You want to grow your audience online and you know exactly what to do. Film quality videos, write engaging blog posts, research keywords, diversify your content, post on different platforms… The works. And for the most part, this works. It gets you more views, more followers, maybe even a few clients. But the fact is, your content could be doing even better, reaching more people, and getting seen in more places.
The thing that most creators miss is that they’re speaking to the same audience over and over in just one language and believe it or not, this one detail is limiting your growth. What if you could take the exact same content you’ve already made and get it in front of people in countries you’ve never even been to? No new filming, no extra editing, no learning Japanese or Dutch.
And the best thing is, it’s way easier than you think.
That One Shift You Need to Make
Using a video translator seems like a small step, but it can make a huge difference for your content, and here’s why.
According to Simon & Simon, only about 17-20% (or approx. 1.35 billion) of internet users speak English as their first language so, if your content is only in English, you’re missing a vast majority of people online.
Huge markets like Latin America, Southeast Asia, and parts of Africa are growing fast in terms of both internet usage and digital spending. But if your content isn’t in their language, most of them will scroll past it.
This goes way beyond just understanding the words. It’s in people’s nature to connect more with the content that’s in their own language. Humor hits harder, instructions are clearer, and trust is built faster. You don’t need to make more content to be culturally relevant, you just need to make what you already have work harder.
If you localize your content, you won’t just be translating words. You’ll adapt your tone, references, maybe even visuals so they feel native to the audience you’re reaching. Video makes this especially important because it’s the most watched content format in the world. However, it also comes with the biggest language barrier.
Thanks to AI, however, creators can now access tools that do the hard part for them and automatically translate voiceovers, sync lips, and add accurate subtitles.
So, you see, the real shift isn’t to up the amount of content you make but to make what you have global.
How to Use Video Localization to Make Your Brand Borderless
Now you understand the power of speaking the language your audience does. But how do you actually do this?
- Repurpose Instead of Recreating
There’s no need to start from scratch just because you have (or you’re trying to have) a new audience. Instead of putting your time into filming new videos, take the content that’s already doing well and localize it. If you have pieces that have already proven their value, why not help them reach even more people?
Start with tutorials, interviews, or brand stories. Basically, anything that will stay relevant for a while. If you translate them, your core message will stay the same but you’ll open it up to a much wider audience. You’re pretty much scaling but you’re not doubling your workload to do so.
- Customize for Cultural Sensitivity
Culture is so much more than just language, so a simple translation won’t be enough. What you see as a joke or a hand gesture might not land the same way in another country, and you don’t want cancel culture on your back.
Take some time to review what you translated and see if the context is okay. When you adjust your tone or swap out culturally specific references for something more local, your audience can see that you’re not just translating, you’re actually speaking to them.
- Optimize for Global SEO
Your videos have to be visible to reach people. When you translate them, make sure to update the metadata, too. This means that you have to add local keywords that people search for. It will help your content show up in search results beyond regions where English is the only spoken language.
Localized SEO is something you shouldn’t skip because it gives your videos the best chance of being discovered by people around the world who are looking for exactly what you’re offering, but in their own language.
Conclusion
You already have content that’s more than ready to go global and there’s no need to learn a new language or hire a team of translators to make the world see it. That dramatic ‘one shift’ is about thinking bigger but without working harder.
And isn’t it magical to think how someone across the world might be watching your video(s) and connecting with your message? Maybe they’ll even become your next fan or a client?
With the right tools, who knows, the next person to binge-watch your videos could be in Rio or Berlin.
