Full Battery Media

Global Growth Hack | Nate Stone | Full Battery Media

• Sean Trace

Share episode

Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.

0:00 | 37:36

In this episode, I sit down with Nate Stone, CEO of DittoDub, to talk about how AI dubbing is changing YouTube growth, global content strategy, and the future of multilingual creators. We get into how creators can translate their videos into multiple languages while keeping their real voice, emotion, and authenticity intact, why dubbed content can actually increase average view duration, and how expanding beyond English can unlock massive growth in markets like Hindi, Russian, Spanish, Vietnamese, and more. 

What really fascinated me in this conversation is that this is not just about getting more views, it is about removing language as a barrier so great content can travel further. Nate breaks down when a creator is actually ready to go global, why dubbing one random video usually does not work, how back catalogs and evergreen content create momentum, and what agencies, brands, and creators should understand before adding dubbing into their workflow. We also talk about AI voice technology, localization, metadata, thumbnail translation, and whether smaller creators should see dubbing as a growth lever or a distraction. 

If you care about YouTube growth, content strategy, creator economy trends, AI tools for creators, and how to reach a worldwide audience without losing what makes your content feel human, this one is packed with insight. Do you think language is still the biggest barrier to growth on YouTube, or are most creators just too late to realize how global their content could already be?


SPEAKER_00

The very nice thing for us these days is we we kind of get a lot of pushback from people, and then we show them the graphs of the creators that have used us. It's like, hey, uh Topper Guild over here got 60 million subscribers extra in one year, from 20 million to 60 million. And John Nellis jumped by 10 million in like four months. And so when we show them these graphs, they understand how important it is. It's like, wow, that's that's quite the multiplier. Uh like it's one of the most fun things for me, actually, that if you go to like View Stats or Social Blade and you look at any of these large channels, you can see exactly when they start dubbing with us, because there's just this massive hockey stick that happens in their growth. Um but it's definitely not something that people think about natively, and like uh maybe they shouldn't be necessarily because they should be just thinking about their content. Um the ideal situation would just be that it's automatically happening for everyone. But um yeah, I think it'll increasingly become something that people are aware of because it's like literally the fastest way I have ever seen any channel grow. So yeah, yeah, but but that's a hard one because it's just not something people think about.

SPEAKER_01

All right, well, welcome everybody back to Full Battery Media Podcasts. I am your host, Sean Trace, and I have an awesome guest with me today. Would you like to tell people who you are and what you do?

SPEAKER_00

Yeah, sure. Hi, I'm Nate Stone. I'm the CEO of Ditto Dub, and we translate people's YouTube videos. Um, we translate lots of very large YouTubers, and we've added over 120 billion views in the last year to the creators that we work with. That's awesome. Like, how did you get into that?

SPEAKER_01

Like, what what was the thing the catalyst said, you know what? I because I had someone reach out to me today, and it was interesting because they said, um, they are asking me, do you edit Russian videos? And I was sitting thinking thinking, no, my team doesn't edit Russian videos. Like, you know, it but there was a person who was you know wanting to get Russian videos done and then they wanted to reach out. And I was just like, this is the type of person that dubbing would really help, you know, because you you don't have to have just one language. You can be running things in multiple languages. What started you down this path?

SPEAKER_00

Yeah. So a long time ago, like back when I was in high school, I ran a YouTube channel and I didn't get it too large. I got it to like 300,000 subscribers, and um, it was one where I just put together all these like electricity experiments, like lots of high voltage stuff. And at the time I'd get letters from people all around the world and they'd complain about how fast I was speaking English because English was their second language. So back then I really wanted to dub my content to different languages, but at the time, like the cheapest solutions I could find on Fiverr and such were like $200 per minute per language, and that was just not really something that I could do as a high schooler. So it got shelved for a long time. Um yeah. Then I went to school and I was an ML engineer for Amazon for a bit. And kind of as things started to get a little better, it was like, oh, great. Now with all this AI stuff, we could make it very, very um affordable and fast for people to dub their videos into whatever languages they want, maintaining their voices and their emotions. And so that's just kind of what I left Amazon and then uh started working on. That's awesome.

