Learn how Translation can help in Video Marketing from Ofer Tirosh

“Marketing in translation is much more nuanced than simply translating marketing materials and then expecting the same level of success that they achieved in the original language.”

– Ofer Tirosh, CEO, Tomedes

The rise in video content is not exclusive to English speaking regions. Consumers from all over the world are looking for quick information online. 

In today’s borderless scenario, video translation has come up as a key consideration for brands operating in the international market.

We talked to Ofer regarding the same. Read on to know all about Video Translation from him.

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1. Tell us about your life journey, Ofer

I was born and raised in Israel, where I went to Tel Aviv University and gained an MCS in industrial engineering. 

I’ve always loved to travel and have visited Africa, Asia, Europe, South America and North America. The linguistic diversity that I encountered fascinated me.

My other big love is technology, so I started my career in software development at a large telecom company. After several managerial positions and having established two start-ups of my own, I founded Tomedes back in 2007. 

My previous roles had shown me the importance of providing fast, high quality and cost-effective business to business services. This was a driving factor behind Tomedes’ ethos back when I started the company and it remains so to this day. 

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2. Why do you think video translation is important?

Video is such a powerful medium. It can be an incredibly effective marketing tool. 

Video translation is important because it allows companies to share their messaging more widely, whether with international audiences or domestic audiences who speak other languages. 

It’s an excellent way of achieving huge reach, with viral video campaigns able to really put companies on the map. 

It’s important to stress that high-quality video translation is what’s important. 

A poorly delivered video translation has as much potential to damage a brand’s reputation as to bolster it. 

In an age where a video can make its way around the planet in seconds, there is no room for error when it comes to translation. 

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3. What are the best practices marketers should follow when it comes to translation?

The single most important factor for marketers is understanding their target audience. This applies no matter what language the marketing materials are in. 

What’s so interesting when you involve translation is that the cultural diversity of different audiences means that a unique approach is required for each.

It’s not a question of simply translating marketing materials and then expecting the same level of success that they achieved in the original language. Marketing in translation is much more nuanced than that. 

Marketers need to carefully research their intended audience and then shape marketing materials accordingly. 

In most cases, that will require both translation and localization, but in others, transcreation will be necessary. Understanding which of these disciplines to apply is key to a campaign’s success. 

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4. What advice would you like to give to organizations when it comes to hiring a translation service? 

It’s easy to focus on languages alone when you’re looking for a translation service, but I highly advise focusing on expertise as well. 

If you need a marketing translation from English to Spanish, for example, seek out a translation agency with extensive experience in marketing translation work, as well as Spanish translation. 

I advise against using machine translation for professional purposes too. The quality isn’t yet comparable with that of skilled human translators. 

Computers lack the subtlety and nuance that humans can apply when they translate – and that’s really important when it’s marketing materials that you are translating. 

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