How to Consider Cultural Differences When Creating Creatives for Different GEOs
Hi there! Push.House here.
When you’re working with traffic from different countries, targeting settings are only half the battle. The real challenge is understanding that you’re communicating with people — and those people may have entirely different values, cultural norms, and ideas about what’s appealing, acceptable, or persuasive. The same creative that gets great results in one region can totally flop in another — simply because you didn’t take the cultural context into account.
In this article, we’ll show you how to approach creatives with cultural sensitivity — and share insights from affiliate marketing practice.
Visuals and Symbols: What’s Acceptable vs. What Might Offend
Let’s start with the obvious. Images that might seem funny or attention-grabbing in Europe can come off as offensive or inappropriate in more conservative regions. Some examples:
- In Arab countries, avoid showing women in revealing outfits, any depictions of pork or alcohol, and overly romantic themes.
- In India, steer clear of showing cows or religious figures like Shiva, Vishnu, or Ganesha unless in a respectful context.
- In China, black and white together is associated with mourning — avoid using this color combo.
Always review your visuals for local meaning, and be mindful of cultural taboos.
Language: It’s Not Just Translation, It’s Localization
Machine translation is the number one killer of good creatives. Even if you’re using English as your go-to language, keep this in mind:
- In Latin America, Italy, France, Turkey, and many Arabic-speaking countries, creatives perform much better when written in the audience’s native language.
- Proper localization isn’t just about grammar — it’s about tone. Should it be formal or informal? Long phrases or short punchy ones? Emoticons and slang — yes or no?
- In Japan, for instance, audiences respond to polite and restrained language. In Brazil, the opposite: the more vibrant and emotional, the better.
Best practice: order adaptation from native speakers or lean on local affiliate experience.
Triggers That Convert: Tailoring the Message by GEO
Every country has its own pain points and dreams. The same offer can be framed in totally different ways, depending on the market:
- In Poland and the Czech Republic, value-focused messaging works well — savings, smart spending, getting a good deal.
- In Indonesia and the Philippines, audiences react more to themes of freedom, easy money, and social status.
- In Germany, clarity and credibility are key: words like “risk-free,” “guaranteed,” and “official” convert better.
You should be thinking beyond just language. Factor in local values, lifestyle, and trust in digital products and services.
Timing and Seasonality
Seasonal creatives are a powerful tool in affiliate marketing — but don’t forget that seasonal peaks vary across regions:
- In the US, peak buying season hits in November (Black Friday). In India — October (Diwali).
- Muslim-majority countries show a major spike in engagement during Ramadan and for Eid al-Fitr or Eid al-Adha.
- In Latin America, the hottest traffic periods are often around year-end and New Year promotions.
Before launching, double-check that your “seasonal” concept actually aligns with the target GEO’s calendar.
Test and Analyze Everything
Even if you’ve nailed the visuals, messaging, and tone — nothing beats real A/B testing. What works in theory doesn’t always hold up in the field. Some key tips:
- Test different formats: native-style, humorous, serious, problem-solution hooks.
- Try variations of visuals for the same audience segment.
- Use local info sources: read regional forums, check trending content on TikTok or YouTube in that country.
Conclusion
Cultural context isn’t just an abstract concept — it directly affects your conversions. A successful creative isn’t just a nice-looking banner. It’s clear, culturally relevant communication that speaks to a specific audience in their terms.
Respect local nuances, test your creatives, and don’t be afraid to adapt your messaging per GEO. The extra effort is absolutely worth it.
