When 12 markets ask for localised creative and your team can only handle three, don't split the work evenly. Score every asset on four factors, sort them into three tiers, and fully localise only the top tier. Everything else gets a lighter treatment, or none at all.
TLDR: Score each asset 0 to 3 on proven performance, local deadline, local owner and reuse effort. Tier 1 (score 9 and above) gets full localisation. Tier 2 (5 to 8) gets caption-only translation. Tier 3 stays in the source language. Review the tiers every quarter.
Why treating every market the same doesn't work
Split your effort across all markets and every one of them gets a thin, late version of the same posts. Nobody gets anything good. A scoring rule also stops the loudest request from winning, because the rule is the same for everyone.
The four-factor score for every asset
Give each asset 0 to 3 on these.
- Proven performance. Did it beat your median in the source market? 3 if it clearly did, 0 if it's untested.
- Local deadline. Does it tie to a date in that market, such as a sale, season or event? 3 if the date is within a month.
- Local owner. Is there a named person in the market who'll review it and answer comments? 3 if yes. An unowned post is a risk.
- Reuse effort. How much needs to change? 3 for caption-only, 0 if you have to reshoot the video.
Add the four together. The maximum is 12.
Three tiers and what each one gets
| Tier | Score | Treatment | Example |
|---|---|---|---|
| 1 | 9 to 12 | Full: caption, visuals, local timing, local review | Best-performing offer post with a regional date |
| 2 | 5 to 8 | Caption translation only, original visual | Evergreen how-to carousel |
| 3 | 0 to 4 | Stay in the main language | Founder story, internal culture post |
Most teams find 10 to 20 percent of assets land in tier 1 and about half in tier 3. That ratio is what makes the plan doable.
Rank the markets too, using the same logic
Don't just rank assets. Run the same filter on markets. A market with a named owner, a measurable goal and an existing audience goes first. A market that "might be interested" doesn't. If you need a method for this half, the market-prioritisation guide walks you through it.
Cheap tests before you commit to full localisation
Before paying for tier 1 visuals in a market, test captions first. A translated caption on the original visual is a cheap probe: if it beats the market's median, upgrade it. The caption-versus-video tests give you a four-week plan.
What to tell a market that lands in tier 3
Give a plain answer: here's the score, and here's what would move you up. Usually the fix is a named local owner or a measurable goal. Markets that supply either of those within a month can be promoted at the next quarterly review. This turns a "no" into a clear to-do and keeps the conversation about criteria, not favourites.
Keep local versions from drifting
Once assets are localised, you've got lots of versions to keep in step. Use one calendar that shows every market side by side, so an update in the source language gets spotted in all versions. In Mydrop, brands and workspaces let each market keep its own profiles, voice and approvers while one calendar shows the overall picture. Local reviewers can approve through the no-login client portal, so a market owner doesn't need a seat. The sync or silo matrix helps you decide what stays global.
Send the tier list to the markets this week
Take your last 30 posts, score them in a sheet, and share the tiers with all 12 markets with the rule written at the top. Ask each market to name a local owner. Markets that reply get promoted. Set up your brands and markets free.
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