How Video Marketing Can Go International

Video is one of the most powerful ways to reach your audience, no matter what you are marketing. Millions of viewers eagerly absorb new videos on YouTube, Facebook, Vimeo and lots of other channels every single day. Video gives you a way to convey your message both visually and audibly. One aspect of video that is often overlooked, however, is the potential to reach an international audience. 

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The Benefits of Global Video Marketing 
You can get lots of mileage out of a video that is only understood by an English-speaking audience. Think, however, how large the global internet audience is today. There are many millions of people all over the world who don’t speak English but who might still be interested in what you have to offer. Did you know, for example, that the majority of YouTube viewers around the world are from non-English speaking countries? The number of people online who speak languages such as Spanish, Chinese, Russian and hundreds of others is enormous. 

The economy is becoming more global every year. As more and more people access the internet, whether on computers, mobile phones or tablets, the international online audience is growing rapidly. Whether you are selling physical products, digital products or services, there is a huge potential market worldwide. 

Make Videos Easy to Understand 
Many people throughout the world have a limited grasp of English. Videos are a better way to reach such people than articles and blog posts. For one thing, much of your message can be conveyed visually. You can hold up your product or demonstrate an action without words. When you do speak, make sure you speak clearly and use language that is as simple and straightforward as possible. This will make your videos easier to understand when people only have basic English language skills. 

The Power of Captioning 
Another way to instantly make your videos accessible to people who speak other languages is by captioning. A captioning service can translate your spoken words into any language you want. You could make multiple versions of your videos in several different languages. 

Close captioning, of course, has also been traditionally used to make videos, movies and TV shows accessible to deaf and hearing impaired audiences. For this reason, it can be helpful to use captioning in English as well as other languages. Captioning even has benefits beyond this, as it delivers your message to people who may be distracted or watching the screen with the volume down. 


Understand Your Audience 
You may have to tailor your message to reach people in different cultures. This goes beyond translating the words and has to do with demographics and cultural norms. You should do some research to find out what kind of language and marketing techniques work best in different countries and cultures. You may find that your target audience, based on criteria such as age and gender, differs from one country to the next. Finally, you should make sure that your videos are in compliance with local laws and regulations in the countries you are targeting. 

Building a Global Audience 
To make your video marketing international will require you to take several actions. In addition to the videos themselves, whatever content you promote must also be understandable to your audience. If you are giving away a report or e-book, for example, this content must be translated. If you are sending visitors to a sales or landing page, this should be translated as well. You should also learn something about SEO in different languages. Just as you have to target certain keywords in English, the same is true for other languages. This is important for your video titles and descriptions. 

These tasks, all of which can be outsourced, are well worth carrying out when you consider the potential benefits of building a global audience for your videos.

Dilip Rajpurohit

Dilip Rajpurohit is a Digital Marketing, MarCom and Branding Strategist with years of experience managing various IT platforms like Development, Designing & Marketing and working across a wide variety of industries with a search, analytics, social media marketing background. ; to learn more about him, you can find him at SEO4World and follow him on Twitter @SEODilip4u and join him on Facebook as well.

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