Online video marketing has been a major way to advertise products for years. Ever since more people started watching videos through sites like YouTube and directly on social media channels, it has become apparent that people like the creative self-expression that goes into making your own videos. That means that reaching customers through video was always going to be a logical next step. Below we’ll look at the future of video marketing, including trends, tips, and why video translation services are so important.
The Importance of Video Translation
Companies are increasingly looking for ways to expand overseas. This is where video translation comes into play as an essential strategic move. As Ofer Tirosh, CEO of translation agency Tomedes, points out, “it has never been easier to expand overseas and reach different audiences from behind a computer screen, particularly given the growing dominance of e-commerce”.
Reaching customers through video is an increasingly popular tactic. From 2016 to 2019, the percentage of businesses using video as a marketing tool rose from 61% to 87%. Between the increasing trend of working with a global customer base and reaching that customer base through video, those marketing videos need to be translated with top-notch video translation services.
So, where does machine translation come in? Can Google translate videos? Technically, yes, Google Translate handles speech and even real-time video translation. However, a video translator app cannot translate to professional quality. In one study from 2019, Google Translate’s Spanish translations of patient education materials were only 60% accurate, including 4% with serious errors. That level of inaccuracy could prove disastrous for marketing materials. You could offend a culture with a mistranslation, misrepresent your product overseas leading to a lawsuit or make an e-commerce site impossible to use.
So, the question becomes: How can I translate a video? Simple – just find a video translation service that has experience handling marketing videos above and beyond what video translation software can do. You could find one in your area by searching a local term like translation company UK.
Top Trends Affecting Self-Expression in Video Marketing
When looking at how to handle video marketing, pays close attention to emerging trends. One of those trends is the fact that we’re highly mobile now. That means we’re watching video on laptops, tablets, and smartphones, often while on the go. You’ll need to make sure your videos play well on all of those devices. Mobile video marketing, Fwhere you view videos on the go through a smartphone, is widely predicted to become the norm.
Social media influencers and their form of creative self-expression are also major drivers of popular videos online. Many brands are capitalizing on that by partnering with these influencers to produce videos. For instance, a makeup brand might reach out to a popular beauty vlogger to review a product line that was just released. That way, brand awareness might reach a higher number of followers and the message will gain credibility in the audience’s eyes.
Then there’s Big Data. Big Data underpins how video marketing is conducted. Data-driven decision making will help marketers understand how to reach audiences through video. By analyzing chatbot data, social media responsiveness, and topics discussed online, will help marketers know how to produce videos that will appeal to their core demographics. Through data, marketers can look at what audiences online are talking about and thus what they are more likely to pay attention to.
There’s considerable debate about how long to make marketing videos. However, with the rise of TikTok’s brief form of self-expression, it’s clear that audiences online are very responsive to the short-form, 60-second video format. Twitter launched its 6-second video ads in 2019, and other platforms kept it short and snappy with their ads too.
How to Make Self-Expression Video Marketing Work
With all these trends, it can be confusing to know how to move forward with video marketing. However, some tried and true methods will keep your video marketing efforts more focused:
- Keeping your target demographic in mind: Like any marketing effort, first and foremost is knowing who you are selling to. Look at who they are and where they hang out. To go back to the makeup brand example, many beauty enthusiasts hang out on Instagram because of the image-friendly format.
- Keep a close eye on analytics and data: By knowing how different topics perform, you can better assess what your video should cover and how to reach your audience.
- Always work from a script: Plan your message in script form to get it right before you bring in the actors and video editing crew. Also, if you need video translation, remember that translators often start translating from scripts rather than the finished item (though they can do that too).
- Give a strong call-to-action: List a phone number to call, a link to follow, a store to visit or some other method where customers know what to do if interested.
By following these tips, you can create a solid video marketing campaign that will work well into the future.