SPEAKER_01

And it's it's been a fun journey for you. But you know, um one of the things that you were saying, and I was reading up about some of your how you how you you frame all of this. You know, you say dubbing increases average view duration. What technically makes a video dubbed uh like a video hold a dubbed video hold attention longer than the original?

SPEAKER_00

Yeah. Um so dubbing doesn't always like our dubbing does, and that's like one of our our greatest uh, I guess, evidence of high-quality dubs. Um so what I like to say is for the average view durations, it has to be a very engaging video. And it's very unlikely that like the dubs themselves are going to be more engaging than the original because they're trying to match the original. However, if you look at it from the frame of how these different languages don't really have all that much content out in their native language, it's like you take a premiere YouTuber here in the United States or or Europe, and you translate them over to like um Hindi, for instance, there's not a lot of high-quality Hindi content, especially in loads of niches. And so for these viewers, it's like an order of magnitude more polished than anything they've ever seen. And so we've seen that a lot of the average view duration for these dubs tend to be higher than the original, which is uh yeah, kind of interesting.

SPEAKER_01

That's super interesting because a couple levels on that. First off, being um you're right, like there's certain markets that are saturated. Like, you know, you you think about that. I I I live in Southeast Asia, I live in Vietnam. And one of the reasons I moved back here was because I was working in film and television and I was living in Los Angeles. That's not a great place to work in film and television. I mean, it seems good, but like your your coffee barista has a film degree, you know, and and it's like the guy over here. It's like, you know, everyone is really good at what they do. And yet there's just it's a saturated market, and there's only a certain number of there's a certain amount of attention that can be given to any one worker, any one thing. But you cross over into a different market where there just are not that many people doing that, and suddenly you can, you know, be seen more, you know, and people might pay a little bit more attention because, you know, it's different. And and yeah, well, you it leads me, go ahead.

SPEAKER_00

I want to hear your response to that. Oh no, I I I agree a hundred percent. I mean, we've seen some YouTubers where they'll go over to another language and they literally get more views in. It's funny you mentioned Russian earlier, because Russian's actually one that we've noticed is like um one of the larger ones. Um so like a lot of times when people post their their videos in like, say, 12 different languages, we've seen that Russian will compose more than 20% of the total views in a lot of these niches. Yeah, yeah. Um, but couldn't agree more. That is absolutely correct.

SPEAKER_01

Aaron Ross Powell It's wild. Let me ask you this. I got another question, because this is just fascinating to me. Like, when does a creator know that they are ready to go global instead of just fixing their core content first? Yeah.

SPEAKER_00

I mean definitely if your content isn't resonating at all with anyone, going global is not going to help things very much. And so to me, I would say it's like if you're Yeah, yeah, yeah. If your average view duration and like your, you know how you can see like the engagement graph on YouTube? If it's not just like plummeting immediately and you're getting very few views, then you're probably going to benefit actually quite a bit from going global. Like we've actually had channels that have launched directly with dubs immediately from their first inception, and they have grown absurdly fast. And so but but those channels also have like lots of strategists behind them as well, kind of uh very, very closely curating exactly what to be doing. So how do you know you're ready? It's really just if you're getting really good engagement from your videos and your niche, then it's not going to hurt anything. It will only amplify it, and many times it will amplify it in a quite massive way. I love that.

SPEAKER_01

Well, that's super interesting. Um, I wanted to ask you this next one because you know, as a as you you see some people, and I love that you're talking about like looking at the content you have before you're even starting to think about that. But when a creator starts trying to go global, you know, um, are there ever mistakes that are made? You know, uh are there you know cultural things? I remember a couple years ago, um, and I know he wasn't trying to go global, but when Logan Paul went to Japan and he had that major, major, majorly bad interaction with the culture, you know, and I I wonder, are there things that you know people do wrong? And not just like the way they talk or things, but like uh the way that what they're saying, but you know, can people go wrong without getting a real localization strategy?

