If you live in a primarily English-speaking country or area, it may come as a surprise to you to learn that a whopping 59% of websites are primarily in English, leaving almost half of the Internet split up between other world languages — Russian being the secondary most common.

Studies have also shown that 60% of Internet users prefer to browse in their native language — that means including multi-language content on your website and in your videos is a smart move as it increases usability, conversions, and watch times.

This process is called content localization. Let’s dive into what it is, why it’s important, and how to ensure that your content is properly localized, all from the experts at Rev. We’ve helped our customers reach non-English speaking markets, and know how to help you do the same.

What Is Content Localization?

Content localization is the process of adapting digital content (such as websites, videos, and other information) to its non-original language to suit the preferences and cultural norms of an audience in a specific geographic region or market.

No matter the reason behind it, this process is more about just translating text — various elements of content must be modified to fit the needs of a global audience.

When Should Content Be Localized?

Content localization is crucial for businesses, brands, or creators who are looking to expand the reach of their content by resonating with new, global audiences.

For example, businesses who are entering international markets for the first time would undergo holistic content localization for all of their materials, like their website, product packaging, positioning, and more.

What Are the Benefits of Content Localization?

Effective localization keeps content relevant and relatable, leading to an enhanced user experience, brand loyalty, and amplifying business success on a global scale. In addition to catering to audiences who don’t speak your content’s original language, adding things like multi-language subtitles to video content can act as a language-learning tool.

Localized content is also an excellent way to demonstrate a commitment to inclusivity and respect for diverse cultures, positively impacting brand perception and reputation.

Is Content Localization Difficult to Do?

Content localization can be complex — it requires careful planning, resources, and expertise to execute effectively. While it can be challenging, the benefits of engaging with global audiences and expanding reach undoubtedly outweigh the complexity of the process.

7 Important Elements of Content Localization

While there are hundreds of things that will need to be translated into a new language during the content localization process, here are seven of the highest-level components:

1. Language Translation

We’ll touch on language translation first, as it is the most straightforward (and often first considered) aspect of content localization.

Things that will need to be translated include video and website text, blogs and product descriptions, user manuals and specification sheets, and any other text content.

A variety of online translation plugins, as well as services from professional translators, exist as an option. When it comes to adding foreign language subtitles to your videos as part of content localization, turn to a trusted partner such as Rev — our team of translators around the world generate 99% accurate subtitles in 15+ languages.

2. Cultural Adaptation

Think of cultural adaptation as an extension of language translation — in addition to providing information, context, and meaning with accurate translation, content must fit with the values, preferences, and cultural norms of the target audience. A few examples of things that may need to be adjusted include:

• Tone, voice, and humor: Tone and voice influence how content is perceived by different cultural groups. While some cultures respond to a casual and friendly tone, others may prefer a more formal or authoritative tone. Additionally, certain humorous elements or remarks can miss the mark or even offend users depending on their cultural norms.
• References and idioms: Some idioms, pop culture references, or local phrases may not translate directly or be unfamiliar to audiences from different cultural backgrounds. Part of localization is substituting references like this with relevant equivalents (or providing explanations) to ensure understanding.
• Offering positioning: For e-commerce websites specifically, the perceived benefits of an offering can vary depending on cultural values. Content localization in this context may involve adjusting messaging, branding, and positioning to align with local cultural norms and priorities.
• Holiday and celebration observance: Holidays and celebrations vary widely across cultures and regions. Acknowledging or incorporating different holidays and festivities into marketing campaigns, promotions, or product launches can resonate more strongly with the target audience.
• Symbols and colors: Colors can have different meanings or associations across cultures — adjusting color schemes in visuals, websites, or marketing materials to align with cultural perceptions is crucial.

3. Numeric Formats Like Dates & Times

Different regions use different formats for dates, times, and numbers. For instance, Americans are mostly familiar with a month/day/year format, whereas many others use day/month/year. Having the incorrect format can cause great confusion with things like product launches, promotions, and other time-sensitive events.

Other numeric formats to pay attention to include measurement units (think Imperial vs. Metric), time formats, numeric separators, and currency symbols. Adapting these formats ensures that content appears familiar and easily understandable to local users.

4. Images and Graphics

Just like written content, images and graphics can convey cultural nuances that may not translate across regions and cultures. Therefore, content localization may involve substituting images with culturally appropriate alternatives or modifying existing images to reflect diversity and inclusivity. A few examples of this include:

• Adjusting stock photos to feature models of different ethnicities or wearing different clothing.
• Just as ethnicity and clothing can have an impact on how well users understand and interact with your site, so do the gestures, body language, and postures of models in your photos and imagery.
• Landscapes and settings can be changed to feature local landmarks or a more familiar environment.
• When it comes to product imagery, ​​product packaging should be adapted to appeal to the cultural preferences and aesthetics of the target audience. Think of modifying colors, typography, and imagery to align with local tastes and trends.

5. Legal and Regulatory Compliance

Different countries and regions have unique legal requirements and regulations governing content — this is particularly true in industries like healthcare, finance, and advertising.

Be sure that you research said regulations when going through the content localization process. This will help you ensure that your content complies with local laws, including data protection regulations, consumer protection laws, and other industry-specific regulations.

6. User Interface (UI) Elements

UI elements like buttons, menus, and website navigation must be adapted to accommodate linguistic and cultural differences. This involves translating interface text, resizing elements to accommodate longer or shorter text strings in different languages, and rearranging layouts to match the reading direction of your target audience (e.g., left-to-right vs. right-to-left).

7. Localization Testing

Just as with any other marketing, audience expansion, or digital effort, content localization requires thorough testing to ensure that every element is taken care of, and every part of the website functions correctly in alignment with cultural expectations.

Testing can involve checking for linguistic accuracy, functional integrity, and cultural appropriateness. Testers may also evaluate usability and user experience to identify any issues specific to the target audience. This is commonly done by bringing in native speakers of the language who are aware of the cultural norms to run through usability testing.

Content Localization Opens a World of Opportunities

Content localization is an intricate but crucial process that involves many elements, all to tailor digital content for specific audiences across different cultures and regions.

By understanding the importance of localization and addressing these seven key elements, businesses can better connect with global audiences, improve user experience across user bases, and see greater success in their international endeavors.

If you’re currently working through your own content localization efforts with your website, be sure to seek out trusted partners for all of your needs — Rev offers fast, accurate foreign language subtitling services that decrease the time and labor spent on translating video content.

Check out Rev’s services