Points for producing YouTube videos (corporate PR and product PR) for international audiences
Today, we’re talking about YouTube videos for international audiences.
I am doing a lot of research on this newly developed device for international sales, and I feel that it would be better to have a YouTube video explanation of the device.
I’ve been watching a lot of product PR videos and competitor PR videos lately, so I’m probably rather familiar with them.
That’s nice!
I highly recommend using video for International expansion!
１ Points for creating YouTube videos for success in international markets
Shall I explain why video is recommended for international expansion in the first place?
Nice and positive.
(You’ve been working so hard lately)
If you have a video that easily conveys a lot of information, you can be sure that people will feel comfortable buying from you! That’s why.
You are right.
And before we get into the marketing talk,
We would like to start with the basics on the key points of YouTube video production for international audiences.
In order to be selected as a recommended video and to be found and viewed for a long time by many people, the following are essential.
1. research keywords by country
2. titles and descriptions should also be consistent with keywords
3. create thumbnails appropriate for each country
4. translations are native-checked and natural
5. use a local YouTuber (if available)
And as for 2. titling,
1. include keywords in the title tag as well
2. include numbers in the title whenever possible
3. consider the title to be as short and clear as possible
and others will also be needed.
In order to make your videos popular, you need SEO measures as well as a website.
I had forgotten about that part of ・・・・・.
…
(In YouTube’s case, it’s not SEO, it’s an AI algorithm…)
２ Advantages of having international corporate videos
Earlier, as a benefit of having an international corporate video,
“With a YouTube video that easily conveys lots of information, you can rest assured that people will buy from you!”
He said.
That is correct.
I have a good example to illustrate.
For example, here is,
Exhibitor search page for the 2021 edition of Hannover Messe (Germany), the world’s largest industrial trade fair.
Roughly speaking, there were 1,765 exhibitors and 388 exhibitor video registrations.
If you are in an international market and looking for new business partners,
Instead of searching through all 1,765 companies, we will narrow down the list to a few dozen or so companies by industry, application, technology, and other related terms, as research before visiting the exhibition hall.
Or as such research, as you may use this search page for other purposes.
All in English, of course.
(I have a bad feeling about this…)
First, read the description of the company page (in English).
Also read that company’s website (in English), which is linked to the website.
However, there seems to be a video (in English) on the explanation page I mentioned earlier.
Whether you read that way or that way, it is in English.
I have a general idea of what I’m looking for, but when it comes to comparing companies, it’s hard to sort out each one……………….it doesn’t really sink in.
But you have to narrow it down.
In that case, don’t you find yourself clicking on the YouTube videos of the companies that are there?
Fast, watch the video, I think.
After that,
Let’s say that when we refocused our search around the technologies of interest that came up in that YouTube video, we found 20 companies.
While perusing the profiles of those 20 companies from top to bottom, I found five companies that I was interested in. It took me about two weeks to research this far. I feel like I had no choice but to do the research on top of my regular work.
In the end, only two of the five companies had YouTube videos, but I’m curious about the other three, though,
I would start with,
I think we will look at the companies in the order in which they have videos!
So, learn how each company explains the technology you were interested in and grasp the whole picture,
Then, if we have time, we will also check the three companies that do not have videos!
‘If I had more time…’
I think it would be a good idea.
Ah…
On the other hand, this is the Alibaba site.
The B2B sourcing search site currently has just over 200,000 registered suppliers.
Likewise from this,
List potential business partners,
Discard and select,
What narrows it down,
I think it is really hard work.
I have tried several times in the past to find suppliers.
The process of narrowing down the list did not narrow it down well,
It’s hard to send out a request for quotes to the entire company,
It’s not the same as making a decision based solely on the estimate returned,
I was thinking about it, but gradually I couldn’t figure out the deciding factor, and eventually it became the last thing I did….
Chatting in English with a Chinese person at that time was thrilling….
And the response is fast,
The amount is inexpensive,
As for quality, “can be done,” “no problem.”
I was told that the only thing I had to do was to decide what I wanted to do (place an order), and what’s the problem? No problem.
But Japanese people are not able to make up their minds.
I was told I could do it, but on the basis of…
Smooth interaction is a good thing, but you weren’t sure.
Yes,, it will be.
All of Alibaba’s supplier pages have some sort of corporate video.
This page, whether you scroll down the page or not,
There are so many companies listed that I can’t finish at all,
It seems that “factory videos” of all companies can be seen.
Just basic information, but the film includes 2-minute scenes of the entrance reception area, the office building, each production line, employees, shipping operations, and quality control.
Many of the videos were not old, but were taken exactly to the Corona disaster, to announce normal operations, and many of the newer ones were taken last month.
It is by no means a technique-driven state-of-the-art video, and there is no special scenario, just a sequence of shots of the factory.
However, even a video like this would be much more helpful than “nothing at all,” don’t you think, from the buyer’s point of view?
Yes, it is,
It is realistic. It is reassuring.
