Video is currently exploding in the content marketing arena and its popularity is increasing with each passing quarter. According to MWP, a video marketing firm, 55% of internet users profess to consume at least one digital video per day. Couple that with Cisco’s prediction that online video will account for more than 80% of global internet traffic by 2020 and the trend becomes undeniably dominant.
Increased mobile usage along with more sophisticated internet capabilities have created the conditions for these types of predictions to come to fruition.
In many parts of the world, YouTube is the single most dominant online video platform. The company currently caters to over one billion global users, or about one third of internet dwellers, with hordes of new adopters added every day.
According to an October 2015 study from GlobalWebIndex, a minimum of three-fourths of internet users from every region of the globe used YouTube in the month prior; in Latin America, this figure rose to 93%. While these stats are absolutely staggering, YouTube is still not the preeminent video platform for every global region; at least not yet.
If your company is ready to dive headlong into global localization strategies for video marketing, then you will want to brush up on popular portals and practices around the globe.
Leading video services across the globe
China: Many are aware that YouTube is outright banned in China alongside other global social networks like Facebook, Instagram and Twitter. Instead of providing these services to its people, the country opts to create alternatives that are deemed acceptable by state figures; platforms such as Twitter substitute Weibo.
In the digital broadcasting realm, the country gets its video fix from several different sources.
56.com is one of the biggest and most popular video sharing services available to the Chinese. Founded in 2005, the service functions, and even appears, quite similar to YouTube.
Another widely used service is Alibaba’s Youku, or Youku Tudou, as the two companies (Youku and Tudou) merged in 2012. Youku is one of the first video streaming websites to hit China and is now the second largest video platform in the country.
Similar to how the United States is currently experiencing a boom in live streaming video, China is following suit. The influx of live video content is attributed to the fact that young, mobile audiences crave less polished and brasher content, which is much more common in live streamed offerings.
The Chinese have a leg up on American markets because they have effectively monetized live streaming platforms, such as YY and Ingkee. These services routinely pay publishers for their streams.
Russia: While Russia isn’t too far from China in a geographical sense, their video consumption habits could not be more different.
YouTube retains its leading status in Russia, but with a much looser grip than in the United States.
If you were to reference the top Russian websites for TV and video, it is clear that YouTube is king of the hill. Shortly behind the ubiquitous video platform, however, comes Rutube.
Rutube is a widely popular video sharing platform in Russia that was founded in 2006. The platform varies from YouTube slightly in that the site’s content includes video from private users as well as licensed programming from various entertainment companies.
But one cannot talk Russian social media without mentioning VK, Russia’s leading social network. The website caters to roughly 46 million users and has a specific section dedicated to video content, making it a highly popular destination.
Turkey: Traveling a bit further west, Turkey is a nation that has had an on-again-off-again relationship with YouTube, most recently in regard to a military coup.
Despite its complicated status with the video streaming platform, YouTube still remains the second most popular website in all of Turkey.
That aside, Turkey’s number one local video website and number three video platform overall is izlesene.
With that information under your hat, let’s take a look at some general best practices for reaching audiences on these video service alternatives.
Localization best practices
When adapting or creating video content for foreign audiences, it is vital to study the region so as to generate the most influential materials possible.
That said, it is necessary for brands to partner with experienced localization agencies so that this work is not left to those with a less sophisticated comprehension of the process.
While voiceover is one of the most common forms of translation for places like Eastern Europe, making it an excellent strategy for Turkey, the overwhelming majority of culturally adapted content is subtitled for the audience.
Do be sure, however, to work with skilled professionals to complete this work; many colloquial terms and cultural phrases hold vastly different or no meaning whatsoever in other parts of the world. This could cause a marketing message to completely flop.
Moreover, it is crucial to consider the audience you are targeting and the type of content you aim to serve them. If you cater to a more artistic crowd, there might be Vimeo-like alternatives that would better suit your offerings.
All in all, the best way to go about marketing content in different global regions lies in treating each video like a campaign unto itself; this will allow you to focus in on the exact elements and messages for a particular country, which increases your chances of success.
Video content is taking over online traffic in many parts of the world. As more internet users are brought into the fold by gaining access to the world of online media, video will continue to become more popular and engaging for audiences young and old. Be sure to strike while the iron is hot and get in on publishing branded videos worldwide on the various platforms that are offered. Just don’t forget to hire the pros to help you reach those audiences properly.