TIPS FOR SUB-TITLED & NARRATED VIDEOS…
One of the most popular tools we helping businesses with these days is video, with translated sub-titles and/or narration. Here are a few pointers when developing videos for non-English speaking markets.
Target Market
If your target market is a potential distribution partner, include some background information on your company, and ideally a brief welcome from a senior representative. Use semi-formal English to tell the story.
If your target market is the consumer, and the video is for social media promotions, focus on the key benefits, and keep a semi-formal tone. Jokes and ‘plays on words’ should be avoided, as they can be ‘lost in translation’.
Video Content
Create a clear story line with the key product benefits, production process, and opportunities. and avoid using ‘flowery narrative’ such as ‘we are the leading…… in our industry’. Statements must be able to be validated easily, in order to have credibility.
If the ‘country of origin’ is relevant to the target market, talk about it. However, these days it is more a case of being ‘made for market’ rather than ‘made in country’.
Narration & Sub-Titles
If sub-titles are to be added, the video producer needs to allow for space in the bottom 1/3 of the video for these to be inserted. Any graphics or embedded English text should be placed in the top 2/3 of the video.
Talk slowly, and in short sentences. Allow for small gaps between sentences. This gives the user time to watch the video and read the sub-titles at the same time. Too fast, and they may only see the text and not the video. Longer sentences can be split intro separate frames wherever a comma is used.
If translated narrations are included, add the equivalent sub-titles as well. This enables the user to read the story if their current environment does not allow for the volume to be turned up. Choose the right narrator for your product and target market.
Hosting Platforms
Popular hosting platforms are YouTube, Vimeo, etc, however if your target market is China, you will need to host the video on a local platform as these options are not available there.
Vimeo provides the option for sub-titles to be delivered via srt files. For more information, click here.
We can advise you on other factors relating to narrating or sub-titling videos. Call us to discuss.
