The Business Case for Translating Podcast and The Future of Multilingual Storytelling


The Business Case for Translating Podcast and The Future of Multilingual Storytelling
Beth Worthy

Beth Worthy

10/18/2021

At the beginning of the year, the global video streaming platform, Amazon, launched its Podcast in Italy. Following the launch, it released two Wondery podcasts, exclusively translated for Italian audiences. The first launch was Dr. Death, a renowned podcast based on true medical crimes. The second was Bunga Bunga, a podcast relevant to the Italian market, revolving around the portrayal of the former Prime Minister's rise and fall.

Translating podcasts to attract an international audience has become increasingly important. Several businesses are waiting to get their content translated into different languages and adapt to the future of multilingual storytelling. This practice will slowly influence the way creators take up projects and hold the potential to extend podcast reach to a wider audience base.

However, mere translation of audio files is not enough to align with the foreign market. Businesses need to translate the emotional impact and creative vision of the stories as well.

Translating The Podcast Vision

Translating podcasts to align with the different target audiences is not cheap. It takes an enormous amount of time and effort to understand the cultural norm and transform existing content's intent to suit the taste of a different market. However, these effort and expenses are worth incurring as the opportunities that come along the way, far surpasses the challenges.

Translating podcasts that appeal to foreign markets has proven to offer the unparalleled benefit of targeting emerging markets without the unpredictability and risk of creating new content from scratch. However, word-by-word translation will be least effective in connecting with untapped markets. Businesses need to research what the consumers are consuming the most as viewers and listeners of podcasts.

Podcast listenership is expanding globally, and more and more people are turning into high-quality content and listen in their language. Translating podcasts can attract a much larger audience for half the costs of actually creating new content. The real skill tested in podcast translation is connecting with different cultural norms so audiences do not feel disconnected from whatever the speaker says.

Why Is Translation a Profitable Investment?

The business case for podcasts translation is quite obvious. As podcast listenership grows globally, a significant portion of listeners prefers to listen to podcasts in their native languages. Additionally, compared to creating market-specific original content, translating podcasts can incur significantly lesser expenses.

A multilingual podcast can bring value only when businesses can generate revenue from the foreign market, enabling them to collaborate with international brands and increase visibility. After all, visibility is everything a growing company can ask for in this highly interconnected digital landscape. Opting for professional podcast translation services can help leverage professional linguists' skills and expertise to enter a new market with the right strategy.

See Also: Top 12 Commonly Asked Real-World Podcasting Questions

Can Translating Your Podcast Help Your Business Grow?

Translation can help you think outside the box and freeing oneself from old barriers and patterns. Venturing into new territory using translation services is a smart way to gain a lot of traction in a limited time. Translation can also lead to higher search engine rankings, as it is one of the most important SEO best practices out there that marketers materialize on. Podcast translation will help listeners understand the mission and vision of business and encourage them to participate in its growth.

The Future of Multilingual Podcasting

The rising population of podcast listeners outside the US provides a golden opportunity for businesses to capitalize on. Some major podcast producers have already recognized this trend and adapted to the changing landscape. Multilingual podcasting is undoubtedly the future, and companies that fail to adapt and operate with the trend will eventually disappear from the market.

See Also: 9 Tips to Become a Great Podcaster

The translation is going to be a huge part of future podcasting, and businesses who want to tap into a new market will have to utilize this tool to engage with the audience. Companies also need to take financial and creative risks to make sure they launch the right content in the right market.

Irrespective of whether your organization develops podcasts to sell a product or service, ask for paid subscriptions, or leverage digital ads, multilingual podcasts can maximize your conversion and increase your returns significantly. However, translating podcasts on your own or hiring a translating team to do so may not always yield the desired results and consumes too much time and effort. Instead, you can use podcast translation services to do the job more efficiently. 

Are you looking to translate your podcasts? Then contact our team at GMR Transcription for professional podcast translation services. We focus on providing efficient service and highly accurate and contextually correct translated content in a wide variety of languages. We strive to provide the best podcast translation services to clients with 99% accuracy and a fast turnaround time. Our team of experienced native language translators enables us to provide the best possible customer experience and satisfaction.

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Beth Worthy

Beth Worthy

Beth Worthy is the President of GMR Transcription Services, Inc an Orange County, California based company that has been providing accurate and affordable transcription services since 2004. She has enjoyed success at GMR for almost ten years now and has helped the company grow. Within two years of Beth managing GMR Transcription, it had doubled in sales and was named one of the OC Business Journal’s fastest-growing private companies. Outside of work, she likes spending time with her husband and two kids.