Swiss startup vidby, founded by Alexander Konovalov, is on a mission to address the language barrier that hinders global access to video platforms. Despite the assumption that English is a universal language, 75% of people worldwide do not speak English at all. Additionally, cultural and linguistic differences pose additional obstacles for viewers seeking to engage with content on video platforms like YouTube.
To achieve global growth, content creators must consider the diverse audiences that these platforms offer and adapt their approach accordingly. Creating worldwide content that can be understood without additional context is crucial. Focusing on local news, events, and entertainment may limit a video’s potential reach as viewers do not want to spend time deciphering references to niche TV series or local market-specific content.
In addition to subject matter, content must also respect cultural differences and be easily translatable into other languages through subtitles or dubbing. If the audience finds it difficult to understand, the viewing depth of the video will suffer.
To help creators reach international audiences, video platforms like YouTube can implement geography-specific tags and recommendations. By introducing new worldwide content recommendation pages for specific geographies, viewers can discover creators who have made their content accessible to a global audience. Improving tagging systems to allow creators to display different tags based on the viewer’s region can also expand their reach.
Adjusting algorithms to promote worldwide content is another crucial step. Language alone is not enough to determine suitability for a global audience. Algorithms should consider factors such as local lingo and cultural references that may limit the appeal of a video to a broader audience. By monitoring viewing depth by country, platforms can ensure that globally suitable content receives the attention it deserves.
Detailed geographical analytics can also aid creators in tailoring their content to reach a global audience. Platforms should provide insights into language tracks that viewers are listening to and data on which tags attract viewers from specific geographies. This information will help creators make informed decisions about translating their videos and targeting new markets.
While artificial intelligence can assist in translating and optimizing content for multiple languages, creators must also optimize their channels and approach. Avoiding niche language, conducting research on relevant tags outside the local market, and gradually establishing a presence in different countries are essential steps to attract a global fanbase.