70% of U.S. Hispanics conduct their online searches in Spanish and 83% turn to online sources to qualify their purchases. With 1.3 trillion dollars in purchasing power, having culturally-relevant online content in Spanish is crucial to capture and connect with this specific audience.
Yet, if not done accurately, a translated message can accidentally offend your Hispanic customers, rather than engaging them in their native tongue. When simple translation is done with a machine translator, problems of intent and clarity always arise. However, even if a website’s source language is translated by a highly trained linguist, it may still lack the level of cultural nuance required to effectively resonate with U.S. Hispanics.
Lindigua’s Solution: Website and Content Localization
What’s the difference between Translation and Localization?
Website translation- the process of changing an original (source) language version of web content into a different (target) language by simply substituting words from one language to another.
Website localization- a more specialized process of adapting your web content that goes beyond translation to modify the source language along with other elements to appeal to the reader’s cultural preferences in their own language.
At Lindigua, website localization is about refining your message and curating your brand to meet the cultural, functional, and language expectations of Hispanics in the U.S.
Assuring that your business’s message and mission come across clearly and genuinely in Spanish is absolutely key to attracting Hispanic consumers and gaining their trust and loyalty. We have over ten members on our team who work their multicultural butts off to assure your business’s image in Spanish is equally, if not more, impactful and sincere than it is in English. To meet consumer expectations, localization of content also includes:
- Changes to colors, shapes, sizes, and styles
- Images, icons, graphics that evoke emotions in Hispanics
- Societal codes; i.e. humor, etiquette, rituals, myths, and symbols
- Societal values, power, relationships, and beliefs
- Formatting of date, time, telephone numbers, and contact information
- Weights, measurements, and geographical references
Localization is required for accurately and effectively adapting highly emotive, creative marketing content that has the desired impact on U.S. Hispanics.
Social Media and Cultural Relevancy
When communicating with your Hispanic consumers or users via social media, whether it be directly from your business’s account or in the form of an online advertisement, respecting and understanding the culture is fundamental. Having a deep understanding of the values, beliefs, humor, and habits of U.S. Hispanics is what separates just translating messages to your audience from localizing them.
Want to learn a bit more about the cultural masterminds that will be buzzing around behind the scenes perfectly localizing your misión y mensaje? Check em out.
Better yet… if you’re up for a quick distraction from your work day, click here to get a giggle out of some of our favorite examples of poorly translated content we found on the web (it’s totally worth it).