If you would like to internationalise your company, you should also internationalise your social networks. This means planning your communications carefully, and, as we always say, adapting your message to each of the markets in which your company has a presence. See how to create a multilingual strategy on Twitter.
Publications in several languages
Twitter translation applications have appeared in recent years, but the results have not been as good as expected. The multilingual options currently available for Twitter publications are:
Publish your content in several languages from a same account
This option permits a more correct translation when adapting your content to the target user, as you either translate it yourself or you hire a professional translation service. You can also segment your market by publishing at the times when your followers are most active, depending on the country. However, if you publish the same tweet in all the languages of your Twitter followers, your brand image may be affected as your followers will receive tweets in languages other than their own.
Translate your content with the Twitter translator
Twitter, in collaboration with Bing Translator, gives you the option to publish a single tweet from one account and Bing will translate it according to the language selected in a user’s profile settings (up to 40 different languages).The resulting translation isn't of the same quality as in the previous case, but it does save you time and reduce the number of times you need to tweet. Let's have a look at the tweet translation process:
- Sign into your account.
- Go to Account Settings and select the option “Tweet translation”.
- Check the box "Show Tweet translations".
Remember, however, that as these are machine translations, there are likely to be errors in the translation. Look at this translation of a tweet from the famous clothing brand H&M, which is an example of the questionable quality we mentioned earlier:
Create an account for each country
Another way to solve the language problem is to create a different account for each country. Before you settle on this option, first decide whether it is the best choice for your business and whether your company has a sufficiently high audience volume for it to be worthwhile, the languages or countries you would choose and if you have the necessary resources.
If you finally decide on this option, you will be able to adapt your content to each user and write quality content directed exclusively to users filtered by country.
And what about Twitter Ads campaigns?
Language targeting for Twitter Ads campaigns
As well as being able to publish daily Tweets, Twitter gives you the chance to increase the scope of your publications and do advertising campaigns. There are various segmentation filters that can help you to choose the right audience, and one of these is language targeting.
Filtering advertising campaigns on Twitter is one of the most important and useful ways to optimise your adverts on Twitter Ads. Although it might seem that localisation is enough, language targeting makes it possible to target users in specific places according to their language. Setting up an advertising campaign is predetermined by language targeting, but it can also be adapted according to the language selected in a user’s profile settings.
If you haven't used Twitter Ads yet to promote your publications, we highly recommend it. And as you already know, always take languages into consideration in your social media strategy.