Current AI models are remarkably good at translating subtitles, captions and even expressions or figures of speech. They are capable of not only doing literal translations but cultural adaptations. However, they still require good prompting and professional judgement on the final version.
The difficult part is therefore deciding how your content should sound in your target language and culture.
Often, businesses assume that producing one English version or one Spanish version does the job. In practice, audiences often recognise immediately whether content was created for them or simply translated. And that is where video localisation comes in.
Video localisation is the process of adapting content for a specific audience, not simply a specific language. The objective is not just to make a video understandable, but to make it feel as though it was created with that audience in mind.
As Loney at RWS notes, it’s essentially making content “emotionally, culturally and linguistically” relevant to local audiences.
In practical terms, localisation may involve adapting subtitles, replacing on-screen text, adjusting graphics, creating separate versions for different markets, or changing calls to action and cultural references. While the technical work may be straightforward, the editorial decisions are often harder.
Adapting tone and communication styles
Imagine a UK business expanding into Spain. The script may have been translated perfectly. The subtitles may be flawless. Yet the finished video can still feel slightly off for the target audience. This is because every market develops its own expectations around tone, style and communication.
British brands often favour an approachable, conversational tone. In many sectors, businesses speak directly to customers, use humour liberally and avoid sounding overly formal.
Spanish brands can also be highly informal, particularly on social media, but expectations vary considerably by industry. A B2B software company, legal practice or financial adviser in Spain may still communicate in a noticeably more formal register than its British equivalent.
Rather than asking “How do we translate this?” we should therefore ask “How should we speak to this audience?” This includes adapting humor, idioms, visual symbols, and market-specific references. They are essentially editorial decisions rather than linguistic ones.
One language does not equal one audience
Visitors to a British website can often tell within seconds that it was written for a UK audience: references to pounds sterling, British spelling, local regulations or examples drawn from everyday life reveal the intended audience.
The same happens in Spanish. A website mentioning national tax regulations or employing local vocabulary will signal that it was written for readers in Spain.
This is not necessarily a problem when a business wants to target a specific market, but businesses expanding internationally need to decide how specific or neutral their content should be.
One of the most common localisation challenges is deciding whether to produce a single version for everyone who speaks a given language or to focus on regional differences.
A company producing Spanish-language content may need to choose between tú and usted, decide whether regional vocabulary should be avoided, and think carefully about how many English loanwords to use. Terms that sound completely natural in Spain or the UK may feel unusual elsewhere.
English presents similar challenges. British and American audiences differ not only in vocabulary and spelling, but also in humour, cultural references and communication style. Audiences are extremely good at identifying where content comes from, often unconsciously, even when the language itself is technically correct.
Should you create different content for different markets?
There is no universal answer. If Spain is your main market, tailoring content specifically for Spain is justifiable. The same applies if your audience is concentrated in Mexico, Argentina or another country.
However, businesses addressing several markets often choose a more neutral approach. This may involve avoiding strongly regional expressions, reducing local references and using language that works comfortably across multiple countries.
For example, a UK software company entering Spain might translate its subtitles, convert prices from pounds to euros and rewrite its call to action so that it feels natural to Spanish audiences.
The right choice depends on your audience, your budget and how important each market is to your business.
Translation makes content understandable. Localisation makes people feel that the content was created for them.
Frequently Asked Questions
Does my video editor need to speak my target language?
Not necessarily. Skilled editors can often work successfully with languages they do not speak, especially with the help of transcription, translation and AI tools. However, creating content that feels culturally appropriate is more difficult. An editing team that understands the language and cultural context is more likely to spot subtle issues around tone, humour, formality and audience expectations, helping the final video feel more natural to local viewers. At Kapibara Social, we have a multilingual editing team working in English, Spanish, German, Catalan and Basque.
What is the difference between translation and video localisation?
Translation focuses on converting content from one language into another. Video localisation goes a step further by adapting content for a specific audience. This may involve changing on-screen text, adapting calls to action, adjusting tone, replacing cultural references or even creating different versions for different markets. The goal is not simply to make a video understandable, but to make it feel natural to the people watching it.
Should I create different versions of my video for different countries?
It depends on your audience and your goals. If most of your customers are located in a specific country, creating a version tailored to that market often makes sense. Businesses targeting several countries may instead choose a more neutral approach that avoids strongly regional language or references. The right choice depends on your audience size, budget and how important each market is to your business.
Can AI replace video localisation?
AI tools are becoming increasingly effective at translation, transcription and subtitle generation, and they can significantly speed up multilingual workflows. However, localisation still requires human judgement because decisions around tone, audience expectations, cultural references and brand voice often depend on context rather than simple translation. AI can assist the process, but human review remains essential for producing content that genuinely resonates with local audiences.
If you regularly create content in more than one language, Kapibara Social has a multilingual editing team working across English, Spanish, German, Catalan and Basque.
