698As TikTok becomes popular worldwide, more and more brands are starting to use the platform as an important battleground for cross-cultural marketing. However, cultural differences in different countries and regions also bring many challenges to brands. A single mistake in cultural sensitivity can not only damage the brand image, but also trigger public backlash.
So, how can brands avoid content pitfalls in the global TikTok market and create content that is appropriate yet still interesting?
Image source: Internet
1. Respect local cultural differences and avoid cultural offense
TikTok users are spread all over the world, and each region has its own culture and values. If brands do not thoroughly understand the culture of their target market when planning content, it is easy to touch on some cultural minefields.
Therefore, before launching cross-cultural marketing, brands should conduct cultural research to understand the taboos, customs, religious beliefs, and other factors of the target market. Work with local cultural experts or consultants to ensure that content does not offend local users. When promoting, try to avoid using images or language that are controversial or sensitive.
Case Study: H&M Misuse of Cultural Symbols Incident
When H&M launched its summer clothing collection, it posted a promotional video on TikTok featuring designs that incorporated elements of traditional Chinese culture. Although the brand intended to showcase modernized Chinese elements, some designs did not sufficiently respect local culture, such as dragon patterns and traditional festivals, which led to controversy and dissatisfaction among some Chinese users.
H&M quickly responded by removing the related ads and adjusting its strategy, working with Chinese cultural consultants to ensure future advertising content on TikTok would not touch on sensitive points.
Image source: TikTok
2. Avoid language misuse and ensure accurate information delivery
The use of language is a very critical part of cross-cultural marketing. A word may be ordinary in one country, but have a completely different meaning in another. When using local languages, brands must ensure that the information conveyed is unambiguous and not misunderstood.
Therefore, when using local languages, in addition to relying on translation, it is important to consider the context and cultural connotations of the language, and avoid misleading literal translations. For advertising slogans and promotional phrases, local language experts should be hired to review them, fully considering puns, idioms, or cultural backgrounds in the language to ensure they can be correctly understood by different cultural groups.
Case Study: Gucci Translation Misuse Incident
Gucci once launched an advertising video on TikTok to promote its new clothing collection. However, a slogan in the video was mistranslated, causing confusion and controversy in non-English markets.
After realizing the problem, Gucci quickly removed the related ads from TikTok and worked with local language experts to revise the slogans. By accurately understanding the cultural context of different markets, Gucci re-released ads that better matched the local cultural language, avoiding further misunderstanding.
Image source: TikTok
3. Engage in local trending topics and trends
TikTok is a trend-driven social platform, and users in different regions participate in different challenges, dances, and topics. If brands can skillfully combine local popular challenges and topics, and make their content fit local cultural characteristics, they can better resonate with users.
Case Study: Nike's Localized Challenges in Global Markets
Nike's global marketing strategy on TikTok always emphasizes localization and cultural adaptation. In a challenge called #YouCantStopUs, Nike used athletes, celebrity endorsers, and popular sports culture topics, combined with local TikTok trends and challenges, to invite global users to participate.
Whether it's basketball fans in the US or football fans in Brazil, Nike is able to closely integrate with local culture and sports interests to create diverse content and smoothly spread brand messages.
Image source: TikTok
Conclusion
In global TikTok marketing, brands not only need to know how to avoid cross-cultural pitfalls, but also be sincere and down-to-earth. Only in this way can brands stand out on the multicultural stage and win the recognition of users worldwide.
