14 Tips for Building a Multilingual Social Media Presence
It’s easy to assume that English is the lingua franca of the web. While it still ranks as the top language in use, its share is giving way to Chinese, Spanish, Arabic, and Portuguese. Multilingual social media has never been more relevant.
The online use of India’s languages is also rapidly expanding, as Indian users are projected to represent 35 percent of the next billion mobile connections across the world. By 2021, 73 percent of India’s Internet users will prefer to use languages other than English.
Engaging with your followers in their primary language is key to forging lasting and meaningful relationships. A study by Facebook found that Hispanics in the U.S. view brands that advertise in Spanish more positively.
Language also affects consumer confidence. More than 70 percent of consumers require information in their language before making a purchase.
Whether you plan to connect with a current customer base or expand into a new market, use these tips to avoid getting lost in translation or committing a bilingual faux pas.
Bonus: Get the step-by-step social media strategy guide with pro tips on how to grow your social media presence.
14 tips for building a multilingual social media presence
1. Know your audience demographics
Marketers should always know who they’re marketing to. That includes knowing what language their audience speaks.
All social media platforms provide analytics dashboards with audience language statistics. Keep an eye on this section and create content accordingly.
Don’t just cater to your existing bubble. If you’re a U.S. company and you have a disproportionately low number of Spanish-speaking followers, it may be a sign that you are inadequately reaching the Hispanic market.
Looking to expand into new language markets? Try Facebook’s Cross Border Insights Finder for competitive analysis.
2. Don’t rely on translation tools
Tech giants such as Google, Facebook, Microsoft, and Amazon have made exciting advances in auto-translation, but they still can’t compete with humans.
Amazon experienced the failings of its translation algorithm firsthand when it attempted to create a Hindi-language site. Not only was the machine-generated Hindi completely illegible, it also didn’t account for the English loanwords that have crept into the Hindi lexicon.
Another example: To deliver pithy captions or punchy taglines, social media copywriters often rely on satire and wordplay that easily gets lost in machine translation. Just ask HSBC. The mistranslation of the multinational bank’s “Assume nothing” slogan incorrectly directed customers to “Do nothing,” leading to a $10 million rebrand.
3. Invest in top-notch translators
Blunders can be costly. But poor translations can also communicate a lack of respect.
Canadian telecom company Telus drew criticism from the country’s francophone community after tweeting “Take a deep breath, grind yourself. Go kill him” in French instead of “Take a deep breathe, ground yourself. Go kill it.”
Why even large organizations aren't sheltered from embarrassment when they don't do their homework. Someone at Telus didn't proofread the French translation: instead of a motivational piece, wound up with a nefarious ad inciting murder and self-harm! #fail #PublicRelations pic.twitter.com/QBjqjmNb6k
— Annick Robinson (@MrsChamy) January 30, 2018
When Singaporean sushi chain Maki-san mistakenly cursed fans in Malay with its “Maki Kita” dish, some critics admonished the brand for diversity shortcomings.
As a general rule: If you don’t understand it, don’t share it. At least not before double checking with someone who does.
4. Neologize with caution
Brands like to coin new words for products and campaigns. Since they’re made-up words, they have the potential of resonating with all your linguistic audiences in one shot.
Before going this route, check to ensure your new word doesn’t have any unintended meanings in other languages.
Google Translate comes in handy for test purposes, especially since customers may use it if they don’t understand your neologism. If Target had checked, it would have realized its “Orina” shoes read as “urine” shoes in Spanish.
Some words, whether they’re made up or not, just don’t translate well into global markets. Just ask IKEA. From its FARTFULL workbench to its Gosa Raps “cuddle rape” pillow, many of its Swedish product names have raised a few eyebrows.
Neologisms aren’t to everyone’s taste, but they do have a propensity to spread on the Internet. The No Name Brand came up with a pretty cheese-tastic portmanteau for its cheddar-spread, and it’s just as fromidable in French.
*Almost* always hyperbole free pic.twitter.com/oGbeZHHNDf
— Katie Ch (@K8tCh) August 10, 2017
5. Localize content and translations
In interviews conducted by Facebook, U.S. Hispanics told the company that they often see copy translated from English to Spanish too literally and too loosely.
Translations that are too literal can make audiences feel like an afterthought.
