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Written by Montserrat González

Montserrat is a professional translator who likes to read and write fictional stories. There's nothing she enjoys more than spending time with her friends and family.

September 23, 2020

Multilingual social media campaigns

Social networks are an excellent marketing tool to create brand awareness and connect directly with your customers. But when your customers come from different parts of the world and speak different languages, planning and managing a campaign on social media can be very complicated.

 

Are you dealing with this problem right now? You should know that bilingual customers accept that. On social networks, a brand or company will generally communicate with the public in the “native” language of the brand. In this case there may be a certain degree of acceptance.

However, most Internet users are more likely to buy from brands that communicate with them in their native language.

 

The complexity of multilingual campaigns in social networks

Worldwide, Internet users devote an average of 40% of their time to social networks. In order to successfully build a community and sustain relevant interactions with it, cultural proximity is a key factor. Thus, for international brands, multilingual social media is the most comprehensive form of digital communication that exists.

Brands seeking to establish relationships with a foreign audience and increase their market share abroad simply have to find a way to communicate with customers in their native language.

Often, a literal word-by-word translation does not work within marketing or advertising environments, and just like the brand and image of the company, it must be coherent across different channels and languages, this creates a real problem for professionals in marketing.

In fact, in many cases, direct translations can be a disaster and affect the whole image of a brand.

 

What is the golden rule to create a successful campaign?

Know your audience! If you have a multilingual target audience and you want to translate your content into several languages, it is important that the assigned translator knows who it is aimed at, in order to create texts adapted to the culture of potential clients.

To manage multilingual social media campaigns, all your content must follow technical aspects of internationalization and adapt to each market according to its local needs.

Remember that people appreciate the effort you make when communicating in their language, and are more likely to feel identified with your brand if you speak like them. That’s why the localization of marketing content in multilingual social media creates bridges across borders.

 

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