The power of a good insight (or meme)
Leverage your copywriter on the latest memes
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
Memes are everywhere.
If we were to pack all the relevant things about humanity in 2024 into a time capsule and bury it for future generations, there’d undoubtedly be a treasure trove of memes. From “this is fine” dogs to “girl dinner,” memes capture not just our humor but our shared experiences, frustrations, and dreams.
And what is an insight?
An insight is a truth. Not a generic, overused truth, but a sharp, specific observation about human behavior or culture that makes people say, “Oh, that’s so true!” It’s that magic moment of connection when you feel seen or understood.
In localization this is very important: a meme that resonates in Italy or Germany won’t probably work in other market. Localization isn’t just about translating words; it’s about translating insights.
For example, I just found out about “Karen” memes a few months ago. While this might be super popular in the U.S. and other countries, if you use it in Spain it wouldn’t make sense.
And how to find good insights?
First essential thing: insights can be EVERYWHERE: in your data, in local trends, in conversation with your clients, in your daily work, on the streets… The key is to have your eyes and ears open and to know what is happening around you and your brand.
And once you have your insight, you need to adapt it to your specific market and situation: make it unique. Not every meme is for you. And even the memes that are for you might need a tweak to make it work.
An example that I’ve been working on is the punctuality (I must say, I’m pretty good at it to be Spanish).
In Spain, arriving 15–20 minutes late is considered socially acceptable, even for professional meetings. It’s part of a more relaxed approach to time. So we could use a scheduling app with the copy “Para que no llegues demasiado tarde.” (So you’re not too late.)
In Germany, Germans are known for their precision and punctuality. Being even 5 minutes late can be seen as disrespectful. So a headline saying “We keep your schedule as precise as German engineering.” could work really well.
Use the power of the insights in your localization copywriter and you’ll see how well it goes.
Outside the desk
Where the magic really happens.
🎶 I spent the long weekend in Madrid, getting into the Christmas vibe and watching “The Book of Mormons”.
🧗♂️ I went bouldering for the first time in my life! I’ve done rock climbing in the past, but never indoor. Won’t be the last.
🏀 The NBA Cup is happening now, with the best 4 teams for the tournament heading to Vegas. I’m rooting for OKC.
Make it global, baby
If you want to work with me, this is the way.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