Olga Sapach
Posted by Olga Sapach
on 10/13/22 10:38 AM

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Mission 'Find a copywriter': where to look and how to choose

The idea for this article came from conversations with clients who approach our agency to find a copywriter, but understand copywriting itself to mean completely different things: writing sales texts, advertising slogans, video scripts, social media posts; on top of that, there are texts for landing pages, websites, information and other articles, etc. What's the big deal, you may ask? First of all, let's get clear on the concepts involved.

  1. The difference between a copywriter and a content writer
  2. Where and how to find a copywriter
  3. How much does a copywriter cost?
  4. How to prepare the terms of reference
  5. How to assess the final result
  6. Why your text isn't producing the results you wanted?

The difference between a copywriter and a content writer

When it comes to writing commercial texts, whether it's descriptions for a website or an article to be published on third-party resources, there are two kinds of professionals: a copywriter and a content writer. It's important to keep the two concepts separate, because they have totally different jobs and approaches. And, of course, they produce different results.

The table shows the main differences between a copywriter and a content writer.

Copywriting Content writing
Genres: advertising slogans, sales text, script for a video clip, advertising articles, native articles, landing page text, etc. Genres: product text, overview, analytics, description of goods and services, news, information articles, press releases, guides, etc.
Goal: to convince Goal: to inform, train
Texts written for short-term use Texts with a long-term strategy to attract organic traffic
Effectiveness can be assessed quickly Their effectiveness can only be assessed after several months at least

 

Now we're clearer on the terminology. So, do you want to find a copywriter or a content writer? 

For convenience, in the remainder of this text we shall use the word "copywriter."

How and where to find a copywriter (or content writer)

Finding a good copywriter for your job is no easy task. This can be confirmed by anyone who has ever tried looking for one, especially if you need a text in a foreign language.

On the whole, finding a copywriter is a lot like finding any other kind of employee: You need to sift through a load of possibles, and there's no guarantee any of them will be quite right. Even if the interview is encouraging, you can't be sure the person you choose won't vanish without finishing the job, or miss the deadline, or produce work you aren't satisfied with. So what can you do to minimize the risks?

  • When you're looking for a copywriter, first of all you should talk to colleagues and acquaintances and see whether they can recommend anyone. Tried and tested writers are worth their weight in gold. 
  • Look on professional networks and exchanges (LinkedIn, Upwork): You can see feedback from real clients, previous experience, and ratings, and also find out how long the collaboration lasted. 
  • If you don't have time to search for a copywriter yourself, get in touch with an agency like Alconost who have built up a database. There are a lot of benefits to doing that, because agencies will generally see to drawing up the terms of reference and selecting a suitable writer, as well as all interactions with the writer, textual revisions, preparing illustrations, and SEO optimization of the text. If necessary, they will also look after placing the finished material on external resources.
  • Check whether the copywriter has experience writing text about the topic area you need. The fact somebody writes outstanding texts about finance doesn't mean they will necessarily cope as brilliantly with a text about app development (although you never know!). But, in fact, a good copywriter will be reluctant to take on a topic where they really aren't at home.
  • Study their portfolio carefully. That's your chance to look at the copywriter's style and check they can convey the topic effectively. You can learn a lot, actually, just from examining the way the portfolio and the texts are presented. 
  • Talk to the candidates. If a copywriter is too pushy, or on the other hand too indifferent - if they don't ask questions about the topic, if they don't clarify the details of the task, if they're ready to take it on without even glancing at the terms of reference, if they name a price that is too low or unreasonably high - then it is a sign that you may do better avoiding working with that person. This point probably applies to other professionals as well!
  • When you set a copywriter a task, make it as detailed as you can: The more specifically you describe all your requirements, the more chance you have of getting the results you want. See below for how to draw up the terms of reference.
  • Set a test task. If you want to find a copywriter for a large project, it makes sense to give them a small test task before throwing them in the deep end - that way you can see what they're like in action.



How much does a copywriter cost?

This is a difficult question. We need to admit that the profession of copywriter has been compromised. This is because people often try copywriting because they are looking for easy money, without having the necessary qualifications: It could be students looking for part-time work or people who imagine just anybody can do it. Some clients take a superficial look at copywriting exchanges, see the low quotes some hack writers are offering, and imagine they represent the market price. 

You should remember that quality text does not come cheap. This is because:

  1. It takes time to read up about your topic area and acquire a good knowledge of the field;
  2. The copywriter needs to study similar texts and the interests of potential readers;
  3. It is a creative process and can be extremely labor-intensive;
  4. The text needs to be corrected, polished, and brought into line with the terms of reference.

Besides, a good text cannot be written quickly: It takes an investment of time and mental labor. Ask yourself how much you would charge to write the same text.

So a price that is too low ought to put you on your guard: An experienced writer, with a sense of self-respect, will never agree to work for pennies. Does this provide a guarantee that you will be completely satisfied with the results of their work? No. It is just the same as when you buy, say, an expensive phone: You may end up disappointed with the functions it provides. But if you respect a writer's labor, trust their professionalism, and pay a fair price, you are increasing your chances of getting a great result from collaborating with them.

How to prepare the terms of reference for a copywriter

The quality of the final test will depend not just on the copywriter's experience but also on how responsibly you approach the preparation of the terms of reference. In our experience, the more detailed and systematic you make the terms of reference, the better the result is going to be.

Remember: Things that are obvious to you, given how deeply you're immersed in the topic, might never occur to an outsider. And however abundant a copywriter's previous experience is, they cannot be certain about every detail of your product. So, before the work begins, we recommend that our clients do everything they can to inform the copywriter about the product or service. If possible, provide test access to the system or let them try the service so they can see the product from the inside. 

We draw up terms of reference under the following headings (you can modify them to suit your needs - the main thing is to capture the essence):

    • Brief description of the company, the service, and what the text needs to include. For example: Company X has been developing mobile apps since 2005, its website is x.com. This text will be used for a landing page, where potential customers will arrive from a contextual advertisement. 
    • Target audience for the text. It's important to a copywriter to know who the text should be addressed to.
    • Manner of writing. If your company has an established tone of voice, you certainly need to make sure the writer knows it.
  • Length of the text. In characters or in words, whichever is easier and makes more sense for you. 
  • Keywords. Even if you aren't planning on using the text to attract organic traffic, keywords can be a useful pointer for the copywriter. And for you, studying search queries can be a chance to boost people's interest in your topic.
  • Competitors or texts to use as examples. If the copywriter can see an example of what you regard as a successful text, they will find it easier to hit the bullseye.
  • Structure of the text. We usually create a plan of the text divided into blocks, with separate requirements for each block. For example, block 1: introduction, about us as a developer (2 sentences), call to action; block 2: who needs app development (bullet points, 4-5 sentences); block 3: stages of developing an app (6-7 sentences); block 4: how much app development costs (3 sentences), call to action.

How to assess the result

Making your requirements clear and explicit increases the likelihood that the text will meet them; it also makes it easier for you to assess the result you get back.

We described how to draw up your requirements in the previous point. But that refers to the semantic component of the text - what it means. There are also general criteria for assessing a copywriter's work, independent of the terms of reference. They are:

  • Whether the text is written correctly. It needs to contain no mistakes as regards spelling, grammar, or punctuation. 
  • Whether the text is unique. There are many tools out there to check a text for plagiarism. Use them.
  • Keyword stuffing and empty words. The same services check a text to make sure it is substantive and not spammed with keywords.
  • Structure, coherence of thought, absence of semantic and stylistic mistakes. 

Pay attention to whether the copywriter has stuck to the deadlines you agreed, whether they asked questions to clarify the task, how deeply they got to know the topic, etc. All these things together give you a sense of whether this copywriter is suitable to keep working with, or whether you'd be better off testing someone else.

