Clique Studios

Meet people where they are

Clique Studios sent this email to their subscribers on September 26, 2023.

Let’s Get Local!  

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: 

  • Language
  • Imagery
  • Tone
  • 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.'"

 

Talking shop — this is obviously a massive competitive advantage. When people feel like their distinct contexts are being taken into consideration and we meet them exactly where they are, they are far more likely to become loyal consumers. All in all, localization is a way to provide exceptional customer service to your audience. 

Not all content can be made with this much nuance, and not all situations call for it — but when applicable, it’s an unbeatable opportunity to connect with people in a fully intentional way. And if you’re looking to adapt your content to the Chicago region — may I recommend making a joke about Malört? It always works.


~ From Aly, and the Team at Clique

Open Tabs

How Netflix’s Localization Strategy Built a Streaming Empire

“The ongoing success story of Netflix shows how localization can transform a one-market brand into a multinational giant.”


Read More

Top 10 Companies Nailing the Localization Strategy

“Localization is a fundamental step to entering a new market successfully.”


Read More

To Improve Your Marketing, Establish A Connection Rather Than Focus On The Sell

“Create marketing that treats people as people — with their own sets of interests and goals — rather than objects that provide money.”


Read More

We “Like” This

Just to prove my point — here’s a Malört joke straight from the Clique Slack. (Originally an ad from CH Distillery themselves at Riot Fest)   

Clique-bait

Chicago History Museum Redesign

Not too long ago we launched the Chicago History Museum website redesign! How did it perform? The numbers don’t lie. ;) 
View Post
Was this email forwarded to you? 
By Clique Studios
Open Tabs is a newsletter of reliable inspiration for marketers and makers. It’s crafted by a diverse team of strategists and delivered every Tuesday (because Mondays are the worst).
Clique Studios on LinkedIn
Clique Studios on Instagram
Clique Studios on Twitter
Clique Studios on Facebook

Text-only version of this email

Let’s Get Local!   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:  * Language * Imagery * Tone * 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.'" Talking shop — this is obviously a massive competitive advantage. When people feel like their distinct contexts are being taken into consideration and we meet them exactly where they are, they are far more likely to become loyal consumers. All in all, localization is a way to provide exceptional customer service to your audience.  Not all content can be made with this much nuance, and not all situations call for it — but when applicable, it’s an unbeatable opportunity to connect with people in a fully intentional way. And if you’re looking to adapt your content to the Chicago region — may I recommend making a joke about Malört? It always works. ~ From Aly, and the Team at Clique Open Tabs How Netflix’s Localization Strategy Built a Streaming Empire “The ongoing success story of Netflix shows how localization can transform a one-market brand into a multinational giant.” Read More Top 10 Companies Nailing the Localization Strategy “Localization is a fundamental step to entering a new market successfully.” Read More To Improve Your Marketing, Establish A Connection Rather Than Focus On The Sell “Create marketing that treats people as people — with their own sets of interests and goals — rather than objects that provide money.” Read More We “Like” This Just to prove my point — here’s a Malört joke straight from the Clique Slack. (Originally an ad from CH Distillery themselves at Riot Fest)    Clique-bait Chicago History Museum Redesign Not too long ago we launched the Chicago History Museum website redesign! How did it perform? The numbers don’t lie. ;)  View Post Was this email forwarded to you?  By Clique Studios Open Tabs is a newsletter of reliable inspiration for marketers and makers. It’s crafted by a diverse team of strategists and delivered every Tuesday (because Mondays are the worst). Clique Studios on LinkedIn Clique Studios on Instagram Clique Studios on Twitter Clique Studios on Facebook
Show all

The Latest Emails Sent By Clique Studios

More Emails, Deals & Coupons From Clique Studios

Email Offers, Discounts & Promos From Our Top Stores