Video ads made for one market often reach the Middle East with English audio and quick subtitles. They can still work, but viewers who prefer Arabic understand and trust the message more easily when the voice and text are in natural Arabic. This guide explains how to adapt video ads into Arabic for the Middle East: when to use voice-over, dubbing or subtitles, which form of Arabic to use, how to cast voices and how to get Arabic text right on screen.
Voice-Over, Dubbing or Subtitles?
| Option | What it is | Best for |
|---|---|---|
| Subtitles | Arabic text on screen, with the original audio | Testimonials, interviews and videos where the original speaker matters, and feeds where people watch without sound |
| Voice-over | An Arabic voice reads the script over the video, usually without lip-sync | Product explainers, narrated ads and brand films |
| Dubbing | Arabic voices replace the original dialogue, matched to lip movement | Ads with actors speaking on screen, and longer brand content |
| New Arabic edit | A new cut with Arabic voice, text and sometimes new scenes | Main campaigns for priority markets |
Many brands combine them: an Arabic voice-over for the main message, and Arabic subtitles so the video still works without sound.
Modern Standard Arabic or Dialect?
Modern Standard Arabic (MSA) works in every Arab country and suits corporate, finance, healthcare and regional campaigns. Dialect voices, such as Saudi, Emirati or Egyptian, sound closer and suit campaigns aimed at one country, especially on social media. A Saudi campaign voiced in Egyptian dialect is correct Arabic, but it sounds foreign to the people you are paying to reach. Our guide to Arabic brand tone of voice explains how to set rules for each channel.
Adapting the Script
- Transcreate the script so it sounds natural when spoken, as our guide to Arabic transcreation explains.
- Time the script. Arabic can run longer or shorter than English, so check that it fits the video and each scene.
- Agree how the voice pronounces the brand name, and keep it the same in every ad.
- Write numbers, prices and web addresses the way the voice will say them.
- Mark the words that stay in English, such as product names.
Casting and Recording Arabic Voices
- Choose voice talent from the target country, or with a natural accent for it.
- Match the voice's age, gender and tone to the brand and the audience.
- Record short tests with two or three voices, and ask native reviewers to choose.
- Have a native speaker supervise the recording to check pronunciation, stress and tone.
- Check the usage rights for the voice in every country and on every platform you plan to use.
Arabic Subtitles Done Right
- Set subtitles right to left, with Arabic punctuation on the correct side.
- Keep each subtitle to one or two short lines, so viewers can read it in time.
- Use a clear Arabic font that stays readable on a phone, with enough contrast against the video.
- Check that English words, numbers and prices inside Arabic lines appear in the right order.
- Upload subtitle files where the platform supports them, such as YouTube, and burn subtitles into the video for placements that do not show uploaded captions.
- Ask a native speaker to check timing and spelling in the final export.
On-Screen Text and Graphics
- Replace English text in graphics, captions and end cards with Arabic designed right to left.
- Keep the logo and product shots as they are.
- Flip arrows, progress bars and swipe hints that show direction.
- Leave enough space for Arabic text, which needs a different height and width than English.
Formats for Each Platform
| Platform | What to prepare |
|---|---|
| YouTube | Arabic voice-over or subtitles, Arabic subtitle files, and an Arabic title and description |
| Instagram and Facebook | Short vertical and square versions with Arabic subtitles burned in for viewing without sound |
| TikTok | Vertical video with a natural Arabic voice and on-screen text in the style of the platform |
| Snapchat | Short vertical video with a strong hook in the first seconds, and dialect for campaigns aimed at Saudi Arabia |
Our guides to YouTube marketing, TikTok Ads and Snapchat marketing cover each platform in more detail.
Test and Measure
Test Arabic voice-over against English audio with Arabic subtitles in paid social, and compare view-through rate, click-through rate and conversions by country. Small changes, such as the voice or the first line of the script, can change results, so test one change at a time. Our guide to Arabic or English ads explains how to set up language tests.
Conclusion
Arabic voice-over and subtitles make video ads clearer for viewers in the Middle East when the script is transcreated, the voice fits the market and the text is set right to left. GOTOMENA writes and adapts Arabic video scripts and subtitles through our Arabic content creation and copywriting services. To adapt your next video, contact our team.