Why isn't your text producing the results you wanted?

So you've got your text and you've posted it on your website/blog/some other resource. You look at the stats, and you can't see any results. Readers aren't reading it, commenters aren't commenting on it, and at the end of the day you're not getting a flow of leads! Your first instinct will probably be to blame the copywriter for producing a text that isn't sufficiently interesting/doesn't sell the product hard enough/isn't attractive (delete as appropriate). But the text may not be solely to blame.

  • Let's be honest: No text is going to help if your site, service, or product are no good in themselves.
  • An ill-considered marketing strategy and chaotic promotional activity can't usually be put right even by the world's greatest copywriter.
  • You may have defined your audience wrong, or chosen an unsuitable platform to publish on.
  • The text may not have a clearly defined goal: creating interest, a call to action, sales - it may just be a text for its own sake.
  • Or the text isn't being promoted. Yes, texts themselves can generate organic traffic, but it may take a while. If you want a quick effect, you can't do it without boosting the texts via contextual and targeted advertising, promo posts on social media, and so on.

The main thing to understand is that copywriting on its own isn't a panacea, if you have poor marketing or a poor product or your service limps. Of course, if you can find a good copywriter then that's definitely a bonus. Text is a marvelous tool, but it works in tandem with other means of promotion. So you should neither overestimate the importance of copywriting nor underestimate it. 

When we're working with our clients, we plan the content marketing work - including copywriting - as part of a general marketing strategy. So we don't find ourselves wondering whether we got a bad copywriter, or whether there are bigger problems that need solving.

 

 

Alconost is an internet marketing agency that offers search engine optimization for multilingual websites as well as PPC managementSMM and Content promotion. We conduct full SEO audits and website optimization, improve website usability, develop an international promotion strategy and analyze statistics and many others to increase your profits and improve your positions in search engines.

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Popular articles

In 2021, we at Alconost published data on the most popular languages for product localization. This year, we're continuing the tradition and publishing the latest stats on the demand for languages to enter foreign markets. Read on and get the broad strokes right now.

 

Highlights: 12 Consistently Popular Localization Languages
Top 5 Languages: The Classic Four + Brazilian Portuguese
Companies that localize into the most popular languages
Japanese, Korean and Chinese are shoulder to shoulder
Places 9-12 and below: What other local markets are popular for localizations
A treat for number geeks: A closer look at the Top 10 localization languages
But localization isn't everything. So, what else is there?
Editing and localization QA: When you need them
Remember: Every product is different
Request the full edition of the article from Alconost for free

An abridged version of this article was first published on the Globalization and Localization Association (GALA)'s website. We thank the association for the opportunity to publish it and for its interest in our content!

In this review, we look at orders made by Alconost Localization Department customers with English as the source language.

People turn to Alconost when launching a product — most often software, an application, or a game — so they can enter foreign markets. The company provides translation and localization services into 100+ languages, video production and multilingual marketing services. Our clients include both indie developers and such large companies as JetBrains, Microsoft, Kaspersky, and Bitrix, to name a few.

Highlights: 12 Consistently Popular Localization Languages

The 12 most popular target languages for orders that had English as their source language remained the same as last year. French (France), Italian, German, Portuguese (Brazil), Spanish (Spain), Japanese, Korean, Simplified Chinese, Dutch, Turkish, Polish, Russian are languages that are consistently in demand.

Figure 1. The most popular target languages (1)

Figure 1. The most popular target languages in projects with English as the source language in 2021. The share of orders for the top 12 languages accounts for 63.6% of the total volume of orders.

However, the positions of some languages have changed within the most popular ones compared to last year. Korean, German, and Brazilian ranked higher in the top 12, while Spanish, Dutch, and Turkish ranked lower. 

The main surprise in the top 5 is Brazilian Portuguese's rise to 4th place and Spanish dropping out of the top four languages. 

Top 5 Languages: The Classic Four + Brazilian Portuguese

There is a group of the four most popular languages for localization — not including English, of course — with the acronym FIGS: French, Italian, German, and Spanish. Just like last year, these languages are among our top 5 languages for localization from English. 

When localizing software, apps, and games into the "classic four" languages, developers are able to do more than just enter the markets of four countries. Italian, for example, is the official language in three other countries besides Italy, and German is the official language in five countries outside of Germany. Not to mention the prevalence of Spanish, French, and their variants in dozens of countries on both sides of the Atlantic! 

"The availability of a product, not just in English, but in FIGS languages, too, is, in a way, an integral part of software, games, or apps that strive to be global. But we can't forget that translating a product into a particular language and localizing a product for a particular country's market are not the same thing. For example, localization for Spain will not fully meet the expectations of users in Argentina or Mexico. The Spanish language in Latin America has its specifics. You need to adapt the product to the local version of the language in a particular country," says Stas Kharevich, Localization Team Lead at Alconost. 

 

While Spanish's move to fifth place in popularity is a noticeable change in the ranking, it doesn't indicate a global decline in interest in the Spanish language. After all, if we combine the order statistics for all varieties of Spanish (in 2021, we also worked with Spanish for Mexico, the US, Argentina, and Colombia), they would have taken the top spot in our ranking with a share of 8.45%.

If we talk about French, which leads our ranking for the second year in a row now, we mean only the French spoken in France. Note that, for example, Canada, one of the most attractive Francophone countries in terms of marketing, has its own variety of French, and orders for "Canadian French" in our statistics aren't included in the number of French orders for France.

Learn more about the nuances of localization into Canadian French in our review. 

Brazilian Portuguese deserves special attention in the top languages. In 2020, it was the "fifth element" in the ranking, on the heels of the classic four. And in 2021, it moved into fourth place and changed the traditional balance of power. 

The following factors, we believe, have influenced the growing popularity of Brazilian Portuguese for localization: 

  • Brazil has the ninth-largest economy in the world.

  • The country has a high purchasing power.

  • Smartphone and console games are very popular among Brazilians.

  • The country has one of the highest download rates in Google Play and the App Store.

Indeed, the Brazilian market looks like a tasty tidbit for developers. Considering that Brazil is a growing market for mobile apps and games, we predict that Brazilian Portuguese has a good chance to settle in the top 5 and to be in demand for localization as much as the most popular European languages.

Here's a review of the Brazilian mobile games market and helpful information for those planning to scale their product to Brazil.

Companies that localize into the most popular languages

Among the companies localizing their products into the top languages from our ranking are JetBrains, TransferWise, Avangate, Movavi, and Vizor Games. Bear in mind that these Alconost clients' activities aren't limited to the top 5 languages. As they expand into foreign markets and develop their products, they need to localize into additional languages, and their list is even wider than our top 10. 

Request the full article on Top localization languages for free

Japanese, Korean and Chinese are shoulder to shoulder

Just as it was a year ago, Japanese remains the sixth-most-popular language in projects with English as the source language. Although its share among the total number of orders increased by 0.7%, it failed to make it into the top five.

Follow the link for tips on localizing games for the Japanese market.

Please note: The statistics we analyze in this article reflect only "English to Japanese" orders. However, there's another side of this moon: translations from Japanese to English and Asian and European languages.

Ilya Spiridonov, Chief Commercial Officer at Alconost, sheds more light on this: 

"For the last year, we've been actively working with clients from Japan. Among the exciting companies from Japan that we started working with in 2021, I would like to mention the game developers Characterbank and Zxima, as well as the tech company RICOH. We expect that we will help more IT and tech companies gain new clients and users from the Asia-Pacific region and the rest of the world in 2022. This March, Alconost was ISO 9001:2015 certified and received two more industry-specific ISO certificates relating directly to translation services. The documented quality of processes will simplify the company's work with corporate clients.

