If you’re a growing international business, chances are you’ve considered international video marketing. You have considered international video marketing . . . right?
Whether you’re just starting out in video marketing and video translation or you’ve been producing video content for years, the fact remains—there are a lot of video hosting options out there. So, which option is best when it comes to video hosting when serving video content to customers across cultures?
Here at YBD, we translate video content for all types of applications: eLearning, training, tutorials, short advertising spots, and even films and television shows. When tackling the video translation process, many will discover that translating voiceovers and subtitles quickly becomes a larger task than they expected.
What many of our clients often don’t take into account is that this translated video content needs to be uploaded to a server and hosted in the cloud before it can live on their company’s website. In addition, the videos need to be hosted and displayed in a player that can adequately handle the localized intricacies of the translated video.
Knowing ahead of time which hosting option best fits your company’s needs can save headaches during the video translation process.
Video hosting options
There are three main options when considering how to host videos on your company’s website: free hosting services from an external site; paid hosting services, which allow videos to live on your website; and do-it-yourself options, where your videos are stored on a server, and your Web development team builds the video player specifically for your site.
1. Free hosting
YouTube has an extremely large reach. 80 percent of traffic routed through YouTube comes from outside the U.S., and YouTube is localized for 61 countries across 61 languages. On top of those impressive localization statistics, YouTube also has the ability to display captions in 160 languages using Scenarist Closed Caption (.scc) file data as the preferred closed caption format (with a few other formats supported as well). This type of flexibility goes a long way in ensuring your video translation efforts are successful.
Another popular free service for hosting video online is Vimeo. Vimeo has a smaller audience than YouTube but is seen as more professional due to the lack of advertisements in videos or on the sidebar. Vimeo supports 160 languages for closed captions and welcomes requests for new dialects. Once you receive your translated script or transcription from your project manager at YBD, you’ll have to use it to create a subtitle file. WebVTT is the preferred caption format for Vimeo and instructions on how to create such files can be found on Vimeo’s FAQ or this handy tutorial. Your project manager will be happy to guide you through this step of the video translation process.
2. Paid hosting
Two major video hosting services aimed at video marketing are Wistia and VidYard. Both services offer customized embedded video players free from ads or any other branding so that your videos seamlessly integrate with your company’s website. Advanced analytic options and A/B testing also add value when choosing a paid video hosting service. These options can come in handy during the video translation process, because an international client may not know who Wistia or VidYard are.
Wistia and VidYard do allow multiple translations of closed captions, but it is up to your Web professionals to make sure the right content is being served in the right place. There is currently no option from these hosting services to identify and dynamically serve video assets to website visitors based on location. That’s why it’s important to communicate your dissemination plans to your project management team at YBD. We can serve you best when we have a clear idea of your needs from the get-go.
3. Do it yourself
As HTML5 continues to replace Flash as the Internet’s primary multimedia platform, video content is viewable on more devices than ever before. If you have a strong Web development team on-site, do-it-yourself services such as Amazon S3 and nimbus io can be a nice compromise between free and paid hosting.
Because they are cheaper than premium paid services such as Wistia and VidYard, do-it-yourself video storage options lack analytics tracking and embedded player options. Your Web development team will have to create or purchase a standalone player with the ability to host subtitles once video translation is complete. The benefits of a do-it-yourself service are the lack of ads, cost savings and complete control over how your video content is served to your customers.
Communication is key
Whichever option you choose for hosting your localized video content, make sure you let you project management team here at YBD know early on in the video translation process. Having the end in mind can help you avoid challenges down the road. We may even have localization suggestions on video translation or video hosting options. We are here to guide you along the way.
So how about your solution? Are there any other international video hosting services you are finding to be successful? Leave a note in the comments and share this post in your social communities. I would love to hear what is working . . . or not working . . . with your international video marketing efforts.