Bring Out the Best in 2024 with Audio-Visual Translation Trends
A new year is approaching and with it, the possibility of redesigning strategies to go global and take advantage of new trends to put us on the map. If you are considering, for example, including videos or podcasts in your marketing planning or for your training and corporate materials, you should not forget about audio-visual translation.
Why is that? At this point, there are plenty of reasons, but briefly summarised it would be because you can give your content the maximum boost, remove the barriers that separate it from your target audience and maximise the revenue you get from it.
In this blog, we are going to talk about the trends that are already making waves and that will still be well alive in 2024, making a strong impression.
So now you know, if you want to start the calendar on the right foot, do not fall behind with your multilingual content strategy and the trends listed below.
What Is Audio-Visual Translation?
You may already know what kind of translation approach this refers to. But, in case you have arrived here out of curiosity, we would like to shed some light on the basic notions.
In short, audio-visual translation or AVT refers to techniques such as subtitling, transcription, and dubbing, among others, that make it possible to write down content that takes place on video or audio. And, as this type of content is in vogue today, this approach to translation is also on the rise.
…And Why Do You Need It?
If videos, shorts, reels, podcasts, webinars, etc. are the rage, there must be a reason, right? And indeed it is! Apart from personal and recreational use, today both independent professionals and large or small companies are benefiting greatly from this type of content.
And how not to do it considering the convenience it offers? We have all the tools at our disposal. And the best part? Most of them are free.
However, not everything is rosy. The fact that there are so many opportunities means that those who are not capitalising on them are falling… well, a little behind.
But do not despair. There is still time to turn the tables (if that is what you need) or squeeze your multimedia materials to get the most out of them. Just remember that, in a world of screens and constant audiovisual stimuli, having your share of them is more than a good idea. And, opening the way with inclusion and expansion strategies is a must if you want to play in the big leagues.
#OptimationalTip: We have another free growth tool at our disposal: A webinar on subtitles and captions! You can watch it on demand, at your own pace, and get the best insights.
What is in Store: New Trends That Are Here to Stay
The world, so diverse and vast, seems to have become a single, borderless place. Locations that once seemed remote to us are now familiar. Content in languages that were once totally unknown is now part of our regular leisure agenda.
We travel more often, whether physically, intellectually or recreationally. Instagram and TikTok share content from people in distant lands. And platforms like Netflix and Viki take us on a journey to new places through their stories.
That being said, now let us take a look at the trends that audiovisual translation companies are following to help businesses tap into the international potential of their content.
Fewer Barriers, More Languages
Although it is easier than ever to communicate with people on the other side of the globe as if they were next-door neighbours, this borderless nation speaks more than one language. In fact, they speak thousands and we can see the evidence of this, for example, in the wide variety of content available to us on social media, streaming platforms, and more.
Just to cite one case, 55% of the Netflix library in the US is in English. That means that almost half of the materials are in other languages such as Hindi, Spanish, Japanese, and the list goes on and on. And the situation varies a bit with libraries in other countries, but one thing is common: The content is multilingual.
And what does Netflix do to make all of its content accessible to its entire audience? It sets the pace with one of the trends in audio-visual translation: offering subtitles and dubbing in several languages, increasingly extending to more options
#OptimationalTip: Dubbing or subtitles? Not all viewers prefer the same option. I.e., in the US, the taste for subtitles seems to win out (albeit very narrowly.) So, if you plan to include one or the other in your videos, first know your audience. Second, think about variety.
Translation for Live Events
Live translation, through professional virtual remote interpreting, is gaining popularity among businesses as it works as a linguistic bridge to interact with people overseas, who can often be potential customers—helping to close deals.
Alternatively, there is also a growing demand for online events, such as webinars and virtual courses. This can be supplied by interpreting services, but also by direct subtitling.
One comment: For major or business events, we do not recommend the use of automatic subtitles and captions, as there is a margin of error that can compromise the information and reliability of the content.
What we do recommend, in case the content will become available for on-demand viewing (on your website, Youtube, etc.) is that you include professional captions or subtitles. These, in addition to being of high quality and faithful to your material, can be a boon to your SEO strategy—which is also a trend in audio-visual translation today.
#OptimationalTip: Do you want to rank your corporate audiovisual materials on a top platform? Learn more about VSEO or SEO for videos on Youtube.
Greater Creativity in Audio-Visual Translation
Many audio-visual translation companies around the world are daring to go the extra mile with their output. That is, they work on content, such as subtitles, not just from a “linguistic” perspective, but to aid in the storytelling of the narrative.
This does not mean adding random information, nor twist the speech or removing essential elements. It is simply a matter of choosing the words to be used thoughtfully, with a focus on providing a user-friendly experience with the translated content.
What sense would it make to have a 100% literal subtitle, if it would take up more lines than a person can read in full (and understand in real-time)?
Conversely, in captions, choosing the right words to represent an almost abstract noise can provide a much more immersive experience with the content.
#OptimationalTip: When incorporating captions into videos, it is essential to think about the written description of sounds and see what relevance they have to the story unfolding. Audio-visual translation aims to make content accessible, so deciding what and how to include it in captions is vital.
Localisation in Dubbing and Voice Over
Gone are the days when there was only one variant of English in dubbing or voice-over as if it were a universal formula. Today it is crystal clear that no language is spoken the same everywhere. Each way of expression is a true reflection of its culture.
Therefore, if you want to create video content that appeals to your audience, you should consider counting on localised voice-over and dubbing services.
You do not need to offer dubbing in, for example, 5 different types of Portuguese. But you can offer a Latin American and a European variant, for instance. In addition, it can be useful to go for a “neutral” option. For example, Spanish has a so-called “international standard“, which is not a variant, but the most neutral possible use of the language.
#OptimationalTip: Localisation is not only a trend in dubbing and voice-over. It has been implemented in subtitling for years and with many benefits. If you have subtitles already created, you can use them as a base to localise to other variants.
Wrapping Up: Audio-Visual Translation Trends to Thrive in 2024
This is just one part of what’s on the way for next year. But it is a key part to understanding the direction your content should take and how you can benefit from a well-implemented and timely audiovisual translation.
Just remember that, although it is not a race against the clock, the benefits of multimedia materials such as videos, podcasts, webinars, etc. are already there. Snap it up to grab a good slice of their profits.
If you need to implement customised language solutions for your content, contact us today.