 

Yoshiyuki Suginome, Regional Director of Alconost Japan and Asia-Pacific, talks about what languages Japanese companies are interested in as target languages and what matters when choosing languages for localization: 

"According to our observations, many app developers, from startups to mid-size companies, evaluate the possible impact of localization on ROI efficiency. This potential impact seems to be one of the key factors for specific target languages' selection. As for English, Chinese, Spanish, and Brazilian Portuguese, I guess they're amongst the most popular target languages for Japanese app development companies because of the number of speakers. Apart from that, the cultural and geographical proximity to Japan can factor in. As far as I can tell, this is one of the reasons why Korean, Thai, Malaysian, Indonesian, and Vietnamese are also in demand."

 

Korean is a popular language for localization, and not just among Japanese customers. It ranks seventh in overall popularity among target languages for orders with English as a source. Over the past year, Korean has jumped three lines up in our ranking: in 2020, its share of 4% earned it tenth place, while in 2021, with a share of 5%, it moved straight to seventh place. 

Request the full article on Top localization languages for free

It doesn't come as a surprise if you know the situation in the Korean gaming market. The users from this country are among the most willing to pay in the world, and in 2018, one out of every two(!) citizens of South Korea could be considered a gamer. Given the growing worldwide interest in Korean mass culture, the localization of a product into Korean can no longer be considered something exotic.

Read about the preferences of South Korean users and the specifics of game localization for this market in this review.

Of course, developers aren't ignoring China's audience of more than a billion people. Like last year, between translations into Simplified and Traditional Chinese, developers are more likely to choose the former. Simplified Chinese is eighth in our ranking, just as it was last year. 

By the way, if we combined all the varieties of Chinese that we translated from English in 2021 — Simplified Chinese, Traditional Chinese, and the Hong Kong dialect — their share would be 7.3% in total. In this case, translations from English into all varieties of Chinese would be second on our list after French.

Read this article about the issues Chinese developers face when localizing games for users in Western countries.

Places 9-12 and below: What other local markets are popular for localizations

Oddly enough, the 2021 statistics show that the languages of three Asian countries — Japan, Korea, and China — are ranked next to each other. A year earlier, Dutch stood between Japanese and Simplified Chinese. Now, it's moved from 7th to 9th place. 

The year before, Turkish was ninth, wedged between Simplified Chinese and Korean. This year, Turkish is tenth, but note that this language has been one of the stable areas for localization from English for several years now. Developers' interest in it can be explained by the fact that the Turkish game market is considered the most developed among Middle Eastern and North African countries. The presence of localization significantly increases the chances of a product's acceptance among users from Turkey.

Turkey is interesting as both a target market and a source one. Their game development industry is booming. Read about the outcomes of Turkish game localizations into popular languages in this case study

Places 11 and 12, as in 2020, are reserved for Polish and Russian, respectively. The gap between them slightly narrowed over the year. The share of Polish decreased by 0.1%, and the percentage of Russian increased by 0.2%.

Places 13 through 17, in decreasing order of share, are occupied by European Portuguese, Traditional Chinese, Arabic, Mexican Spanish, and Thai. The shares of orders for these languages range from 2.3% to 2%. 

Read the review of the Middle East market for localization into Arabic here.

Among the languages gaining popularity specifically for game localization, we'd like to mention Hindi. In 2021, the English-Hindi language pair accounted for 1.3% of orders. We'll see how the situation changes a year from now.

Need more information on translation and localization languages?

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You can compare the recent data with last year's data.

Need a localization partner? Book a call with Alconost

Alconost states that it provides localization into 100 languages and that they work only with native-speaking professional translators. It sounds great, but how do you do it? For example, if you need to localize an interface from English to Burmese, Hindi, Odia, Lao or Dzongkha, where do you find the right people, how do you check the quality of their work, and how do you retain them for regular collaboration?

ORDER LOCALIZATION

We spoke to Anastasiya Yazepenka, who is responsible for finding and testing translators at Alconost, about the unique aspects of hiring rare language translators. This is mainly required for localizing apps, games and online services, technical documentation and marketing materials for IT companies. 

1. What are rare languages in localization?
2. The process of finding a translator: 6 steps
3. How to find rare language translators
4. How much does a rare language translation cost and what affects the price
5. How to communicate with translators
6. Four ways to avoid selecting the wrong candidate
7. Testing translators
8. Interactive onboarding
9. Why all this isn't a secret

1. What are rare languages in localization?

Anastasiya, let's first clarify which languages are considered 'rare' in our context.

Yes, let's clarify this from the start. Of course, classifying a language as rare depends on certain things. In one way or another, all the languages that we work with are living languages, which are widely used in a particular region, with relatively large communities using them on a daily basis. For example, Kannada is the native language of over 40 million people in South-West India, but we classify it as a rare language.

In terms of localization, we consider a language rare if it is not in constant demand on the market, both among our clients and overall. The lack of consistent demand means the supply, i.e. the number of translators working in this language, is also limited. When there is demand for this language, the suppliers, i.e. the translators, are in a more favorable position than the customers. Consequently, clients are more likely to compete with each other for a good rare language translator than translators compete for a client.

There is no shortage of translators who are native speakers of Spanish, German, French, Chinese or Japanese. Nevertheless, even in these popular languages, it may be hard to find a language specialist to translate highly specialized projects, such as medical equipment software. It may be hard to find suppliers who are experienced and responsible, and available for collaboration, even in the popular language pairs. In any case, when translators are competing with each other for a client, it creates a certain balance of power. Translators understand that the client will choose them based on their competitiveness: ability to keep to a deadline, readiness to negotiate the price, and the ability to translate accurately. Of course, if a translator is experienced in using specialized computer-assisted translation tools (CAT tools or platforms), is easy to talk to and discuss the project details, that is also a big plus.

When clients compete for suppliers, it creates a different power balance. If we receive only a few replies, or even none, to our advertisement or we see very few available translators, it means that this target language is in less demand, so we can call it a rare language for localization purposes.

I'd like to ask then how quickly you find rare language translators? It can obviously vary…

Yes, it's always very individual. From what I can remember, the shortest amount of time was five working days, and the longest was more than three months (however, in that instance, we needed a pool of several suppliers, who were competent in a certain field). Ignoring the extremes, I would say that we can find an exotic language translator in about three weeks on average.

Want to learn more about how quickly we are able to
find a rare language translator for your project?
Book a free call with our team!

By the way, when we're talking about "finding a translator", we mean selecting appropriate candidates by sifting through applications and studying their resumes, right?

Oh, not only that! Studying the resume is just the start, the real work comes next. Let me describe all the stages included in "finding a translator" at Alconost, step by step.

2. The process of finding a translator: 6 steps

Step 1. Manually searching for potential suppliers: using selection criteria and examining relevant profiles. As an option, we may publish an advertisement on specialized platforms and study the profiles of translators who respond.

Step 2. Contact: inviting a translator to collaborate via a private message or email.

Step 3. Negotiation: requesting additional information from a candidate about their qualifications, discussing rates and payment methods. 

Step 4. Test task: providing a test task and reviewing the results after a couple of days. 

Step 5. Validation: examining any errors the candidate made when completing the test. This is the most interesting, although time-consuming step, where every comma can affect the outcome. This stage has three possible outcomes. If the test is an obvious fail, we inform the supplier of this but do not go any further. If the test is an obvious pass, we move on to the onboarding. The most interesting are borderline passes, for example, when the result is technically a fail, but the reviewer believes the translator did a good job. The decision is made on a case-by-case basis in these instances, based on how serious the errors were and ways of minimizing these errors in the future.

