Localization

In Africa, local relevance isn’t optional — it’s business-critical. As markets digitize and competition intensifies, brands that truly win are not always the biggest or the loudest; they are the ones whose messages feel local. Hyper-localization — the practice of adapting content to dialects, cultural norms, user habits, and community values — is how you turn audiences into loyal customers.

Introduction — Why “translation” is only the beginning
When most people hear “translation,” they imagine swapping words from one language to another. In Africa — and especially in Nigeria — that view misses the point. Localization is not just about language: it’s about culture, context, user habits, visual cues, and trust.

Nigeria is home to a vast array of languages, with over 500 spoken across the country.

Back in the day, people didn’t have a way to represent physical actions in writing; they could only describe them.