SPEAKER_00

Yeah, I mean, the biggest mistake that we actually see creators make isn't necessarily their content not resonating in the languages, because um typically like the best creators that we see will launch out their videos in like 40 languages and then they'll prune out the bottom 20 percent. Um Yeah, because you you really just never know what your niches are actually going to do in these languages. Um you can infer a lot of things. Like for instance, uh in India, a lot of tech channels tend to do quite well. They tend to get an absurd amount of views. Um but yeah, one of the main things that we see creators do incorrectly is they'll dub like one video, their most recent video, and they will put it out there and it won't get a lot of views. Um the main reason for that is the YouTube algorithm really loves being able to recommend lots of your content to people. And so it's it's kind of a hard one because it's really if you're not going all the way in, you're not going to see massive results. But if you go all the way in, all of a sudden you see massive results, because then not only does your dubbed videos start getting like um Mexican viewers and Indian viewers and all that, it's also increasing your um the probability that YouTube will be recommending your original videos as well, because it all just lifts the whole thing. Um but for that you really need uh your back catalog done too. Um so what we typically recommend to people is that they do their highest performing evergreen videos and then like up to the last month of their most recent content. Oh, interesting.

SPEAKER_01

That makes a lot of sense. Well, you know, it's interesting too, because I as I think about this too, um I think about how, you know, how do you, I mean, this is just the the question. I mean, how do you make it sound like the people? Like, you know, what's the technology? You know, it is does it really sound like them? Because this is one of the things that I always notice. Like, we go to watch movies here in Vietnam that one of the best examples was when we go to watch kids' movies that have actors that have a very particular voice. I remember I was watching Jumanji that had been dubbed. And it was just really weird seeing Dwayne Johnson and Kevin Hart not be Dwayne Johnson and Kevin Hart and have completely different voices over the top, you know? And so there's a character that people have to their voice. How do you keep that when you are doing the dubbing? Sure.

SPEAKER_00

Um so sorry, I'm trying to think of the best way to explain through it. Um effectively, every voice has like a fingerprint. And in machine learning, we call that an embedding. And actually, even for like talking to ChatGPT, you're getting a text embedding. But in this case, we're getting an audio embedding. Um so if you feed in a voice, there's a certain model that takes that voice and it turns it into this large, uh it's called a vector, but it's just like a list of numbers that composes that voice's fingerprint. And the idea is that you sit there and you train a model, and it's actually almost synonymous with the same way that like an LLM or like a ChatGPT model is set up. Um in fact, it is very, very, very similar. Uh and you train it to understand the fingerprint. And then on the output, it outputs these things called tokens. But um in like an LLM, these tokens get transferred into text. But in our model, these tokens get transferred back into audio. Um so yeah, you just sit there and you kind of just keep on smacking the LLM over and over and over and over until the audio tokens it's producing is what you are expecting it to produce, um, with your audio in, audio out. And uh from all that, it just kind of learns the the nuances of the voice.

SPEAKER_01

That's interesting. Well, so it's the voice, but like there's also I'm also fascinated by, you know, does the does the um the machine you know, learning does it really understand languages as well? Like, you know, in English we might say raining cats and dogs, you know, but it you can't translate that into Vietnamese, or like in Vietnamese it'd be like mualun, which like big rain. How does it approach things like that? Because that's that's always as a multi-like lingual person, that's fascinating to me about how how it because it seems to be, it seems to be these things are really nailing it, you know. I'm so I'm so curious by that, man.

SPEAKER_00

Yeah, I mean, as far as like talking about how it's able to do it, I have no idea. Um but it does do it. Uh I guess it's just more so that the uh the models themselves have such a large context of everything that they can infer deeply into all these different languages and get it nuanced correctly for the region that you're targeting. But like as for what's actually going on deep inside of it, really no one knows. But uh presumably just uh a lot of correlation, I suppose. That's right. Yeah, it's just awesome.

SPEAKER_01

And I'm sorry, those were not other questions that I pressed. No, no, no, it's all good. My brain is fascinated by like this stuff, man. And it's just because it's crazy stuff. It's it's crazy, and it's hard to like process because you know you think about that. The one of the challenges with like I I I taught English for many years, and we have this global language that connects a lot of people. But dude, to really master a language, it takes a long freaking time. Like a long time. And to be able to really communicate nuance and and to communicate depth, so it's fascinating that we can come to people where they're at. And I love that because, you know, my mother-in-law watches my videos and she likes them and every video. And I'm like, it's kind of crazy. And I was like, oh, did you like that? And she's like, I don't understand a thing you're saying. And I was like, well, it would be really cool if maybe someone could. And like that's the reason I'm so so fascinated by this because it it preserves the authenticity, you know, or you know, with AI dubbing, do you think it's good enough to preserve emotion, or are we still faking authenticity?

