Video localization is key to expanding your global footprint and driving key metrics. From video completion rates to revenue growth, video localization has been proven to be one of the most powerful levers you can pull to achieve your goals.
We’ll look at how you can streamline your video localization process, including a key way you can get better results in a fraction of the time and cost than was traditionally required, thanks to advancements in technology.
But first, let’s look at the fundamentals of video localization, including the business case for investment in this crucial area.
What is video localization
Video localization is the transformation of a video from one language or geographical context to another. For example, an English video can be “localized” for the French-speaking market by dubbing it to French, or adding captions and subtitles.
Take the case of JFrog, a global leader in DevOps and software distribution. Their major conferences took place in English, but that meant a large part of their international audience who were not native English speakers missed out on many of the nuances and learnings from the speakers at these conferences.
In this case, JFrog had to find a video localization solution that would enable it to expand its audience, and connect with its non-English speaking community.
We’ll take a closer look at how they did this in just a bit. Meanwhile, let’s shift our attention to why video localization is so critical to so many organizations’ success.
Why is video localization important?
Video localization offers several key benefits. Some are obvious, and some less so. Importantly, the positive impact of effective video localization has been measured, and the data confirms that it’s incredibly powerful when used correctly. Here are some vital advantages:
Impact across key metrics
Video localization has been shown to increase video completion rates, engagement rates, drive more action post-video, increase retention rates (both in terms of content retention, and user retention) and ultimately to move top-line metrics such as user growth and revenue.
65% of people prefer content in their mother tongue while 40% would not purchase a product or service if it’s not offered in their native language
This stat shows the power of video localization, and more specifically, not having localization in place. Imagine intentionally cutting out 40% of your potential market?
79% of companies that invest in localization see their revenue grow
While 79% is statistically significant, this number would be even higher were all companies investing in video localization to use modern, technology-enhanced tools like AI dubbing.
Localization drives an average revenue increase of 9.2%
The proven ROI on video localization writes the business case for investing in this area. And now thanks to modern video localization technology, the cost and time needed for professional results has dropped dramatically, further strengthening this argument.
Tailoring to local markets boosts revenue growth by up to 15%
It’s one thing to add subtitles to a video. This certainly can move the needle when it comes to the revenue-related benefits of localization. However when this is taken to the next level, that is tailoring your entire approach to a local market, the needle suddenly jumps. Compare, for example, a video that’s just captioned with a local language versus one that is completely re-shot in the new language. The difference in the numbers is dramatic. And luckily, thanks to AI, localized videos don’t need to be re-shot at all.
Three out of four consumers are more likely to buy when the product speaks their language
The data clearly shows that localization matters a lot, particularly when it comes to language. In today’s competitive business world, every advantage is valuable. One that can get 75% of people to consume your product or service is priceless.
For 59% of customers, native-language information matters more than price
We cannot overestimate the importance people attach to having information presented to them in their native language. And the appreciation when a brand makes an effort to provide this.
How to localize videos better, faster, and more affordably
Traditionally, the options for video localization were limited:
Captions and subtitles: While captions and subtitles can convey information, they are difficult to follow, especially for more technical content. They also fail to demonstrate that any effort has been put in to localize videos effectively.
Dubbing: Traditional dubbing is plagued by the same issues. Worse still, a voice actor has to recreate the script and the voice has to be somewhat synchronized with the original subject’s movements. For many, the disconnect between the voice and the movements on screen is disconcerting.
Re-shooting videos with local actors: This is the most effective option out of the traditional localization methods, but also the most expensive and time consuming. For most organizations, this is just not feasible for the scope and timelines of their projects.
Today, there’s a far superior option. One that completely upends the economics of video localization, offering all the benefits at a fraction of the cost:
Panjaya for video localization
Recognizing these limitations, and understanding the capabilities of AI when applied to this challenge, Panjaya launched its AI dubbing solution that has changed the way people relate to video localization.
Already a trusted partner of TED in bringing localized videos to a global audience, Panjaya offers a groundbreaking dubbing tool that has left first-time users in awe.
This advanced tool combines voice synthesis, modulation, computer vision, natural language processing, text generation, and intelligent retiming to deliver dubbing that mirrors the original speaker’s natural flow and tone.
With Panjaya’s technology, every pause, expression, and gesture is carefully preserved, ensuring that the message resonates authentically across languages and cultures. The result is a viewing experience that feels just as impactful and genuine as the original.
Media companies, marketers, and professional education platforms are already leveraging this solution to reach broader audiences, boost engagement, and drive revenue growth.
Remember JFrog’s video localization challenges? Panjaya is exactly how they solved them. See the incredible results here: