Multilingual Animation
In an increasingly interconnected world, reaching audiences across borders requires more than just a shared digital platform. For organisations looking to engage meaningfully with diverse groups, multilingual animation is an essential tool. Offering content in someone’s first language can bridge gaps and create a stronger, more inclusive connection.
Why Language Matters:
When sharing complex or sensitive information, addressing people in their first language is crucial. Research consistently highlights the importance of linguistic accessibility. According to a study by CSA Research, 76% of respondents prefer products with information in their own language (CSA Research). While these findings focus on purchasing behaviours, they underscore a broader truth: people feel more valued and understood when communicated with in their native language. This is especially critical for organisations disseminating educational, health-related, or socially sensitive campaigns.
Subtitling: Subtitles provide an accessible, cost-effective entry point to multilingual content. However, it’s not just about translating word-for-word. Subtitles should be concise, clear, and reflective of the intended tone. Professional translators – preferably native speakers – are essential for ensuring accuracy and cultural appropriateness. Additionally, back-translation (re-translating the text into the source language to verify meaning) is a vital step to avoid errors or misinterpretation.
Voice overs: While subtitles suffice in some contexts, voice overs offer a deeper sense of immersion, relatability, and accessibility. Hearing content in one’s own language not only enhances engagement but also ensures that visually impaired audiences or those with lower literacy levels can access key messages.
Transcreation: For truly localised campaigns, transcreation – adapting content to suit specific cultural nuances – is key. This goes beyond literal translation, reimagining phrases or visuals to resonate with the target audience. Expressions, idioms or imagery should align with local customs and sensibilities. Visual elements can be adapted to enhance cultural relevance, such as adjusting characters’ ethnicity, clothing, backdrops, or scene settings. This approach ensures that campaigns feel deeply personal and relatable, fostering a genuine connection with the audience. For example, a video targeting Spanish-speaking communities in Spain might benefit from voice overs that reflect regional accents, such as Castilian Spanish, and incorporate culturally relevant phrasing, enhancing its authenticity and impact. This level of cultural sensitivity ensures the message is not only understood but also embraced.
The Importance of Professional Expertise:
While machine translation tools are widely available, they ultimately fall short in conveying nuance and emotion. CSA Research found that 66% of users rely on online machine translation, but blunt tools often exacerbate miscommunication (CSA Research). For campaigns requiring precision, especially those addressing sensitive topics, professional translators and voice actors are indispensable.
The benefits of multilingual animation are clear. Whether through subtitles, voiceovers, or fully localised content, organisations can create animations that feel personal, accessible, and impactful. In this globalised world, taking the time to localise isn’t just considerate; it’s essential for crafting messages that truly connect.