Digital Globalization: Improving Your eLearning Projects through Translation Strategies
In a constantly changing environment, the key approaches to eLearning projects consist of adapting to new needs and implementing dynamic training. People resort to video content for information, entertainment, and learning on a daily basis.
So, why is it increasingly relevant to use videos as the cornerstone for multilingual eLearning projects and how to enhance them?
Videos act as bridges
“As people of all generations spend less time watching TV and more time online, it’s becoming increasingly clear that YouTube is now their main choice between social and streaming platforms. Viewers choose YouTube for many reasons: to dive into their favorite fictional worlds, to watch a new video of their favorite content creator, or to find in-depth commentary and analysis,” says Brian Albert, CEO of YouTube Ads.
We should not forget that YouTube has more than two billion users, and every day people watch more than a billion hours of video on that platform, generating a massive amount of views.
This is why brands are adopting multi-format content as a key marketing strategy, by either exploring how personal relevance influences viewing habits, or by experimenting with short and long video contents.
59% of Gen Z consumers tend to watch longer versions of videos they discover on short-form video apps.
Source: Think with Google
The same approach is beginning to be adopted by organizations seeking to develop or expand their eLearning projects. YouTube has become a great ally when providing professional training due to its versatility and the fact that it is a site people are familiarized with.
A multicultural mindset
To start an eLearning project, companies can create their own channel, this is, the platform which will give them a more relevant way to reach their audience, whether the recipients are their own employees or even customers. Then, through consulting with language experts, the channel will have to focus on offering multilingualism.
This comprehensive strategy allows companies to make a difference in three key areas:
• Branding: A YouTube channel offers coherence in all regions you want to reach in your international approach.
• Positioning: Users will find it easier to find your brand via search engines.
• Management: Your team and your language providers will be able to manage all content in a single channel.
However, organizations can also choose to create multiple channels with language-specific content. In this sense, the branding strategy must be adapted to each audience according to their language and location. This also allows to personalize eLearning projects according to the specific sociocultural nuances of each region. In turn, the connection with each viewer will be particular, as it will be limited by preferences in each language.
90% of companies offer their employees some form of digital learning, and 68% of employees say they prefer to learn at work.
Source: Exploding Topics
A third option is the creation of an international channel with local supporting channels, targeting different languages and regions. Through this approach, eLearning companies can foster a stronger international presence while attracting users from different regions. Thus, each viewer will be able to interact freely with the content that interests them most.
Whichever focus is chosen, localization is likely to expand its impact through video content and vice versa, since understanding the nuances of language, culture and values of each idiosyncrasy ensures the content will resonate with the audience.
Also, during each project’s pre-production stage, it is key to invest in professional script translation. This is the only way to avoid the use of offensive or awkward words or expressions. The right expert advice also allows to address issues essential to online learning, such as the structure of sentences and the speed of spoken language.
