Connecting with people is the true essence of all content work.
So, putting out good digital content often means creating work that can be understood by the largest number of people possible.
Buttt... if you are creating content geared towards a new, specific region, it's wise to consider a more nuanced approach to truly connect with that audience.
This is where localization comes in. Localization in the process of adapting or crafting specialized content that fits a certain region, and can affect:
- Cultural/regional nuances
…and much more.
Generally, language is considered to be the biggest factor when working through localization. If an asset is in French, but now will be read by an American audience, it’s a good idea to translate it to English. However, localization goes beyond just translation. It takes into consideration all the subtleties of that area that can influence how your content is perceived. What is the average reading comprehension level? Does the messaging make sense with the audience’s socio-economic level and cultural preferences?
Globally, Netflix has an amazing approach to localization. As OneSky details, Netflix has worked with many localization professionals across the world, allowing them to create a highly tailored digital experience for each regional market.
As mentioned, language often plays a huge role in localization. Netflix creates original content crafted for specific local audiences; however, they take extra care to adapt this content to have global appeal. Part of that is making language accessible, and instead of relying on auto-translators, Netflix instead localizes manually, using linguists and localization experts to customize subtitles and dubbing to fit every detail of a region.
For example: TV-show titles are not translated word-for-word, but rather optimized to ensure the titles have the correct meaning in the target language. Here, "Spanish crime drama, La Casa de Papel, is known as Money Heist in the English-speaking world. A more literal translation would be 'The House of Paper.'"