Conquering Barriers: International Video Marketing Is More Than Just Translation

“A different language is a different vision of life.” – Federico Fellini

Speaking more than just one language is a gift. It doesn’t just help us communicate. It helps us understand. It helps us understand another culture, another perspective, another vision. But most importantly, it helps us understand another person’s thoughts.

In order to create a successful video campaign, it’s imperative to understand your target audience’s thoughts. It’s important to understand their requirements, their needs, and their wants, as well as what language they prefer their content to be in.

Creating an Effective, Diverse Marketing Strategy

Unfortunately, many brands fall prey to the “cast English actors and insert subtitles” method. In order to attract attention to your brand, you have to take into consideration your brand’s diverse consumers.

When 84 Lumber created their Super Bowl commercial, it was banned from being broadcasted. But it found success over the internet and millions who shared the same ideologies shared the video via social media.

The idea was to focus on the journey of immigrants making it legally in the U.S., and to celebrate the melting pot America is.

And the advert was executed beautifully, by focusing on what really matters: accepting that all types of humans exist.

Similarly, Coca-Cola’s #AmericaisBeautiful commercial won the hearts of millions of people worldwide. The commercial showed individuals from all walks of life singing a song in their mother tongue.

The commercial was a success because it celebrated diversity, it celebrated people. It was proof that while language is beautiful, as people we can communicate without it.

There’s a saying that everyone smiles in the same language. Coke proved that it can’t get any truer than this!

Planning an effective marketing strategy that caters to a diverse audience is no piece of cake. It takes dedication, patience, and brilliance. It takes months and months of trial and errors, perfecting the script, and casting actors that can communicate with the audience.

But here are a few simple things to keep in mind:

Ask Yourself: What Do You Want To Achieve?


What do you want to achieve with your commercial? Where do you see it heading? Do you have something specific in mind?

For example: Coca-Cola created its #AmericaisBeautiful campaign during the height of political unrest and controversies. It chose the Super Bowl as a platform to reach out to millions of people around the world because it wanted to achieve a target.

The main focus of the commercial was celebrating people. It wanted to show that no matter who you are or where you’re from; you’re always welcome with open arms because America is beautiful like that!

So ask yourself: what do you want to achieve? What’s the main message you want to convey?

Be Patient; Keep Working on the Script

Don’t go with the first idea that pops into your mind. Brainstorm. Even if you think the first idea is brilliant, come up with a few more before you decide to flesh it out.

Successful commercials take months to be executed because behind the scenes, with many broadcast commercials costing millions of dollars.  It’s not exactly the same for corporate video, but there’s a similar process, and it all starts with a concept, so until you feel it’s exactly what you want to go for, keep working on the content.

A few things to ask yourself are:

  • Is the content the type of content youwould want to watch?
  • Is itshareable?
  • Is it relatable?
  • Does it convey the message accurately?
  • How does it stand out? Negatively orpositively?
  • Is it something that will influence your consumers in a positive way?

Hire a Professional Video Production Company

Last, but not least, it’s important not to handle your projects to just about anyone. A professional video vendor can help you achieve your targets in an efficient and timely manner.

A professional video production company has the tools and resources to help your vision come to life. Keeping your requirements in mind, it can help you reach out and connect with your consumers, without the need for translation.

336 Productions is a video production company in Orange County that offers professional video marketing services to businesses from all field. No matter what type of project it is, or what your requirements are, they’ll always exceed expectations!

Celebrating 10 years in the industry, they’ve worked with some of the biggest brands in the industry. Whether it’s a case study or a corporate video, an event video or a training video series, feel free to contact them for a consultation!

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