SPEAKER_00

Oh, yeah. I mean, it can preserve emotion. Like, very similar to that, uh, how that fingerprint can store the, I guess, like the timber and all the important qualities of the voice, it can also very, very closely um capture the emotion of a given like chunk of audio. Uh so yeah it can preserve it quite well, and it's always getting better. Like one thing I like to point to now, I guess, is I'm not sure if you've seen the recent um Seed Dream 2.0. Um it's like a video generation model, but it was released like it was released like a week ago, crazy, crazy good quality. Um, like head and shoulders above things. And so the whole field, I guess, is just rapidly, rapidly improving.

SPEAKER_01

Yeah, it's so fascinating because it's like it's improving so much, and it's it's giving people the ability to relate on levels that we might not have been able to do, especially with the language, you know, because I um I'm a big sci-fi fan. Like, I'm a huge sci-fi fan. And I, for when I was younger, I absolutely loved Star Trek, huge track-y, and I watched all types of Star Trek. It was before my time, but like I remember just I was big into sci-fi, so I found it and I was like, ooh, what is this? One of the cool things on The Next Generation that was just like a masterclass of good storytelling, it had like, you know, Professor Xavier, before he's Professor Xavier, you know, Jean-Luc Picard was the captain. Yeah, um, you know, but one of the things that in in the especially the next generation, they had like the automatic translation. And it was just so interesting to see this, like they had the little device here that, you know, like the little like Star Trek. Insignia actually was a universal translator. It's fascinating to think about that because I was flying just the other day. Um, yesterday, I flew from Vietnam in the last five days. I flew from Vietnam to Qatar to New York, down to Virginia, back to Chicago, then to Qatar, then back to Vietnam. It was a whirlwind. It's pretty crazy. Yeah, yeah. Oh, dude, I'm exhausted, achy, and everything. But one of the things that was interesting in that is that there was a couple that sat down on me in the flight. It was this German lady and her husband. And she looked at me and she started speaking German and smiling. And I was just like, I don't understand German. You know, it's like, sorry. And I just sat down and suddenly she seemed really, really pissed. And I was just like, what did I misunderstand right there? What was wrong? And she just glared at me for like the first couple minutes of the flight. And I'm like, I don't know what's happening right now. I I don't get it. And luckily that flight had really good Wi-Fi. So I pulled out, you know, ChatGPT, and I was just like, I typed this message like, hey, if I offended you, sorry, here you go. And he's like, no, no, no, no, no, everything's okay. She just wanted your seat. She didn't want the window seat, and she wanted the aisle seat. And I was like, Well, we're already in takeoff. Sorry about that. Um, but you know, but it's interesting because later on in the flight, like, poor lady was having a hard time not able to express her emotions. You know, the person leaned back in front of her and instead of saying, excuse me, it's the meal service right now. Can you put your chair up? She started shaking the damn chair. And I was just like, oh. No, whoa, you can't do that. I don't know. You've never flown before. She's using body language. Using body language. But you know, it was like what fascinated me was its inability to communicate. And so it's like, I'm fascinated by anything that can help us communicate better, especially when it comes to content. So, you know, I bravo for creating this. But like, I wanted to ask this because I think about it, you know, you think about just one-on-one communication, but like I think about agencies and production houses. You know, how can they begin to integrate dubbing into their service stack without overwhelming clients? Because it can seem like something that, you know, how do they even wrap their head around that? You know?

SPEAKER_00

Yeah. I mean, really the most natural way I can imagine to do it is pretty close to the way YouTube's doing it, um, although I don't really like all the ways YouTube is doing it. Um, and that would be to get it locked down to the local, the locale that is set on the person's browser. And if they're joining in the video, just have it automatically routed that and brought to them. But if they've already been walking watching like English content, you can probably just keep on showing them English content, you know? Um is that kind of what you mean? Like systematically, it is actually.