When you feel secure, the psychological distance between you and them is reduced.
The closer a company is to its customers, the more of an advantage it has over other companies in its industry.
Advantage…
To begin with, the number of small and medium-sized international companies that send out a lot of videos is still in the minority. The same is true for Japanese companies.
A large company may be able to produce a video costing 5 or 8 million yen, but the budgets of small and medium-sized companies are currently one short of zero.
But does that mean that you have to have 5 million yen to produce a video for an international audience? If you look at the example of Alibaba, you can see that this is not the case at all.
Good videos can be produced for applications ranging from a few tens of thousands of yen at the lower end, up to a million yen at the upper end.
Corona Disaster, to the best of my ability, to the best of my ability,
I do now,
I’ll do it soon,
I’ll try first,
It is a good idea to practice the
Because videos for international audiences are,
Even if there is a minimum,” he said.
It’s a tool that can give you a considerable advantage, both of you,
In the buyer’s position being simulated recollection,
I think you must have felt it well.
We don’t have the budget or the human resources for that,
Then it doesn’t have to be now,
Moreover, when it comes to international, it is easy to get put off.
But the ones who are looking for new customers (i.e., customers who are looking for us)
There are already international competitors who have gained an advantage by reducing the load of
Given that,
Now I’m starting to think, ‘It’s not good to leave things as they are.
Yes, that’s right.
(Maybe, just now, the president’s budget has been OK’d?)
Video for International expansion, we will make it first! Yes, sir.
３ First, learn from international YouTube video case studies
Before producing a video, though, you need to look at and learn from many video examples from other companies,
Like this one,
[Trampoline manufacturer (Finland) demonstrates trampoline jumping at the highest degree in the world].
Find this kind of thing,
[A camera manufacturer (Norway) that allows new film angles in places where even drones can’t go, shooting the impossible.
Are you looking at them?
I’ve been looking at it.
Like this,
【New Balance recommends running for adults.】
Here’s what I’m talking about,
【Toyota G’s Japanese Baseball Commercial】
~Car jumps and catches the ball~!
…I understand your feelings.
You see endless videos, don’t you?
Certainly, these are the manufacturer’s product videos, though,
The level of resources and planning for videos using special equipment and short films for large companies is completely different from that of our small and medium enterprises.
It takes a reasonable budget to build brand awareness through scenarios, film crews, and video technology.
So, a video of a “small business” that is expanding internationally would be a more realistic reference.
You are right.
Here is a service video of Be My Eyes, a startup founded in Denmark.
This service matches visually impaired people with prospective volunteers who can see. If you want to know who is in the picture, or the expiration date of milk, etc., a registered person who can help you now will help you as needed through your smart phone.
BeMyEyes has 123 employees and is now based in the US with investments coming in.
In 1 minute and 30 seconds, the service is fully communicated without the use of words.
I could see right away how it would work.
Having a smartphone is such a good thing,
It is also a wonderful system whereby those who can respond will respond on a case-by-case basis.
(touching…)
This is an Indian precision machined parts company with less than 250 employees.
The company exports 2,400 tons of auto parts to Europe and the United States and is ISO 9001, ISO 14001, ISO 45001 (labor management), and IATF 16949 (quality management for the automotive industry) certified.
Japan’s annual exports of auto parts to North America are 600,000 tons (2014), so we can see that this is a significant amount, even for a small business.
The sad part is that this information (ISO details, production volume, and destination) is not available in the video, but can only be viewed by going to the company’s website and loading it.
It’s really sad.
But it’s a good video that gives a quick overview of the company.
(…That’s true)
Many companies make YouTube videos at the right time to exhibit at international trade shows.
Potential customers visiting the booth can easily ask questions while watching the video, or,
When you have your hands full with customer service, you can keep them connected by playing a video.
Video is the most powerful tool for international visitors.
It definitely reduces the burden of dealing with booths where you are on your feet day after day, and the difference in burden with and without video images is huge, so it’s a great tool that makes me want to say ‘thank you very much’ to the president for recognising its value.
I feel that it is much easier to get a better Aha! experience from our customers when they watch a video with subtitles.
It can be applied to any genre.
４ Production of YouTube videos for international audiences is not a whole lot of work.
The following are also important for small and medium-sized businesses producing their first international video
・For B2B products, focus on corporate PR or product/service PR rather than brand recognition and awareness.
・For B2C products, if there is no director or designer who is knowledgeable about the international market, the purpose should be focused on either corporate PR or product/service PR.
It is not a vague objective, but rather a decision to create in the direction of actual profit.
Yes!
After watching the video,
Create videos that encourage viewers to take action to learn more about the company and its products, to research, inquire, and buy,
That is to say.
(It’s quite challenging…)
In addition, the total cost tends to be higher if a production company is asked to handle the entire project from the planning and scenario stages.
In the case of corporate and product PR, we have the resources within our own company to start with,
I want to show you this,
The reason is thus,
Can we do something like this?
