Over 7% of the world population speaks Spanish. But, smaller brands, startups, and (even) established companies get stumped, unsure how to do social media marketing in Spanish.
Spanish is the third-most used languages on the web. Brands want to sell goods and products to ready and willing Hispanic consumers. However, Spanish social media adds another layer of concern.
Most brands outsource for social media services. But, social media in Spanish targets Hispanics in the US, Latin America, and beyond. That means you need to understand trends and language within every Hispanic country and region.
Spanish Social Media Marketing Tips
1. Separate Accounts
Depending on your social media marketing campaign, one account may limit success. Or, it may get confusing for consumers looking for information in English to suddenly get confronted with an account providing Spanish messaging
Alternatively, Hispanic consumers, seeking Spanish social accounts, may grow confused about the consistency of English-to-Spanish messages. Consider using multiple social accounts and make them distinguishable.
2. Stay Bilingual
You don’t speak two languages but your content can. Consider social media marketing in two languages. Maintain messages in your native tongue while Spanish marketers adapt them for Hispanic consumers in respective countries.
3. Mind Time
Effective social media in Spanish or any language is about timing. Align social media campaigns with appropriate Hispanic time zones.
4. Fine-Tune Channels
Many social media platforms allow marketers to further modify content. YouTube allows for translating video titles and descriptions, adding closed captions,and creating a transcript to go along with video content.
5. Know Celebs
Know which celebrities are popular with Hispanic cultures. More specifically, research the Latin roots of particular celebrities and athletes, aligning your brand with a popular and familiar personality.
can I have a fry @JBALVIN? pic.twitter.com/oLDRpSfE9M
— McDonald’s (@McDonalds) October 5, 2020
J Balvin is the ”Prince of Reggaeton” and originally from Colombia. Born in Medellin, the artist helps McDonald’s relate to Latinx consumers.
6. Dismiss Analytics
Consider dismissing analytics data (for now). You’re not getting any visits from Mexican, Venezuelan, or Brazilian customers? Well, perhaps it’s because you haven’t tried targeting Hispanic consumers. Make an effort to begin conversation with Hispanics in particular regions versus obsessing over analytics data for now.
7. Dial-In Translation
English-to-Spanish translation is a challenge. Often, translation tools are not your friend. Relying on Google Translate or free tools leads to opportunity for a botched translation. What’s better is finding a social media management service that provides translation, or, even better, transcreation services.
Read more about Transcreation
8. Try Transcreation
The word, “transcreation” is not as used as often but it’s better than translation when it comes to marketing goods and services to Hispanics. Often, translations are too literal or don’t work at all in regards to an audience. Consumer are reading your ads, but you want them to react to them as well.
React in the way you intend. Therefore, transcreation maintains the message while translating into another language. However, many speak Spanish across the globe. And, use, connotation, and trends change across Hispanic countries. Localizing marketing campaigns ensures that Hispanics read ad messages that resonate with them.
9. Get Local
Do consumers in Venezuela speak Spanish similarly as compared to those in Mexico? A more important question is, “Do consumers use different words and phrases when searching for goods and services online?” The answer is yes.
And, the marketing solution is localization.
Read more about Translation vs Localization
10. Coordinate Checkouts
Statista shows data reflecting reasons for online shopping cart abandonment in Spain. We see translation and currency issues among the top grievances.
A lack of international payment methods or an inability to clearly convert goods and services into local currency creates a challenge for online brands that want to attract Hispanic buyers.
Spanish SEO and related PPC services enable brands to optimize translation as well as online platforms used to connect with Hispanic consumers. Get the best return on investment by coordinating your website’s checkout process with local currency, trends, and verbiage.
Contact Altura Interactive to discuss your next Spanish social media marketing campaign.