SPEAKER_01

Systematically. Uh I I'm just fascinated um by that because you know, I I wonder if companies I'll say it like this. I work with some people, and I had one client, really good guy, and we started changing like his video like this, right? So we put uh he's one of my friends too. We put like everyone on YouTube is kind of in the podcast, is doing this hook that you start off with. And he's like, I freaking hate this, man. It's not the way I like it. And it was like, but it it increases retention, like because you're starting off with this more dynamic thing that this person's talking about. And in like you might get people on it. So I wonder with you know, people are bringing this. How do you work with people and help them understand? Yeah, this is important, you know, because it's like you can reach a lot more people, you know, you can get more views, you can get more customers, things like that.

SPEAKER_00

Yeah. That's honestly a very hard one. Um the very nice thing for us these days is we we kind of get a lot of pushback from people, and then we show them the graphs of the creators that have used us. It's like, hey, uh, Topper Guild over here got 60 million subscribers extra in one year, from 20 million to 60 million. And John Nellis jumped by 10 million in like four months. And so when we show them these graphs, they understand how important it is. It's like, wow, that's that's quite the multiplier. Like it's one of the most fun things for me, actually, that if you go to like ViewStats or Social Blade and you look at any of these large channels, you can see exactly when they start dubbing with us because there's just this massive hockey stick that happens in their growth. Um but it's definitely not something that people think about natively, and like uh maybe they shouldn't be necessarily because they should be just thinking about their content. Um the ideal situation would just be that it's automatically happening for everyone. But um yeah, I think it'll increasingly become something that people are aware of because it's like literally the fastest way I have ever seen any channel grow. So yeah, yeah, but but that's a hard one because it's just not something people think about.

SPEAKER_01

So let me ask you this: like so the workflow, does someone call you up and say, hey, we want to start doing this? Is this something that you guys just roll out natively? Do they have to have separate channels? How does it work? How does someone really integrate into your software, into their workflow?

SPEAKER_00

Yeah. So they just go and they connect their uh YouTube channel on our website, and they can start just clicking on the videos they want, and it will put them through the system and they select what languages they want. It will just automatically dub whatever they want. And when they're done, they can take it and we have this Chrome extension where they can just go into their YouTube studio and they hit sync, and then it will just upload all these different um audio tracks to the individual videos. Because YouTube, there's kind of like two ways to dubbing. One of them is through these multiple language audio tracks. Um, and that's more of like a recent feature that YouTube actually rolled out to everyone last November. So like before that, we were exclusively working with large YouTubers that had access to that, because we really don't recommend that you make separate channels. But the other way is to make separate channels. Um the YouTube algorithm seems to very, very heavily prefer that you put it all under one thing. It really just boosts your entire content library at the same time. Um that's really where we have seen the massive growth with people. But yeah, all in all, it's pretty simple. Um so then they go in and they just hit sync, and then it will pull in like the translated subtitles, the translated metadata, and the audio. And soon thumbnails too, because we have an automatic thumbnail translator. Um there's only a few of our users that have it, like uh like Nick DeGiovanni has it. And it's very, very gate kept right now, but YouTube says that they're going to be allowing that for everyone soon to upload these different um thumbnail translations. So yeah. Awesome, man.

