Brand Videos: Are They Worth Translating?

video translation

With so many people across the globe owning smartphones, tablets, and computers, brand video promotion has become a significant part of every company’s marketing strategy.

Considering how important brand videos are in their original language, imagine how much more effective they would be in other languages. The more languages you target, the more customers you will reach  your videos. Take a look at some compelling reasons to focus on brand video translation.

Demand for Video Promotion Has Increased Considerably

When you conduct an internet search for tennis shoes, you will likely come across videos for Reebok, Nike, and other brands. Some of these larger, well-known brands are keenly aware of the appeal of and demand for video marketing.

Regardless of whether your company opts for short videos designed for social media or longer videos, consider these facts about video promotion:

  • 87% of companies use video in their marketing strategy, compared to 63% in 2017.
  • 87% of marketers say that the use of videos has improved their company’s website traffic.
  • 94%of marketing professionals agree that videos have helped them increase awareness about their product or service.
  • 80% of video marketers state that video promotion has directly boosted sales.

In addition to marketers, customers also believe that videos have influenced their decision-making. Take a look at these statistics:

  • 79%of shoppers said that a video inspired them to buy an app or software.
  • 96%of customers said they viewed a video to find out more about a product or service.
  • 74% of millennial customers agree that watching videos is useful for comparing products when shopping.

As the demand for video promotion increases, so does the need for translated videos.

Video Marketing Can Be Even More Effective Overseas

With more than two billion users worldwide visiting YouTube each month, it is clear that brand video marketing can be even more valuable overseas. As such, capitalizing on the work you have already done on your videos by translating them is an excellent way to reach 75% of potential customers who prefer to purchase items in their own language.

When deciding which locations and languages to target for video translation, think about these points:

  • By 2023, 9 million people in Latin America will be digital video watchers.
  • Saudi Arabia is the country with the highest level of daily online video access.
  • On average, people in China and Sweden are expected to watch 103 minutes of videos per day.
  • In the Asia-Pacific region, 72% of the population will be using the internet by 2023.

Once you decide on your target language, here are a few tips to get started:

  • Make certain that your translated video tells a story that truly speaks to viewers. Remember, every culture has its own sentimentalities and inspirations. Be sure to focus on what matters to the culture of the market you are trying to reach.
  • Do not try too hard to push your brand or product on customers. They will be more interested in your product or service if the video resonates with them, not by feeling pressured by the video’s content.
  • Partner with a video translation services provider to be certain that cultural differences and regional nuances will be taken into consideration in your target language and market. Video translation involves more than just translating the script; it also involves ensuring that the images, content, and subtitles all accurately represent the area’s culture.

How Ulatus Translates Subtitles

One of the most important aspects of video translation lies in the translation of subtitles. This is especially true since about 85% of video views occur without sound. Since many users watch videos on mute either while they multitask or are in a public place, subtitles are critical to video production. With that in mind, subtitling your videos for multiple languages will have a huge impact on viewership.

When Ulatus translates subtitles, we use a translator who is an expert in both the source and target languages. Because of the intricacies of such translations, it is vital to have someone who is proficient in both languages.

Next, we work with a video editor who can correctly add the translated subtitles. This process includes determining the best visible text colors, ensuring proper placements, and working on the correct syncing between the subtitles and the video content.

As part of our process, we make sure that subtitling makes sense for the audience. For example, if you decide to expand your business to developing countries, the literacy rate would need to be taken into consideration.

 As you decide whether brand video translation is the best move for your business, consider that more 80% of all internet traffic by 2021 will consist of videos. Now is an outstanding time to get ahead of the competition with video translations.


With the popularity of brand video marketing growing exponentially, it is clear that video translation should be a vital aspect of your company’s marketing strategy.

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