Audio localization (sound localization) is an effective way to sell to an international audience. It is the process of modifying audio multimedia assets to make them suitable for a target audience that speaks a different language or dialect. You can also use localization for different parts of the same country if there are differing views and beliefs within one region.
Simply put, if you want to launch your business or brand in a new country, you must present content in a language they understand and resonate with.
These days, mainly consume audio and visual marketing content, which are more engaging than text. Audio localization applies to both audio and video multimedia assets as videos cannot be engaging without audio.
In fact, the statistics show that people prefer to engage with audio-visual marketing content. We can see this from the significant number of likes and comments on social media audio-visual content.
If your marketing goal is to reach more people, audio localization could be exactly what you need.
Who Needs Audio Localization?
If you plan to launch your brand in a new country, you’ll likely be able to make use of sound localization as it’s suitable for all types of businesses. You can even leverage sound localization to start creating engaging content before you actually launch to your new audience.
Countries Where You Will Require Audio Localization
A Common Sense Advisory study showed that non-English speaking countries prefer to engage with localized marketing content. At the top of the list, we have countries such as Germany, Italy, France, and many others. To have a successful marketing campaign, it is best to study the audience in your preferred country.
For example, the audience in some countries prefer engaging with translated and subtitled foreign content. In comparison, people living in other countries would rather listen to localized content in their language. If you can correctly identify the country’s preference, you are on your way to completing a successful marketing campaign in that country.
The goal is always to ensure that your audio localized content is for the majority of your audience.
Tips for Success When Handling Audio Localization Projects
Consumers can be unpredictable so it’s best to allow experienced professionals to handle audio localization jobs so you can achieve excellent results.
However, if you’re keen to undertake your localization projects in-house, we’ve got some tips to achieve your goals.
Identify cultural perspectives in that region
Since the job requires modifying audio multimedia assets to match the foreign language, the process requires a detective-like eye for detail. You should ensure that all translations are acceptable in the new region by taking into account cultural and religious views, and language conventions. After all, no one in the audience should feel insulted due to a translation oversight.
This part of localization is relatively lengthy because it requires meticulous research and an eagle eye. Ensure that your translated content receives multiple quality checks so that it fits your target market.
Complete a perfect translation
The translation must communicate your value proposition to your audience. The goal is to pass a clear message that the audience understands as one mistake can ruin the entire campaign. If you botch your first impression, the audience will immediately assume that your company is unprofessional. If that happens, it will be difficult to make corrections to change the general perception.
Study the target audience
It is essential to include persuasive words in the audio content for lead generation and customer conversion. After studying your target audience, you can choose the best words to communicate effectively through your content.
Have a budget
Audio localization involves many technical processes and innovative tools so the project must be well funded to achieve the best results. Localization requires many different skills and people to get the job done.
You’ll need to factor in wages for copywriters, translators, localizers, audio engineers, and any other workers you need.
Keep an open mind
Always be willing to review the content and make changes when necessary. After all, you might have to tweak your messaging or even change your brand’s name to reach your desired audience.
And you don’t have to worry about it affecting your brand recognition either. Coca-Cola went through a similar process when they expanded to China. Instead of sticking stubbornly to their original name, they did what needed to be done and found an alternate name that still represented their company.
The Audio Localization Process
Now, let’s discuss the process of sound localization. With help from experts, it won’t be such a stressful experience. However, you should still be actively involved in the process and your input is needed to select samples that represent your brand best.
Here are the steps:
Drafting and editing the script
The script can be drafted in English and translated to the language spoken in your target region. The translated script should feature all the details in the original script. It should also include common terminology your target audience uses to communicate with each other.
Auditioning voice over artists
Next, you need to find the best voice-over artist that can read the script perfectly. After the audition, screen the samples to select the best voice-over artist for the job.
The call for the audition should specify the age range and preferred gender of voice-over artists for the job.
Recording
The voice actor does the audio recording in a studio where an audio localization engineer assists them with aspects like vestibular and visual cues. It is best to record different samples before choosing the best.
To ensure the audio quality is excellent, do the job with only the best sound equipment. After acceptance, the chosen audio sample is edited and enhanced. The engineer can add sound effects, remove background sounds, and adjust the volume to suit the project brief.
After post-production, the localized audio content should be converted to your preferred file format and sent to media platforms for broadcast.
Complete Your Business Expansion Plan With Audio Localization
Ready to start the sound localization process? Let us help you. Our audio localization engineers and expert assistants will ensure your audio content promotes customer conversion and brand loyalty.
Give us a call today to use our localization services.
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