Many businesses encounter difficulty with content localization. Some are torn between going local, communicating in a region’s native language, and having a local flavour in all communications.
For many years, content localization has been overlooked owing to its high cost, increased staffing requirements, and inability to produce a clear ROI on the localization cost.
However, times are changing, and the African market, in particular, is becoming increasingly concentrated at a remarkable rate.
Consumers’ rising purchasing power in African countries has compelled corporations to reconsider their content localization strategy and invest in Africa’s expanding markets.
72.4% of consumers are more likely to buy products in their native language
For a long time, English seemed to be the de facto language of communication, although only 10% of African countries have English as their official language.
Common Sense Advisory polled 3000 customers in ten countries: Two of which were African and some of the findings were shocking:
56% of those polled spend more time on local-language websites than English websites – or never visit English websites.
72.4 percent of consumers were more likely to purchase goods in their native tongue
66% prefer to access local-language websites over English ones – or never visit English websites at all
The findings of this poll clearly show that localization is vital for businesses to flourish in African markets.
Many companies still ignore content localization when trying to connect with African markets.
Research carried out in the African market has shown that 73% of the African population make a purchase only when they understand the language used in selling the product.
Yet many companies still ignore content localization when trying to connect with African markets.
For any business to stand out in African Markets, the marketing content must be clear and accessible to the target audience.
Content is king but Content Localization is effective marketing
They say content is king, but it has no impact until it is localized to its intended audience. It should also be noted that content localization entails far more than just translation.
So, what exactly is Content Localization?
Content localization means adapting your content to a specific target market and audience.
It involves representing your brand in another country and representing their customs and expectations in your brand.
It must have a local flavour while also without diluting your brand’s identity and positioning.
Having Success in African Markets
African Pacesetters like Vodacom, MTN Group, Nandos and Interswitch, all understand the concept of content localization in having a successful business in Africa.
Take Nandos for example. The restaurant started way back in 1987 when it opened in Rosettenville in Johannesburg, South Africa.
On their about page, they talked about being inspired by the tradition of sign-writing in Southern Africa as well as using fonts for writing seen on the road in South Africa!
In their words:
“Silhouettes and patterns are big in African design. So when we created our new look, we chose to have a local NGO design and create three beautiful patterns, especially for us.”
Nandos localized their restaurant down to the font type. From becoming South Africa’s most successful restaurant, they’ve also become an international success story.
Why Ignoring Content Localization Will Cost You Time And Sale
English is not the official language in all African countries.
English is predominantly an official language in some African countries and only a few regions speak English as their first language.
In a survey conducted by Common Sense Advisory, it was found that 55% of the participants said they only buy products from websites that provide them with information in their own language.
2. Localizing content creates a better connection between the brand and consumers.
Content localization creates a custom-tailored experience for African audiences. It forms a strong connection between your brand and the target audience.
For instance, creating Halloween content in Uganda might not create any connection or appeal to its indegenes compared to content on The Nile Festival.
Moreover, localized content piques the interest of the consumers because the brand speaks directly to them. This strategy works wonders when connecting with African audiences.
3. Localized content forms a competitive edge and increases sales
When a business localizes its content, it creates a competitive edge against competitors and boosts sales.
Localizing marketing content attracts potential customers, and they most likely make purchases. Ignoring the effectiveness of localized content affects the brand in the long run. Companies should use content that relates to and appeals to their African audience in depicting their customs and culture.
What You Can Do to Save Time and Boost Sales
Albeit easy for African countries to localize their content, it’s best to allow industry-specific language experts to handle your localization projects.
iVoiceAfrica is an expert localization company based in Africa with branches in every African country. We’ve got you covered regardless of the region and country you are or looking to expand to.
Contact us to save time and boost sales!