In case you didn’t know, ‘video’ is the new ‘copy’.  Sweaty, dishevelled journos hacking out hot words on a satellite terminal and posting incisive articles from the front line of breaking news is boring and old hat.  As the updated version of the quote goes, ” A picture speaks a thousand words, but video says it all”.

Never more so than in the corporate promotion world.  If you are not posted on YouTube you are not a happening brand. Video is where the action is and everyone is jumping on the bandwagon – well, so all those spam emails tell me anyway.

However,  going global with your video raises the hairy problem of whether to dub or subtitle.  Clearly it is always going to be cheaper to subtitle, but then is that going to appear really naff to your target audience just when you were trying to convince them your brand is über-cool?

Check out this article by Francesca Riggio and see how different cultures respond to dubbing and subtitling. Assume nothing when it comes to second guessing cultural preferences.

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Dubbing vs. subtitling – Francesca Riggio