Step 6. Onboarding: this is probably the most predictable stage for us, but the most unusual stage for the supplier, who is not yet familiar with Alconost's processes, standards and corporate culture. During this stage, we introduce the translator to our workflow and deal with administrative tasks, such as adding the translator to our contractor database, and signing an agreement that includes the NDA. We are not big fans of bureaucratic procedures ourselves, but we know how sensitive clients can be to these nuances, so we deal with them from the start.

Alconost: rare language translator search

Only after all six steps have been completed, can we say that we have found a rare language translator. Actually, it would be more accurate to say that it takes an average of three weeks not to search for a translator, but to find one: it's a subtle but important difference in this case. 

True, looking at profiles is only the tip of the iceberg. What is the trigger that launches this entire process? 

The trigger is always a request from the client for a particular language pair. The language pair is what we call the source and target languages. This is how it works: when localization managers receive a request from a client for translation into a language we haven't worked with before, they create a task in our internal system. The task to find translators is created using a template that we have refined over the years of recruiting. The template contains only 11 questions but they're all important ones. 

Answers to these questions give us an overall idea of the task that the translator will need to complete and suggest certain requirements that the translator needs to meet. Basically, answers to these questions form the work specifications for the vendor managers. 

So you look for rare language translators only upon the client's request? 

When we're going through the database, we might notice that we don't have enough active translators for a particular language pair, while we have plenty of specialists in another language pair but no one working in a particular high-demand niche. But these observations don't trigger a search. It doesn't make sense to collect translators just to add them to the database, since inactive contacts fade over time. If you don't provide translators with regular work, they tend to forget your standards and criteria, but remember the long-winded process (emails, test translation, onboarding) which, ultimately, led nowhere. Therefore, only a specific task triggers a search for translators.

Do you find translators for any volume of work here at Alconost? Or does it have to be a large project to start looking? 

If the potential project is over 1,000 words, we start looking. Which isn't to say that small projects don't stand a chance. If we're talking about a constant stream of small projects, that's even better for us than a large, but once-off translation project. As I've said before, we're interested in regular collaboration with the translator. It's important not to let the company and translator relationship fall dormant. So, if the client needs translation into a rare language and the volume is quite small but these jobs are recurrent, we're on board! 

By the way, it's not a problem for us if the client views us as an additional or secondary vendor. For example, if the client already localizes their product into most languages themselves or with the help of another vendor, and contacts us only for a particular need. We're happy to help with translating only rare languages, for example, or with quality assurance of already existing language versions of a product, and we can embed ourselves into a client's existing localization set-up.

Try Alconost as a secondary localization vendor

3. How to find rare language translators

How do you and your colleagues usually find translators? 

There are a number of online platforms that we use in our search. Unfortunately, I can't mention them by name, but I can say that there isn't a single resource out there to cover all our needs for qualified translators. 

All platforms where we find suppliers have their own pros and cons. Some platforms, for example, have a lot of rare language translators in particular, but not everyone lists their contact details, which complicates communication. Other platforms may have many excellent specialists, but only in one language pair or for only one particular topic. For example, only translators into Japanese or only translators with software development experience. 

A translator with software development experience? Sounds like a rare combination! 

Of course, not all developers have a linguistic background. But there are projects where knowledge of niche terminology, localization experience in a highly specialized topic, and familiarity with the topic overall, are more important than a translation degree. Here we have another problem: rates that would motivate a programmer with experience in localization to work in localization rather than programming.

What about platforms like LinkedIn? Do you find translators there?

Sometimes, but we have to look through a lot of profiles that might not be complete, and in some cases, there are significant delays in potential suppliers responding to our queries. LinkedIn is good but it isn't our main source of suppliers. 

Can you remember the most unusual source of an excellent translator?

The most unusual case in my practice was when a potential translator into Canadian French recommended their colleague as he himself was working on urgent projects. We contacted the specialist recommended to us, he was interested in the job, successfully completed the test task and onboarding, and is now part of the Alconost translator team.

Alconost: Rare language translators team

4. How much does a rare language translation cost and what affects the price

So, what about pricing? Is there a correlation between "the more popular the language, the cheaper the localization"? 

That statement is only partially true. If we're talking about translation into popular localization languages, the price is mainly influenced by the living standards of countries where the native speakers live. For example, translations from English to Hebrew, Norwegian, Dutch or Japanese will cost more than, for example, localization from English to Turkish, Hindi or Indonesian. 

Of course, a shortage of qualified translators in a particular language pair will significantly affect the price. For example, the cost of translation from English to Khmer (which is spoken in Cambodia) or Burmese (spoken in Myanmar) will be about the same as translating to Swedish or even Norwegian. All because these translators know that they are in high demand, so they avoid reducing their rates or negotiating prices in general.

Another factor is the translator's competence in a specialized topic. Such as translators with experience in development, as I've mentioned before. The problem is that these suppliers will expect translation rates that are close to the prices charged by programmers. But programming rates are higher than the average translation rates. It's the same situation with other topics in which only a handful of translators specialize. 

So, even if the language itself is popular and relatively cheap to translate into on the whole, the rates may skyrocket for high-quality work in a very specialized field. A translation of the same size and into the same language may cost very differently, depending on whether it is an article on consumer behavior or instructions for a woodworking machine.

Want to learn more about rare language localization pricing? Book a free call with our team!

5. How to communicate with translators

Let's talk about establishing contact and how you communicate with candidates. What do you normally write to the translators and what do you pay attention to in their responses? Any specific advice about communication? 

If I was the one who found the candidate, I usually briefly describe the company and project for which I need a translator, in the first email.

If the candidate responded to my ad, I study their profile and CV, and then write a short email to discuss conditions if I'm happy with what I've seen. I often ask clarifying questions regarding experience, specializations and their role in specific translation projects.

Do you communicate with translators over email or in messengers? 

Here at Alconost, we prefer email. This ensures colleagues can see everything, there is a record of the correspondence, which is easy to search through. Some translators would prefer to communicate using messengers. I've noticed that translators of African languages prefer WhatsApp, while speakers of Asian languages prefer Skype. But we leave messengers only for extreme cases and emergencies. For example, if our emails aren't reaching the translator, we find out the reason via messenger and then return to email. 

6. Four ways to avoid selecting the wrong candidate

Alconost: Tips on translators selectionWhen we study a resume, we always take note of how many languages, dialects and fields a translator works in. Let's take two fictional resumes as an example. First resume: a niche specialist, who works with one language and a maximum of two dialects, and specializes in certain fields. Second resume: a 'universal' translator, who claims to know several languages and dialects at the native level and states that they're competent in a dozen fields, from translating poetry to software localization for heavy industry. The owner of the first resume definitely has a higher chance of reaching the next stage in Alconost's recruitment process than the owner of the second. 

Mentioning world-renowned brands as clients can also backfire. This can mean that it's the resume of a scammer: for example, this article even lists famous companies used by unscrupulous people to try and pass themselves off as in-demand, qualified professionals.

Less obvious red flags in a resume are online language courses. Of course, we won't automatically reject a specialist who includes them in their resume, but we'll check the candidate more thoroughly. I'll explain why. Online language courses often provide lots of useful information that can show a translator which areas to focus on, which resources and tools to use. But these courses can't compare to the fundamental linguistic training provided by good old universities, and certainly not to many years of real-world experience. Perhaps other recruiters think differently, but here at Alconost, we're not very impressed by certificates from online language schools.

The most concerning thing is when a candidate provides contradictory information about themselves. For example, one candidate claimed to be a freelancer but then used "we" when writing about himself. As it later turned out, this candidate wasn't a translator, but a representative of a translation agency. The problem here wasn't that he was an agency employee, but that he tried to hide this fact and was being disingenuous.

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7. Testing translators

Do you test all potential translators or are there exceptions?

Everyone who reaches the testing stage.

What do you use to test the real translating ability? 

