The majority of views on YouTube come from outside the US—in fact, 70 percent of video traffic comes from global viewers. The consumption of videos is also increasing: According to Cisco, videos will drive 80 percent of consumer Internet traffic worldwide by 2019. Just like any other marketing channel, brands must target videos to reach specific audiences.
Hollywood, in all its alluring media and worldwide cultural influence, epitomizes some of the best lessons for global content marketers. As a master of the art of storytelling, who better to learn from than an entire industry dedicated to crafting engaging content?
There are multiple factors to consider when talking about targeted video beyond the basics of language translation and local settings. Here are three concepts to consider for integrating video marketing into your own blockbuster global content strategy.
1. From Baseball to Bae: Cultural Adaptation
A prime example of making localized adaptations as a story goes international is the baseball-centric film, Fever Pitch. While baseball may be America’s national pastime, in many countries it’s not. Taking this cultural awareness into account, the baseball elements in the film’s title and cover were removed in favor of playing up the film as a romantic comedy in countries like the United Kingdom.
Global content marketers can take a note from Fever Pitch‘s marketing metamorphosis by creating their own YouTube channels specifically tailored to local regions. This involves local, native translation of the channel’s description, as well as video tag terms that are optimized for search based on the local region and language.
Read More: http://www.skyword.com/contentstandard/marketing/how-to-localize-video-marketing-3-lessons-from-hollywood
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