You might have already watched movies, listened to some of the most iconic Disney songs, or played a video game, all of that in your native language. In fact, there is a high chance that some of these experiences were not initially created in your first language. This called is multimedia localization. It is all around us, and it is essential for businesses to make their voices heard worldwide.
In this article, you will discover what multimedia localization is, why it matters, how it is done right, and how it is performed.
Multimedia refers to various forms of content, such as video, text, audio, animations… Multimedia is widely used across different industries as a tool for communication. Advertisement, art, entertainment… It is a form of content we all use regularly to navigate, engage and communicate. Multimedia content serves many different purposes, through movies, games, courses, presentations…
What is Multimedia Localization?
Multimedia localization is the process of translating and adapting multimedia content for different markets, taking into account cultural nuances, dialects, and other local-specific factors. All elements of multimedia content are localized, such as audio, text and user interfaces (UI), through subtitles, dubbing, and other practices to best meet the needs of new audiences.
It is an important step for your business to reach more people worldwide and enhance your global visibility and impact.
How Important is it for your business?
Knowing that 76% of people prefer to consume content in their native language puts the importance of multimedia localization into perspective. Making your product available in different languages and adapting it to various cultures has many important core impacts to your activity. Let’s discover the main ones:
Boost Your Sales and Revenue
Your multimedia content is localized = more visibility worldwide = higher sales = higher revenue
This is the short version of how multimedia localization impacts your business. Think of it this way: if your content is available for more people to see, and it resonates with them because it respects their culture, you inevitably gain more visibility. Therefore, you increase your pool of potential customers and sales.
Stay One Step Ahead of Competitors
You might ask, “What are my competitors doing? And what can I bring to the table that makes my product stand out?”
Localizing your multimedia content is one of the answers. Prioritizing localization over translation helps you go the extra mile and stand out from the rest.
Build Customer Loyalty
Customers who trust you stick with your brand.
Individuals who find a product that they understand, that feels familiar, and that is adapted to their specific needs will come back. Having a good product is not enough if your potential customers do not understand it.
Be in Tune with Different Cultures
Understanding different cultures helps you connect with your different audiences the right way. Nuances between markets are not reflected through different languages only. Knowing how to handle cultural challenges, such as visuals, cultural references, etc. when focusing on localization makes your product clear and relatable to all your target customers.
Main Pillars of Multimedia Localization
Multimedia localization is a broad term that includes various steps and practices. When localizing your multimedia content, you may only need to focus on some aspects. To do that, you need to understand which are the main pillars of multimedia localization, and what your objectives are:
Content
Explanation
Dubbing
Spoken, original audio on-screen (actors)Requires lip-syncing to match characters’ lip movements
Voiceover
Off-screen spoken audio layered over the original audio (Narration)Requires timing constraints to match the editing of the video
Text displayed on-screenRequires character limits to match the spoken audio, video editing & dynamic of the story
Visuals
Visuals on-screen (text within a video, or interface images, animations…)Requires cultural knowledge to align with the visuals accordingly
UI/UX
Buttons, menus, interfacesRequires character limits and linguistic habits for easy and seamless users navigation
Accessibility Features
Speech and non-speech elements (closed captions, audio description…)Requires country-specific practices to help content inclusivity
Multimedia Localization vs Traditional Translation
Although they may seem identical, localization and translation are different processes. They include various factors that are specific to them, and when it comes to multimedia localization, more practices and processes make it different from traditional translation.
The type of content differs—multimedia localization focuses on different formats, such as video and audio. On the other hand, traditional translation is based on text-based documents exclusively.
The goal of both processes is also different—the objective of traditional translation is to convert a text into new languages, where multimedia localization includes cultural factors and adaptation that goes beyond written content.
Each process involves different parties—a multimedia localization team can be more extensive than a traditional translation one. From professional translators and voice actors, to video and audio editors, many skills are required to execute this localization task from A to Z. In contrast,a translation task can be completed by a professional translator only.
💡Did you know?
For both multimedia localization and traditional translation, you may need the help of a project manager to coordinate your project and ensure smooth execution from start to finish.
How Multimedia Localization is Used Across Industries
Multimedia localization is limited to Hollywood or television only. Many industries use this practice for their global strategy, for different purposes. Discover the main industries that use multimedia localization and their objectives:
Industry
Uses
Education & E-Learning
Course content localizationVideo adaptationCultural adaptation of examples and situations
In-game content localizationAdvertisement adaptationScript and visuals adaptation to meet market-specific standards
Streaming Platforms
Local preferences adaptationInterface localizationVisual and textual localization (subtitling, dubbing, CC, audio description, lyrics…)
When Brands Use Multimedia Localization
Having clear examples of brands that do it right when it comes to multimedia localization helps us understand the challenges a business faces when focusing on globalization. The following four examples display accurate localization choices that make their products among the best in their industries.
Duolingo—Strict Organization in Their Multimedia Localization
Of course, their audience speaks many different languages, so their interface must be clear and well-adapted to ensure the Duolingo app’s concept is effective. Here is an example of which content is editable and which is not, helping to smoothen their workflow.
Apple—Known for the “Less is More” Approach
Since Apple products are widely used across the globe, their offerings must be relevant for all their customers. Here, the US and French websites are a proof of accurate localization: while college is a common step in American students' academic path, it has a completely different meaning in French. It is for that reason that the French version uses the terms “students” (feminine and masculine forms) only.