We check translating qualifications using a fragment of the project for which we need the translator. We negotiate with the client which fragment of the project can be used for testing. It is usually 250-300 words long. This amount won't take too much of the translator's time but it is long enough for the candidate to show their skills. What's important is that a translation of this fragment not be already available anywhere online. Since this is only the test translation and the translator hasn't yet completed the onboarding, which includes signing the NDA, we try to choose a text fragment that doesn't make it obvious which product it's referring to. 

Which criteria do you use for assessment and who checks the test task? 

We check the test translation using a specialized quality assurance system. If we already have a translator for this rare language, whom we're currently working with (this happens if we work with this language, but we need to expand the translator pool), then our regular translator checks the quality of the candidate's work. If we don't have a regular translator, candidates check each other, while another candidate can serve as the arbitrator in case of disagreements. 

Translation quality is measured as a percentage in the QA system, so perfect quality is 100%. The candidate is considered to have passed the test if the test quality is 98% or higher. The quality index is calculated automatically, based on how serious the errors are. Error severity is decided by the reviewer, but we make sure that they don't over- or underpenalize. 

We also often ask the reviewer to provide their overall impression of the test translation. In my practice, I remember one instance when the candidate made several critical, but repetitive errors, which were related to the specific terminology in this project. The reviewer was already working on the project and knew the terminology, while the candidate hadn't and didn't know the terms, but the reviewer couldn't approve a test containing errors. But it was obvious that if the translator learned the right terms, they could provide an excellent result. Which is what ended up happening. 

Plus, a quality score of 98%, which we consider the pass level, is a pretty high requirement. As far as I know, some translation agencies accept tests with a score of 95%. 

What if a candidate disagrees with the reviewer?

We always ask candidates, even those who successfully passed the test, to carefully study the test results, note the errors, and reply to the reviewer's comments. It is a constructive process when searching for translators into popular languages, but less so with rare languages. There can be emotional and prolonged arguments, and we have to soothe participants and ask them not to take the reviewer's comments personally. Vendor managers have to act as mediators to preserve a constructive atmosphere between candidates and help them listen to each other.

Want to learn more about localization quality assurance at Alconost? Book a free call with our team!

8. Interactive onboarding

You've spoken about all stages of the search except the last one — onboarding. Is it a topic that can be discussed publicly? There's probably corporate know-how involved… 

My colleagues and I try to ensure that the onboarding process doesn't turn into a stream of boring instructions. Right now, onboarding is a series of tutorials set out on Google forms and Trello cards, and a few instructional emails, which are sent to the translator at certain onboarding stages. We believe that thanks to the portioned provision of information, the translator develops a better understanding of our processes.

More specifically, we provide more information about our translation quality standards and communication during onboarding, as well as presenting our attitude to the work processes and deadlines. While the translator tells us more about themselves. For example, which translation tools they can use, which platforms they usually work in, the operating systems on their PC and smartphone. The last question may sound odd, but we have a reason for it. It can be important if the client requests localization quality testing (LQT) and the translator has to launch the application or game on their device.

The purpose of onboarding is to prepare the translator for working on a real project, so that they understand what is expected of them and what they need to do in a particular situation.

Alconost: Translators onboardingThe process of onboarding only takes a few days, so it can't really change an already formed specialist or make a person acquire some hard skills. But we can suggest some simple things that the translator might not have paid attention to before. We highlight these during onboarding: yes, these are minor details but they are important for us, please keep them in mind. 

Returning to the topic of rare languages. Can you list which rare languages Alconost actively works with at present? 

Yes, I checked right before our chat. We've already spoken about some of these languages, while others may not be familiar to a large audience, but here is a list of rare languages that we can translate into from English at any moment. 

Amharic

Gujarati

Odia

Basque

Icelandic

Sinhala

Bengali

Kannada

Somali

Bislama

Kinyarwanda

Swahili

Burmese

Lao

Tagalog

Catalan

Malayalam

Welsh

Cebuano

Marathi

 

Dzongkha

Nepali

 

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I can imagine how much work had to be done behind the scenes to make this possible! 

Thank you. This may sound obvious, based on our conversation, but I'd like to stress one thing. Finding translators is a system in Alconost: it's a process rather than an ad hoc scenario. We understand that it is a long game, and that a translator for whom we have no work today could become a vital member of our translator team tomorrow. That's why, even if the amount of work for a translator drops, we try to keep in touch with them, to maintain regular contact.

Alconost finds hidden gems amongst rare translators
Rare language translators require particular care. After all, if we have a need for this language again, a new search might take even longer if an existing contact remembers us as an agency that wastes time with questions but doesn't provide work.

Maintaining a good relationship is also useful when the search for translators hits a dead end. Then we can ask the translator for a recommendation. It may be that they've worked on another project with a colleague who speaks the very rare language that we're looking for. A localization company must have established ties in the translation community.

9. Why all this isn't a secret

Through our conversation, we've learned a lot of details that not all language service providers would be willing to share, I think. Are you afraid that clients who localize products in-house will copy your processes and turn to your agency less often? 

I'm not so sure that our system can be easily copied. Let's take the OKR methodology or Objectives and Key Results. It is described in detail in John Doerr's book, Measure What Matters, there is plenty of information about OKR, and there are special instruments for the practical application of OKR in companies. But not everyone who wishes to implement OKR is successful. It's not just about information access, but about how it is used, as well as whether a company is at a stage where it has a critical need for these changes.

I can't deny that a development company with in-house localization might consider borrowing a page from Alconost. Indeed, why not: Alconost has developed real-world methods of expanding the translator pool, our quality management system is ISO 9001:2015 certified, and we have a lot of positive client feedback. Why not create a similar system? I see two reasons. 

First, a development company will most likely have their own process for expanding the translator pool, so it's difficult to start again from scratch. The company will probably integrate our process into their existing one, which will lead to a hybrid system that certainly won't be the same as ours.

Alconost: Translation that fitsSecond, as a localization company that provides services to many different clients, we can provide translators with a variety of work and quite regularly. This strengthens translator loyalty and increases the chance that a translator will agree to accept an urgent project, do a good job, and finish by the deadline. Even a very large development company may not have the translation volumes to provide translators into certain languages with regular work. 

I've already explained why we don't look for new translators 'just in case'. For the same reason, a development company is unlikely to spend time and money on searching for, testing and onboarding suppliers who will ultimately just hang around. 

So, it's less about how difficult it would be to copy our system, but rather about whether it would make sense to copy it.

Want to learn more about localization into rare languages? Book a free call with our team!

Thank you for such an honest and in-depth conversation! 

I was glad to share my experience and the company's experience. I'll leave our email address: info@alconost.com. If a rare language translator is reading this article, please know that we're always happy to hear from you.

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In March of 2022, Alconost joined the ranks of language service providers whose quality management system is ISO 9001:2015 certified. In addition, the company received certificates of compliance with standards of quality for translation, proofreading and localization QA, and post-edited machine translation (PEMT). 

 

We spoke with Stas Kharevich, localization team lead at Alconost, about what these certificates mean for the company and its customers.

Stas, tell us: is certification an important stage in the company's development?

It's a milestone, for sure. But I would say that in our case it's more of a formality. The fact is, when it comes to quality, here at Alconost we're very demanding of ourselves. And it so happened that the processes that we've long been cultivating and improving in the company turned out to meet ISO standards. It's been like that for a long time, as we've been explaining for many years to customers who were interested in our quality standards. Now we have the actual certificate, in addition to our explanations or instead of them.

Alconost has received three certifications. Can you tell us a little about what's special about each of them? 

The first certificate is for compliance with ISO 9001:2015. It's a fairly general certificate and pertains to the quality management system used by the company. In our case, the certificate confirms compliance with standards not only for localization and translation projects, but also for custom video production (particularly for apps and games) and marketing services, such as multilingual SEO and PPC management. 

