Content Strategy: Writing & Editing for a Global Audience
Overview
At Netflix, I worked to support a global product that aimed to connect with members regardless of where they live or what language(s) they speak. While this included leveraging local content expertise to craft editorial assets for regional titles, it also meant developing a less US-centric approach in our English language copy for members using an English UI outside of North America.
In practice, using “Global English” would mean moving away from region-specific terminology, turns of phrase, or idiomatic language to remain linguistically neutral without compromising our content-savvy, approachable, and playful voice intended to bolster decision-making and engender trust in title recommendations.
Example 1: “Working: What We Do All Day”
Unedited Episode Four synopsis: The CEO of automation company knows that driverless cars will take away jobs. Jeanette, founder of a home care firm, pays herself about $40K a year.
Edited Episode Four synopsis: The founder of a home care company takes lower pay so she can give her employees a better salary. A CEO admits his driverless trucks will take away jobs.
Rationale: $40K could be a fair-to-generous pay in regions outside the US, and might seem insensitive — or even unhelpful to members who would not have a frame of reference for how high or low that salary is. I suggested rephrasing to focus more on the principle of a pay cut rather than a specific dollar amount. I also proofread to add missing words, and tweaked the synopsis to include more active verbs and context.
Example 2: “Waco: American Apocalypse”
Unedited show synopsis: Religious freedom and the right to bear arms. The deadly Waco standoff poses questions about two constitutional rights and their limits.
Edited show synopsis: Religious freedom and the right to bear arms: The deadly Waco standoff poses questions about two US constitutional rights and their limits.
Rationale: I liked the somber yet slightly edgy tone this synopsis takes in terms of scrutinizing constitutional rights. However, I decided to add "US" so that audiences outside of the United States would have more context about where the story is set (Waco is not a recognizable location for many around the world) and which country's constitution is being referenced. The addition, while small, lifted the global EQ of the synopsis.