League of Legends—One of the Most Popular Online Games in the World
The localization team at Riot Games pays close attention to details. While most characters in the game keep their names untranslated across languages, others are adapted, especially when they carry meaning.
Netflix—the Streaming Service of Choice of Many
When users access the main page, their location is automatically detected, so they do not have to pick a selection manually. Plus, country-specific factors such as currencies are adapted to avoid any confusion.
Best Ways to Do Multimedia Localization
There is no secret recipe for achieving the best multimedia localization. However, some good practices can make a difference and help you achieve your globalization goals.
Think of localization before localization: Great localization starts before you actually launch your project. The early planning phase is called internationalization. It consists of creating your initial content with globalization in mind, from word choice to editable code strings. This way, the localization process is smoother for all the parties that work on your project.
Work with native professionals: It is no surprise that native linguists have a better understanding of the language they translate into than their peers who work in their second or third language. Working with native translators who are fully aware of the market they localize your content for is also essential. Knowing the culture of the target country helps with accurate localization and satisfied audiences.
Create glossaries and reference materials: As time goes on, you have more content to localize, and you want to keep consistency across different languages to maintain your brand image. With the help of the right team, you can create glossaries and other reference materials (brand tone of voice, copy bible, etc.) that are shared with your localization experts to ensure high-quality content at all times.
Gather feedback and stay up to date: Your first rounds of multimedia will not be perfect. Some subtitles might be too long or too fast. Some menus are confusing and impact UX negatively. Some dubbing does not sound natural and does not sync correctly with the actors speaking. Gather valuable feedback from your teams and your target audiences and adjust your content accordingly. Keep your product available and updated across different markets, and improve your global presence over time.
Challenges in Multimedia Localization
As multimedia localization is complex and extensive, it presents a range of challenges you must know to tackle your project with peace of mind. Since each brand is unique, some challenges depend on your offer and are specific to your product.
Cultural nuances
Each country has its own humor, references, and idioms. A single color can be a positive symbol in one country, and the opposite in another. Similarly, a gesture can be friendly somewhere, and offensive somewhere else. Understanding cultural nuances is crucial in multimedia localization to avoid misunderstandings that can harm your product and brand.
Technical factors
Languages shrink and stretch. For example, French texts are typically longer than English ones. This means localized content must meet strict length constraints to ensure proper display across your materials. For instance, this rule applies to interfaces, but also subtitles, training materials, etc.
Brand image
The core values of your company must remain identical, no matter in which market your multimedia content is available. However, how you communicate your brand’s tone of voice and image can vary from one country to another. Simple word-for-word translation might damage your image and reputation, while accurate localization conveys the right message and avoids confusing your audiences.
Country regulations
Some countries restrict certain visuals due to local laws, regulations, or even political conflicts. Ensure your multimedia content complies with local regulations to avoid legal issues or potential censorship.
🧠Try, wash, repeat!
When localizing your multimedia content, more challenges keep coming your way. A good way to overcome them and improve your global content is through localization tests and quality assurance, which help you highlight your weaknesses and fix potential issues as you go.
Tools and Services That Help With Multimedia Localization
Multimedia localization requires different tools, according to the type of content you want localized. Using the right platforms and software is the path you want to take to have accurate and high-quality content across different markets.
Tools
Use
Subtitling and Captioning
For subtitles, dubbing, closed-captions, audio description…Helps synchronize audio and video together in one place
Audio and Video Editing
To enable dubbing, voice-over, audio description…Helps add previously localized audio to video content.
Graphic Design
To adapt embedded text, on-screen text, animations…Helps with text and visuals that need to be culturally adjusted
To localize scripts or interface textAlso supports creating glossaries and translation memories (TM)
🤝Lokalise helps you!
Reach global, speak local: your multimedia localization projects can be fully handled on the Lokalise platform. For your video game, your website or your courses, we help you create the workflow that suits you best, thanks to automated processes and full visibility into your project’s progress.
Lucie is a linguist with five years of experience in translation and content writing in the gaming industry. Before becoming a full-time independent game localization expert, she got to know the other sides of the translation process.
She was the first localization leader for Decathlon UK, then moved to the agency side as a transcreation project manager at Hogarth UK. The variety in Lucie’s experience allows her to understand the challenges of localization, from brainstorming to delivery.
Graduating with a Master’s Degree in Audiovisual Translation from the University of Roehampton in London, UK, allowed Lucie to expand her knowledge of translation theories, which helps her stay on top of the multidimensional effects of localized content. Lucie’s work is showcased in various private blogs and websites, as well as indie and AAA production games. Lucie also loves playing video games and writing reviews about them to make gaming more accessible to the many.
Lucie is a linguist with five years of experience in translation and content writing in the gaming industry. Before becoming a full-time independent game localization expert, she got to know the other sides of the translation process.
She was the first localization leader for Decathlon UK, then moved to the agency side as a transcreation project manager at Hogarth UK. The variety in Lucie’s experience allows her to understand the challenges of localization, from brainstorming to delivery.
Graduating with a Master’s Degree in Audiovisual Translation from the University of Roehampton in London, UK, allowed Lucie to expand her knowledge of translation theories, which helps her stay on top of the multidimensional effects of localized content. Lucie’s work is showcased in various private blogs and websites, as well as indie and AAA production games. Lucie also loves playing video games and writing reviews about them to make gaming more accessible to the many.
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