Jordan Matter targets global YouTube audience with dubs from VITAC

YouTube’s multi-language audio boom

In January 2023, YouTube reported 2 million views of dubbed audio. By 2024 this had increased to 7 million views. And content creators who have launched multi-language audio tracks are now seeing 30% of their watch time minutes coming from views in the video’s non-primary language. But while the ability to add multiple language audio tracks to one video (rather than having to create and manage multiple market-specific channels) is a game-changer, it presents a new challenge for creators looking to reversion their content for international audiences.

While YouTube recommends that creators launch their multi-language audio offer with 80% of their top performing content, it can be difficult for content creators to build up this base of existing content quickly while continuing to produce new material. The real challenge is to get through the backlog and create new content at the same time so that new material launches in all languages ─ this is the challenge that VITAC is working with Jordan Matter to solve.

The evolution of Jordan Matter

Jordan Matter may describe himself as the oldest guy on YouTube, but he’s built a following that most younger influencers can only dream about. The secret? Since launching his channel in 2011, he’s constantly evolved to keep attracting new viewers.

The channel started out as a way for Jordan to document his photography, but the content quickly developed into photo challenges before the focus shifted to celebrity collaboration projects. The most recent evolution has seen Jordan’s daughter, Salish, take over the channel, which boasts over 22 million subscribers.

They’re now planning on growing that number by working with VITAC to make their content available in Latin-American Spanish.

Dubbing the top-performers

VITAC’s first task was to reversion Jordan Matter’s top performing archive content, building up a base of multi-language material to start attracting international viewers.

Because the channel features high-energy performances and a dramatic style of presentation, the production team chose to use lip-synced dubbing, a premium approach that provides a viewer experience that’s as close to the original content as possible.

In addition, because the content centers around Jordan and Salish’s characters, VITAC worked with Jordan Matter’s team to cast local language voice talent that had the same energy, personality, and delivery style and that would remain constant across all the content.

Speeding up the workflow for new content

When it comes to new content, VITAC recommends that the dubbed version is uploaded with every new weekly video upload to maximize engagement. For Jordan Matter’s content, this meant changing the dubbing process to meet faster turnaround times.

This is where VITAC’s extensive experience and international network is so valuable – allowing the team to integrate with creators’ post-production workflows, minimize turnarounds, and meet their release deadlines without compromising on the quality of the dubs.

In addition, VITAC takes care of the entire process, acting as the foreign language producers and project managers and leaving Jordan Matter’s team to focus on producing the original-language content.

Always evolving

Like Jordan Matter’s content, dubbing processes, and technologies are always evolving. Synthetic voices and other AI tools are developing at astonishing rates and we’re already working with the Jordan Matter team to explore how these technologies can help create content in even more languages and speed up the dubbing process.

Interested in dubbing your YouTube content? Get in touch with VITAC today.