Does Multimedia Localization Boost Sales?

Multimedia projects present an interesting challenge for businesses who want to use their platforms to connect with audiences around the world. What’s the best way to adapt materials in different formats for international audiences? Translation deals with language alone. But, multimedia localization handles culture, language, regulations, and local consumer habits.

The Rise of Multimedia Platforms

As technology develops, we’re becoming increasingly accustomed to all-round, engaging experiences. From e-learning to gaming and beyond, users now expect videos, sound, pictures, and text, all seamlessly combined for immersive experiences.

It seems that we’re constantly upgrading the technology we use to view multimedia, too. Statistics show a high demand for new devices:

• In 2019, Global smartphone shipments came to 1.37 billion units.
• Standalone VR device shipments rose to 1.2 million units in 2019, over double the figure for the year before.
• Personal computer shipments are expected to reach 276 million units in 2020.

Customers have the tools to access multimedia content from anywhere in the world. So, the question remains, how can businesses enter foreign markets and engage these international users across their platforms?

Multimedia Localization Explained

Localization goes beyond simple translation. Translation changes content from one language to another, replicating it accurately. However, this doesn’t take into account the impact content will have on the new audience. For example, certain imagery is unacceptable in some cultures, the significance of color varies internationally, units of measurement are not globally standardized, and laws and regulations vary locally.

Localization is the process of modifying content for audiences in specific locales, based on these factors and more. Localization takes into account local culture as well as language, making alterations according to the impact the product will have. The aim is to retain the intended meaning but tailor its delivery.

Multimedia localization services are equipped to deal with localization across any number of platforms. Professional localization services, provided by companies such as Torjoman, consider projects from every angle, working together with the client to create fully-localized or partially-localized products, as needed. Localization could involve:

• Dubbing
• Changing voice-overs
• Translating and localizing texts/scripts
• Adding subtitles or captions
• Adapting interfaces
• Altering graphics
• Changing units of measurement
• Customizing payment options

Why is Localization Important in Multimedia Projects?

Localization aims to create a product or service that feels as though it has been made directly for your customers. This has the potential to increase engagement, drive sales, and create a positive and consistent international brand image.

Localization is, arguably, a form of personalization. Statistics on the benefits of personalization speak for themselves, so much so that Forbes recently published an article detailing 50 stats showing its importance. Highlights include:

72% of consumers say they only engage with personalized messaging
74% of customers feel frustrated when website content is not personalized.
80% of companies report seeing an uplift since implementing personalization.

When it comes to multimedia projects, localization can be the make or break factor in user engagement. For example, gamers may understand content in their second language, but when it comes to making in-app or in-game purchases, displaying only foreign currencies, units of measurement, and payment options will create confusion and lead to poor sales. Players want personalized content that responds to their needs. Similarly, learners are unlikely to get the most out of e-learning platforms that are not geared to them.

Deciding What You Need

-Competitor analysis

The best place to start when approaching a new localization project is to look at competitor activity. Which aspects of their project have they localized and for which countries/regions?

However, competitor analysis can be a demanding task when it comes to multimedia localization strategies. This is because modifications and alterations are sometimes made on small scales, such as changing a call-to-action or a color scheme.

-Following local laws and customs

Before beginning localization, it’s important to research any regulations that might impact the way you roll out your multimedia project. These could relate to advertising or the content of your product. Professional multimedia localization services can take local laws into account when they adapt your content.

-Consulting professionals

Localization companies are experts in their fields. They understand the scope of localization services, they understand your target market, and they understand your industry.  At Torjoman, we can work with you to find the best solutions for your localization project.  To find out more, send us a message and we will get back to you shortly.

What to Look For in a Multimedia Localization Provider?

It’s important to choose professional multimedia localization services. Top companies, such as Torjoman, hire native speakers with a deep understanding of specific industries or topics. We assign a project manager to each multimedia localization project, and our team consists of linguists, specialized engineers, and QA testers.

We’ve been providing translation and localization services for over 25 years. Torjoman works to ISO 17100 standards, which means you can rely on our quality assurance processes. Our localization team uses the latest tools to streamline multimedia localization processes, creating technical language glossaries, using machine translation where appropriate, and ensuring functionality at all times. To find out more about what we do, have a look at our localization pages.