Top 5 Mistakes To Avoid When Localising Content For New Markets

Venturing into a new market is like entering a new party — you can’t just assume that everyone is dancing to the same tune. Yes, it is true that taking your brand global is exciting, but here is the catch: if your message doesn’t vibe with the locals, then you are heading towards major failures.

Localisation is the key to genuinely reach the locals and make your content relatable to them. However, when content localisation doesn’t go as expected, it will become embarrassing — for you, and alienating — for your target audience. And, you definitely don’t want this to happen.

In this blog, we will find out the top five mistakes to avoid when localising content while entering new markets.

1. Not Researching the Local Culture

One of the biggest mistakes you can make while attempting to localise content is to assume that your brand’s unique message works everywhere. A content that works well in one country might completely miss the mark in another country.

Imagine launching an ad campaign in a new region, only to find out that your ad copy translates into an offensive message. Big yikes!

In India, McDonald’s had to switch their menu to vegetarian burgers due to religious reasons in order to resonate well with Indian culture and the mostly vegetarian diet. A lack of proper cultural research might have brought damage to the brand.

So, what’s the takeaway here? Do proper research. Have an in-depth understanding of the language, culture, and sensitivities of the locals before entering any new market.

2. Straight-Up Translating Instead of Localising

Translation is good, but it is not enough. Consider this: your brand starts a new campaign that is focused on memes, but you realise that none of the jokes hit because the local audience are unable to understand them.

This is because content localisation isn’t just about translating words. It is about transforming your message so that it still packs a punch in a different culture. The Gen Z audience looks for content that speaks their language, not something that is taken directly from Google translate.

Here is a content localisation tip for you: always try to work with local translation experts. They will ensure that your message carries the right vibes. These local experts can adapt your humour, tweak your slang or even change an entire marketing campaign so that it relates to the local audience perfectly.

3. Ignoring Visuals and Design

Design matters the most, especially for Gen Z. People don’t even engage with content if it looks boring to them. That is why you cannot ignore visuals and design while localising your content. You must also realise that visuals and colours carry different significance for different cultures.

When talking about colours, one that feels fresh and exciting in a country might have a totally different meaning in another country. For example, in China, the colour red is used to symbolise celebration while Western countries use it to indicate danger.

That’s why your design and visuals carry as much importance as your words in localisation. So, keep your design as localised as your words.

4. Forgetting About Regional Regulations

You have got to respect the rules if you are trying to enter new markets. It is not only about the language or culture of a place, but also about keeping it legal. Each region has its own set of rules related to content, advertising and data privacy.

The Advertising Standards Council of India (ASCI) is the regulatory organisation that sets the guidelines for all advertisements in India. It also includes rules regarding content that might be harmful, offensive, or misleading. If you ignore these regulations, your brand could face penalties, get banned from advertising or even face legal consequences.

For example, any ads for educational institutions must avoid exaggerated promises on placement opportunities. Ignoring this can cause serious actions like fines or advertisement bans, which can put your brand reputation down.

5. Assuming One Size Fits All

One rookie mistake you can make while localising content for new markets is to assume that you can get away with one-size-fits-all content. One universal message will not resonate equally in all places.

This might be new to you, but people around the world want to feel like your content was made specifically for them. Using the same content or ad copy across different markets is just not going to work.

Take Amazon Prime Video, for example. They absolutely nailed it by tailoring content according to different countries and cultures. See how they adapt subtitles, dubbing, and even promo videos to resonate with the local audience.

On the other side, those brands which don’t adapt to the local audience often come off as out of touch. Want to avoid such localisation mistakes? Get continuous feedback from local markets and keep testing for results.

Conclusion

Content that resonates with the local audience is absolutely essential when entering a new market. Not localising your content properly can push away potential customers, damage your brand reputation and even cause legal trouble. By avoiding the above mistakes, you can easily achieve success while branching out to new markets.

Localisation is your winning ticket to a new audience. So, strategise correctly and make your business expansion a smooth and successful one.

Kalakrit offers translation and localisation services that help you connect with new markets in a meaningful way. Your content will be localised such that it resonates well with the local audience. Want to know how we can help you localise your content? Get in touch with us

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