As a video agency producing work for global companies, we’re often faced with the challenge of producing content for an international audience. Many questions come up: If we go with humor, will the jokes land with different cultures? Should we use sub-titles or dubbing? Should we recast with different ethnicities and reshoot? Should we cut different versions of the video to upload to different places?
For a brand that wants to expand internationally, the need to take into consideration all the cultures and countries they’re hoping to cater to, becomes important.
If you’re planning to create a video campaign for an international audience, here’s what you need to take into consideration:
The Ideologies of the Society
Each country has a different set of ideals and cultural values that we need to respect. Sometimes brands fail to do their research and end up in trouble. Amazon’s Nazi and Imperial Japan subway seats is an example of what not to do. Similarly, Bic’s sexist ad left a bad taste in its audience’s mouths.
Therefore, it’s important to research thoroughly and keep in mind that what’s considered the norm in one place doesn’t necessarily mean it’s the standard for another.
Overcoming Language Barriers
For commercials, it’s important that viewers understand the main message. Otherwise, it’s a recipe for disaster. The last thing you want is for your viewers to scratch their head, wondering what on earth is going on.
Overcoming language barriers is essential, especially for international campaigns. If your commercials are in English, and, for example, let’s say your other audience is Spanish speaking, you can add subtitles. You can even dub the audio as an alternative to sub-titles.
Lastly, make sure whoever is translating your English script is actually fluent in the language they’ll be translating it in to.
Professional Video Production Agency
Hiring a professional video production company will help you take care of all the stressful parts of the production process. A professional who knows what to do and has experience can help you penetrate into the international market, without jeopardizing your brand’s success.
336 Productions has been a leading proponent of video marketing since its inception in 2008. Check out some of our clients and contact us for queries and bookings today!
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