If you operate any sort of business with an international focus, or you just wish to engage customers beyond your domestic market, then content localization is key. This is the activity of not only translating your web and market content for an overseas market but also taking the additional step of ensuring that the content is specifically tailored to that market. In simple terms, localization is something you cannot afford to ignore.
According to the latest research into the topic, content that is locally targeted has an average engagement rate that is six times higher than that of content that is just generically aimed at the “global” market. By localizing your content, you can engage with much broader audiences and expand your profits as a result. Here’s how to do content localization, the right way.
Nintendo: Localized Gaming
The gaming industry is often left out of the discussion on localization, but major brands like Nintendo demonstrate just how useful it can be to localize. Whenever the Japanese gaming giant develops a new game, they tap their team of localization experts to explore how the finished product can be adapted to local audiences without watering down the essence of the game. That is why many of its hit games that are originally produced for a Japanese market go on to be incredibly successful in Western markets, giving people a chance to engage with an authentic version of the game in an accessible way.
Casino 777: Quadrilingual Localization
Speaking of gaming, it is worth looking at how the online casino industry approaches the challenge of localization. Most of the top online gambling platforms have an international focus, with many operating in dozens of countries at a time. A brilliant case study of how to localize in this industry can be found on the Swiss pages for Casino 777 roulette, where all content is available in English, German, French, and Italian, to ensure that all of the major spoken languages of this melting pot of a country are represented. This level of commitment will get you far.
Airbnb: Localized Experiences
No conversation about localization should neglect travel booking platform AirBnB which has a presence in 200 countries and territories, as well as an app that is available in a whopping 62 languages. Where Airbnb really goes above and beyond is in its approach to user-generated content, with all reviews and posts being made available in any one of these languages at the touch of a button. In addition, the “local experiences” function allows users to match with local tour guides and experts that speak their language in their destination of choice, allowing for a truly accessible travel experience.
KFC: Localized Products
Finally, it is worth looking at one of the most successful examples of localization in corporate history: KFC. The fast-food giant is famously one of the popular restaurants in China, where there are 7900 outlets in 1600 cities across the nation. However, it wasn’t always this way. When KFC first debuted in the 1990s, people were not interested in the southern US-inspired menu, and sales were poor. However, after regrouping and doing some serious market research, KFC re-launched with a more Chinese menu, featuring porridges, rice, and dumplings. Today, China is KFC’s most important market.
These different examples show how any brand can approach localization in a way that yields real, long-term benefits. When done right, localization is always worth the investment.
