Through the age of the internet and the popular rise of Youtube, video media and marketing has become the fastest growing platform. The ability to connect companies and people with new untapped markets throughout the world has opened the doors economically for companies, as well as socially for the 3.2 billion people who use the Internet.
For the majority of my life, I have been surrounded by people who speak Italian, a language which is a far cry from my home in the English speaking region of Southern Ontario, Canada. Studying a new language is a daunting task for many, including myself, however, the upsurge of video content on the Internet has made it not only an eductational tool but a new found respect for languages.
Emersion is the best way to learn a new language and video media gives the opportunity to customers to expand their knowledge of a new language. According to Tech News, the breakdown of learning styles varies, but a typical K-12 classroom contains 30 percent visual learners, 25 percent auditory learners. Video’s offer the opportunity to have both audio and visual with specific photos to match specific words, animations to aid the viewer and subtitles to help match phrases to similar statements in an individual’s native language. English audio can help non-English speakers understand the basis of sounds and letter combinations, aid them in understanding particular requests while also creating a comfortable atmosphere as their native language can be displayed as subtitles.
80% of communication is nonverbal, so a video gives the viewer the opportunity to learn and understand the message on a more personal level. For example, Italian fashion blogger Chiara Ferragni, posts content in both English and Italian in order to accommodate the majority of her viewers. However, even when she posts a video in Italian her emotions, body language, and tone display the mood of the message regardless of whether her viewers speak Italian or not. Often times saying and phrases are lost in translation, but a video aids the viewer on the path to the intended message without becoming lost.
Words are intimidating to most people, so the option of having a page be read to an individual in their native tongue or a summary of the most important items in the article are major players. Similarly, those with disabilities can have more accessible content as a video can have music, talking, sounds, pictures, and subtitles in order to accommodate the vast majority.
People residing in countries other than their birth was the highest recorded in 2015, so it is no surprise that the demand for content in other languages has skyrocketed. The use of audio-visual tools is the new wave of marketing as it increases accessibility and introduces a more inclusive atmosphere for all who decide to explore the Internet. Many have heard the saying that “a picture is worth a thousand words” so it is no surprise that a video is worth a million.