Localizing Visual Content: 6 Types to Consider

Translating text on your website is always going to be a key 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, let’s look beyond text to see what other types of content you should translate and localize.


Types of Visual Content to Localize

Here are six types of content that will take your international marketing campaigns to the next level.

1. Images

Many people find a large body of unbroken text very hard to read. Indeed, 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 high quality and contextually relevant. It’s also important that any text contained within an image is localized.

2. Videos

Localized videos are an incredibly powerful tool, especially when used to present a common problem and how your product or service can offer a solution. 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 boost your bottom line, including:

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

Whichever kind of video you choose, it’s essential to make sure it stays on track with the overall style of your brand. And don’t forget to add localized subtitles!

3. Infographics

An infographic is an excellent way to use data for a compelling visual display. Even seemingly boring statistics can be brought to life when conveyed visually.  To get the most out of an infographic, the design and layout must 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

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 due to hard-to-translate elements like slang and emojis. 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.

5. Presentations

Gone is the time when presentations were restricted to just the boardroom. Now, you can share your presentations with the world. Presentations should include images, attractive designs, and colors to draw the reader in. If a topic is too lengthy to be suitable for 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 visual consistency in fonts, colors, and borders.

6. Screenshots

Screenshots provide 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. For 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 needs.

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.


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, you’re well on the way to enhancing the awareness and reputation of your brand.

However, never lose sight of the importance of localizing visual content. The first step in top-quality translation and localization is a reliable TMS (translation management service) like Localize. To find out how we can help with your written and visual content, contact us today.

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