Localizing Visual Content: 6 Types to Consider

by | Mar 13, 2020

Two Asian women pointing at a screen image. This illustrates localizing visual content.

When embarking on a content marketing campaign in your target country, your research should have shown you what will stimulate engagement with your local audience. Text-based localized content is always going to be an integral part of international marketing, but did you know that localizing visual content should also play a pivotal role. Here’s what the statistics show:

Now that you have more understanding of the importance of visual content, here are six types of such content that will take your international marketing campaigns to the next level.

1. Localizing Visual Content: Images

Many people find a large body of unbroken text very off-putting and lose concentration quickly. Indeed, because of the oversaturation of digital content and the increased adoption of mobile internet access, the average attention span is shorter than ever. Articles with images get many more views than those without. So, if you split your text up with a few compelling images, people will be more inclined to continue reading. Your images should be of high quality and contextually relevant. It’s also important that any text contained within an image be translated and localized.

2. Videos

Videos are an incredibly powerful tool, especially when used to present a common problem and how your product or service can offer a solution. Results show that a compelling video can dramatically increase your conversion rate. Any video should be of high quality and should be expertly translated and localized to appeal to your target audience. There is more than one type of video that can enhance your business, including:

  • Explainer videos
  • How-to videos
  • Demo videos
  • Customer testimonial videos
  • Animated videos

Whichever kind of video you go with, it’s essential to make sure it stays congruent with the overall style and ethos of your brand.

3. Infographics

An infographic is an excellent way to make use of statistics and other data by collating such information into an easily intelligible and compelling visual display. You might be amazed how even the most seemingly mundane and boring statistics can be brought to life when conveyed as stunning visualizations. Incorporate your infographic into a promotional endeavor that could include networking with key local influencers and making use of social media. To get the most out of an infographic, it’s essential that the design and layout create as much impact as possible. The designer should also give a lot of thought to colors and shapes that don’t clash with the local culture.

4. Memes

The term meme was initially coined in 1976 by Richard Dawkins. In the world of marketing, memes are now generally regarded as images that are accompanied by humorous captions. When memes first began to gain traction online, they were mainly shared and made popular by college students as a form of entertainment. However, memes have come to play a role in marketing in the form of easy-to-create, quirky types of visual content. Creating a meme for your brand is a creative way to engender positive emotions in your audience and set yourself apart from your competitors. Memes also allow you to create humor about your industry, which will make people laugh and build a community around your brand. However, memes may be challenging to localize, so you need to make sure that your local audience gets the joke! It’s also essential to determine if memes are suitable for your particular business niche and whether they will serve to engage your target users. If your brand has resonance with a younger demographic, then you have your answer!

5. Localizing Visual Content: Presentations

Gone is the time when presentations were restricted to just the boardroom; now, you can share your presentations with the world! A great presentation enables you to inform and communicate with a global audience, no matter what kinds of devices they are using. Presentations should make use of images, attractive design, and color to draw the reader into the text. If a topic is too lengthy to be suitable for just an infographic, a presentation might be ideal. It should be beautifully crafted to keep people engaged with your content. Because a presentation is likely to include a lot of information, it’s important to maintain consistency with regard to fonts, colors, borders, etc.

6. Screenshots

A screenshot enables you to provide your target audience with a glimpse into the inner workings of your product or service. And, you can choose to combine your screenshot with some marketing copy or a customer testimonial. Screenshots are useful tools to use for backing up claims made in your sales content.

  • Example: If you’re planning to market a product that you say will perform in specific ways, a screenshot with a caption can serve as the visual verification that your audience can have faith in your claims.

It’s also useful to annotate a screenshot to draw attention to a particular part of the image (e.g., which button to click) or to provide a more in-depth explanation of what’s happening behind the scenes. Consider using screenshots to capture customer testimonials or positive reviews from social media or industry forums. Additionally, screenshots can be incorporated into your infographics and presentations to add more meaning to the information you are presenting.

Take Full Advantage of Localizing Visual Content

Visual content encourages your target audience to discover more about your product or service. By generating the highest-quality visual content which truly resonates with people, you are well on the way to enhancing the awareness and reputation of your brand. However, never lose sight of the importance of localizing visual content – as people are visual creatures, it’s probably even more critical than localizing your written content. The first step in top-quality translation and localization is a top-quality TMS (Translation Management Service), and Localize fits the bill. To find out how we can help with both your written and visual content, book a consultation with us today.