The hope that “I am a good person” should be exhausted, organized, and summarized.
In the case of international videos, the content must be cross-culturally adapted, and the company should adapt as much as possible in this area before requesting the video.
Do you mean that you prepare your own English translations for narration and tickers?
No. The company is not a member of the National Association of Schools and Colleges of America.
Since this video is designed to get international customers to take action, it has a different perspective than the content for Japanese customers.
In this area, we would like to ask you to make sure that your company does not mix international and Japanese thinking.
Please be specific.
(I want to know too)
For example, here is the well-known Sticky Roller korokoro, which is indispensable for cleaning rooms.
Here are some examples of the differences in appeal points and methods of attracting visitors between Japan and other countries.
In the video of the U.S. company,
You can see the advantages of buying the product, such as when it is useful and how it makes things easier, without having to think about it just by watching the video.
The U.S. consumer’s that the dirt on the Sticky Roller can be washed off, wiped with a towel, and just popped in the area,
I definitely don’t want something troublesome, and I’m looking for something simple and easy,
This is perfect for the desire for
On the other hand, this is Japan’s Sticky Roller Korokoro established shop.
The company compares its products to competitors’ products on carpets, flooring, and newspapers to promote its superiority, concluding with the patented technology as the reason for its superiority.
Since Sticky Roller korokoro is already widely recognized in Japan, I wondered if this content would be understood, but it was narrated in English,
I took it up as an example because I suddenly realized that it could easily be misunderstood as a translation that would work if translated as is for an international audience.
In new international markets where colognes have not yet penetrated, we cannot expect action in the form of purchases simply by translating the colognes into English as they are.
So, what? Because it is a typical technical PR video.
Is that the same for B2B merchandise?
NG comparing technologies?
The same is true for B2B.
And it is not that the technology is not comparable to NG.
However, the prerequisites before comparing technologies are likely to be different in each country’s market.
The cost benefit of implementing the technology is paramount,
Since the distribution system to introduce this technology is weak, the development of distribution is of paramount importance,
The byproduct of introducing the technology is paramount,
If the tastes of the local players involved in the business are different from those of Japan, a mere comparison of technologies alone will not be enough to stimulate action.
I see.
To check the assumptions in the market…
５ There are still few international corporate video production companies.
I wanted to make a video as soon as possible,
We are in the process of selecting a vendor, though,
Nice!
I don’t know how to choose.
The more I searched to see what the company could do, the more the whole company looked the same.
We know the names of the items, but it is difficult to compare prices without talking to each company one by one to find out how much work is included and whether it is reasonable or not.
That’s right…
Even if there are many examples listed in the production results section, it may be the case that the video was produced by an outsourcer and was not filmed or edited by the company,
Since specific proposal plans and storyboards are often provided after the contract is signed, it is difficult to grasp the capabilities of the contractor in advance.
Yes, that’s right…
The rest,
When I told them that I needed a video for international use,
Since we don’t have much experience in the international market, we would like to know if the vendor would be willing to say, “We can do this much, but from here on out, we are not sure.
In other words, there should be no misleading statements such as, “If you produce a video for the Japanese market and just translate it into English, you can use it for the international market as well.
If they have experience in international video production, we can use that as a basis for further discussions, etc. There are currently so many companies in Japan that are skilled in international video production that it is not difficult to narrow down the list.
(Whether or not the direction of making videos for international audiences is the right one,
I’m very anxious to be on my own…)
Um, Ms. Paco
I don’t know how to make a storyboard and I was wondering if you could go over it with me before we start shooting…,
..,
(No…?)
You make the storyboards yourself, don’t you?
Excellent, woo, director!
I would love to see it.
（Yahoo!)
(Ho-ho-ho It’s a relief too.)
６ Goals of YouTube corporate videos for international audiences
The following preparations are also necessary before creating your own storyboards.
・Check all equivalent videos of international and domestic competitors.
・Verbalize the advantages and disadvantages of your competitors.
・Then, we will attract content that our competitors have not been able to transmit.
We need an objective point of view.
Yes.
And,
・Send out information about what you have actually received praise for, rather than what your company wants to show.
・Solve and attract customers’ problems by eliciting the following emotions. Admiration, satisfaction, relief, ease, astonishment, excitement,
Such as.
（The hurdles are only going to get higher.)
Above all, international clients do a lot of research on other companies before they actually contact us.
Obeyed,
Not just a video that you watch once and say, “I’ve seen it once and I’m done with it,
It is very important to make videos that make people want to watch them again.
If they watch the video over and over again, they will get to know us without having to devote new manpower. It is very advantageous to receive inquiries in a state of close psychological distance.
Can you imagine the fast turnaround and rewind points for international customers?
I wonder if I can hear my international clients saying, “Oh, really? can you hear them?
We encourage you to use your own mind as you create your storyboard to verify it.
(Can you do it?)
Mr. Director, I’m counting on you.
First, I’ll try!
Yes!
