English may be one of the most widely spoken languages with 1.53 billion people worldwide who speak it natively or as a second language*, but did you know that other European languages have also left their mark around the globe? *Statista
French is the official language of 32 states, with over 61% of these states based in Africa, and there are more Spanish speakers in Mexico (132.5 million) and Columbia (52.7 million) than in Spain itself. Arabic is an official or co-official language across 25 countries and recognised as a minority language in six more.
All these languages have something in common: regional variations, idioms and cultural nuances that can have a huge influence on your audience and impact your business. For example, only translating your marketing content into Peninsular Arabic risks alienating speakers of other dialects, while translating your research survey into Québecois French (Canadian French) ignores Swiss French, French in France and all the African French dialects.
In this blog, the TLF team highlights the value of localisation to include regional variations and top tips to get it right the first time.
What are the benefits of localisation for regional dialects?
- Better results: increased engagement by using content tailored for each region, for example slang, tone of voice and demographic preferences
- Increased credibility: enhanced understanding builds trust and an emotional connection with your target audience
- Accuracy: for sectors where precise communication can be critical, such as healthcare and legal, localisation can help ensure the local population fully understands the documentation and avoid potentially serious consequences
Top tips for localisation
- Know your market: knowing what region you’re targeting will help you identify which language variants you might need. If you’re fielding research in France and Canada, you could translate for France and localise for Canada, for example. Similarly a translation for Arabic speakers in Egypt might be suitable for localisation for Dubai, depending on the topic.
- Use an expert: an experienced mother-tongue linguist from the region, not just the language, will use the correct vocabulary, expressions and cultural references. Fruit and vegetables in Spain, for example, may have different names in Mexico, Argentina and other Spanish-speaking markets.
- Update spelling and grammar: remember regional dialects often have spellings and changes in grammar, for example, UK and US English or Brazilian and European Portuguese.
- Adjust formats: use region-specific formats for dates, times and measurements.
- Be aware of idioms: idioms and cultural references are often based on historical events or experiences and may need to be adapted to reflect the culture of your target market. Generally idioms and expressions are best avoided in documents for translation as direct equivalents may simply not exist.
- Check tone and formality: bear in mind that different cultures may have different expectations around tone, for example, Mexican Spanish tends to be more conversational and informal than Spanish spoken in Spain.
- Localise your SEO: don’t forget to translate and adapt any related search terms to ensure content can be found using local search engines.
Get localisation right first time with a leading translation agency
Choosing an experienced translation agency can make all the difference to the success of your project. At The Language Factory, our expert linguists and Project Managers are well versed in localisation and together they are able to accurately and efficiently tailor your language to fully engage your target audiences wherever they are in the world.
Talk to the TLF team to find out how we can help you with your next localisation project.