Introduction
We mentioned the value of translating mobile websites in a previous section, but smartphone app localization is a truly powerful way to help be top-of-mind with your constituents (you’re literally in their pockets, available at a finger tap). They can generate more engagement than mobile sites alone, too.
Two flexible technologies—APIs and proxy-based approaches—enable vendors to easily execute mobile app localization without having to dig into the computer-code “guts” of the app itself. They work with all popular forms of apps, including:
Native Apps: Native mobile apps are built specifically for smartphones and contain content that isn’t accessible through the public web. To translate this native-app content, you can submit it to your vendor via their API. The translated content can be embedded in a localized instance of the app by your team.
HTML5 Apps: These mobile apps are usually written in HTML5, JavaScript and CSS 3. Translatable content is loaded through an external web-based resource. Great proxy technology can translate this content and automatically integrate it into a localized instance of the app, with no effort required by you.
Hybrid Apps: These mobile apps load translatable content through an external resource, which can be proxied with no customer effort required. Any native content within the app can be translated and delivered via API and embedded in a localized instance of the hybrid app by your team.
Translation for Social Media & Emails
And be sure to offer translated emails, e-Newsletters and promotions. These keep metalingual customers engaged with translated marketing and promotional emails, confirmation emails and other digital correspondence.
More U.S. companies than ever are now engaging the thriving Hispanic market. If you’re thinking about serving Spanish speakers via social media, consider following these best practices:
Communicate in both English and Spanish. U.S. Hispanics are largely bilingual and appreciate brands that communicate with them in both languages. Brands that offer bilingual content on social channels are more likely to be viewed as authentic, leading to stronger online brand engagement.
Set up a Spanish-language social media account. Brands can use social media platforms to serve up Spanish-language content and interact with Hispanic customers. Fast-food icon McDonald’s uses this approach to engage Hispanics on Spanish-language Facebook pages and other online destinations.
Leverage influencers to build trust. Hispanics are influenced by word-of-mouth recommendations. Brands can leverage this trend by connecting with Hispanic influencers who are genuine and appropriate brand representatives.
Maintain a consistent brand voice across all channels. Your company’s translated social posts, website and offline documents should communicate the same brand voice and tone.
Read more about website translation in our ultimate guide to website translation.
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