In our rapidly shrinking world, thanks to the power of digital and social platforms, launching global video campaigns has become the norm for many brands. Yet, what resonates with audiences in London might fall flat in Lagos or Los Angeles.
The key to a successful international video campaign? Adapting to cultural nuances. Let's dive into the why's and how's.
Understanding Cultural Sensitivities
It's crucial not to underestimate the power of cultural differences. Remember, what's humorous in one culture might be considered offensive in another. Similarly, gestures, colours, and even everyday scenarios could have vastly different interpretations around the globe. That's why it's essential to do your homework before embarking on any global campaign.
Localisation Isn't Just Translation
It's a common misconception that translating your video's text or voiceover is enough. Localisation goes far beyond that. It's about understanding and addressing the local audience's values, beliefs, and aspirations. For instance, a beauty ad in South Korea might focus on skincare due to the country's skincare-centric beauty culture, whereas in Brazil, it might highlight body confidence.
Celebrate Diversity
There's beauty in diversity. Embracing and celebrating it not only builds goodwill but also establishes a deeper connection with local audiences. It's about striking the right balance between maintaining a consistent brand message and adapting to local tastes.
Collaborate with Local Talent
Who better to guide you on local sensibilities than local experts? Whether it's a local director, scriptwriter, or even a cultural consultant, their insights could be invaluable. They'll provide a perspective that you might not get from your headquarters half a world away.
Test Before You Launch
This can't be stressed enough. Before you release your video to the world, get feedback from local focus groups. It's a step that could save you from potential embarrassment and ensure your message hits the mark.
Stay Updated
Cultural trends and sensitivities evolve. What's acceptable today might not be so tomorrow. So, it's essential to keep a pulse on local cultures and be ready to adapt your content accordingly.
Wrapping up
Global video campaigns present a unique set of challenges, but with the right approach, they offer unprecedented rewards. By paying heed to cultural nuances, not only do you avoid potential pitfalls, but you also craft a message that's genuinely global in appeal.
Remember, in today's interconnected world, being culturally astute isn't just good manners; it's good business. So, marketing directors and managers, next time you're charting the course for a global campaign, make sure cultural adaptation is at the forefront of your strategy.
Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.