The second certificate, ISO 17100:2015, is narrower and more industry-specific. It confirms compliance with requirements for provision of translation services, such as translation and localization of software, games, apps, and websites. This particular certificate is actually not the only one offered in the translation industry: there are several standards with different evaluation criteria. After all, different companies employ different processes; consequently, they need to be evaluated by different standards. 

What kind of workflow does the ISO 17100 certification imply? 

It presupposes a multi-stage process that is divided into phases, and this precisely corresponds to our own localization process. There is a preparatory phase — a kind of pre-production, when all the information on the project is systematized. This includes collection of all input data, the work of compiling a glossary, and setting up the project on a specialized translation platform. Then comes the translation phase: here we pay special attention to the context, ask the customer for any necessary clarification, and end by proofreading the translation. The third phase is in-country review: it involves getting feedback from users from the region for which the localization was intended, analyzing this feedback, and, if necessary, improving the current translation and developing rules or recommendations for the future. 

This certification has requirements not only for the process, but also those executing it. They must be native speakers, have a linguistic education, and have specialized translation experience in a particular niche. As I mentioned, we've been selecting translators according to these criteria for many years — not to become certified, but simply because these really are essential criteria for finding professionals in the field. 

Sounds logical. And what about the third certificate, ISO 18587-2017? 

It pertains exclusively to requirements for post-editing machine translation. Although modern machine translation engines (called neural machine translation engines, or NMT) can be trained and customized to produce acceptable translations on certain topics, they still cannot replace professional linguists. But you can combine the two: machine translation using a customized engine and its subsequent editing by a professional translator. The ISO 18587 certificate is what confirms that we know how to employ this process correctly.

Stas, why did you wait until now to get certified? The company's already 18 years old. 

In recent years we've been doing a lot of work with large companies, and working with them also involves a number of formalities, such as bureaucratic procedures like filling out tender documentation. Of course, nobody chooses a vendor solely on the basis of “do they have an ISO certificate,” but all other things being equal, not having a certificate can affect a customer's decision. In a nutshell, having certificates makes it easier to work with corporate customers.

Did you have to tweak anything in your processes in order to get certified? 

No, not a thing.

Should customers expect any changes now that Alconost is ISO-compliant? 

No. We've just been given documented proof that our processes are exactly what they should be.

Latest articles

Let’s say you’ve already decided that you definitely need an explainer video for your business. You may have even made up your mind about approximately what amount you can allocate for a business video production. But now you’re likely to be faced with a new question: what type of explanatory video does your business need?

There are two main types of explainers: live-action explainers and animated explainers. Today we will talk about animation vs. live action in detail, highlighting the pros and cons of these two different approaches to creating explainers.

To get a general idea of what these two types of videos can look like, watch the explainer video examples below.
 

This explanatory video is made using 2D animated graphics, with custom underwater creatures drawn from scratch.

This business video combines live-action scenes with animated graphics.

Live-Action Explainer Videos vs. Animated Explainers: What's the Best Fit for Your Business?

Alconost works with both animated explainer videos and live-action explainers. In our experience, 2D and 3D animation works great for simple explanations of complex ideas. Live-action videos, on the other hand, may be a good choice if your goal is to create an emotional connection between the business and your viewers. Let’s take a closer look at both.

Animated Explainer Videos

2D and 3D animated videos can involve techniques ranging from typography and infographics to animated characters who walk viewers through your product. Pros of animation include:

  1. Creative potential. Animation lets you literally bring anything you can imagine to life. Want the moon to transform into a coconut, which is then cracked and its contents poured into a branded glass? Nothing easier!
  2. Production speed. Animated video production can start the moment the script is approved. When shooting live-action video, however, additional steps are needed before production can start: you have to find a location, cast your actors, etc. These extra stages between script approval and the start of production aren’t necessary when you opt for animation alone.
  3. Smooth transitions between 2D and 3D techniques with no loss of continuity. If you need an explanatory video about a physical product, this method is a great choice, as it lets you present the product itself in realistic 3D scenes while highlighting its advantages in 2D scenes, which are cheaper and faster to produce. Not sure whether this combination of techniques really looks seamless? The example below proves it.

    This video combines 2D animation of texts, icons, and screenshots with 3D animation of the data storage devices it presents.

  4. Versatility. Sometimes people picture animation as looking cartoonish, but that's just a stereotype. Animation can be used to create not only entertaining videos but also business products, no matter what the niche. Whether healthcare or IT, education or e-commerce, engineering or financial services, animation can work for any business.

 

Are there any cons to an animated explainer video? Well, there's no denying the obvious:

  1. Animated videos offer creative freedom, but compared to a live-action video they may lack realism. This can be a disadvantage if your business needs to build trust through authenticity and transparency.
  2. Live-action videos featuring real people and their experiences can create a stronger emotional connection with viewers compared to animated videos, which may not evoke the same level of empathy from the audience.
  3. While animation is perfect for demonstrating complex or abstract ideas, it may not be as convincing as live-action video for showcasing institutions, facilities, and tangible products. So if your business is, say, a coffee bar franchise, a flower farm, or a candy factory, you might not want to limit yourself to animation alone.

Live-Action Explainer Videos

Live-action explainers can mean a full-budget set with actors, props, rented space, and sometimes royalty-free stock footage. But there's more than one way to produce a video with real people expressing real emotions. Keep reading to discover budget-friendly alternatives to costly professional filming. Here are a few advantages that live-action explainers can offer businesses:

  1. Trust building. Real people with authentic emotions seem to evoke more empathy and engagement than animated videos.
  2. Great for showcasing physical products or non-digital services. Live-action videos let you showcase your product in a natural environment with live actors, and they can enhance a client's emotional attachment to the product.
  3. Accessibility. Live-action videos don't always entail high production costs. Did you know that you can purchase professional instructions for how to shoot great footage on your own, which you can then use in your explainer video? Or you can select stock videos that fit your message and include them in your explainer. With these options, even start-ups with a limited budget can get a live-action video without breaking the bank!

 

Of course, producing live-action videos has its own quirks and downsides:

  1. Modifying a live action video can be challenging and costly once it has been filmed. Suppose you want to change a piece of clothing that a character is wearing. This is easy enough with an animated character, but not so easy with real people!
  2. Live-action videos may have a harder time depicting abstract or fantastic concepts, such as ants carrying your brand of candy on their backs.

    Speaking of ants, check out this business video that features ants driving a track, fixing a pipe, and eating sandwiches.


    The production technique here, obviously, is animation, which can easily depict things that are hard to convey in reality.

  3. If you want to use royalty-free stock video, the price of your explainer video project will remain uncertain until you decide on which fragments to use, as the cost of stock videos can vary drastically.
  4. Animated videos can be made more visually appealing by employing creative techniques to hold the viewer's attention, such as transforming one object in the frame into another in the blink of an eye. With physical reality there's no such luxury.

    Note the transformation of the typography in the opening scene of the video below—an explainer for a security camera app.

With animation there’s no need to show the actual electronic devices: the idea is conveyed clearly without them.

All that being said, live-action and animated videos are not two rival opposites: they compliment each other perfectly. Not only can you combine 2D and 3D animation in a single video; you can combine live action with animation, too.

Animation for live-action videos can take the form of credits, in-frame text, animated infographics, and much more.

Have a look at the animated parrot in this live-action video!

Although the live-action format is naturally very limited by the rules of reality, with a skilled writing team and a customized approach you can get your message eloquently conveyed no matter which technique you select.

Animation vs. Live Action: Cost

In terms of pricing, it is important to note that the cost of an animated explainer video is easier to estimate than that of a live action explainer video. We talked about the details of explainer video pricing in a previous article; you can check it out here.

