Translating content for social networksA company’s website and the social networks connected to it are often a company’s main communication channel with its reference markets. This makes them vehicles of the company’s communication strategy, tone of voice and image: messages that are useful and immediate for readers in both the source language and in the languages of the target markets. Most social networks let you translate a post into different languages: this is certainly a very useful option. However, when a company’s goal is to implement an international marketing strategy, then they need to work with a translator specialised in content for social networks and commercial communications. In this article we’ll explain the particularities and challenges of translating content for social networks, and why it’s so important to work with a professional translation service if you intend to expand your company’s business in foreign markets by exploiting social communication.
Characteristics of translating content for social networksFacebook, Instagram, Tik Tok, LinkedIn, Twitter… Although the language of social media features a concise, incisive style, every social network has its own audience, jargon and style. These substantial differences relate to the different reasons why people use a particular social network: a LinkedIn post describing the innovative app your start-up has developed will certainly have a more formal, professional style than a post on Instagram written by one of the influencers working for your brand. To obtain maximum results from the potential of each social channel, you must have a very clear communication strategy diversified according to the platform used. It must also work in different languages and in different cultural contexts. Furthermore, when writing and in the subsequent translation of social content, community rules must be respected, and you must clearly understand the requisites of a post seeking to reach the largest possible number of users: a translator specialised in social networks must therefore have digital marketing and community management skills. The linguistic adaptation of posts for the target audience also requires thorough knowledge not only of the language, but of the target culture as well, and a generous dose of creativity to ensure the effectiveness of the content in a different language from the one in which it was originally conceived. With a view to an integrated communication strategy among various communication channels and social networks, you also need to be rather consistent in terms of style and content between the various texts (such as newsletters, tweets, posts, press releases, etc.), so as to preserve your tone of voice and brand identity. The content to be translated must have a certain continuity, because it all contributes to forming a brand’s social presence.
Challenges in translating content for social networksHere are some of the challenges posed by this complex branch of translation services:
- Character count