Mirela
Content which has the potential of (positively) influencing decisions, and for which you don’t have to pay a dime. How does that sound? Great, right? That’s the power of user-generated content. It’s real, raw, and packed with personality. However, if you want to deliver this content to more than one market, you will likely need to localize it. That’s what we’ll be talking about in this article, so read on to learn why it’s worth localizing user-generated content too.
What is user-generated content?
User-generated content (UGC) refers to any form of content created by users rather than brands or businesses. It is often shared on online platforms like social media, forums, and review websites. This content is free and organic.
It can be anything from customer reviews, social media posts featuring a brand’s product, fan art, memes, blog posts, or videos made by users about a product/experience. This type of content can actually be a goldmine for brands, which can use it in marketing campaigns because it builds trust and engagement with their audience.
Why it’s worth localizing user-generated content
Localizing user-generated content will likely help your brand primarily because this is a great way to connect with your audience in a way that feels more natural and authentic. When users see reviews, comments, or social media posts in their own language, this makes them more likely to trust and engage with your brand. It’s like getting a recommendation from a friend rather than struggling through an awkward translation.
On top of that, localizing UGC is a smart move for boosting visibility and sales. Search engines love relevant, localized content, which means more people can find your brand online. And when content actually makes sense culturally—without awkward translations or misunderstood jokes—it resonates better and drives more conversions. In short, making UGC feel local isn’t just good for engagement; it’s great for business too!
Let’s look at some statistics, shall we?
- Approximately 82% of consumers indicate that they are more likely to purchase from a brand that incorporates UGC into its marketing efforts.
- In a survey of enterprises, 62% of respondents stated that increasing the use of UGC (UGC) was “highly important” for enhancing brand authenticity.
- Approximately 55% of shoppers are hesitant to purchase a product without UGC.
- Six out of ten consumers believe that UGC is the most authentic form of marketing content.
A few challenges you should know about
Now, unlike traditional content (which companies meticulously craft and control), UGC is spontaneous, dynamic, and unpredictable. It’s authentic, raw, and often filled with cultural subtleties, slang, emojis, and even memes that don’t always translate well.
The challenge? Making sure this content resonates with all of your international audiences. As we keep mentioning, localization is all about adaptation. A direct translation might capture the words but not the meaning, so you need a clever localization strategy to ensure that the humor and intent remain intact.
Striking a balance between authenticity and accuracy
One of the biggest dilemmas in UGC localization is finding the perfect balance between authenticity and accuracy. Users expect to see real, unfiltered opinions and expressions; if a translated version strays too far from the original, it can lose credibility.
The key? Context-aware localization. AI and machine translation tools can get the job started, but human oversight is essential to catch subtleties and ensure cultural appropriateness. If, for example, you received a review full of local slang, it would be best to rewrite it in a way that captures the tone and energy rather than translating it word for word.
Here’s a few useful tips we can give you:
- Work with native speakers who grasp cultural subtleties.
- Train AI tools to recognize potentially problematic content.
- Encourage user feedback to constantly improve localization.
- Get yourself a TMS like POEditor to translate your content into multiple languages effortlessly.