Multimedia localisation plays a significant role in the global growth of any business, but with great expansion comes great responsibility; particularly in the context of ensuring success by establishing a relevant connection with a new target audience.
This is why multimedia localisation – the process of adapting multimedia marketing content to resonate with a specific market – is so crucial, so read on to discover more about this essential process.
Multimedia localisation case study: who’s done it best?
While there are countless examples of companies that have achieved amazing success through multimedia localisation, AirBnB is notable for their adoption of a particularly comprehensive approach across 220 countries.
They have successfully tailored their website, mobile apps and marketing materials to resonate with diverse target markets, providing localised versions of their platform in multiple languages, which allows users to access and interact with the content in their preferred language. They also adapt their visuals, incorporating local images and culturally relevant content to create a sense of familiarity and connection.
Additionally, Airbnb emphasises cultural adaptability by considering local regulations, customs and user preferences in their listings and accommodation descriptions, enabling globetrotters to explore and connect with different cultures seamlessly.
Now that we’ve seen it in action, lets delve into multimedia localisation a little deeper.
Understanding multimedia localisation
Translation is a fundamental component of multimedia localisation. It ensures that content is culturally adapted to be relevant to the target audience’s cultural norms, values and preferences. Technical considerations must also be taken seriously, and often involve modifying user interfaces, audio and video to fit the technical specifications and platform requirements of the intended market.
With 74% of a video campaign’s impact said to be achieved within the first 10 seconds, it stands to reason that expanding companies need to prioritise multimedia localisation across all formats. What’s more, localised web content, such as a company blog, will boost SEO and in turn improve search engine ranking.
The formation of a talented team is required to achieve this – which is why HR managers and recruitment experts play a crucial role in leveraging multimedia localisation for achieving global reach. They are responsible for identifying and hiring the individuals who will bring their expertise in localisation, translation, cultural adaptation and technical skills to the table. They also collaborate with the localisation team to define project requirements, manage timelines and ensure smooth coordination between various stakeholders.
By building a strong localisation team, HR managers and recruitment personnel enable companies to effectively reach and engage diverse global audiences through localised multimedia content.
The benefits of multimedia localisation for global companies
Implementing multimedia localisation strategies can bring several advantages for global companies that all lead to one important point – increased profits. With 84% of marketers admitting that content localisation has helped grow their revenue, it’s important to be aware of the benefits and treat each one as a stepping stone to success.
The key advantages of multimedia localisation include:
- Enhancing brand awareness by tailoring content to specific markets, ensuring that the brand message resonates with local audiences. This creates a more personalised, relatable customer experience, increasing the likelihood of brand recognition and recall
- Promoting customer engagement by delivering content in the language and cultural context of the target audience. This creates a deeper connection with customers, as they feel understood and valued, leading to increased customer satisfaction and loyalty
- Enabling market penetration by breaking language and cultural barriers, thereby allowing companies to expand into new markets, tap into diverse customer segments, and gain a competitive edge over businesses that do not offer localised content.
Ways to localise multimedia marketing content
There are several key avenues to explore when localising multimedia marketing content.
Adapting audiovisual content for global audiences
Culturally adapting audiovisual content, such as videos, podcasts and webinars, presents several challenges and requires adherence to best practices. These include collaboration between translators, linguists and subject matter experts, ensuring consistency across translations. Conducting thorough quality checks to guarantee accurate localisation is also crucial.
Localising graphics and user interface (UI) elements
The localisation of graphics, icons, images and UI elements is significant as it allows companies to cater to local preferences and cultural sensitivities, thereby enhancing the user experience. Visual elements play a vital role in communication, and adapting them to local cultures helps to avoid misinterpretation or offence.
By paying attention to details such as colour symbolism, design aesthetics and user interface conventions, companies can create a more inclusive and engaging customer journey, ultimately contributing to the success of their products or services in the global market.
Website and app localisation
By translating web and app content into the local language, companies can effectively communicate with their audience and overcome language barriers. A step beyond this is optimising navigation, which involves tailoring the website or application’s structure and menus to align with local user expectations, ensuring a seamless and intuitive user experience.
Incorporating local features, such as currency conversion, date formats and localised search functionality further enhances usability and relevance.
Social media and marketing campaigns
Social media platforms provide a vast global reach, but a one-size-fits-all approach may not effectively engage diverse audiences. By localising multimedia content, such as videos, images and posts that will be shared across business social media platforms, companies can adapt their messaging to resonate with local customs, traditions and values, thus effectively reaching and engaging with specific markets.
Secure your multimedia localisation talent with the help of International Achievers Group
To build a successful multimedia localisation strategy, HR managers and recruitment teams must recruit the best localisation talent for their companies. Here at International Achievers Group, we understand the evolving needs of the company’s global expansion and can help your organisation find the talent you need.
As a renowned leader in the localisation industry, we offer unmatched localisation recruitment services that empower businesses to develop thriving localisation strategies. Our team comprises seasoned recruiters who possess a profound understanding of the distinctive demands and prerequisites of localisation recruitment. We collaborate closely with businesses of all sizes, comprehending their specific requirements and diligently sourcing the most exceptional localisation talent to fit the bill.
With our expansive network and comprehension of the localisation industry, our clients gain access to professionals equipped with the linguistic and cultural proficiencies crucial for implementing winning localisation strategies.