Localisation in 2021

Published: November 2021

Why is localisation important?

Localisation is essentially personalisation. By localising your content, you’re tailoring it to a specific audience need. In a traditional sense, this refers to translating written content to appeal to a global audience or an audience in a specific country. In 2021 however, with the surge in video delivery and the globalisation of a more virtual workforce, localisation methods need to move with the times - and quickly.

Firstly, it’s important not to assume that methods that have led your organisation to global growth in the past will cause similar growth in the future. Moving into 2022, having a robust and flexible localisation strategy can help us all respond to the fast-changing market demand, streamline workflows and automate more processes. Not to mention, satisfying consumer expectations locally and cost-efficiently.

“Hubspot reported that an increase in just 5% customer retention can lead to an increase in 25% profit”

HubSpot2021

What content can I localise?

Well, you can localise everything. In 2021 Google showed a preference for videos and podcasts in popular search results, and brands are now leveraging new types of content delivery in their marketing strategies. So, it’s important not to minimise localisation strategies to specific content streams.

An example of localisation in action is the first-ever gigabit-enabled city in the UK with Virgin Media. We achieved localisation on this campaign when we linked a regional campaign to a regional product launch. To do so, we partnered with local hero Craig David to celebrate the launch of Gig1 broadband. The launch was adapted to suit the market in Southampton, connecting the community through music and sport, culminating with an exclusive TS5 party at Southampton Football Club.

The demand for content is skyrocketing, and it’s encouraging innovation in business to look for different ways to solidify their brand identity through different content streams like videos, live broadcasting, virtual events and podcasts.

How does this look for 2022?

This year and into 2022, we’re expecting to see a larger push for localised content beyond written text, with services focusing on transcreation – the process of adapting content whilst maintaining cultural tones, intent, and style – instead of just translating text.

When responding to the pandemic challenge, innovative ideas are needed to adapt a product or content to a specific location or market, whether that’s through physical experiences in the local area with local talent or changing the name of the campaign. We’ve compiled some top tips we’ve learnt in 2021 that helped us at Audience with our localisation strategy and may help you too…

  • Hire locally

  • Think about all your content, not just written content

  • Put diversity and inclusion forward

  • Be memorable with a strong local identity

  • Try local SEO.

Localisation ties into all elements of delivering a brilliant brand experience. Check out our advice on delivering a successful event, campaign or activation, add some localised content into the mix and you're onto a winner...

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