Voice-Over or Subtitles? Choose the Right Video Translation Option

In today’s post, we’ll look at the single most important question facing a video translation project – whether to choose voice-over or subtitles. Both services are excellent ways of localizing video content, but they are better options for certain kinds of content. And of course, they can have very different costs. So, how do you determine which is right for your video project?

This post will list the three questions that corporations, production companies, and e-Learning developers must ask before choosing a video translation service.

[Average read time: 4 minutes]

Budgeting for localization

It’s tempting to look first at budget – specifically, what will the different localization options cost – and then go with the most cost-effective one. However, thinking about the video content and its intended audience before looking at the budget can often have better outcomes – including budget-wise. With that in mind, here are the three questions that must be asked before localizing.

1. What works best for my content?

Consider what will serve your content best – i.e., what will provide your video the best localization possible. In some cases, the most optimal localization is pretty straightforward. For example, if you have an online pre-roll video with an off-screen narrator and complex animated graphics, foreign-language off-screen narration coupled with on-screen titles replacement will probably be the best fit. You could even record the foreign-language audio untimed and re-sync the animations, giving the linguist more leeway with the script translations.

In other cases, it’s not as straight-forward. For example, lip-sync dubbing is generally considered the most audience-friendly localization option for feature films. However, an independent film with stellar actors may lose a selling point if the localization affects their performances – which video dubbing almost certainly would. In this case, subs may be a better option, since they would leave the actors’ performances intact.

2. What does my audience need?

It’s also good to think about what your specific audience needs. For example, your audience may have limited literacy – think of the audience for a kids’ show, for example. Some of the younger members may have trouble reading for long stretches, or may not be able to so very quickly, or at all. Video subtitling services wouldn’t be a good fit for a lot of kids’ shows.

In fact, it’s good to consider audience literacy in general. If your content is reaching out to groups that may not be able to read, or read well, it’s generally better to stay away from subtitles. Same thing with large amounts of unsupported on-screen titling.

Likewise, your audience may require a certain level of translation accuracy – for example, for instructional videos for advanced medical devices. Translation accuracy is crucial here, since any potential deviation in the localized version can lead to improper device usage, and possible patient injury. Because lip-sync dubbing often requires severe editing for lip-sync, it’s not an ideal option for these kinds of videos. Subtitling, UN-style voice-over and dialogue replacement all allow for more translation accuracy.

Remember also that the decision may already be made by your locale’s requirements. As an example, several European countries require dubbing for all broadcast content. Same for most theatrical releases – theater companies worldwide often prefer or even require dubbing, except for more art-house or independent films.

3. What works best for my budget?

Finally, of course, there’s the question that will be on every producer’s, corporate marketing manager, or e-Learning developer’s mind – what will the video translation cost, and can we afford it.

To answer it, look at the answers for #1 and #2 above, and get those options priced – and then see which one works best with your budget. You may be surprised – the more cost-effective option may in fact be a better fit for your content. For example, if subtitles – usually the most cost-effective option – are the best fit for your project, the decision and quoting process are both relatively simple.

Likewise, this approach will let you compare costs along with optimal localization outcomes. For example, if you have a short online instructional video with off-screen narration, you may find that foreign-language off-screen voice-over and subtitling aren’t that far apart in terms of pricing. However, off-screen narration may lead to a much better localization outcome – that is to say, it may make the video more engaging. The video may then generate more revenue, or even go viral. In this case, it may make much more sense to go with the slightly less cost-effective option if there’s a potential for a higher ROI.

Consider localization during the production process

If possible, ask yourself these questions while producing the English-language original videos. This will allow your producers and editors to make small tweaks that will enable better localization, and possibly even cut down costs. For example, editors can put all on-screen titles on an exportable, timed track that can be translated directly (no transcription, and lower replacement fees). Likewise, they may add some pauses into the narration if they know it will be localized, or even avoid titles over voice-over, which can be tricky during subtitles translation. Or they could even center titles (rather than align them to the left side of the frame) if they know the video will require Arabic subtitles. Even small post-production workflow changes like these can have a real impact in translation costs, especially when going into multiple languages. This holds true, of course, for all aspects of localization – planning for it early in the development process can make translation more cost-effective, and more effective overall.