Undoubtedly we have come closer today due to social media and digitalization than ever before. Literally speaking, we are just one click away from one another. We have bridged the gap from miles apart today thanks to advanced technology, artificial intelligence (AI), and most importantly, translation! Yes, translation powered by AI has helped people of all languages communicate better and understand each other in a way that one could not have thought before.


From TV series to films and videos, there is not a show, an episode, or a documentary that people from across the world cannot enjoy. But one thing that all can agree on is that nothing satisfies that craving of watching something in one's own tongue. It is a feeling that makes us want to watch a piece of content more and more when it is subtitled or dubbed in our mother tongue. This illustrates the significance of translation and its crucial role in promoting a video, business, brand, and more in an effective way.


But do you know that translating a piece of content using AI is not enough? To make a piece of content worth watching and satiable takes a lot of professional effort. Localization is the key that brings life to a translated item, and it is what helps connect that right cord between you and your viewers.


Transcription and closed captions can increase video views by a whopping 40 percent. That's a huge number if we look from a global perspective. For a businessperson, entrepreneur, someone stepping into a market globally, or an enthusiast stepping into becoming a social media influencer, the more you connect with your audience in their native language, the better it will be for generating followers and leads.


Translation with AI is the first layer, which is like a draft. A professional translator who has an insight into the culture, type of audience, and interests can beautifully transform the first layer of translation into a final ver₺sion ready for viewers to watch or read.


To explain this better, let's take an example from English to the Turkish language.


English: "Would you like to drink something, Mom?"


The direct translation, which we call the first layer, with the help of AI sounds something like this in Turkish: "Bir şeyler içmek ister misin anne"


Now that's not how Turkish people talk. They have a code of respect for elders, and instead of using "sen," they use "siz" for expressing "you" (depending on who they are talking to; formal or informal relationship).


So the final version that a professional translator will most likely say will be: "Anne, bir şey içmek ister misiniz"


Small variations go a long way, as if you want to connect with your audience, you need to speak like them and respect their cultural values. Businesspersons looking to promote their brand need to ensure that they are following localization strategies. Failing to do so can make their chances of promoting their brand successfully quite bleak. You can’t expect to jump in a pool of water without knowing the dangers, can you?


When we are investing a handsome sum of money, we need to take every step carefully. Or else it will be like walking on the edge of a mountain trail. Risky!


In a nutshell:


To speak statistically, customers are more likely to buy from you if you speak their language. A CSA report explained the role of language operations and how the market is expanding where organizations are looking for ways to promote themselves in their customers' native tongue.


There is no other way! If you want to win the hearts of your customers and expand your reach, translation is your key to the door of a million opportunities.