Design Platform Canva Pursues Hyperlocal Strategy in South Africa
Canva, a popular design platform, is deepening it’s presence in South Africa with a strategy focused on hyperlocal relevance, extending beyond simple translation to encompass culturally specific design elements and payment methods. the company is already seeing significant organic adoption within the country’s educational institutions and businesses.
Several South African universities are integrating Canva into their curricula, fostering a generation of students proficient in design. This trend is mirrored in companies across the region, with many organizations experiencing widespread internal use of the platform even before formal partnerships are established. “Often we have thousands of users inside a company before we have a formal relationship with them,” a Canva representative noted.
At launch, canva is incorporating six South African languages – isiZulu, isiXhosa, sesotho, Setswana, sepedi and Afrikaans – with plans to add more. However,the company recognizes that true localization requires more than just linguistic adaptation.
“When we think about localisation at Canva, we do not only mean translating the interface; we mean the elements that people can add to their designs,” explained a Canva spokesperson. “Breakfast in South Africa means something very different, perhaps, to breakfast in Argentina.”
Dr. Mzamo masito,Canva’s Africa expansion lead,emphasized the importance of representing the country’s diverse regions. “And not just truly South African, but that is truly KZN, truly Limpopo?” he asked, highlighting the need for designs reflecting specific local contexts.
To achieve this, Canva is focusing on building a strong creator community. The platform will enable designers to monetize their work through royalty fees, allowing individuals, even those in “deep rural KZN,” to contribute ”deep rural, culturally relevant, traditionally relevant designs.” A parallel program, Canva Education Creators, allows teachers to design curriculum-based content and earn passive income.
Visual content is also being sourced locally through initiatives like photography competitions, providing Canva with “hyperlocal visuals.”
Recognizing South Africa’s unique payment landscape, Canva is adapting to local consumer habits. “South Africa is not truly a credit card market, but mostly uses debit cards and mobile payments,” Masito pointed out. Canva already supports M-Pesa in East Africa and intends to introduce similar options for South Africa,alongside shorter billing cycles.
Masito articulated the ultimate goal of this strategy: “My aim actually is, you must be sitting in some township, and one day it’s hyperlocal for that place.”
Source: arthur Goldstuck, Gadget.co.za, https://url.za.m.mimecastprotect.com/s/UUQnCJZKJgh5R3O7HVf5CyuHSr?domain=gadget.co.za
