When 12 markets ask for localized creative and your team can serve three, do not split the work evenly. Score every asset on four factors, sort into three tiers, and fully localize only the top tier. Everything else gets a lighter treatment or none.
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 localization. Tier 2 (5 to 8) gets caption-only translation. Tier 3 stays in the source language. Review the tiers every quarter.
Why equal treatment fails with many markets
Splitting effort across all markets gives each one a thin, late version of the same posts. Nobody gets something good. A scoring rule also protects your team from the loudest request 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 clearly yes, 0 if it is 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 will review 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 must reshoot the video.
Add the four. 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 possible.
Rank the markets too, using the same logic
Do not only 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" does not. If you need a method for this half, the market-prioritization guide walks through it.
Cheap tests before you commit to full localization
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 a four-week plan.
What to tell a market that lands in tier 3
Give a plain answer: here is the score, here is 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 favorites.
Keep local versions from drifting
Once assets are localized, you have many versions to keep in step. Use one calendar that shows every market side by side so an update in the source language is 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 does not need a seat. The sync or silo matrix helps 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 on 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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