What Is Subtitling Translation and How It Can Help Businesses Grow
When creating and sharing video content marketing, one might ask, “What is subtitling translation?.” It’s a vital part of many companies’ business plans. Subtitling video content not only helps increase audience engagement and boosts SEO performance but also aids people in better understanding a language when they’re learning it. Moreover, video subtitles allow viewers to watch a video without activating the audio, catering to the hearing-impaired.
In today’s blog, we’ll delve deep into the world of subtitling translation. We’ll explain its essence, highlight its benefits, and walk you through its phases. Additionally, we’ll equip you with tips and tools to amplify your business growth using professional subtitling.
What Is Subtitling Translation?
Subtitling can be defined as a linguistic practice that consists of providing—generally —a written text at the bottom of the screen. This text translates the dialogues of the characters, discursive elements (letters, graffiti, captions, banners, etc.) as well as the soundtracks (songs, voice-overs, etc.) that are in another language.
#OptimationalTip: A series of media limitations characterise video subtitling. The professional subtitler must be aware of such limitations to complete the linguistic transfer from one language to another.
Every subtitled audiovisual programme has three main components: oral text, image, and subtitles. The integration of these three components together with the spectator’s reading ability determines the basic characteristics of this translating practice.
Professional subtitles are synchronised with the image and the dialogue. Also, they offer an adequate semantic account of the content. Additionally, they remain on the screen long enough for the viewers to read them.
The main thing before talking about the characteristics of subtitle translation is to understand that this type of translation is framed within the “subordinate translation.” In other words, it’s a translation that has time and space restrictions that directly affect the result. And not only consists in translating the textual content but also leaning on the image and the audio, since there is a specific time and space.
Next, we’ll review the phases that a subtitle translation project goes through.
What Is the Subtitling Translation Process?
The following phases occur in the subtitling process:
- Synchronisation: The entry and exit times of the subtitles are located. These are synchronised with the audio.
- Translation/adaptation: The translation of the original takes place. The professional subtitler adapts and adjusts the subtitle translation to the allowed characters according to the duration of the subtitles.
- Simulation: A representation of the translated subtitles is made with the image and audio. The professional subtitler verifies that guidelines are followed and that subtitles read naturally.
- Correction: The professional subtitler corrects errors and adjusts the text.
What Are the Key Benefits of Subtitling Translation?
In general, all users can benefit from implementing professional subtitles: From people with hearing disabilities to those who don’t know a language or cannot listen to audio at a specific time.
Here are some benefits of subtitle translation:
1. Subtitles Enhance Accessibility
Did you know that, according to the World Health Organization, “It is estimated that by 2050 over 700 million people—or one in every ten people—will have disabling hearing loss”? Professional subtitles are a great option to enhance accessibility since they can make the content available to a wider range of people. In this way, they minimise the barriers that limit learning.
2. Video Subtitling Boosts Your Video’s SEO
One of the main factors for the positioning of a video is video captioning or subtitling. However, this is something few users know. Video subtitling is of great advantage if we want our video to rank in the top positions for the selected keyword.
Why? Because Google and other search engines aren’t able to watch a video. Thus, the only reference they have of that video is the context. That is to say, the text used in the captions or subtitles, titles and descriptions, comments made by users, social media “likes,” etc.
#OptimationalTip: By adding professional subtitles to your video, they have a much higher chance of ranking higher.
Read more about SEO Best Practices for YouTube Video Translation.
3. Subtitles Improve Knowledge Retention and Understanding
By listening while reading subtitles, we can retain the knowledge obtained in our long-term memory. This is because our brain stores information better. Subtitles add a visual element to audiovisual material, offering us a more complete experience.
Additionally, video subtitles help better understand audiovisual material. Especially when we don’t understand the accent of the characters, for instance, or if there are technical terms that we don’t know.
#OptimationalTip: Professional subtitles support reading comprehension and literacy. How? They help associate what is being heard with reading. This facilitates faster and more effective learning.
Professional subtitles provide us with a great way to add context to people who have trouble hearing or simply choose to watch the content muted.
What Are the Best Subtitling Translation Tools?
As it’s an area closely linked to technology, improvements in this field have had an immediate impact on our professional organisation. The appearance of new tools has resulted in time-saving processes, the proliferation of exchanges between translators, and the democratisation of specific subtitling tools.
The subtitling tools can generally make a transcription of the characters’ interventions, synchronise the transcribed text, and even carry out an automatic translation from the created subtitles.
Perhaps the most comprehensive free program is Subtitle Workshop, which is an easily downloadable tool that’s not difficult to use. The programme allows you to work with the audiovisual file and with subtitles on it. You can enter the exact time of entry and exit of a subtitle (localisation), add the translation (adaptation), and see the result at the moment (simulation). Subtitle Edit is also a free subtitling tool that works pretty much the same.
However, there is also the option of using HappyScribe. This is a programme that, although it’s paid, can be very worth it if the video to be subtitled has clean audio and there are no overlapping voices. The time-saving advantage can compensate for the investment.
These are some other subtitling tools:
#OptimationalTip: We encourage you to access the pages of each tool and study them on your own. Find out what they offer and evaluate it with your trusted subtitling expert when using it in your business strategy.
Tips to Keep in Mind About Subtitling Translation
For any business with expansion plans, audiovisual material is one of the most powerful tools. Thus, it’s important to consider subtitling videos in other languages to achieve the maximum reach of our offers. Also, to create an online comfortable environment for anyone from anywhere in the world.
Here are some basic criteria that you should review when hiring a subtitling service:
- The main goal is clarity. Viewers also need time to enjoy the image and the music. Therefore, subtitles should be short and concise.
- Although each translator follows their own method, it is recommended to transcribe beforehand the content in its original language. Then, to translate it, having a reference text.
- Choose a light colour for your subtitles, such as white or light yellow, when the background doesn’t require otherwise.
- Each subtitle has a maximum of two lines. Lines aren’t measured by words but by characters. If the sentence doesn’t fit in a single subtitle, there will be an ellipsis at the end of this one. There will also be an ellipsis at the beginning of the next one to indicate that it continues.
- The subtitle should appear on-screen when the character begins to speak. It can remain for five or six seconds, depending on how many characters it contains.
Final Thoughts about Subtitling Translation
The subtitling translation is much more than hearing what’s being said and writing it down. It requires knowledge of subtitling standards, mastery of tools, and a well-founded strategy. Also, knowing how to distinguish and work with the various disciplines of subtitling, among which is subtitling for deaf people, which has other different conventions.
For this reason, video subtitling agencies such as Optimational offer services that meet these needs and focus on ensuring a quality result.
Are you considering including video subtitling as part of your video strategy? Do you want to find out if video subtitling can help your business grow? Book a meeting with us today!