About 4 in 5 websites are written in English, but the reality is that just 6% of people speak English. And 82% of people shopping online will only buy from sites in their mother tongue. So it’s clear that if you want to connect with non-English audiences, you need to change your approach.
Google Translate doesn't cut it. We all know that when you stick something in an online translator, what comes out the other side is mangled at worst, barely comprehensible at best.
Even a word-perfect translation might not be enough. Content should resonate with local audiences, which means it needs to take into account cultural differences, traditions and trends.
This requires an understanding of local culture. We also advise using native speakers to create content so it is authentic and human, taking into account regional differences and current events.
Creating content for international audiences should not be an afterthought. It shouldn't be a case of creating content in one language and translating it into another. You should be creating unique content for every market through a process of transcreation.