Every global business strategy needs a touch of localization to truly connect. Businesses must modify their content to accommodate local markets’ languages, customs, and preferences as the world grows more interconnected.
In 2025, localization industry development will become incredibly rapid. Its dynamics have become new technologies, new changes in consumer behavior, and an increase in demands of connecting audiences more personally by the brand. Here are the key localization trends to watch for in 2025.
AI and machine learning: smoothing out the localization quality
Localization has been changed and transformed with Artificial Intelligence (AI) and Machine Learning (ML). The development of MT tools, like Google Translate, started years ago; however, nowadays, it has become more powerful. In 2025, AI is projected to be much more in place to improve the accuracy of localization, which should make the translations sound more natural and culturally appropriate.
For instance, AI can do a good job of learning from past translations and user feedback and thereby enhance the output continually.
- Translation Memory powered by AI helps businesses save both time and cost and also maintains a good level of translation.
- This can detect the context and tone of the message and ensure that a localized version feels as natural as the original.
Stat: 76% of online shoppers prefer products when the information is in their native language. AI is making this easier and faster for companies.
Hyper-personalization: beyond translation
Localization is no longer about translation. It is now about locally relevant content, whether in terms of culture, customs, or even slang. Hyper-personalization comes into play here. Brands need to dig deeper than just language. They must understand what makes each market unique and tailor their messaging accordingly.
For example, Netflix does not only translate its programs but also adjusts them for different viewers.
- Take the Spanish series “Money Heist,” or La Casa de Papel. The same basic show is translated into other languages and customized around local cultural references in individual countries.
- This way, attention to such sensitive requirements has turned Netflix into a global brand.
As digital content expert Janine Warner once said, “Localization is the art of making your brand feel local, even when you’re global.”
Multimedia localization: the rise of video content
Video and multimedia content are in high demand, and the demand for localization of multimedia content is growing at a very fast pace. In 2025, localization of videos, podcasts, and even interactive media will be the key focus. This includes subtitles, dubbing, and voiceovers in multiple languages.
- With YouTube and TikTok becoming global, brands can’t afford to overlook the power of video.
- For instance, companies like Coca-Cola localize their video ads according to the cultural context of the markets. For example, the actors, locations, or even the storyline can be changed according to local tastes.
AI-powered tools even create synthetic voices that mimic human voices. This streamlines localizing multimedia content and makes it more cost-effective.
Fact: Video is a marketing tool used by 86% of businesses, so video localization is one trend to watch, as reported in Wyzowl’s 2021 report.
Continuous localization: adaptation in real-time
The days of localizing content once and being done with it are over. In 2025, companies will need to embrace continuous localization. This means updating content regularly to keep up with changes in language, culture, or even product updates.
As seen in the above example, video game companies, such as Ubisoft, use continuous localization to provide simultaneous localization for new features and updates in multiple regions. The company can hence release new content without delay worldwide.
Stat: Nimdzi found that a firm that had a current localization process was 1.5 times more likely to expand markets compared to others with no system.
As localization demand increases, companies look towards the automation of their processes. These tools automate repetitive tasks such as managing translation workflows, updating translation memories, and ensuring quality control.
For example, AI’s automation features allow businesses to automate project management, from translation requests to final delivery. This reduces human error and speeds up the entire localization process.
Fact: Slator says automation reduces localization project costs by as much as 30% and saves time.
Inclusive and ethical localization
In 2025, localization will be more focused on being inclusive and ethical. Companies would want to make sure that the content they provide not only speaks their language but also is culturally appropriate and includes everyone.
For instance, in a language like Spanish or German where the forms of nouns and adjectives have gendered shapes, considering gender-neutral language usage is also important. Then, there are content localization issues about local social norms, religious practices, and even political issues for brands.
Major PR disasters can ensue if a company fails to do this. A famous case in point was when Pepsi came out with an ad in China that used the phrase “Pepsi brings your ancestors back for you.” Needless to say, this did not bode well for the local crowd.
Stat: A study by Harvard Business Review found that 64% of global consumers are more likely to trust a brand that understands and respects their culture.
Focus on niche markets
Whereas the global market is always highly publicized, brands now realize the true value of niches. Locating content within smaller, not-so-visited regions can create a huge growth opportunity. Because these markets would have less competition, localization becomes a first-mover advantage for any business.
For instance, firms in the healthcare and education industries are now localizing to regions in Africa and Southeast Asia because the demand for digital products and services there is becoming high.
Social media localization: reaching Local Audiences
It is going to be more critical than ever in 2025: social media localization. Social media platforms like Instagram, Twitter, and Facebook use the same medium differently in every country.
Fact: According to Hootsuite, there are over 4.2 billion active social media users worldwide, making it a vital platform for localized content.
Localization here involves not just translating posts but also adjusting the tone, humor, and even the timing of posts according to local preferences.
For instance, Nike localizes its social media campaigns by using local influencers, hashtags, and language to engage specific audiences. A campaign that works in the U.S. might not resonate in Japan without these adaptations.
Data-driven localization
Companies can now use data to track the performance of their localized content in real-time. This helps them understand which markets are responding well and where improvements are needed.
Data also allows companies to tailor content according to different segments of their audience. For example, an e-commerce company may know what different users browse on different websites and thus be able to present the users with relevant recommendations in their native language.
“Data is the backbone of any successful localization strategy.” – Georg Ell, CEO, Phrase
Final words
Companies that embrace these trends – AI, automation, hyper-personalization, continuous localization, and so much more – will be more capable of engaging audiences worldwide.
Localization is no longer a “nice to have”; it is a must-have for any brand looking to be successful in the global marketplace of today. Keep ahead of the curve by adopting these trends and building meaningful connections with local audiences everywhere.
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