In case of videos, the viewer engagement should be within the initial 10 seconds of playing it. According to a study by Microsoft Corp., the average human attention span while watching a video was 8 seconds, which is one second less than that of a goldfish!
According to Diode Digital, video promotion is 600% more effective than print and direct mail combined. Most site visitors prefer watching a video prior to reading any text.
After Google, YouTube is the world’s second biggest search engine and it accounts for 28% of all Google searches. According to YouTube, its videos are viewed by more than 1 billion viewers every month, clocking over 6 billion hours in all!
YouTube’s study reflects that 80% of its viewers are based outside the United States, and more than 60% of a channel’s views come from a country which is different from its creator’s country. And thus, creeps in the language barrier leading to video abandonment, no matter how resourceful they are.
YouTube, in an effort to expand its global reach, is offering its new translation services. Video creators can translate their titles and descriptions, as well as the subtitles for videos that contain them, into 76 languages, including Mandarin, French and Spanish.
Vladimir Vuskovic, Product Manager for YouTube Globalization says, “Many videos that viewers could have found significant to their purpose were mostly left unseen only because the search process was restricted to one single language.”
How To Use YouTube’s Translation Tools:
YouTube translation tools are easy to use and implement especially for the creators. Here are some steps that can be followed to use them.
Sign into the Video Manager section on YouTube.
Choose your video whose metadata you wish to translate by clicking on ‘Edit’ and then ‘Info and Settings’.
Now open the ‘Translations’ tab and set the ‘Original language’ of the video. This can also be set as the default language for all new uploaded videos by checking the box next to ‘Default for new uploads’ section.
Under ‘Translate Into’, choose the language that you want to add as your translated title and description.
Finally, enter the new translated title and description manually and then ‘Save changes’.
Increase in Watch Time:
One of the best practices helping a potential viewer understand the theme and content of a video is writing attention grabbing titles and an optimised description. Now with YouTube’s translation tools watch time from foreign viewers has improved by 15% and on some videos, by 60%!
So if you are a creator on YouTube, then you should that your videos can easily be discovered and enjoyed worldwide. The following video shows how the translation tools assist in doubling the watch time of videos.
Jordan DeBor, Video Partnerships Manager at VICE affirms, “These new features have the potential to fundamentally change the way VICE assigns its YouTube content on a global scale. By removing the language barrier, YouTube delivers the opportunity to create new audiences in local areas while expanding our reach in existing areas.”
The translation tool allows viewers to search for videos of their choice in their own language.
Good Return on investments:
YouTube has also introduced the option of either crowdsourcing closed caption translations or paying for them via the site, which is great news for creators, brands, and viewers themselves.
The feature enables viewers to caption videos on behalf of a creator, thus leading to increased engagement. Furthermore, if a YouTube video creator has an active community willing to caption the videos, then the option will also give the creator the biggest return on investment.
Creators should not worry about captions being inaccurate as YouTube has a system in place to manage the community contributed captions. These captions can be authorized for a specific video or all of your videos and are also quite easy to use.
For creators to be able to take advantage of this new functionality, they just require opt-in to community contributed subtitles by going to the “Manage subtitles and CC” category of their Creator Workspace, clicking on the settings button. This is also the same place to see subtitles that are still under review or have been published.
Increase in Viewership:
The translation tools in YouTube are directly accessible in Beta for the creators. They can be found under their accounts under the Video Manager section. Once you select and pay for a preferred language translation through the marketplace, YouTube goes ahead and auto-publishes the content after which you receive a confirmation email from YouTube.
The translation marketplace feature further makes it easier for creators to connect with fans outside their home countries.
For example, the conference organization, TED, used this new feature to include translated captions in over 11 different languages in more than 2,000 videos. The results were amazing. TED channel’s localized watchtime increased by an overall 15% and in some cases even spiked at 60%.
Kristin Windbigler, Director of TED’s Open Translation Project, expresses her experience saying that,
“For more than five years, we have been engaged in removing the language barrier from TED’s mission in spreading ideas throughout the world. As one of our most important partners, YouTube has pushed the boundaries in making our videos not only reachable, but also discoverable for viewers around the world.”
Deron Triff, Director of Global Distribution at TED, said that the company uploaded 60,000 translated videos to YouTube in a single day in June, which provided access to viewers speaking Farsi, Vietnamese, Turkish and Russian, among other languages.
In the past, taking the time to add subtitles and closed captioning was cumbersome for lengthy content and often not worth the benefit for the time spent. Further, if you were to use the automatic captions, they have been so grossly inaccurate that creators have made parody videos about the bad captions.
In conclusion, being able to have high quality captions and translations can really help open up content for a wider and more engaged audience. YouTube feels your pain and has added a few features that should make it worth your time to both caption and translate your videos.
Storyteller on weekends, Content Catalyst on workdays. Books, Biopics, SEO, Yoga, & guffaws are my thing. Plus, my poetries rarely rhyme -.-