Summing it all up

When it comes to live action vs animation explainers, it would be a big mistake to say that there's some battle going on between the two, or that we already have a winner. Both are potent tools for product presentation, each with their own strengths and weaknesses. Finally, check out the video below.

The video features character animation and seems like a fully animated explainer right up until the end, where the founder of the service being presented makes an appearance in person.

Whether you choose animation, live action, or a combination of the two, Alconost is there to help! At Alconost we'll work with you to create a great business presentation that you'll be proud to show your potential clients.

 

As the market demand for cloud-based software continues to increase, competition between SaaS companies is heating up as well. Product and marketing teams are challenged with the question, "How can we reach and satisfy our audience more effectively?” And while you may consistently hit KPIs for your single-language product, it’s hard to exaggerate the massive market opportunity you get when your software offers multiple language versions. 

Since SaaS applications range from CRMs to fintech solutions, from B2B to G2E business models, there’s no “one-size-fits-all” approach for localizing SaaS into new languages. There are however certain common tendencies and pitfalls that we’ve observed over 19 years of helping tech companies to win over international customers. We believe our expertise will save you time and money when your SaaS product is ready to enter new countries. Read on!

Key considerations you should take into account in SaaS localization

UI layout

SaaS products have a fair number of screens, buttons, toggles, icons, and other visual elements for users to interact with. Consequently, localizing the user interface becomes as important as translating the text itself. 

One language that traditionally poses challenges for Western UI designers is Arabic. This language is among the twenty most popular languages for localization, with 358 million speakers in 25 countries and regions. Being a right-to-left language, Arabic presupposes a different visual pattern and way of perceiving information. The linear representation of progress and time are reversed: for example, images that demonstrate events are ordered from right to left.

But it would be a mistake to simply mirror every single element in your UI. RTL and LTR language cultures still share some common ways of presenting information. For example, the majority of users are right-handed regardless of their country of origin—that’s why cup handles would be placed to the right when using a cup icon, and clock hands would still rotate clockwise. Logos also remain unflipped, because they should be recognized the same way across countries.

There are other pitfalls when it comes to designing a multilingual interface. For example, Japanese, Chinese, and Korean characters are quite difficult to read at font sizes that are perfectly legible for Latin and Cyrillic languages such as French, Italian, and Ukrainian. If a SaaS product has been developed with internationalization in mind (no hardcoded strings, flexible design, etc.), issues like this are easily resolved.  

Price localization

No matter how many prospects enter your marketing funnel, it’s not until they actually subscribe to your software that they become your actual customers. With this in mind, have you made the purchase process itself as seamless as possible? 

The most basic thing you can do is to display prices using the local currency. You can allow users to select their country and currency on your website, but a better option is to automate currency display using geolocation technology based on the IP address. This frees prospects from needless additional actions or deliberation, and saves their attentional resources for actually making the decision to purchase. Less pain for them, more gain for you! 

A more far-reaching form of price localization is to adjust your product pricing based on local customers’ purchasing power, perceived value of your software solution, and market saturation in the target region. This strategy ensures you don't price yourself out of the market. In some countries, sale and distribution of pirated goods is a common practice. Research shows that netizens in specific markets (even some markets that IT entrepreneurs tend to deem profitable) don’t mind using pirated software if the legal version is outside their budget. This means that customers in these countries are more sensitive to software pricing, and it makes sense to tailor your company’s pricing strategy to levels that the locals are used to. 

 

Netflix is a great example of geographical pricing. The company tailors its pricing to the purchasing power of each country. The least expensive country for subscribing to their Premium plan is Pakistan: in 2022, it cost citizens $4.74. Switzerland and Liechtenstein are the costliest countries in which to enjoy Netflix: the company charges Swiss and Liechtensteiners $25.47 for their Premium library of almost 6,000 movies and TV shows. 

SaaS_Localization_Alconost_Pic2

Marketing strategy localization

To convert abroad like you do at home, you need to localize marketing touchpoints as well, and not just for landing pages or newsletter content. Here's a brief overview of what marketing localization really means to a SaaS product team.

Localizing your buyer persona

Ideally, you need to make sure your packaging and positioning are aligned to the buyer personas of the countries you’re entering. You need to understand who they are, what their routine looks like, and what issues they're facing. For example, what are the job titles and responsibilities of your prospective foreign customers? Titles for the same job description differ across countries. In some markets, for instance, the professionals you call Performance Marketing Managers are known as Targetologists, and that’s just the tip of the iceberg. When modeling your international clients’ work day, keep in mind that slight differences in the role structure may mean slight differences in daily duties and the challenges that your clients encounter that affect their behavior, pain points, and purchasing decisions. 

SaaS_Localization_Alconost_Pic3

You can think of buyer persona localization as market segmentation at scale. This helps to tailor your global campaigns to the ideal customer profile, attract more qualified leads, and consequently maximize your return on investment.

Localizing messaging

Consider the sociocultural context in which your prospects are living. Your messaging should at least conform to your audience’s social and cultural norms, laws, and religion, or—better yet—resonate with them. 

In conservative societies, gender and sexual diversity themes in marketing communications may not be perceived positively. Some cultures are hierarchical and generally more formal (China, Japan), and have rules that govern interactions in the business setting. When you build your communication strategy for these cultures, you may need to adjust your brand voice a bit: for example, be careful with calling people by their first name, informal forms of address, and general levels of emotion. 

Localizing marketing channels

What sources of information do your international clients use? Where do they text? What is the social media landscape in the target market?

For example, widespread Western platforms like Facebook, Twitter, and YouTube are blocked in China. To text each other, the Chinese use platforms called Wechat and Tencent QQ. Instead of Twitter and YouTube, they use micro-blogging platform Sina Weibo and video-sharing platform Youku Tudou. Despite owing its origin to Chinese company ByteDance, TikTok is blocked in China; instead, people there use another short video hosting platform called Douyin. 

 

While WhatsApp is considered the world's most popular messaging app, it isn't always the top choice for chatting in particular regions. In Japan, Taiwan, and Thailand, users message each other using a platform called LINE. South Koreans widely use the messaging app Kakaotalk, and Telegram is the number one choice in countries such as Russia, Uzbekistan, and Brazil.

Localizing keywords

What words and phrasing will locals use when they search for your solution on Google? Keyword research is needed not only for each language, but also for each country

  • Real-life example: As a service provider that operates in multiple regions, we’ve encountered challenges with multilingual keyword promotion, too! In Spain, the word “localization” (localización) means geographical localization, or tracking. When Spanish clients google services for cultural and linguistic adaptation, they use the term “translation project manager/provider/company” (gestor de proyectos de traducción). The French use the word “localization” for games, and they look up “video game localization” (localisation jeux video). But for other technology products like on-premise and cloud-based software, the query in French is “translation” (traduction).

Localizing timing

Localize your holiday marketing campaigns so that they match local seasonal events, carnivals, and holidays. These are a great way to boost revenue, if used wisely! 

Emails are another go-to marketing channel for SaaS businesses where timing is critical. Most emails are opened within one hour after delivery. If you send an email from San Francisco at noon, it reaches Paris at 9 PM. Your French subscribers might see it the morning of the next business day, but all the other emails that have piled up overnight will be competing for their attention. 

Localizing your scaling strategy

Here, once again, you have to consider local purchasing power, buying behavior, and the economic context of the target country. Are the customers in your target market ready to pay more for a higher-end product with better functionality, considering their income level? In other words, will you be upselling your Standard plan customers to a Premium subscription, or should you instead focus on cross-selling or expanding your base of Standard plan users? 

User support in local languages

Because it’s easy for SaaS users to switch service providers by merely canceling their subscription, your goal is to maximize the value of their purchase and keep them consistently satisfied as they use your software. Multilingual user support and even localized tutorial videos will help you to prevent drop-offs in the event of user errors and general questions regarding how to use your product. 

