Whether a company expands to foreign markets or is born global, choosing the language for digital content and platforms is something that often gives a headache to the decision makers. Quite often, the easiest solution is to use one common language that customers across the markets speak: English.
While English is commonly used, it is important to remember that many people simply engage better with content created in their native language. When deciding to opt for English as the content language, remember that the engagement from your non-English target audiences might be lower than it would be if using the local language.
Even if engagement may be lower, making engaging content in English for non-native speakers is not impossible. Follow the tips below to get a kickstart to your global content creation.
Keep it simple and invest in a good copywriter
Remember to keep the text simple. Avoid slang, difficult metaphors, and overly complicated sentences. Remember that when operating in the European market, for example, many of the readers are not native speakers and may easily lose interest in text that is hard to read.
While we often like to use verbs like “halt” instead of “stop”, it is crucial to remember that most readers are not native speakers. Similarly, idioms and other things that cannot be understood if read and translated directly may not be the go-to texts.
Instead, use simple language that is easy to read without a dictionary. If possible, test the text with non-native speakers whose English is around the same level as your target audience.
Using simple English also means that translator tools that many web browsers and social media platforms offer can translate the text properly.
All in all, while texts may be short, investing in a good, digital content focused copywriter is a wise choice.
Be careful with jokes, metaphors, and culturally-rooted content – unless it’s a campaign
When using English, keep the metaphors, jokes and other content to the level that is widely understood and that you don’t have to explain to your audience. Relying on jokes, for example, may not be the smartest option as humor varies greatly from country to country. Similarly, note that culturally-rooted content, such as holidays and traditions, don’t speak to the audience outside the one of which the culture is from.
While pushing culturally-rooted content for everyone may jot be the best idea, remember that digitality gives you the power of proper targeting. Use social media, email, and WhatsApp campaigns to take advantage of the various local holidays and traditions, and engage with your audience in a way that feels local instead of global and win the audience on your side.
Use pictures
As said, a picture tells more than a thousand words. Let your images tell the story to the audience. This reduces the stress of passing the full messages to the customer via written text.
Make it global, really
Being global means much more than just being available in multiple markets. When providing content for multiple markets at once, you really need to think globally.
Remember to engage with audiences in different markets by being inclusive in model, influencer and other collaboration selection, as well as to otherwise minimize the very tight cultural connections to one market – unless that is the desired brand image. For example, American companies often celebrate occasions like Veteran Day, while the European customers often feel disconnected to such a day – and some nationalities may even feel uncomfortable because of it.
