How to Master Translations For Social Media

If you plan to enter a new market and reach global customers using social media platforms, you should first become accustomed to your audience’s native language, culture and habits. Talking to people in their language is much more than basic courtesy. It shows you understand their values and culture and are willing to go the extra mile to accommodate their needs.

Today, social media is one of the best ways to reach a broad audience worldwide. You can post regular content on your social media handles to engage with people from across the globe. But what’s the point of all these efforts if your audience can’t relate to your brand on a cultural level?

That’s when expert translation services come to your rescue. Today, our professional translators talk in-depth about the importance of social media translation and localisation and how you can master this tactic to approach your potential global consumers in a suitable manner.

What Is Social Media Localisation?

Social media localisation is a powerful tool that ensures your content is not just understood, but deeply resonates with your target audience. By aligning your content with their cultural norms and regional intricacies, you can significantly enhance your brand’s appeal and reach.

The more your content resonates with the target audience, the higher your chances of user engagement and lead conversion.

The Importance of Marketing Translation Services

Expert marketing translations can be truly invaluable when it comes to reaching new audiences and markets around the world. When content on social media platforms is customised to suit your target audience’s lifestyles, preferences, requirements, and needs, it has a high chance of building a loyal customer base. You can reach a wider audience and engage them with your brand message, which can help you achieve your social media and marketing goals.

Talking to customers in their voice can also help you better predict market trends. For example, 75% of people purchase from web pages or social media platforms in their native language.

Another interesting statistic is that 86% of local advertising campaigns have a higher click-through rate than those in English. So, translating and aligning your content with cultural and linguistic contexts is now much more than a necessity.

EXPERT’S TIP: Want to learn more about certified translation services? Make sure to read TS24’s expert guide to certified translations!

The Social Media Global Market

Social media platforms have effectively brought together people from all over the world. They allow accessible content sharing, harmoniously building social connections, and bridging the language gap.

Professional marketing translation services ensure all platforms align with their audience’s country’s cultural norms. They also ensure that social media’s impact reaches every corner of the world and brings people together.

Social media is the best platform for marketing campaigns when it comes to business reach. It gives you higher reach and, of course, engagement. Professional social media translation services can modify your brand message to your target audience’s native language so they feel more connected to you.

Whether it’s your blog post, campaign, or sales message, speaking to people in their language can help you reach more customers and achieve your business goals.

Common Challenges When Localising Social Media Content Messages

Using the right social media translation service is crucial before you enter a new market.

When designing an international campaign and launching your new products or services, you can miss out on different cultural nuances, linguistic barriers, and slang or jargon that you can or cannot use in your campaign. Some other challenges include:

Difference in Word Count

Translating a document or web page from one language to another may increase or decrease the word count. Therefore, keeping up with the page’s design or layout after translation can be challenging. You may also have to change the background, music, video, images, or even the whole webpage design at times to keep the context aligned with the newly translated content.

Events and Seasons

You may also have to edit and amend the seasons and events you showcase in your advertising. If you work for a tropical country, your message should be similar. For instance, you can’t display an Eskimo or snowfall.

If you work for a particular country, you should know where certain events, like Christmas, are celebrated (or not celebrated). Only then can you showcase your Christmas sales or other relevant promotional material.

How To Excel at Localising Social Media Content

An easy and not recommended way to localise your content is to use translation software. Using translation software could lead to challenges that may be hard to manage due to inaccuracies. The translated material is also often so complex that you may have to redesign the message or theme completely. So here are some tips to master social media content translation.

Know Your Customer

The first step towards mastering social media content translation is understanding your customer. Before entering a new market, delve into who your customers are. What are their needs, preferences, and likes? How is their lifestyle? This knowledge will empower you to create a brand voice that resonates with them.

Then, you will create your brand voice around it. Your brand voice should align with these customers so your services become a persona for them.

Craft Magical Content

The next thing you need to do is create content that stands out. Your content should match your audience’s interests yet differ from the other brand voices.
This is where you should choose your words well. Your tone and style should be consistent with your brand message, regardless of your language.

Working with a professional marketing translation service is crucial. They not only ensure accurate translation but also help you navigate linguistic taboos and sensitivities, preventing any potential misunderstandings with your target audience.

EXPERT’S TIP: Thinking about translating your Apps & Software? Find out the benefits of software translations!

Which Platform to Use?

Today, there are so many social media platforms that boast high levels of engagement, and people use them daily.

There are YouTube, Facebook, Instagram, Twitter, TikTok, and LinkedIn. But remember, not all these platforms are equally popular worldwide. Other platforms like WeChat, Line, and VKontakte are preferred in many different parts of the world.

So, you should research and find a compatible platform that mimics your audience’s preferences and buying behaviour. Once you have decided on the platform or platforms, you may have to adjust the length, format, or other details in your content to align with them.

Translate Your Content

Now comes the central part, i.e., translation. Translation is not about swapping the words of your content in your target language.

A better term here would be localising your content. You need to keep it in line with your brand voice and also relevant and engaging. The main point is the context. Keeping it appropriate for your audience would be best, so always check for slang, taboos, offensive words, etc.

No matter how much you put into your content, one wrong word could throw your efforts out the window. This is why you should work with a reputable translation agency to avoid mistakes and misunderstandings.

If your content was translated by AI or Machine software, it is essential to ensure its reliability and accuracy with a human post-editing and checking service. 

Review Your Analytics

Remember, social media content translation is not a one-time task. It’s an ongoing process that requires constant monitoring and adjustment to ensure your content remains relevant and engaging to your audience.

You need to examine the results and monitor the analytics. The engagement rate, reach conversion, and feedback you receive can tell you how well your content is performing.

About TS24 Translation Agency

Translation Services 24 (TS24) is the UK’s leading expert translation agency with professional translators working in over 200 languages. We provide services to clients in all corporate and public industries and specialise in sector-specific linguistic solutions. With over a decade of experience in the industry, 15+ million words converted every year and 100,000+ projects completed, TS24 is a leading provider of expert translations and interpretation services and an officially certified member of the ATC. Contact TS24 here. You can also read all of our recent articles here.

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