Eliot probably didn’t expect that voice to be discussing how to obtain the best selfie angle, write an AI prompt or translate a meme. And he definitely wouldn’t have predicted that any of these terms would be added to the Oxford English Dictionary…
Nevertheless, Eliot may have been onto something. Language is forever changing based on social trends and dictates the significance of the words we use to express ourselves. This evolution naturally affects how we write and communicate on social media, and therefore has an impact on how brands localise their content to reach their international audiences.
Speak the lingo
English, while it makes up the lion’s share (58.8%) of web content, is far from being the lingua franca of the world wide web, and we cannot stress enough the importance of speaking your customer’s language. Indeed, 65% of online shoppers prefer to read content in their native language and 73% want to read product reviews in their native language according to data from CSA Research.
It is therefore equally as important to work with translators who are specialised in creative translations for social media, who will translate and adapt your content according to your local audience’s sense of humour, cultural sensitivities and taboos, linguistic nuances and topic relevance (among others).
You also want to ensure that your team is familiar with the technical terms of your industry. An Italian vineyard would probably want to work with translators with a background in vinification or the culinary arts. If you’re launching your latest indie first-person shooter, you’d want someone who knew their hard mode from their horde mode.
An emoji is worth a thousand words
Just like transcreation, translating for social media is about capturing the essence of your creative content and conveying its meaning and tone in a way that feels native and authentic to your local audience. It’s a creative process that goes beyond words – emojis and visual content also need to be adapted to be relevant, accessible and engaging for your international audience(s).
Originally used in casual texting, emojis have weaselled their way into business and consumer marketing. With over 3,500 to choose from (so far), emoji appears to be the only language understood worldwide. Or is it?
The meaning and interpretation of certain emojis can vary across cultures: while in the western world the waving hand emoji means a modest ‘hello’, in China it can signify a friendship break-up. Lucky for us, we now have the first EVER official emoji translator and decoder, Keith Broni. His transcreation consultations prove particularly useful in legal cases, where text messages involving emojis are often used as evidence. A jury’s misinterpretation could lead to unworthy sentencing, after all!
‘We the jury find the defendant guilty of 🔥🔫🔪🤯 !'
Social media allows for a greater reach: of your content and of your audience. As your ideas and products are now just a post away from (all) your followers, it’s crucial to master your social media translations for the success of your campaigns and content worldwide. This can only be achieved by adapting your content while being mindful of various factors, such as cultural events, local slang and register used on social media, as well as evolving trends and sense of humour (a joke or meme that works in one country might fall flat or even be offensive in another), the use and signification of emojis, to ensure your messages is delivered and received as intended, avoid blunders and build trust with your local audiences around the world.
By working with native social media specialists and translators, you’ll gain invaluable local insight and understanding of your local audience’s cultural nuances and social media preferences, ensuring your content remains relevant and engaging around the world.
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