If your company has the resources and wants to maintain control over messaging, branding and quality, creating your own video tutorials may be the best way to go. If you are planning on releasing localized content for specific markets, it’s probably a good idea to look into language service providers that handle script and subtitle localization. Some companies may even be able to arrange local video production as well.
In the age of YouTube, companies face a choice regarding online content such as product tutorial videos: Should companies make their own videos or rely on content created by users? For companies operating internationally or in multiple markets, the need to localize video content adds another layer of complexity to the issue. Let’s take a moment to consider the pros and cons of both options.
User-Generated Content
Pros:
・There are countless content creators in nearly every market in the world
・User-generated content may come at no cost to the product maker if it is unauthorized content
・Content creators make content in the local language of the market they live and work in
・Content creators bring their own followers in addition to those they hope to attract by creating content
・Content creators make content from the viewpoint of real-world users, so content is usually relevant
Cons:
・Content creators may not make content in the specific markets you are hoping for
・User-generated content that is free can vary greatly in quality and accuracy
・Since content creators are looking for views, they may present products in a controversial or inaccurate manner
・Companies have no control over user-generated content other than possibly being able to request its removal from a site (which is not guaranteed)
・The character of the content creator may be conflated with the character of the product maker (for better or worse)
・Content that relies on automated translation features such as automatic subtitles may generate inaccurate translations that lead to misunderstandings and accidents
Company-Generated Content
Pros:
・Companies have complete control over content they create themselves
・Company-generated content is made to the quality standards of the company
・Company-generated content can be localized using the most appropriate localization or translation methods for the intended purpose and market
・Company-generated content can be made with a set style and format for consistency in brand image and message
・Company-generated content can be made for specific markets to ensure the content reaches intended markets
・Company-generated content is accurate and up-to-date, which can help prevent problems related to misinformation or misunderstanding
Cons:
・Company-generated content comes at expense to the company
・Creating localized content may require multiple versions of the same video in different languages and subtitles, or multiple videos made in different localities
・Content that relies on automated translation features such as automatic subtitles may generate inaccurate translations that lead to misunderstandings and accidents
・Company-generated content may not have the same feeling of authenticity as user-generated content
Overall, the decision of whether to rely on user-generated content or create your own content may depend on the resources companies have at their disposal.
Ultimately, video tutorials can help spread interest in your product, boost brand recognition, and bolster brand loyalty. Choose the best means available to you for reaching out to your audience; and if you aren’t sure what to do, consult a professional. A good language service provider can steer you in the right direction when it comes to approaching customers in foreign markets.
