Multimedia Localisation Services in Singapore
Adapted from Shakespeare’s comedy, The Merry Wives of Windsor, you may have heard the saying, “The world is your oyster.”
This saying has never been truer of our world today.
With the advent of social media and increasing interconnectedness due to the growth of the internet and technological advancements all over the world, we are ever spreading our outreach to audiences across seas and continents.
It is no wonder that our audiences have since grown, and we have even more access to more people of varying backgrounds more than ever.
As we’ve gained access to diverse groups of people, the differences in language, local vernacular and meaning to similar words become even more pronounced.
Even if two countries speak the same language, there are differences in local jargons, affecting what one word can mean to another.
For example, in American versus British English, chips refer to French fries in Britain but crisps to the Americans. One could say potayto, potahto.
Due to these differences, it becomes imperative for businesses to turn to multimedia localisation to ensure the accurate meaning and relevance of your business to them is relayed to the target audiences.
Multimedia localisation is the adaptation of multimedia content not only in terms of language native to the target audience but also, ensuring that it is adjusted to the cultural references of that country.
Speaking in the Language of your Audience
It can be as simple as adapting a shared language to fit the slang of the speakers for instance, Mandarin spoken in Singapore uses different colloquialisms versus Mandarin speakers in China. This is often why we might need Chinese localisation services in such instances.
It is important for the translator to be familiar with the lingo used in that country and be able to adapt the content specific to that region.
It can also range to a more complex process whereby the original content is completely dissimilar to what is used by the targeted audience such as adapting content in Burmese for an audience in Indonesia. Sometimes, in localizing the content, it may not be as direct.
For this case, often most, there needs to be translation from a native language to the international language before it can be translated to another native language i.e. Burmese to English to Indonesian.
Direct translation for localisation is not always available as you are working with multiple native translators who only understand their mother tongue and English so you need a reliable third party such as WhizWordz who are able to facilitate translation between both parties and maintain the consistency of the message is put across during the localization process.
Going Beyond the Same Language
Yes, translation to the same language is a start, but you’re only about 70% of the way there.
According to a Harvard Business Review, over 70% of consumers say they are more likely to buy when communicated with in their own language[1] however, just translation is not localization.
Multimedia localization is meant to help with the consumer experience.
Beyond speaking the same language, it includes providing visual and hearing cues that help them to assimilate with your product better.
Shaping the consumer experience can be from the transcription, subtitling and extend to the video production of your content.
All these add up and provide context and association to your brand for new audiences.
People are always more open to what they are familiar with and are more willing to welcome a new product if it is relatable and meaningful to them.
Depending on the purpose of your content, your investment in your target audience can either ensure the success or failure of your multimedia localisation.
Multimedia localisation is not an easy task by any means and where you might not know where to start, it does not hurt to have a professional help you out.
Determining what you present of your brand to a new audience and what information each audience should get can be easier when working with the right teams that can help you engage a market.
Get started with our localisation team at WhizWordz International by checking out more information here!
Kelly, N. (2012, August 3). Speak to Global Customers in Their Own Language. Retrieved from Harvard Business Review: https://hbr.org/2012/08/speak-to-global-customers-in-t#:~:text=We%20found%20that%3A,information%20in%20their%20own%20language.
