International Marketing – YouTube Translation
Thanks to the new YouTube translation tool your business has more opportunity marketing to foreign markets. Ever since the mythical Tower of Babel, language has divided humans. The philosopher John Locke theorized that if people could understand each other clearly there would be universal harmony. Moving away from fantasy we currently see the world as a much more complex place. The introduction of the internet has done wonders to bring people far away closer together but language still divides them. There may be a great product in another country or within your own that is worthy of viewing. You may want to test it out but inaccessible because of it is in a different language. Google translate was a noteworthy product a few years ago. But as anyone who has tried to watch a foreign film on YouTube using these knows it is a really rough translation. It loses most of the content and even confuses the viewer.
Unrolling a new feature YouTube has introduced their translation tool to increase your audience. By checking your viewership demographics you will find a majority of your views come from another country. This is a paid professional service available within your YouTube video manager page. See where the main bulk of your views come from. Decide if it is cost-effective enough to purchase the translation. You can start with your viewership in the second highest language and reassess profits in the concluding quarter.
Testing Other Markets
Another strategy would be to translate to a market where you are seeking more viewership. Perhaps your product or service is ideal for customers speaking a different language. They may live in another country or within your own borders but speak a different language. This especially true when speaking about Southern California where a large amount of the population prefers to speak Spanish over English. There is no need to discount this market as potential customers anymore. In fact, it is absurd to advertise only in English in places like this. Most large companies that pay for advertising spots on local channels also run similar campaigns. Sometimes on the Spanish language channels hiring expensive translators and sometimes recasting to fit this demographic.
This notion of universal translation can also work for corporate research. The focus is to see how people around the world tackle the same problems as your company. Learning is the best tool you have to increase business. The world looks to America as a leader in this technology.