Create A Video For A Global Audience

If you don’t know, creating a video for the global audience will increase your brand to a new level while connecting with customers on an international scale. Over 2.38 billion people take in video content each month, according to eMarket.  That’s a huge audience with a huge potential for your product or brand. Reaching out to a larger audience can give you excellent rewards.


To be really successful with an international video, there are several things you need to take into consideration.  You need to know how to frame your video narrative and ensure your video is optimized.  We are going to help you out by exploring how you can create a great video and start promoting your brand and/or product to the global arena.


Creating Your Video For The Global Audience

The great thing about videos, you have the opportunity to get your video out to the masses, no matter where they are located. Keep in mind, your video must translate to the global audience.  There are several steps that must be in place on the backend of your video publishing platform, to begin with.


Capture Your Video, Its Translations, And Metadata

If your video will have dialogue you must offer captions, translated versions of captions, giving your audience the ability to read along with your narrative in their chosen native language.  This will give you the opportunity to reach out to a larger audience that will be understood by all.

If you think you don’t have the ability or knowledge to add captions, not to worry.  You can create these files by yourself or get help from a video production company or caption service.  Also, there are video publishing platforms, such as Facebook or YouTube, that can create captions automatically but make sure you thoroughly proof the outcome.

That said, when dealing with translating video captions, this will be a bit more complicated.  You will have to upload various text files with captions in several different languages.  You will have to decide how many different languages you want for your caption that will reach your targeted audiences.

Also, you must apply the same principals for your video metadata.  This will include your video titles, descriptions, and alt text. If you decide to upload a unique video thumbnail, make sure the metadata in the image file is optimized!


Connect Your Narrative

YouTube has a creator guide that recommends 3 kinds of video narratives that are easy to translate for a universal audience:


The Many Universal Topics

This can be pretty broad but you should look into it. Some angles might cover music, holidays, sports, technology, or worldwide news.  As an example, you could create a broadcast commercial to air during a massively popular sports event like the World Cup.  On the other hand, your company might have a Volunteer Program.  You could create a video showing how your company’s efforts have created an impact worldwide or create an explainer video that will educate viewers about your industry, its technology, or your product.

Always remember, your customers are your story’s heroes.  Consider emotional values that can include family, the incredible feelings found in success, or overcoming hardships.  All these emotions are experienced throughout all cultures. In the workplace, there are many challenges that companies face when building a business.  You should think about potential customers and how your product or service will help them out, making their lives better.


Localize Videos

When you localize videos you can think more about specific themes or challenges that people face.  A localized video is actually a part of a larger campaign.  You can start off with a video that connects all audiences and then create smaller videos tailored to a specific country and area or a specific culture.


Think About An Animated Video Or A Video Without Words

The upside of animated videos, your characters can be universal, easily recognized, and your audience can relate to.  Also, a fictional character can cut back on the cost of casting actors for your localized campaign.  On the other hand, if your video will use voices, you need to consider casting the right spokesperson to best represent your brand in different markets, especially if you will be tracking the animated video narrative in different languages.

Another option, stay away from the spoken word completely.  Videos without sound are actually quite digestible and can be easily viewed on mute.  This option is more accessible for social media and mobile audiences.  Captions can help by filling in the blanks or you can create different versions with text in different languages.  Numbers can also serve as a universal language.  By bringing in statistics you can create a strong selling point.


In Conclusion

Global videos are literally exploding and are only going to continue to grow.  Creating videos for a global audience can certainly help you reach new audiences and have an international impact.  By combining technical skills and being narration savvy, you can create so many videos that will translate with no effort at all.
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