Marketing Deep Dive - Using AI to Become a Global Creator

Using AI to Become a Global Creator
By Idia Ogala (excerpt from Clout101 #001)

The Deep Dive:

If you’re like me and scroll through Instagram and X for hours out of the day, you’ve probably come across dozens of AI tools that boast about “helping you 10x your business in seconds”, and a plethora of other hard-to-believe, overwhelming claims. 

While many may feel too good to be true, there are dozens of tools that could make a massive impact in your creator business. For this week’s Deep Dive, I want to cover the rise of the language dubbing generator — AI powered tools that translate your audio into foreign languages, helping your content reach the 75-80% of the world that doesn't speak English.

I first learned about this strategy on a March 2022 episode of The Joe Rogan Experience, where MrBeast revealed that for 6 months he and his team were hiring voice actors in foreign countries to localize his YouTube videos. He launched eleven channels, including in Spanish, Russian, Portuguese, French, Hindi and Japanese (where he had the same voice actor as Naruto Uzumaki from the popular manga TV series, Naruto). 

This strategy of taking existing content and redistributing it in multiple languages was very successful for MrBeast, helping him expand his global reach and introduce his brand to millions of new content viewers. For context, his Spanish-language channel, MrBeast en Español, currently has 25 million subscribers, with its most popular video (Squid Games Real-Life Competition) recently eclipsing 112 million views.

As the interest in this strategy grew, YouTube introduced a feature allowing Creators to add multi-language audio to their videos, helping them avoid the stress of managing multiple channels, and supporting creators looking to push their content to a more global audience.

Your YouTube audience can now view select audio tracks in different languages, with your content defaulting to match their preferred language. Per YouTube, Creators using multi-language dubs observed over 15% of watch time from non-primary language viewers, with over 2 million hours of dubbed video watched in January 2023 alone.

The Creator Application:

So what does this mean for you? Replicating this content model for your creator business could be simple with the help of AI. 

Below we compiled a list of the best AI translation tools that we’ve tested for you (non-sponsored). 

These solutions require you to simply upload existing content and select the desired language, to receive fully translated videos – with captions, sometimes using your actual voice, and in a few cases with your mannerisms (kinda, lol).

Best Tools for Translating Audio + Captions:

• Rask AI (28 languages currently available)

• Wavel AI (20+ languages currently available)

Best Tools for Translating Audio + Captions (with Mouth Movement): 

• HeyGen AI (25+ languages available) 

• Captions / LipDub

These AI solutions are especially perfect for creators that don’t have elaborate productions, with multiple subjects and dynamic shots. We’ve found that first-person, talking head videos and single shot interviews (where the camera goes back and forth between multiple subjects, like My First Million) work best to optimize the technology. But as these software companies continue to improve, I imagine the available use-cases will grow.

Now that we have that situated, here are some tips to help you design your multi-channel strategy:

1. Pick Your Platforms Wisely: Start by deciding which platforms you want to focus on. You've got options like YouTube, Instagram, TikTok, and X. But remember, as of December 2023, YouTube is the only one offering that unique multi-language audio track feature we discussed above. Want to replicate this on TikTok and Instagram? You might need to set up separate accounts for each language.

2. Choose Languages That Align with Your Goals: Think about which languages to dub your content into. Are there any markets you want to prioritize? For example, if you're eyeing a partnership with SHEIN, and they're big in Singapore, you may want to consider Mandarin as one of the translation languages.

   You should also dive into your existing platform insights (on IG, for example), to see where your content's already doing well in overseas. And lastly, you want to use tools (like this) to check out the most spoken languages globally.

3. Go All-In with Translation: It's super tempting to just focus on translating your latest stuff, but the issue here is when you pull in new fans, they're going to attempt to binge on your older content too. Translating your entire catalog keeps your new audience engaged, which could also make you more favorable to social media algorithms.

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