I am often asked about posts with multiple languages captions and if we should translate the content word for word.

Definitely NOT!
During the decades I have spent working in the online field I saw captions that made no sense in different languages, I still see that. Writing mistakes are very common, however they can be very harmful to brands online.
The caption of the posts is emotional, addresses a need and shares a call to action. Literal translation does not look at how the words are used together and the meaning of your caption will be lost. The connection with the reader will be lost.
I often encounter posts in Arabic that are translated word for word or where the letters are unconnected and in the opposite order.

Before you decide to proudly, publicly share your content in different languages, make sure what you are sharing makes sense to those who can read it so that they can understand it. After all, communicating with your audience online is all about sharing a message that will lead to action. If your reader cannot relate to the message or even understand it, the message won’t go through and your marketing efforts will be useless.

When Does This Happen?

Brands that are making an effort to expand into a new market, will also make the effort to speak the language and have better translation skills. Basics of marketing right?
Usually, brands look for translators to help them with the translation of captions. Or, to cut costs, they use Google Translate. The brand manager, content manager, community manager, graphic designer, digital marketing expert, or anyone in the digital marketing team, are all responsible for this content. But when no one on the team speaks the language, it will be difficult to proofread. Unfortunately, very rare are those who take the extra mile and research the language online.
The brand will share content that they believe is correct, however, it is not. Definitely not the impact the brand is looking for in a new market.
Your audience is more knowledgeable today, learn more about the connected consumer.

Consequences

This will backfire big time.
Imagine someone trying to communicate with you in “e n g l i s h b u t t h e y n o s p e a k o r u n d e r s t a n d i n g e n g l i s h”
Frustrating no?
One would think, why would you even go there?!
I personally would send a private message to the brand and inform them that their use of the language is wrong and that they need to put more effort into it because it is insulting. And I would definitely hide or block them. Why? Simply because that brand took me for granted and insulted my language and culture. All they care about is my money, they never even invested in understanding my language or also my needs so they are definitely not worth my time or money.
I am sure you would have a different reaction.
Reactions will differ, but no one can deny that it is frustrating at first sight and that will definitely have an impact on the brand perception in the new market.

Recommendation

– Simplest solution, share your captions in one language if you do not have the resources.
– Should you have the resources, recruit a translator who will translate and proofread.
– Get the help of a friend who understands both languages and that you trust.
– Get the help of your followers who speak the language. After all, it is them who will be purchasing your product/service. They will be able to share with you the emotional messages you are looking for in their own words.
– Make sure your team has the right tools, the software that has RTL and LTR features.
– Google the text in a different language and use google translate to understand it, if it doesn’t make sense to you in your own language, then it won’t be for sure in a different language.
– Research the keywords on google to make sure this is what everyone else is using. You don’t want to use words, even if they are correct, alone, otherwise, nobody will be even searching for them.
– If you are not sure of it, don’t do it. If you have your doubts, better keep your descriptions in one language and let the automatic translation features do the work for you, at least your brand image will not be affected.

Are you looking to expand into a new market and you are looking for someone to help? Don’t hesitate to contact us.