Localization vs. translation: how to speak the language of your global audience

When a company decides to expand its reach internationally, a key question arises: Is it enough to translate content or is it necessary to localize it? Although at first glance they may seem similar concepts, the difference between translation and localization can make or break the effectiveness of training and communication in global environments.

Both processes are aimed at adapting content to a new language, but their approaches are different:

• Translation: Consists of converting the text from one language to another in a literal and precise manner. Its main function is to make the content understandable without modifying its structure.
• Localization: This goes beyond translation, adapting content to the culture and context of the end user. This involves adjusting examples, expressions, cultural references, date formats, currencies and visual elements.

For example, translating a course from English to Spanish is only the first step. To ensure its effectiveness, you may need to adapt cultural references, units of measurement and visual design according to the target country.

How to carry out an effective localization?

For your content to reach a global audience and make a real impact, it is essential that it is not only translated, but also comprehensively adapted to each market. This means going beyond words and considering cultural context, user expectations and local standards. Effective localization not only improves understanding, with a good corporate training strategy, it also boosts audience engagement and trust.

1. Analyze your target audience

Before you start translating, research who your content is aimed at. If you are an elearning content creator, you probably face issues such as low course adoption, lack of engagement or unattractive training. Understanding these barriers is key to effective localization.

2. Adapt the content, not just the words

• Use local expressions and idioms to make it more relatable.
• Adjusts examples and case studies to be relevant to each region.
• Modifies visual elements such as colors, images and icons to avoid cultural confusion.

3. Pay attention to the formats

Each country or region has different ways of expressing key concepts in communication and training. Adapting these formats is essential to avoid confusion and ensure that content is clear and accessible. Some examples include:

• Dates: DD/MM/YYYYYY in Spain vs. MM/DD/YYYYYY in USA.
• Currencies: Euros, dollars, pesos…
• Text direction: Some languages, such as Arabic or Hebrew, read from right to left, which impacts content layout and navigation.

4. Continuously test and optimize

Conducts tests with native speakers to verify that the adaptation is adequate. Gather feedback and adjust details as necessary.

Benefits of investing in localization

• Higher engagement and retention: Users identify more with content when it reflects their cultural context. According to a study by CSA Research, 76% of users prefer to consume content in their native language, which improves comprehension and retention in online training.
• Accessibility and diversity: Facilitates the inclusion of employees and customers in different markets. Companies that implement localization strategies get more engagement in their training programs.
• Greater impact on training and communication: Adapted content increases comprehension and effectiveness. Research shows that most employees perform better in culturally and linguistically adapted training.
• Resource optimization: A well-planned localization strategy reduces errors and avoids costly rework. If your company invests in localization, it can reduce the time needed to train your teams, avoiding rework and improving learning effectiveness.

Make sure your content speaks the language of your audience!

If you are considering expanding your content globally, localization is key to ensure its effectiveness. At Actua, we help you optimize your material to connect with international audiences –contact us!

Sources:

1. https://www.articulate.com/es/blog/translation-vs-localization-whats-the-difference/
2. https://csa-research.com/Featured-Content/For-Global-Enterprises/Global-Growth/CRWB-Series/CRWB-B2C
3. https://www.peoplematters.com/Archivos/Descargas/Docs/Docs/articulos/1309_HDBR.pdf
4. https://interlang.es/los-beneficios-de-la-formacion-en-idiomas-para-el-capital-humano-de-una-empresa/
5. https://www.mckinsey.com/featured-insights/future-of-work/competitive-advantage-with-a-human-dimension-from-lifelong-learning-to-lifelong-employability/es-es