  • The most effective way to ensure personalized case-by-case support is to hire native-speaking agents who operate within the target country’s time zone.
  • If this option is outside your budget, consider implementing automated solutions like multilingual chatbots, or AI-powered self-service assistants. 
  • Another option is to create a comprehensive multilingual knowledge base that includes help documentation, frequently asked questions, how-to guides, and other support materials.

Choosing SaaS localization vendor: 3 essential factors to consider for quality results

1. Check the vendor’s rating on different platforms

Your prospective localization vendor’s rating on a B2B review platform gives you a free and unbiased glimpse of what it’s like to be their customer. We recommend the following websites for B2B tech service insights:

Another popular B2B review platform, Clutch, annually announces their Top Global Business Services Providers, where they shortlist 15 companies per category (including Translation) as the top-performing industry leaders.

2. Choose by niche expertise

Your ideal SaaS localization team will consist of native-speaking linguists with expertise in your industry, and a localization project manager who sets the deadlines, monitors the processes, and keeps the lines of communication open and clear between you and the translators. 

You get the best of all worlds when the localization vendor provides you with translators who understand your technology (such as software), the concept of register (informal friendly narrative, business-like tone of voice, etc.), and your particular SaaS niche (property management, social media analytics, CRM, etc.). While this combination may sound too good to be true, it’s actually quite common for a vendor with 500+ translators in their pool to source the perfect team for you.

3. Buy a process, not a single service

When you decide to outsource localization to a vendor, you're no longer “buying” just a team of professional translators—you're buying the seamless integration of localization into your production workflow. When automating your business processes, here are some questions to clarify with your prospective localization service provider:

  • What translation management system do they use? How flexible are they with their toolkit?
  • If you already have a business ecosystem, are they able to integrate the localization process into it?
  • How do they ensure continuous localization for frequently updated projects?

Putting together a dedicated team is half the localization battle; implementing an effective toolkit for productive collaboration is the other half. Translation management systems often provide tools for reporting issues, which come in handy when you need to request corrections to the translation, or if you just have a general question. Translators can also use them to make their own comments, express concerns, or ask for additional context. This way, both the vendor’s team and your own can keep a finger on the pulse of each step of the localization journey. 

 

Once your growing SaaS moves beyond a single locale, it’s essential to choose a vendor that is able to deliver timely localization of frequent updates. Change is an integral part of a growing business—you receive user feedback, you analyze user behavior, and you make improvements to your product. To play the long game of customer retention, you need to make sure your international customer base has access to the same benefits as users of the original language version. So be sure to look into how your vendor handles continuous localization of ongoing projects.

Long-term collaboration with a localization vendor needs to provide you with a single convenient place to translate a website, an interface, technical documentation, or even record a multilingual voice-over for your demo videos. Choose your service provider carefully. When in doubt, here’s a little lifehack: place a small test translation order. That way you’ll get to experience the vendor’s methodology and tools with no commitment, and see whether they're the right match for your SaaS solution's current and future needs.

How much does an animated explainer video cost? This is the question you’ll inevitably ask when planning an explainer video production. Yes, the final cost of an explainer video depends on several factors, such as the overall concept in general and the complexity of graphics and animation, just to name a few. But if you’re ready to create an animated explainer video for your business and are curious about the average figures, you have come to the right place!

Today, we’re going to do the math and look at what the cost of making an animated explainer video depends on, at least when you select Alconost as your animated explainer video production company.

3 Factors That Drive the Cost of Animated Explainer Videos

We at Alconost distinguish 3 main factors that determine explainer video pricing. Among them are:

1) Quantity of scenes

When determining how much to charge for an explainer video, many companies calculate their price based on the total length of the video. However, we approach it differently, by counting the number of scenes. After all, the main task of the selling video is to sell, not overload the viewer with information, isn’t it? On average, a scene is 3-5 events in a single setting; changing the setting means the beginning of a new scene. 

Curious how long a scene could last? The average duration of a scene is between 5 and 15 seconds, with opening and closing scenes closer to the lower time limit, and the scenes in the middle closer to the upper limit. To help you imagine how many scenes an average explainer can consist of, here’s a hint: a 90-second video usually has from 7 to 13 scenes of different complexity. 

2) Animation complexity

Not only the quantity of scenes, but also their complexity affects the price of the video. The simpler the scenes, the lower the total explainer video cost will be. Complex scenes require a more detailed approach, such as drawing sophisticated graphics or even modeling objects or environments in 3-D.

2-D animation is generally considered to be the easiest, fastest and cheapest animation type. Choosing 3-D animation results in a more costly production in comparison with a 2-D video, not least because of labor-intensive design work and time-consuming rendering steps.

3) Extra assets

Sometimes clients ask for "extra" options, which certainly affects how much an animated explainer video costs. This can be creating a music track from scratch, or detailed 3-D model development, or drawing unique characters or environments. 

If you don’t want to splash out, think of whether you actually need these extras, or if they are only embellishments. In other words, would these assets help to make your video a better sales pitch, illustrate your product better, or increase viewer engagement?

From our experience, you might not need extra assets in the majority of cases. However, if you need a video to promote a physical, tangible product, 3-D modeling is an option to consider to vividly showcase it, while a detailed environment or characters can support the story you tell in a convincing manner.

Live Action Explainers

Live action videos use real footage and actors to explain a product or concept and motivate viewers to try it. Undoubtedly, film equipment rentals, location fees, actors and crew salaries are costly. But the good news is that actual shooting with all the bells and whistles listed above is not the only way to create a live-action explainer video! 

First, you can use stock videos that fit your topic and create the right mood, and insert these live scenes into your animated video. Second, you can get professional advice on how to shoot a video suitable for business needs, record it on your own, and use this film as one of your assets for a future video.

The animated explainer video price you’re looking for

In the table below you’ll find rough estimates of production costs at Alconost for animated explainer videos. 

As we mentioned earlier, duration isn’t actually the determining factor when it comes to the cost of animated explainer videos produced at Alconost, but you can use the length as a reference to get the price range in broad strokes.

Please note that the numbers below are ballpark figures. Video production is done with custom pricing at Alconost, and your project cost will be calculated with your requirements towards your future video taken into account. But if you are wondering about an average cost for animated explainer video production, the figures below can be helpful.

The prices listed below include script writing, storyboarding, animation, voiceover recording and sound design.

Explainer Video Type Length Price Range, US dollars
Animated Explainer up to 60 seconds 1,800 - 2,500
  60-90 seconds 2,200 - 3,300
  90-120 seconds 2,800 - 4,500
Here you can find more specific numbers on animated explainer video pricing and see how the costs vary for 2-D and 3-D scenes.
Live-Action Explainer The price depends on the origin of the live-action scenes in the explainer video; check the options by clicking this link.

 

Explainer videos can be created in different ways, each with varying degrees of complexity and cost. While live shooting and sophisticated animation can significantly affect the production budget, remember that the cost of the video does not necessarily determine its effectiveness in selling your product.

The most important factor is that your explainer video clearly communicates the key benefits of your product or service to the viewer. Even with a tight budget, an effective explainer video can still be created and help to promote your business.

Figuring out how much an animated explainer video costs for your product is easy to do. Send us a request and get a preliminary calculation for free!

Wrapping up

Hopefully, this article sheds some light on explainer video pricing, and if you're eager to create an animated video for your business, we're here to help!

Whether you need a 3-D animated explainer, an easy-to-watch 2-D animated video, or a live-action explanatory video, we at Alconost know how to make the video work in your favor. We take care of everything from the original script to the voice-over and help you avoid superfluous expenses without skimping on quality. Contact us to order an explainer video for your business! 

 

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