Why localising your visual content will improve your marketing results

The best way to connect with your target audience is to make them feel like the content they’re viewing has been created especially for them. If your content speaks directly to your customers, they’re more likely to take your company message on board and come back to your brand again and again.

In order for your content to be accessible and easy to connect with, it has to be in a language that your audience understands. This doesn’t just mean translating your text into English, but taking a closer look at both your written and visual content to make sure it’s relatable for the people you’re trying to influence.

The visual language of your marketing materials, website, social media posts and other content is just as important as the written language. In some cases, photos and images can have a more profound influence on your viewers than the words written on the page. Using local cues in your photos and images will help to make your content feel more relevant and ensure your audience connects with it as instantly as possible.

On location in Singapore. Creatively Squared campaign for Nature Valley. Photographer: Jo Oetemo

On location in Singapore. Creatively Squared campaign for Nature Valley. Photographer: Jo Oetemo

Attention grabbing

When we scroll through websites, social media profiles and other online content, a lot of us no longer even notice stock images or generic photos. We’ve trained our brains to ignore this content as it generally relates to articles and posts that aren’t directly relevant to our lives.

When we see images that reflect our local environment, or that have been taken in a way that’s reminiscent of our own photos, we’re much more likely to stop and take notice. If you spot a local landmark in a photo, see someone who looks like they could be one of your friends or notice another visual cue you’re familiar with, there’s a better chance that you’ll pause and read the related content.

Localization in visual content is therefore incredibly important for companies that want to reach a specific market. Used well, it can have a big impact on response rates and help your audience feel that the products or services you’re offering are especially for them.  


When viewers see content that’s linked to stock images, or to photographs that have no relation to their daily life, they assume that the product or service being promoted is not for them. Images that have no localization can make viewers feel alienated and even put them off a brand altogether. This can be bad news for companies looking to expand into new geographic areas as well as those who want to build up a strong reputation locally.

Working on localization in your visual content can help to boost the level of interaction between your brand and your target audience. Viewers are more likely to see your posts as relevant to them and, whether they think about it consciously or not, are more likely to interact with your content. 

Local Singaporean style. Creatively Squared campaign for Nature Valley. Photographer: Jo Oetemo

Local Singaporean style. Creatively Squared campaign for Nature Valley. Photographer: Jo Oetemo

Visual communication

Images have an instant impact on viewers that text just can’t achieve. Easily worth a thousand words, a good photo can tell your audience a huge amount about your brand, your products and your aspirations. Using localization can help you to make the most of visual communication in your online and printed content. Optimising this content will help your company to get more from its campaigns and ensure that your message is being seen by the right people.

Localization from a UX perspective 

As well as helping to boost the results that you get from your marketing campaigns and online posts, localization can help to improve the user experience of your customers. Place the right images on your site or social media platforms and your customers will be able to get a good idea of what you offer quickly and easily. Having images that they can relate to online will help users to navigate your content and give them the visual direction they need to find exactly what they’re looking for.

Being able to easily navigate a site via visual cues will go a long way to helping your audience connect with your brand. Localized images help to give your company personality, anchor it in a specific geographic location and give your customers something accessible to connect with.

On location in Singapore. Creatively Squared campaign for Nature Valley. Photographer: Jo Oetemo

On location in Singapore. Creatively Squared campaign for Nature Valley. Photographer: Jo Oetemo

Using localization in visual content

In order to make the most of localization in your visual content, you need to use talented image makers and bespoke photographs. Although your images don’t need to feature local landmarks or relevant visual cues every time, using localization in your headline photos and most prominent positions can make a big difference to how users connect with your content.

If you don’t have the budget to hire a photographer to take professional shots of your products, services, customers or locations, talk to a company that specialises in bespoke content production. They’re often able to offer more affordable deals on high-quality images compared to individual photographers or agencies. This can make localization and tailored content a viable option for your business and help you to get more from your online presence.  

If you have a few different locations around the country, or if your business operates in different territories, you might want to consider creating localized content for each geographic area. The more targeted your images are, the more of an impact they’re likely to have on your audience.

If creating different versions of your website for different areas isn’t a viable option, think about using localized images in your social media content. These posts are often the ones that get new customers interested in the first place, so it’s well worth investing a bit of time and money to ensure that the images you post are relevant to the people you’re trying to attract.

Localization can have a big impact on the reach of your online materials and the effect of your marketing campaigns. Find out more about localization, and creating bespoke images, by exploring our site today.