SPEAKER_01

I'm just fascinated by it because it seems to me to be so interesting. And like imagine this, right? And this is one of the beautiful things of this. It's like you are in one market, right? And you're selling your kid and you're selling lemonade in your little neighborhood. Not just your neighborhood, like the four houses around you, right? And it seems like if your each neighborhood was a different language, people have been isolated by these, these, these lines where the reality is, man, I'm sure people in all different types of parts of the world would love to watch. I mean, Nick Giovanni's stuff is amazing. My daughter and I watch it, but what about the kid over there that doesn't speak English? You know? Oh yeah, but dude, we love Nick. We watch him like left and right. Oh phenomenal. Yeah, we're we're we're big foodies in my house. And so it's like we're we're watching this stuff going, this is awesome. But, you know, my daughter tries to go and talk to her friends about it, and some of her friends don't speak English well. And so she wants to watch it with them, and they're just like, well, hang on, what about Vietnamese? You know? But now with translations, it's like boom, it's right there. You've got all this, and it's easy for people to access, which is fascinating to me again, because at the end of the day, you know, we're we're building bridges, you know, and you're building bridges with content, kind of sharing this shared love of something. I mean, that's what I think most of this internet is about. It's people coming together for a shared love of whatever that thing might be, you know, for my daughter, it, you know, food. And for my daughter's channel, Eilani's Little World, you know, um, science, a love of science and technology. I mean, dude, oh seriously, yeah. We we do my daughter's channel, Ailani's Little World, we do STEM, we do science, we do all these things. But we had, you know, and I was looking at our numbers, we had this, it's super competitive in English, you know, and when we do kids' content, what one of our biggest areas, they love it in India. Man, they love our content in India, you know, and like the science stuff, parents are like, go watch this, you know, it's science and STEM. But I was sitting there thinking the other day when I was reading off, I was like, well, maybe this would benefit us, you know? And the thing is, it's like, I'm sure it would. But one of those things of like that, maybe this would benefit us. And I think that people have this worry about like, well, how do I do it? How do I step through that door? How do I go into this area that I don't necessarily know? How would you recommend people who are starting to go, you know, do is this something I should be doing? How would you tell them, yes, it is? And this is your first step.

SPEAKER_00

Yeah, I mean, it depends on a few things, I guess. One of them would be that like their channel is relatively healthy, you know, um, they are seeing consistent growth. Another thing is just kind of like the mindset of it. Like, is this more of a hobby thing for them, or is it more of a business thing? Because if it's a hobby, then maybe you don't want to take that investment and put it there. But if it's a business thing, then it's much more uh justifiable, um, especially in the long term, for you to be doing. Um so for people that are trying to get started on it, it'd be like, okay, do I have um pretty good evergreen videos? Because I believe it it's very important to have that landing pad of videos. If you if your content is just like one and done, um you're probably not going to have that much success dubbing because it's never going to catch on with these other audiences. Um and I guess the same could be said honestly for like English content. You you need some form of uh of these videos that seem to linger and seem to just continue getting views. So if you're getting pretty healthy evergreen videos, then it's like, okay, take whatever percentage of those you feel comfortable with. We recommend that you have at least like 10 of those, like at a minimum, you know? Um, and then you dub them all at the same time and you release those all at the like as close to the same amount of time as possible, preferably within the same day. Um release them all at the same time and release your most recent videos, and that just tends to be what we see uh works for people.

SPEAKER_01

Aaron Ross Powell And then then it just starts then making waves, and the people kind of see the note see the the impact, and then from then on, they just every video that comes out, they're making sure that it has multiple language versions then.

SPEAKER_00

Yeah, yeah. And we recommend also that they put out those multiple language versions like as close as possible to the actual upload of the video, preferably at the exact same time. Um, because again, they all help each other. So your initial English views will help the YouTube algorithm boost the Spanish views, and the Spanish views will help them boost the the Hindi views, and so on and so forth. It's just this this massive compounding effect. Aaron Powell That's rad. Super interesting to me.

SPEAKER_01

There shouldn't be a reason that you know people are not tuning into your content. Like, but let me ask you this. What's the real ROI math? Like if someone has 100,000 subscribers, what kind of growth upside are we actually talking about? You know, are they gonna see a big return?

SPEAKER_00

Yeah. Um I would imagine so if they're doing it correctly, in all honesty. Like I've seen quite a few hundred thousand subscriber channels that like one of them's name was uh Jesse Chapis like a year ago, and he does some kind of uh podcasting content. Um but for him, he sent us at some point this photo where he had like his multiple silver play buttons because it was back before the multilinguage audio, so it was all launched on separate channels. Um and I think his Spanish views, his Spanish like subscriber count was even higher than his original. So it's definitely possible for some for channels of all sizes. I would really recommend. I mean, yeah, I've seen people do it from the inception, but if you're not like very, very knowledgeable about what you're doing, you should probably wait until you're pretty sure that you're like solidly within your niche and resonating with them, and you kind of have a few things under your belt just to be sure that the the content that you're dubbing is actually going to be effective. Um but that's just a a time and experience thing, I suppose, rather than a explicit subscriber count cutoff kind of thing.

