Cultural barriers run deeper than language—can your content truly move a global audience?

Under the tide of globalization, brands going global is not merely a matter of choice but a mandatory survival question. It’s like embarking on a journey with no turning back; brands must decisively set out to explore uncharted waters and secure their own market share.

However, the real challenge isn’t about whether you can go global—it’s about whether you can be understood and liked. The core issue here is whether you can establish a smooth communication bridge with the outside world and create emotional resonance. Only by doing so can you steadily progress across vast seas and achieve breakthrough success.

Advertisers are not primarily concerned with budgets or technology—they care about whether my content can truly reach the hearts of their target users. At Inpander, we see this as the central proposition of brands going global.

One major misconception in the realm of global content is treating “translation” as equivalent to “localization.”

Many brands mistakenly believe that simply translating Chinese scripts into English and hiring a local influencer to shoot the content is enough for a global launch. Yet, time and again, reality shows that mechanical translations and templated content often only lead to indifferent swipes and silent analytics.

Western users enjoy lighthearted, playful self-mockery, creating a humorous atmosphere; in contrast, Southeast Asian users tend to favor expressive emotional content, often relishing dramatic plot twists; while the Japanese and Korean markets pursue a refined and delicate visual experience. These differences are evident in aspects such as color usage, gestures, popular memes, and even the tone of a single line.

Content that truly transcends cultural barriers should actually be deeply rooted in the local cultural context right from the conceptual stage. Doing so allows it to better overcome cultural obstacles and be understood and embraced by people from diverse backgrounds.

Our practical experience across multiple global markets has taught us that while standardized content may boost efficiency, only localized content can generate genuine resonance.

For instance, we once developed an influencer marketing campaign for a Southeast Asian education app that averaged over 80,000 new downloads per month and achieved an interaction rate as high as 20%. This success wasn’t based on “copy-and-paste” methods but on tailoring creative content specifically for each influencer, ensuring every video stirred up something meaningful among local users.

We communicate with our local partners on a weekly basis to stay updated on the latest buzzwords, trending topics, and social trends—ensuring that our creative concepts not only feel organic but also precisely hit the local pulse.

This frequent collaborative creation not only safeguards the content’s relevance but also enables the brand’s story to truly “engage in dialogue” rather than merely “delivering a monologue.”

Advertisers often ask, “Will anyone actually watch the content? Can people understand it?”

Our answer is clear: the ultimate goal of content localization is to make ads “speak human.” We assess content performance using four dimensions—viewing duration combined with interaction rate, user feedback, conversion data, and brand reputation.

Only when users continue watching, actively like, comment, and even start discussions on their own, can the content be said to have truly connected within the local sphere. High-quality video content not only enhances the viewing experience but also directly boosts conversion rates and strengthens brand reputation.

Achieving authenticity hinges on thorough preliminary research and collaborative content creation. Simply scrolling through platforms like TikTok or YouTube won’t provide a deep understanding of local trends, the cultural meanings behind gestures, or the nuances behind certain filters. That’s why we hold weekly meetings with local partners in the target country to capture the latest buzzwords, popular topics, and social trends. This regular communication is not just about gathering information—it’s a safeguard for creative integrity.

We firmly believe that “engaging in dialogue is more important than merely speaking well.” Only by truly understanding the cultural context of the target market and respecting local ways of expression can a brand build long-lasting trust and influence in the global market.

In essence, truly effective global content starts with understanding, thrives on co-creation, and ultimately culminates in trust.