Trends in Video Marketing
Every once in a while, we like to bring up trends which influence the usage and growth of video. Several recent studies have quantified the growth in video marketing to consumers. There is however almost no available research on the role that languages play in video marketing. Smartling did an informal poll of marketers to find out.
- Smartphones continue to grow as a screen of choice for video, rivaling desktop viewership consistently year-over-year. On average, 57% of consumers globally watch videos on a mobile phone every day. (AOL)
- In first half of 2016, video ad spend for mobile devices had soared by 178% year-over-year. (IAB/PricewaterhouseCoopers).
- 47% of advertisers expect to increase mobile ad spend by at least 25% in 2017. Advertisers are funding this increase in video by shifting more and more money away from TV budgets. (AOL)
What About the Role of Languages?
The above facts are about video marketing to consumers. One fundamental thing that is not addressed in this research is language. Many multinational enterprises do some of their video ads in native languages. Today, even small and medium businesses can be multinational if they have a web presence. The folks over at Smartling did their own informal poll of 150 marketers. Please note that this poll was about marketing in general and did not address video separately. As video ad spend is a growing portion of their budgets, the results are still relevant.
- 48% say they have no budget at all for translation outside of the U.S.
- 59% of respondents do not have any money allocated to reach multilingual audiences within the U.S.
- Nearly 53% are either not translating at all or are only translating into one language.
- 86% of marketers admit that they generate U.S.-centric content and then translate it for a particular market.
- Only 14% create original content, and employ local or native marketers in the countries where they are seeking to expand their business. This despite the fact that 13 languages together cover 90% of today’s online spending power.
- For those that are translating, a few still rely on machine translation (8.6%); many rely on human translators (42.1%); 14.5% use both; and others are beginning to use translation management software (4.6%).
Find the full survey details in an infographic here.