Words are only one part of the translation equation. Ultimately the best translations aim to convey the brand’s message or essence, which often means literal renditions aren’t up to snuff. (Imagine, for instance, a literal translation of “up to snuff”.)
Content should always be adapted to account for cultural nuances and differences. BuzzFeed was able to rapidly expand into global markets in part because the company understood the need for localization.
For example, its post “24 Things Men Will Never Understand” ended up being “20 Things Men Will Never Understand” when translated for Brazil.
6. Prioritize visual content
Pretty much everyone speaks the visual language. Case and point: Emojis.
Photography and video are a great way to communicate a brand message to a broad audience. With video, be sure to include captions as needed.
Be sensitive to cultural customs and social taboos. Drinking and kissing on screen is taboo in certain cultures. Gestures like thumbs up and the ok sign are also perceived differently in different places.
In 1997, Nike had to pull its Air trainers after receiving complaints that its flame symbol too closely resembled Arabic script for “Allah.”
Bonus: Get the step-by-step social media strategy guide with pro tips on how to grow your social media presence.
Get the free guide right now!7. Use available social tools
Social media companies have several tools in place for multilingual users and account managers. Here are the key stats features for each platform:
Facebook language stats
- 50 percent of the Facebook community speaks a language other than English.
- The top five languages on Facebook are English, Spanish, Portuguese, Indonesian, and French.
- More than six billion translations take place on Facebook everyday.
- Translations are available for a total of 4,504 language directions (a pair of languages translated, ie. English to French).
Facebook language tools
- Create posts on your page in more than one language. For example, if you provide English and Spanish copy for a post, Spanish will be display to those who use Facebook in Spanish.
- Add multiple languages for video captions.
- Advertise in multiple languages with Facebook’s dynamic ads and targeting tools.
Twitter language stats
- Twitter supports more than 40 languages.
- Only 69 million of Twitter’s 330 million monthly active users are based in the United States. Almost 80 percent of Twitter users are international.
Twitter language tools
- Advertise in multiple languages and target your audience based on language.
LinkedIn language stats
- LinkedIn supports 23 languages.
LinkedIn language tools
- Create your page’s profile in multiple languages.
- Target ad campaigns based on language.
Instagram language stats
- Instagram supports 36 languages.
- In 2017, Instagram added right-to-left language support for Arabic, Farsi, and Hebrew.
Instagram language tools
- Create and target ads based on language.
Pinterest language stats
- Pinterest is currently available in 31 languages.
Pinterest language tools
- Create ads on Pinterest that are targeted by language.
YouTube language stats
- YouTube can be navigated in 80 languages, with local versions available in 91 countries.
- Translated metadata, titles, and descriptions can increase your video’s reach and discoverability on YouTube.
YouTube language tools
- Translate video titles and descriptions.
- Add your own subtitles and closed captions in a different language.
- Use an extension to add two language captions on YouTube.
- Allow the community to contribute translations.
8. Create multiple accounts
Divide and conquer by creating different accounts for different language segments. The NBA has two Facebook pages: One in English, and one in Spanish.
World leaders, who are often more inclined or required to speak in multiple languages, can also offer a good model. Take Pope Francis, who has no fewer than nine different language accounts on Twitter, including Spanish, English, Italian, Portuguese, and Polish.
9. Consider double posting
Canadian Prime Minister Justin Trudeau takes a different approach. Instead of managing separate French and English social media accounts, Trudeau has separate posts for each language.
This approach demonstrates respect and gives equal treatment to Canada’s two official languages.
But if you are posting regularly or your audience is fairly bilingual, multiple posts with similar content may be tedious for you audience. If that’s the case, go the multiple account route, or create bilingual posts.
View this post on InstagramA post shared by Justin Trudeau (@justinpjtrudeau) on Nov 7, 2018 at 3:00pm PST
View this post on InstagramA post shared by Justin Trudeau (@justinpjtrudeau) on Nov 7, 2018 at 2:59pm PST
10. Include translations into one post
Many brands will post content in multiple languages. This approach works especially well if content is image-focussed and the captions are more informative than directive.
If copy is long, it may be worthwhile to indicate upfront that a translation will follow.
On Instagram, Tourisme Montréal posts captions in French and English, using a forward slash to separate them.
