Many businesses already use videos to engage with their customers, but why limit this valuable marketing method to only English speakers?
Using our 5 top tips, you can start translating your video content and use this popular medium to engage with customers on an international level.
Global Video Translation: Why Human Expertise Makes the Difference
Planning for a Global Audience from the Start When crafting marketing videos for an international audience, it’s vital to approach every creative decision with globalisation in mind. Visuals, sounds, and colours all carry cultural meanings that may not translate as intended. Even common gestures like a thumbs-up can shift from a sign of approval to an insult, depending on the region. AI tools can help streamline the localisation process, but they lack the cultural sensitivity to catch these nuances. Human translators, deeply attuned to cultural contexts, ensure your video resonates with audiences across the globe.
Build in Room for Language Expansion Language expansion is a reality of translation—German, for example, typically takes up to 35% more space than English. While AI can assist in adjusting voiceover timings, it takes a human touch to ensure the pacing remains natural and the message retains its impact. When scripting, include pauses to allow room for translated voiceovers or subtitles without creating a rushed or disjointed viewing experience.
Minimise On-Screen Text On-screen titles can be costly and complex to localise, particularly if they need to be re-animated. While AI can automate subtitle generation, it often produces clunky or overly literal translations. A skilled human translator can craft subtitles that preserve both meaning and nuance. If on-screen text is necessary, ensure it appears in a layer that is easy to swap out for other languages.
Leave Space for Subtitles When using subtitles, ensure your visual content allows space for clear and unobtrusive placement. Keeping key visuals in the upper half of the screen helps subtitles remain readable without covering essential elements. AI subtitle tools can be helpful for rapid drafts, but human oversight is essential to correct awkward phrasing and align timing with the speaker’s cadence.
Translate Existing Videos for New Markets Even if globalisation wasn’t part of your original plan, existing videos can still find new life with expert translation. AI-assisted tools can speed up the initial process, but they cannot match the cultural insight and emotional intelligence of a professional translator. As Brightlines’ work with Wyzowl shows, human-translated scripts and voiceovers deliver content that feels authentic and relevant to global audiences.
The Human-AI Partnership AI is a powerful tool for efficiency, but human translators are indispensable for delivering content that truly connects. Brightlines’ collaborations with clients demonstrate the power of combining AI’s speed with human sensitivity to tone, brand voice, and cultural nuance. The result is multilingual content that remains accurate, engaging, and inclusive across every market.
Let Brightlines Bring Your Videos to Life At Brightlines Translation, we understand that successful video translation is about more than words—it’s about connection. With a careful blend of human expertise and supportive AI tools, we craft translations that preserve your brand’s voice and impact. To find out how we can help your business reach new markets through powerful video content, call us on 01225 580770 or click here for a quote.