SPEAKER_01

So when someone comes in, are they like, are they doing all these different languages, or are they having to pick what languages they think might be valuable? Or are you doing just like, let's do 50?

SPEAKER_00

You know, how do you pick those out? Yeah, it depends on the channel, honestly. Like a lot of our creators will literally just do all the languages we have. Like uh Nick Pro, for instance, is a channel with I don't know, he has many, many millions of subscribers, and he just does all 80 whatever languages that we have. Um and then John Nellis is another YouTuber in like Europe, and he'll do like 40-something languages, and then Topper will do like 15 languages. Um then there's lots of them that just do Spanish. Like uh Tucker Carlson uses our stuff, and he mainly does Spanish, but then occasionally I guess he'll throw in like an Arabic and a Russian in there for whatever reason, I think because one of his videos is more catered towards that or something. Um so it really depends on the creators, and a lot of them do just crank down the lever as hard as they can. But typically I would say the average is around like 12 languages that people will select. And we normally help a lot of these creators determine what languages they should be selecting based on like the data that we have and their niche, because it's all important. But generally the top ones will be like Hindi, Russian, Spanish, Portuguese. Um let's see if anything what anything else really comes to mind. Those are those are the heaviest hitters, uh Vietnamese as well for sure, and Thai. Um anyways, just kind of pulling some off the top of my head. But yeah.

SPEAKER_01

So it's so interesting. So then do these videos live under the same channel, just under like the creating different playlists, like Mr. Beast, Mr. Beast Spanish, Mr. Beast Thai.

SPEAKER_00

Oh. No, so actually on YouTube, um, the way they have it now is that if you go down to like that little settings icon in the bottom right hand video, you can click it and then you'll see this thing that says audio tracks, and then you can select the different languages. And YouTube will natively um route on like your one video upload will natively, if it's like a Spanish viewer coming on, it will natively route them to that um Spanish audio track. And so it is all living under the same channel, but your English viewers will never know it unless they go click that settings button and then switch to a different language. Um and YouTube will just automatically route it where it needs to go.

SPEAKER_01

I've I have seen Mr. Beast in Vietnamese, and my nephew and niece were like, dude, it's Mr. Beast and he's speaking Vietnamese. So that's pretty cool. Pretty awesome. Yeah, man. So that's interesting. I I gotta, I gotta, I gotta like, you got my brain thinking some things now. But I wanted to ask you this: like, does global growth change content strategy, or can you literally duplicate and distribute the same content across languages?

SPEAKER_00

Yeah. Um I guess it depends in some ways. Like prior to, as an example, prior to thumbnail translation being a thing, um, we've seen lots of creators like Mr. Beast. If you look at his older content compared to his newer content, where he just kind of stopped putting words in his thumbnails and it was all more pictographic. And presumably I haven't asked their team this like explicitly, but presumably that was more for that universality since most of his viewers are non-English at this point. Um so it for sure changes it in that way, but I wouldn't let it change what you're doing. If what you are doing is something that is already resonating with people, there's a very high probability that it will resonate massively with people throughout the world. Unless you're like heavily, heavily niched down on English-specific topics, for instance, um, it will probably do quite well everywhere. Um it's pretty hard for me to think of an example that would not have a corresponding large base in another language, in all honesty.

SPEAKER_01

I'm fascinated that by that because it's interesting that um, you know, the universality of so many videos are there these days. You know, like a Mr. Beast video, it's not American-centric. You know, we don't, I haven't seen too many people that are like really one nation-centric. You know, for the big YouTubers, Mark Rober, man, his stuff could go universal. It could be going anywhere, it could be talking about anything. Same with uh um you name a name a creator these days. It's not really that hyper-focused on one region. And so it it to me, like to have language not being the thing that stands in your way is is a big deal and is so interesting to me. Now, um, what role does thumbnail translation and nice one of those moments, right? My little headset. Uh, what role does thumbnail translation and and metadata localization play compared to just dubbing audio?

