The internet was created to connect the world, and yet, the English language holds the most significant stake in content. There is an argument to be made for English being the language for global trade, which is why many non-English-speaking countries teach it from a young age, but as a marketer, you should be looking to appeal to the preferences of your target audience.

For the most part, this means offering them information in their native language. We can see that over 60% of the top 10 million sites are using English, but only 16.2% of the world’s population speaks the language. There are huge disparities to the reverse of this, particularly with Spanish, French, and Chinese.

Don’t make the biggest mistake in translations

You simply cannot trust the soft translations of online browsers. It’s up to you if you want to learn a language like French yourself by using the convenient online tools and conversational tutors, or if you’d like to pay up for a translator, but the former is certainly the cheaper and more enriching option. By adding another language to your quiver, you immediately enhance your marketing prospects online.

If speaking to a native user of the language to enhance your abilities doesn’t appeal to you, though, go and get multilingual support from a translator. As stated, the soft translate features online stick out like a sore thumb to native speakers, making your efforts seem lackluster at best. So, hire a translator to make sure that you relay the exact message and tone that you want to use to grab your intended audience.

This goes far beyond simply offering a professional campaign in all jurisdictions: it directly impacts the success of your efforts. It has been found that 90% of EU internet users prefer sites that are in their own language, with only 55% occasionally using ones in another language. More pertinently, though, only 18% will buy products in a foreign language.

Attempting to translate your campaigns will pay off tremendously. Not only will you be able to relay your message as it should be shown to new audiences, but you’ll also be one of a relatively small contingent to tailor your campaigns to non-English speakers. Your next steps will be to see where it’s best to target people in these countries, as Google and Facebook simply aren’t always the go-to channels.

Standout in an online world that continues to neglect

Photo by Thought Catalog from Pexels

From rising as the top social media platform that connects friends and family to an advertising and marketing machine, Facebook is almost certainly going to be in your plans for a campaign. It has several useful features that help you display your PPC adverts and reach target audiences, such as Audience Definition, multimedia posts, and bidding options.

However, Facebook is also at fault for neglecting non-English speakers, despite the user base of its platform. Over half of all Facebook users use a language other than English, and many of those who post in English do so by default due to the persuasion of the US-based platform. When looking to target nations that don’t use English as their primary language, this is a key factor that you should consider – even if Facebook doesn’t.

A tremendous part of how Facebook spreads misinformation around the world is its neglect of non-English languages. It claims to support 50 languages, but in reality, the vast majority of safeguards used by its all-powerful algorithm aren’t applied beyond English. It’s to the extent that Facebook whistleblower Frances Haugen stated to British lawmakers that she’d be surprised if it could work beyond American English.

While this is a terrible state of play for the world and people getting thrown into the rabbit hole of misinformation and extremism at the hands of Facebook, it does present an opportunity in marketing. Facebook itself neglects non-English languages, as with many advertisers, so your social media campaigns can get an edge by perfectly translating to the language of choice and getting more clicks that way.

As a professional, your best move would be to learn a new language and utilize it in future campaigns. If not, you can’t undervalue the work of a fluent translator.

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