How to Create Engaging International Content: A Guide for Brands

In a global marketplace, the content itself—the people, settings, and stories you feature—can make or break its impact. To truly connect with international audiences, your content needs to reflect their culture and environment. It’s not just about what you say, but how you show it. Let’s explore how to craft content that resonates by using local actors, authentic settings, and relatable storytelling.

1. Use Local Faces and Voices

Featuring local talent in your content instantly adds authenticity and relatability.

• Local Actors and Models: Casting actors or models from your target market ensures your audience feels represented. People are more likely to connect with content when they see individuals who look, speak, or behave like them.

• Voiceovers and Narrators: For videos or audio content, hire local voice actors to deliver your message in the region’s accent and tone.

  
  

2. Shoot in Local Settings

The environment in which your content takes place matters. People are more likely to engage with content that reflects their surroundings.

• Familiar Landmarks: Incorporate iconic locations that are recognizable to your audience.

  • Example: A commercial for sportswear in London might feature jogging scenes in Hyde Park or along the Thames.

• Daily Life Scenes: Show everyday environments like cafes, marketplaces, schools, or offices specific to the region.

  • Example: A lifestyle brand targeting Japan could show a minimalistic, Japanese-style home or a bustling Tokyo street.

• Seasonal Relevance: Adapt to the region’s seasons and weather. For example, summer-focused content for Australia might appear in December instead of July.
  

3. Speak Their Visual Language

Visual storytelling varies greatly across cultures. Choose colors, aesthetics, and design elements that feel native to your audience.

• Cultural Dress: Highlight traditional or contemporary local attire in your visuals.

  • Example: A fashion brand expanding to the Middle East might showcase modest fashion styles relevant to the region.

• Color Psychology: Understand the cultural significance of colors.

  • Example: Red symbolizes good luck in China, while in South Africa, it can signify mourning. Tailoring your palette ensures deeper resonance.
    

4. Showcase Relatable Stories

Storytelling is universal, but the themes and context need to align with the local culture.

• Everyday Struggles and Joys: Focus on narratives that reflect the daily lives of your audience.

• Cultural Values: Infuse your stories with values specific to the region, such as community, independence, or environmental stewardship.

• Festive and Holiday Campaigns: Celebrate local holidays and traditions with tailored campaigns (Christmas, Diwali, Eid al-Fitr, Hanukkah...)

  
  
  
  

  Vivo's "Joy of Homecoming" Diwali Campaign
  

5. Partner with Local Creators

Collaborating with regional influencers, writers, or directors can add a layer of authenticity to your content.

• Influencers: Work with local social media personalities who understand the nuances of their culture and audience.

  • Example: A fitness brand launching in South Korea might partner with a Korean fitness influencer to create workout tutorials.

• Writers and Directors: Local content creators can craft narratives that align with the cultural tone and voice.

  • Example: For a series of mini-documentaries in Africa, working with local filmmakers can ensure an accurate portrayal of the region.
    

6. Reflect Local Languages and Dialects

Even within a single language, regional accents, slang, and idioms play a significant role in relatability.

• Regional Dialects: Use accents or dialects that your audience uses daily.

  • Example: A campaign in the U.S. targeting the South might include Southern drawl in the dialogue.

• Subtitles and Multilingual Content: Provide subtitles in local languages for broader accessibility and engagement. Final Thoughts

  Creating engaging international content goes beyond translation—it’s about reflecting the culture, people, and stories of your audience. By using local actors, authentic settings, and relatable themes, your content will resonate deeply, building trust and connection with global audiences.

  Start by researching your target market, and consider collaborating with local creators to ensure every detail—from the visuals to the voice—is just right. Authenticity is the key to creating meaningful content that travels across borders.

Example: Nike's Modest Swimwear Campaign for Ramadan in the UK