How to Expand Your Audience With Dubbing
Dubbing can open up a whole new world of audience for those who utilise it correctly. With dubbing, you can easily target an audience by (literally) speaking their language.
Now, we’ve all seen examples of dubbing and how not to approach it. This post is going to cover how best to approach dubbing, and how to effectively expand your audience by utilising it.
What is dubbing?
Dubbing is the process of adding alternative sound to an original visual production. Say, you’ve got a production that has English audio, if you had a Spanish dub you’d have the same visual content, but with Spanish voice overs for the characters.
The same is typically done for content overseas, a good example of which being anime. Not everyone likes to hear content in its original language, and in this case you’d tackle this by providing an English dubbed version.
That being said, there are right and wrong ways of going about it. The process which you choose to follow can make the difference between a successful, and unsuccessful dubbed project.
Localise with similar voices
One of the key tips you can start off with, is ensuring you pick similar voices for your dubbed alternatives.
When you’re dubbing, you’re doing it for the sake of conveying the same character in different languages, so it only makes sense that if a character is boisterous and energetic, that you convey the same character in the alternate language.
A key part about localisation is also making sure that the translation is up to par. For this we recommend utilising a translation partner so you don’t put out content that is inaccurate for your viewership.
Noone likes hearing their language in incorrect grammar, ensure when localising to different regions that you’re prioritising accuracy as a main factor.
Quality over quantity
It’s understandable that you’d want to take these tips and apply them for all possible languages, that is if you had the budget of course.
However, don’t jump the gun right yet, it’s important to understand how different people operate, in order to prioritise accordingly when arranging a dubbing project.
For instance, if you have a popular show in Spain that you want to appeal to more people, a smart decision would be to initially come up with an English dubbed version, to capture the world of English speakers available.
That being said, dubbing also isn’t merely a one-size-fits-all solution. No one can guarantee that you’ll attract an English audience just because you’ve arranged a dubbed audio option in the language, so it’s key to make sure you first understand the demographic you’re trying to target first.
Not only is it important to target the right audience, it’s also key to ensure you’re applying the previous tips, these being to pick the right voice over in terms of voice and tonality, and the right audience as consumers of your content.
If you’ve ever seen a badly done dub, you’ll realise the true meaning of quality over quantity when it comes to arranging yours. It’s the difference between earning a loyal fanbase, and annoying people for your lack of attention to detail.
What about lip-sync dubbing?
Most dubbing simply layers different sound over the original visuals, otherwise known as traditional dubbing. To go the extra mile you can arrange for lip sync dubbing, which is the process of aligning the original character’s lips to the newly translated dub.
The goal is to make the dubbed audio align with the visuals as accurately as possible, down to the intricate lip flaps of the original speaker. This not only makes the overall production appear more complete and professional, it also helps to give a great first impression.
Bear in mind that this works a lot easier for animations, as opposed to live action visuals that would take far more effort to realistically achieve, so bear this in mind. Besides, if you put extra care into ensuring your dub is well recorded and produced, more often than not you won’t even need to consider lip syncing.
Opening up a whole new audience with dubbing
Dubbing can help you open up a whole new world of audience if you approach it correctly. There is an immense amount of potential when it comes to targeting the wider world if you were to just consider a well thought out dubbing strategy.
Just remember these key tips, and you’re bound to succeed:
- Pick the right voice over
- Prioritise quality over quantity (only localise to where is necessary)
- Lip sync dubbing can be nice, but isn’t necessary
Thanks for reading this post on how to reach a larger audience using dubbing, hopefully these tips have provided you with the tools you need to approach dubbing confidently.