Daily Insights

Adding Local Flavor to Brand Videos

By: Evan Bakker | Jan 09, 2020

Video content localization plays a key role in driving conversion and engagement goals among brands operating multiple sites globally.

While 79% of overall analyzed brand sites include videos, just 56% of those sites use local video content elements such as the local language, translated subtitles or local production assets. Among China- and Japan-based sites, 35% utilize local talent in their videos and 38% use subtitles or closed captions to enhance brand engagement locally. Beauty and activewear sites are the front-runners in video localization, with 72% and 67% penetration, respectively.

Video content plays a pivotal role in the beauty industry, which often relies on visuals and demonstrations to showcase its high consideration products. Maybelline illustrates effective video tactics by maintaining consistent formats with a local touch in its makeup tutorials and how-to guides. The brand leverages local assets along with local closed captions and subtitles to resonate with regional audiences.

Watch and jewelry brand Cartier, meanwhile, shows its knack for using local landscapes to increase authenticity. Videos on its U.K. site display the London Eye and Tower Bridge, while in China, Cartier showcases local artisans and recognizable monuments like The Palace Museum to draw cultural affinity with the locals. The luxury brand also has its official channel on Tencent Video & Youku and redirects customers to educate them about its products and also promote its campaigns.