The best communication messages are ones that are personalized to the intended recipient, including taking into account regional interests, languages, time zones, and more. The larger your audience, the greater the variation in personas, making the task of personalization a definite challenge—but not an insurmountable one.
Companies are turning to cloud-based tools like the Wibbitz online video editor to overcome this challenge, and to achieve video localization at scale. You can lean on tools that simplify video creation, reduce the time it takes to create video, and facilitate collaboration across remote teams to help you strategically deliver personalized content to every one of your targeted audience demographics.
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Taking a strategic approach to video localization
HubSpot is just one example of how to create content for a target audience. With a marketing team spread across nine global offices, their ability to collaborate and create high-quality content for every individual region was a challenge, to say the least. This challenge was amplified by a lack of video production knowledge or experience among team members.
They turned to Wibbitz for a scalable, cost-effective solution that even staff members with limited (or no) video experience could quickly put to use. Best of all, they were able to easily execute video localization.
HubSpot has a different account for every language, so they can easily duplicate videos from each account and edit them with new copy and media—or, create entirely different content for each one.
This allows their team members from each and every global office to create video localization projects that feels personal and targeted, while still ensuring that brand design standards and messaging remain consistent across all variations of video.
“Being able to crank out videos consistently, localize them for different regions, and still save resources, time, and energy,” has been “a game changer,” says Charlie Reiff, HubSpot’s social video editor and animator.
Here’s a look at various approaches they’ve taken for connecting with their international audiences.
Using personalized video to drive thought leadership
In the digital marketing space, HubSpot is a well-known name. The marketing, sales, and customer support platform has been communicating with marketing professionals for several years now and is an established thought leader in both digital and traditional marketing circles. Their target audience engages with them across a wide array of communication channels, including their website, blogs, social channels and, of course, video.
As a global organization, HubSpot needs to communicate not only in English, but also in other languages. The process of taking an English video and recreating it in another language used to take about two hours. By investing in an easy video creation platform like Wibbitz, that time has been cut down to about 20 minutes, representing a significant savings.
Here’s a video they created in English, then translated it into 3 more languages!
HubSpot realized savings in time and associated costs. They also found the ease, convenience and simplicity of localizing video content and creating target specific audience segments more frequently and impactfully than in the past. And, with marketing staff spread around the globe, HubSpot has also gleaned big benefits from the ability to collaborate and communicate across teams.
Driving efficiency and collaboration with easy video creation
If HubSpot’s marketing team in France creates a new video (like the one below), wouldn’t it be great if team members in Spain, the U.S. and other locations could not only immediately know about it, but leverage the content and, with just a few changes, create a localized version for their own market? They can. In fact, the ability to have shared access to communication collateral that can be multi-purposed and repurposed helps the company gain economies of scale and stretch its marketing budget to reach more people more frequently.
As Diego Santos, regional campaign and social media strategist at HubSpot says: “Now, I can see everything the English team is creating in one place, find the videos I want to translate, change the copy, and have a video in 20 minutes.”
Here’s an example of a localized video Diego created for their Spanish-speaking audience:
In a global economy that is increasingly competitive, many companies are challenged to connect with key audiences in ways that resonate through local variations that can create quick connections. With a scalable video localization strategy, that challenge can be alleviated, and become a clear differentiator in the market.
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