SPEAKER_00

Yeah, that's a very good question. I mean, at all truthfulness, we don't have a lot of data to back up that like the uh the metadata itself, how important it is. Um, but at the very least, you could argue that it offers a more complete package. Like if a Spanish viewer is seeing an English thumbnail, they are probably pretty unlikely to click on it if they don't understand a word of English. So it plays in those ways. Um and I'm sure with thumbnail translation coming out that it will be something that really bolsters that whole industry even more, um, that whole side of things. But as far as like your your description, like and obviously your title for the exact same reason. If it is in Spanish, it will um likely attract Spanish speakers quite a bit more. Uh but for things like description and subtitles, for subtitles, uh you can see like a 5% boost in views on natural, organic, like uh original language views. And so I don't know why that wouldn't also just carry over to these different languages um just because a lot of people prefer them. But beyond that, it's more of just a complete package kind of thing.

SPEAKER_01

That's awesome, yeah. Well, I want to ask you another one because um it does it need to be like can any kind of content be translated? I mean, do you see people doing podcast translated? Do you see vlogs, you know, TikTok videos? Is it more long form, not short form? What do you see people really focusing on?

SPEAKER_00

Yeah, I mean, at this point we have pretty much seen everyone doing everything under the sun and quite successfully. So we've seen podcasts that are even like four hours plus go through the system. Um initially when those were going through, it would like tank our servers, um, but now it can handle up to like a hundred hours. Um and we've seen down to just like one second shorts, even. Um so really everything under the sun. Um shorts are very, very good to pull in a lot of views and to get the algorithm ticking, and then long form is also just very good in its own right. And so we normally see creators just do both across their whole channel. Basically, every content they put out, they tend to dub into these different languages and get them all uploaded. That's awesome.

SPEAKER_01

Well, I want to ask you this one because this question is is kind of something, you know, for Ilani's little world, I would love to teach kids science and STEM and about animals and things around the world. It for but we only have 11,000 followers. You know, for creators under 50,000 subs, uh, is dubbing a growth lever or is it a distraction?

SPEAKER_00

Um for creators under 50,000 subs, is it a growth lever or is it a distraction? I mean, truthfully, it can be both. You know, one of the one of the most important things, at least that I feel like I have learned in business at least, is what to say no to is almost more important than what to say yes to. And if it's going to like prohibit you from yeah, if it's gonna prohibit you from putting out more content and resonating with your audience, then yeah, you should say no to it and you should prioritize the one thing that actually matters. Um but if it's not going to, then yeah, it'll help. Um so it'll always be a growth lover, but it could be a distraction for you, for sure.

SPEAKER_01

I think that that's a good point, man. Well, um five years from now, will every serious creator be multilingual by default? And what happens to the ones who ignore it?

SPEAKER_00

I'll be honest, I think it's not even five years from now. Pretty much every serious creator these days are multilingual. Um with the exception of a few, but those few are like very rapidly becoming that way. Just because there's just too much data behind what has gone on. Um, it is the reason that Mr. Beast jumped by like 300 million subscribers. Uh like I mentioned, there are if you look at like the past, at least from what we know, the past year, there's like the top 10 growing YouTubers. And I know specifically that like four of them use our platform, and I know specifically that like most of their growth came from those different languages. Um it's really something that is pretty hard to ignore at this point if you're if you're to that stage of trying to hyper-grow your channel. So yeah, I would argue that it's pretty much something now, and if not, then within the next like four months, it'll be adopted by any channel over like a million subscribers for sure.

SPEAKER_01

That's awesome. Uh where can people go to find out more about what you're doing and the and your company and in this awesome tech?

SPEAKER_00

Yeah, sure. Um so our website is ditto dub.com. And if these people, if they want to learn more about it, they can look at some of the videos we have there, or um anyone on my team is happy to build a customized strategy for you for anyone who submits their YouTube channel totally free just to get it all put up for you. And whether you dub with us or not, if you are a YouTuber and you've kind of solidified in your niche, it is really something that you should heavily consider. Uh it's just too high of a leverage activity right now.