Oftentimes, we include cultural references for humor, relatability, or as an example. When localizing a video, however, you need to ask yourself: Will that reference still resonate with the new audience? In a globalized world, there certainly are some references most cultures will understand. But they still only make up a small fraction of all references. If you have a lot of knowledge about the target culture, perhaps you can find an equivalent or a counterpart of the reference that will resonate better with the target culture. Ensuring that your different audiences all understand your message and nuances is crucial to meaningful B2C communication.