What is video localization?

 

In this guide, we’ll look at how to create a video localization strategy, explore the different methods and share best practices for choosing the right approach – so your content doesn’t just reach new markets, it belongs. 

There’s no single ‘best’ way to localize video – it depends on your content, goals and budget. Here are the five key methods and where they shine. 

 

Perfect for quick turnaround and cost efficiency. Subtitles translate speech into on-screen text, while captions include extra detail like sound effects or music cues for accessibility. They’re especially useful for social platforms where videos autoplay muted – but they also make content more accessible to deaf and hard-of-hearing audiences. 

 

Best for: Social media content, educational videos, webinars, short-form marketing clips. 

 

Replace the original audio with a new recording in your target language. Dubbing matches tone and timing closely to the original, while voiceovers are often looser and more narrative. Traditional dubbing can be costly, but advances in AI-powered synthetic voices now make it faster and more scalable without losing authenticity. 

 

 

Sometimes language isn’t the only thing you change – entire scenes, storylines or visual elements may need reworking to resonate with a local audience. Think of the UK and US versions of The Office. In marketing, this might mean swapping actors, locations or even product names for better cultural fit. 

 

 

When you need to keep the spirit of your content but reimagine the execution, transcreation is the way to go. It starts from a creative brief, not a direct translation, so you can capture the right tone, humor or emotional hook for a specific culture. 

 

Best for: High-value creative campaigns, taglines, brand storytelling. 

Before diving into the technical steps of localization, it’s worth pausing to think about what makes some projects soar while others stall. The difference often comes down to planning, mindset and attention to detail. Successful video localization isn’t a mechanical process – it’s a creative collaboration between strategists, linguists, designers and technologists. When those elements are aligned, your content doesn’t just reach people, it resonates. These best practices will help you get there. 

 

It’s far more efficient to design videos with localization in mind from day one. Avoid embedding on-screen text directly into the footage unless you have separate layers that can be easily swapped. Think about how text expansion in translation might affect layouts and pacing. Planning ahead means fewer expensive re-edits later. 

 

Localizing everything at once might feel decisive, but it’s risky. A smarter approach is to pilot in one or two markets, measure the results and refine your process. You’ll gather valuable data – from engagement metrics to audience feedback – that can guide your next wave of content. 

 

Consistency is key to building trust. Linguistic quality assurance (LQA) isn’t just about catching typos – it’s about ensuring your message lands exactly as intended in every language. At RWS, that means professional, in-market reviewers check for tone, cultural appropriateness and brand alignment before anything goes live. 

 

Accessible content is better content. Beyond subtitles and captions, consider features like audio description, sign language picture-in-picture, and descriptive transcripts. These not only broaden your audience but demonstrate your commitment to inclusivity.