Imagine a small tech start-up in the heart of London. They have developed a revolutionary app that promises to change the way people manage their daily tasks. After achieving considerable success in the UK, they decide it’s time to expand globally.
The team is excited, but their enthusiasm quickly turns to confusion.
Translating the app into other languages doesn’t seem to be enough. Users in Japan find the interface clunky and unintuitive, while those in Germany cannot relate to the content.
- These issues arise due to cultural differences, which affect how users in different regions interact with and perceive the app.
The company soon realises that simple translation isn't enough; what they need is localization.
This scenario highlights the main difference between translation and localization:
- translation conveys a message
- localization tailors to the users’ experience.
Understanding translation
Translation is the process of changing text from one language into another, while keeping the original meaning intact. Translating content involves ensuring clarity and cultural resonance for the target audience.
The goal of translation is to achieve linguistic accuracy and clarity, which are essential to ensure that content is understood.
Translation deals primarily with words and syntax. The primary function of the translation process is to ensure that information remains accurate and comprehensible in the target language.
Translation typically serves as the starting point of the localization process.
Understanding localization and cultural differences
Localization, on the other hand, goes beyond mere translation. It involves adapting the content to fit the cultural, social, and contextual nuances of the target audience.
This includes:
- date formats
- idiomatic expressions
- symbolic meaning of visuals (like images and videos)
- cultural references, and
- even colour palettes and aesthetics
Unlock content to reach global markets: The power of localization
Localization aims to make the product or content feel as though it was created especially for the target audience.
How is translation different from localization?
|
Aspect |
Translation |
Localization |
|
Definition |
Converting text from one language to another. |
Adapting content to fit the cultural and linguistic nuances of a specific target market. |
|
Scope |
Focuses on language accuracy. |
Involves translation plus adopting to culture. |
|
Cultural Adaptation |
Minimal, mainly linguistic. |
Extensive. Takes into account local customs, traditions, and preferences. |
|
User Experience |
Ensures correct language usage. |
Ensures content is culturally relevant and user-friendly. |
|
Technical Aspects |
Usually deals with text and simple formatting. |
May involve modifying images, graphics, date formats, and other elements. |
|
Goal |
To convey the same message in a different language. |
To make the content feel like it was created for the target audience. |
|
Quality Assurance |
Focus on linguistic accuracy. |
Focus on linguistic accuracy and cultural appropriateness. |
- Website translation involves not only translating text but also adapting content for cultural nuances and regional variations to enhance customer experiences and ensure clarity.
See also 12 Differences between transcreation and translation (When to use them)
When to use translation vs localization
When deciding between translation and localization, it’s essential to consider the purpose of the content and the target audience.
- Translation is sufficient for content that includes universally accepted information and doesn’t require cultural adaptation, such as user manuals, technical documentation, and financial reports.
These types of content are primarily focused on conveying clear and accurate information, making translation the ideal choice.
However, localization is necessary for content that requires cultural adaptation and is related to marketing a product or service in another cultural context.
This includes marketing materials, product descriptions, and website content. For instance, a marketing campaign aimed at a foreign market needs to resonate with the local culture and preferences to be effective.
- Localization ensures that the message is not only understood but also culturally relevant and engaging.
In general, if the content is intended to convey a message that is not culturally specific, translation may be enough. However, if the content is intended to resonate with a specific target audience and requires cultural adaptation, localization is the better choice.
Understanding the key differences between translation and localization can help businesses make informed decisions and effectively reach their target market.
Additional resource: Website localization: The complete marketers guide
The impact of localization on the target audience
Localization can dramatically improve user engagement and satisfaction. A survey conducted by Nimdzi Insights found that apps localized for the Japanese market saw a 22% increase in downloads compared to those that were simply translated.
This boost in engagement translates directly to higher user retention and satisfaction rates.
Localization and translation are both essential for reaching global audiences, but while translation ensures that the message is understood, localization hits the main goal of multilingual communication by ensuring that the message resonates culturally.
Companies looking to expand globally must invest in complete two-stage process to achieve success.
Ultimately, understanding and implementing localization strategies can be the key to unlocking new markets with a competitive advantage and increase in revenue.
Contact Guildhawk today for accurate localization services tailored to your needs.
Examples of successful localization projects
Guildhawk: Brand localization
Guildhawk understands the importance getting localization right when expanding into new markets. In fact, brand and website localization were key components of its own market entry strategy for Asia.
Before announcing Evernoon as the name of the new Hong Kong entity, the team consulted widely to make a well-informed decision. This included surveying Guildhawk’s network of Chinese linguists for their views on the Chinese translation of Evernoon.
Several other aspects of localization were also taken account as part of the process:
- Cultural nuances: In Chinese culture certain words or concepts carry different meanings or connotations. Therefore it was essential to avoid unintended negative associations or cultural taboos.
- These include words related to death, illness and unlucky numbers
- Four 四 (sì) = death 死 (sǐ)
- Linguistic aspects: There are different structures and pronunciation systems in Chinese language(s) compared to Western languages.
- The brand name needed to have positive connotations and good resonance with the company’s profile
- The assistance of native speakers and professional linguists was crucial
- Brand positioning: A business’s name is what people directly associate with the brand in China’s commercial landscape. This meant that consideration needed to be given to:
- How we wanted the brand to be perceived in the Chinese market
- The key attributes of the brand (such as: innovation, quality, reliability, or affordability)
- How our values could be communicated effectively through Chinese words/characters
- Making sure our logo and website correspond well with our desired business message
Unlocking Global Markets: A Guide to Localization Strategy
MrBeast: YouTube localization
Jimmy Donaldson aka MrBeast significantly expanded his international audience and improved engagement by investing in professional dubbing, subtitling and cultural localization of his YouTube content.
This strategic approach led to exponential growth in viewership and brand expansion in markets such as Spain and Brazil. It also fostered a global community of fans, driving revenue growth.
- At the start of his localization project MrBeast had 130 million YouTube subscribers; he now has over 272 million subscribers worldwide, making him the most subscribed channel on YouTube.
Spotify: Image localization
Spotify understands the importance of cultural relevance and personalisation. It strives to ensure users around the world feel represented on the platform.
Spotify achieves this by featuring region-specific music genres, translating playlist titles, and adapting playlist images and designs to resonate with local cultures. For example, displaying traditional Thai music in Thailand and recognising cultural celebrations like South Africa's Freedom Day and Diwali in India.
By collaborating with local influencers and gathering feedback, Spotify refines its approach to tailor the user experience to each individual market.
Source: Spotify
Key factors for Spotify's success in image localization include:
- Translating words and adapting visual content to local languages and cultural contexts.
- Collaborating with music editors and cultural experts worldwide to ensure authenticity.
- Localising images to create connections and foster a sense of belonging among users.
- Addressing cultural sensitivities and adapting imagery to comply with social norms, such as modifying the portrayal of love or seduction for Middle Eastern markets.
