How to Translate and Localize Your Explainer Video for Global Reach
Explainer videos are already great at simplifying complex ideas. But if you’re reaching a global audience, you need to do more than hit “translate.” You need to localize.
Translation changes the words. Localization changes the experience.
Here’s how to make sure your explainer video speaks to your audience—wherever they are in the world.
Why Localization Matters More Than Translation
Let’s say you’ve got a great explainer video in English. You plug the script into Google Translate, swap out the voiceover, and call it a day. Easy, right? Not so fast.
Different regions don’t just speak different languages—they think differently, shop differently, and respond to different visual cues.
Localization accounts for:
Language and slang
Cultural norms
Humor and tone
Visual symbolism
Text direction (left-to-right vs right-to-left)
When done well, a localized video doesn’t feel like a translation. It feels like it was made just for that audience.
Start With a Culturally Neutral Script
Before you even translate, take a hard look at your script. Is there anything too idiomatic? Too U.S.-specific? Any references to niche holidays, pop culture, or wordplay that won’t land globally?
Tips:
Keep your language simple and universal
Use examples that work across borders
Watch out for metaphors or jokes that don’t translate
If you wouldn’t say it in a business setting in that country, don’t put it in your video.
Translate for Meaning, Not Just Words
Literal translations can be clunky, awkward, or just plain wrong. Invest in a professional translator (or service) that knows your industry.
Prioritize:
Tone consistency – Friendly should still feel friendly
Clarity – Keep explanations as sharp as the original
Accuracy – Don’t lose key product or service details
And always double check with a native speaker, ideally from the region you’re targeting.
Choose the Right Localization Format
There are a few ways to handle localization in video:
1. Subtitles (Captions)
Pros: Easy, inexpensive, and quick to implement. Keeps original audio.
Cons: Requires reading. Can be tough on mobile. May not feel native.
2. Voiceover Translation
Pros: Feels more personalized. Great for audio-focused viewers.
Cons: Requires voice talent. Needs audio editing and syncing.
3. Full Reanimation (Visual Localization)
Pros: Most immersive and tailored experience.
Cons: Time-consuming and expensive. Best for high-impact videos.
Start with subtitles for low-budget or quick testing. Use voiceovers when clarity and tone are critical. Go full reanimation for flagship videos in key markets.
Watch Your Text and Timing
Translated text often takes up more space than the original. This can throw off your animation timing, visual balance, and voiceover pacing.
Plan ahead by:
Leaving extra space in visual layouts
Animating in a way that’s flexible for timing changes
Using modular sections that can be swapped easily
Better to adjust early than rework the whole thing later.
Don’t Forget Design Localization
Cultural preferences vary in color, character types, icon styles, and gestures.
Red means luck in China, but danger in other places
Thumbs up is great in the U.S.—not so great in parts of the Middle East
Characters with certain hairstyles, dress, or skin tones may need rethinking depending on the audience
Be respectful, inclusive, and intentional. Design is part of the message.
Test With Real People
Before launching your localized video in a new region, test it with real viewers. Ask:
Is the message clear?
Does the tone feel right?
Are there any confusing visuals?
Localization isn’t about checking boxes. It’s about resonance. You’ll only know if you’ve nailed it by watching how people respond.
Final Thoughts: Local Feels Like Personal
If your audience feels like the video was made for them, you’ve done it right. Localization shows respect. It shows effort. And it shows that you care about the people you’re talking to—not just the sale.
