Blog Regional voice over services can be as vital as translation

Posted by Kerry Vallins on June 6, 2017

Regional voice over offers real benefits. If you’re looking to expand your business and reach new audiences, you may want to localize your content into several different languages. However, the voice over artist you choose can be as crucial as the accuracy of the written translation.

Reaching global markets is becoming more and more vital for companies of all sizes. If you want to communicate across any border using translation and voice over talent, read our blog: ‘How can a voice over agency help to improve your global marketing?

Businesses need to look at the whole package when they approach new international markets. It’s true, translating your content is perhaps the most essential part of the process of attracting a local audience. However, so is hiring voice over talent with a deep knowledge of the local culture, semantics and dialects of the regions your business is targeting.

Regional accents can contribute to ethnic identity

There have been decades of research into African American Vernacular English, Cajun English, Chicano English and other dialects. Now, a study from Cambridge University has considered the social impact of unique speech patterns and linguistics in the Native American English language. The results highlighted just how important speech is in creating a community identity.

While there are the nearly 200 indigenous languages still spoken in North America, the United Nations estimates that less than 40 percent are used by young adults or children. However, unique speech patterns have developed among indigenous people in Canada and the United States, creating Native American English, or “the rez accent,” which occurs in indigenous communities regardless of whether a heritage language is spoken.

Why do you need to know this? Because it shows how language and semantics are still constantly evolving across the globe, maintaining and reinforcing ethnic identities within smaller communities. Researching and understanding the distribution of regional languages is key to reaching out to those new audiences to grow your business.

Connect with leads with a strong regional voice over

How can your business serve new markets and build long-lasting relationships with customers if you don’t speak their language? Complementing your marketing messages with regional voice over cannot be underestimated as a communication tool, connecting you with local audiences.

The right voice over not only informs – it also intrigues, excites and tantalizes local communities to discover more about who you are and what you have to offer.

Consider a recent survey commissioned by MissTravel.com, which asked American men and women which accents they found most attractive. Over a thousand women ranked British, Scottish and Spanish accents as the three most attractive options, whilst American males found themselves more enamored by Israeli, Colombian and Australian dialects.

Choose voice over talent that respects global markets

It’s a fun survey, but also carries a lot of weight. It also underlines just how critical the right voice over is when reaching out to, not just global audiences, but markets closer to home who have varying regional accents and preferences, too.

Translation alone won’t build a dominant presence in any regional markets. You have to carefully research that market, its likes and dislikes, the way that people communicate with each other, the kind of language that grabs their attention.  And use that to set the right tone and select the right voice.

The more personal you get with your message on a local level, the greater the connection. Consider the education technology (EdTech) community, which is using new approaches to voice over and incorporating localized solutions to enhance the power of global education and deliver more personalized services to communities with varying cultural dynamics.

If you focus as much on the regional voice over as on the quality of the translation of the message, it will help to increase awareness of your brand in new international markets, drive better engagement and – most importantly – help to create mutual relationships between your business and local communities across the globe.

Speak to new markets the world over with Voice Talent Online. We’re localization specialists, with a hugely talented and experienced team of over 1,500 voice actors fluent in over 75 languages.    

Reaching global markets is becoming more and more vital for companies of all sizes. If you want to communicate across any border using translation and voice over talent, read our blog: ‘How can a voice over agency help to improve your global marketing?

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