View this post on InstagramA post shared by Tourisme Montréal (@montreal) on Nov 26, 2018 at 6:53am PST
The official Instagram account of the Musée du Louvre signals languages with emojis:
View this post on InstagramA post shared by Musée du Louvre (@museelouvre) on Dec 29, 2018 at 5:56am PST
In this example from Halenmon sea salt makers, Welsh is used in the image and English is used as the caption.
View this post on InstagramA post shared by Halen Mon (@halenmon) on Mar 1, 2017 at 4:10am PST
Whichever approach you choose, make sure your audience’s interests are top of mind. The goal is to communicate as clearly as possible, so go with the strategy that best allows you to do that.
11. Try a bilingual jeux des mots
Warning: This one’s only for advanced language levels.
Hybrid language melanges like Franglais or Spanglish can be employed to great effect when done shrewdly.
Done wrong, results may fall as flat as this Frenglish joke: How many eggs does a French person eat for breakfast? One egg is un oeuf. One egg is un oeuf. Get it!?
A recent Facebook study found that 62 percent of U.S. Hispanics surveyed agree that Spanglish can be a good way to represent two cultures. But nearly half say they prefer not to mix languages, with some respondents noting they find it disrespectful.
Some brands have played on interlingual homophones with success.
French Lait’s Go milk-to-go bottles sounds like “Let’s Go” in English. Another option is to rely on loanwords that work in two languages. Air Canada’s bilingual in-flight magazine enRoute works because the phrase “en route” is commonly used in both French and English.
12. Use language to highlight brand culture
Some brands use language to display cultural pride.
Air New Zealand greets passengers with “Kia ora, we wish you well.” Though the phrase is common among Māori and New Zealand English speakers, its contextualization aids other English-speaking customers and presents the airline as a cultural ambassador.
“Kia Ora, we wish you well. That’s a Kiwi welcome” – Our People. ♥ #NZSummer pic.twitter.com/gkU7Q3kVk0
— Air New Zealand✈️ (@FlyAirNZ) December 15, 2016
13. Provide assurances for consumers
For online retailers, the most crucial touchpoint when it comes to language is the shopping and checkout experience. If a consumer can’t understand it, they won’t buy it. It’s as simple as that.
Online consumers will avoid unfamiliar or un-translated purchases for fear of making a poorly informed decision.
Trial periods, samples, and reasonable return policies can help assuage a customer’s doubts. But nothing beats speaking to a customer in their language.
14. Mind the time gap
Many brands have sights set on China and India for expansion.
If you’ve gone to the trouble of translating and adapting content for new markets, make sure to post at the right time and in the right time zone.
Use Hootsuite to easily manage all your social media accounts across the globe from a single dashboard. Try it for free today.
The post 14 Tips for Building a Multilingual Social Media Presence appeared first on Hootsuite Social Media Management.
Categories
- 60% of the time… (1)
- A/B Testing (2)
- Ad placements (3)
- adops (4)
- adops vs sales (5)
- AdParlor 101 (43)
- adx (1)
- algorithm (1)
- Analysis (9)
- Apple (1)
- Audience (1)
- Augmented Reality (1)
- authenticity (1)
- Automation (1)
- Back to School (1)
- best practices (2)
- brand voice (1)
- branding (1)
- Build a Blog Community (12)
- Case Study (3)
- celebrate women (1)
- certification (1)
- Collections (1)
- Community (1)
- Conference News (1)
- conferences (1)
- content (1)
- content curation (1)
- content marketing (1)
- contests (1)
- Conversion Lift Test (1)
- Conversion testing (1)
- cost control (2)
- Creative (6)
- crisis (1)
- Curation (1)
- Custom Audience Targeting (4)
- Digital Advertising (2)
- Digital Marketing (6)
- DPA (1)
- Dynamic Ad Creative (1)
- dynamic product ads (1)
- E-Commerce (1)
- eCommerce (2)
- Ecosystem (1)
- email marketing (3)
- employee advocacy program (1)
- employee advocates (1)
- engineers (1)
