Breaking through the situation, TikTok goes global: why did all the money you invested go to waste?

Many Chinese brands bring good products to TukeTikTok, but always fall into the predicament of talking to themselves..

Even though the specs are impressive, foreigners just swipe away; copying domestic viral scripts leads to a cold comment section.

The core of the problem is actually simple: you didn’t make foreigners feel“this is a brand made for me.”

The biggest obstacle for brands going overseas is never that the product isn’t good enough, but the inability to break cultural and language barriers, and to resonate with local consumers.

Image source: Internet

Content localization: from translation to“cultural translation”

Many brands fail at the very first hurdle: language. Do you think simply translating your Chinese introduction word-for-word into English is enough? That’s a big mistake.

Awkward translations at best leave foreigners confused, at worst cause jokes or even offend your potential customers.

True localization is never just“text translation”, but a deeper “cultural translation”.

This means you not only need them to understand the literal meaning, but also to emotionally comprehend and identify with the message you’re delivering.

For example: if you want to praise your product as“amazing”, directly translating it as “It's so great” sounds weak. But if you know how to borrow from Western internet culture and use “GOAT” (Greatest Of All Time), the effect is worlds apart.

Image source:TikTok

Meanwhile,Tony’s team at LC SIGN has mastered this “cultural translation”.

The videos they post often start with a few seconds of trending controversial clips on TikTok—like a woman complaining her husband doesn’t cook dinner, or a hotly debated social challenge. This opening itself is a precise capture of platform pop culture.

Then,Tony suddenly appears, catching the topic with an exaggerated, dramatic reaction, and then quickly and clearly delivers the LED sign’s product highlights. Throughout, he doesn’t rigidly translate the product manual, but “translates” the product highlights into the familiar and popular “internet meme + emotional outburst” format.

This is the power of“cultural translation”—allowing brands to cross language barriers and truly integrate into the local social context.

Image source:TikTok

Creating localized content: the shift from“Logo” to “personality”

For brands to win overseas users onTikTok, the key is to shift from “Logo” to “personality”, making the brand warm and distinctive.

Personification is an effective strategy for building brand charm. Take the male grooming brandOld Spice as an example: on overseas social platforms, it uses absurd and humorous ads to create a “bold and quirky” brand image.

In daily operations, the brand interacts with young male users using exaggerated memes and funny jokes. This personification makes the brand more approachable and memorable for overseas users.

Image source:TikTok

Content localization is not just about language conversion, but also deep integration of cultural elements.

In April this year, OGTea organized a 10-hour “Chinese style” livestream. The studio was decorated as a two-story ancient palace, with palace lanterns hanging on both sides, and professional Chinese dancers in classical costumes performing palace-style dances.

Although the livestream cost tens of thousands of yuan,brand managerDu Xin believes it was well worth it:“We hope users feel they’re not just buying a pack of tea, but experiencing something culturally interesting.”

Image source: Economic Reference Network

Influencer marketing: speak with the local voice

To truly be accepted by local consumers, what’s more effective than speaking with the voice of locals?

Overseas influencer marketing is the shortcut to achieving this goal.

Head & Shoulders’ success in Indonesia proves this. When user Ardi posted a video on TikTok showing his mother Dian enthusiastically searching for the brand’s shampoo in a mini-mart, the video quickly gained over 20 million views and 2 million likes.

The brand quickly seized the opportunity, directly collaborating with the mother and son, inviting them to star in the latest digital ad alongside celebrity ambassadors.

This wasHead & Shoulders’ first time including loyal consumers in an ad campaign, breaking the traditional celebrity endorsement model and enhancing brand credibility through real user stories.

By collaborating with creators, brands can quickly integrate into the local cultural context and enhance their recognition among local consumers.

Image source:TikTok

OnTikTok, localization is a process of comprehensive integration into the local market, from the outside in. It requires you to let go of “what I want to sell” and instead think “why do they need me?”

The most successful localization makes local consumers feel:“This brand understands me.” Once you win this trust, they’ll naturally fall in love with your brand.