- event marketing (1)
- event marketing strategy (1)
- events (1)
- Experiments (21)
- F8 (2)
- Facebook (64)
- Facebook Ad Split Testing (1)
- facebook ads (18)
- Facebook Ads How To (1)
- Facebook Advertising (30)
- Facebook Audience Network (1)
- Facebook Creative Platform Partners (1)
- facebook marketing (1)
- Facebook Marketing Partners (2)
- Facebook Optimizations (1)
- Facebook Posts (1)
- facebook stories (1)
- Facebook Updates (2)
- Facebook Video Ads (1)
- Facebook Watch (1)
- fbf (11)
- first impression takeover (5)
- fito (5)
- Fluent (1)
- Get Started With Wix Blog (1)
- Google (9)
- Google Ad Products (5)
- Google Analytics (1)
- Guest Post (1)
- Guides (32)
- Halloween (1)
- holiday marketing (1)
- Holiday Season Advertising (7)
- Holiday Shopping Season (4)
- Holiday Video Ads (1)
- holidays (4)
- Hootsuite How-To (3)
- Hootsuite Life (1)
- how to (5)
- How to get Instagram followers (1)
- How to get more Instagram followers (1)
- i don't understand a single thing he is or has been saying (1)
- if you need any proof that we're all just making it up (2)
- Incrementality (1)
- influencer marketing (1)
- Infographic (1)
- Instagram (39)
- Instagram Ads (11)
- Instagram advertising (8)
- Instagram best practices (1)
- Instagram followers (1)
- Instagram Partner (1)
- Instagram Stories (2)
- Instagram tips (1)
- Instagram Video Ads (2)
- invite (1)
- Landing Page (1)
- link shorteners (1)
- LinkedIn (22)
- LinkedIn Ads (2)
- LinkedIn Advertising (2)
- LinkedIn Stats (1)
- LinkedIn Targeting (5)
- Linkedin Usage (1)
- List (1)
- listening (2)
- Lists (3)
- Livestreaming (1)
- look no further than the new yorker store (2)
- lunch (1)
- Mac (1)
- macOS (1)
- Marketing to Millennials (2)
- mental health (1)
- metaverse (1)
- Mobile App Marketing (3)
- Monetizing Pinterest (2)
- Monetizing Social Media (2)
- Monthly Updates (10)
- Mothers Day (1)
- movies for social media managers (1)
- new releases (11)
- News (72)
- News & Events (13)
- no one knows what they're doing (2)
- OnlineShopping (2)
- or ari paparo (1)
- owly shortener (1)
- Paid Media (2)
- People-Based Marketing (3)
- performance marketing (5)
- Pinterest (34)
- Pinterest Ads (11)
- Pinterest Advertising (8)
- Pinterest how to (1)
- Pinterest Tag helper (5)
- Pinterest Targeting (6)
- platform health (1)
- Platform Updates (8)
- Press Release (2)
- product catalog (1)
- Productivity (10)
- Programmatic (3)
- quick work (1)
- Reddit (3)
- Reporting (1)
- Resources (34)
- ROI (1)
- rules (1)
- Seamless shopping (1)
- share of voice (1)
- Shoppable ads (4)
- Skills (28)
- SMB (1)
- SnapChat (28)
- SnapChat Ads (8)
- SnapChat Advertising (5)
- Social (169)
- social ads (1)
- Social Advertising (14)
- social customer service (1)
- Social Fresh Tips (1)
- Social Media (5)
- social media automation (1)
- social media content calendar (1)
- social media for events (1)
- social media management (2)
- Social Media Marketing (49)
- social media monitoring (1)
- Social Media News (4)
- social media statistics (1)
- social media tracking in google analytics (1)
- social media tutorial (2)
- Social Toolkit Podcast (1)
- Social Video (5)
- stories (1)
- Strategy (608)
- terms (1)
- Testing (2)
- there are times ive found myself talking to ari and even though none of the words he is using are new to me (1)
- they've done studies (1)
- this is also true of anytime i have to talk to developers (1)
- tiktok (8)
- tools (1)
- Topics & Trends (3)
- Trend (12)
- Twitter (15)
- Twitter Ads (5)
- Twitter Advertising (4)
- Uncategorised (9)
- Uncategorized (13)
- url shortener (1)
- url shorteners (1)
- vendor (2)
- video (10)
- Video Ads (7)
- Video Advertising (8)
- virtual conference (1)
- we're all just throwing mountains of shit at the wall and hoping the parts that stick don't smell too bad (2)
- web3 (1)
- where you can buy a baby onesie of a dog asking god for his testicles on it (2)
- yes i understand VAST and VPAID (1)
- yes that's the extent of the things i understand (1)
- YouTube (13)
- YouTube Ads (4)
- YouTube Advertising (9)
- YouTube Video Advertising (5)