Twitter’s mission to serve the public conversation meant ensuring that our product marketing content had global reach.
My work included building out global product marketing campaigns, delivering regional content campaigns, and developing better efficiencies for the overall strategy.
This resulted in the global delivery of 44 complex product and feature launches, including the development of 71 animated videos into 871 regional versions.
Localization
Video and content translations involve considering various factors.
Character counts. The number of characters required for translating certain words in different languages is an essential factor to consider.
Words matter. There are challenges in translating idioms, slang words, pop culture references, and celebrity mentions. It's important to consider their impact on storytelling in the initial stages.
Project timelines. Planning a project timeline involves considering localization needs and limitations. Transcreation is a longer and costlier process than translation and may impact the production schedule. Creative concepts should consider these limitations in the planning stage.
Spaces release video in Arabic
Communities Product Release Video
Transcreation & Translations
Transcreation is Important. The basic goal is to make sure your content resonates with your target audience wherever they might be located. Culture plays a role in transcreation. So it is often important to work with a translation vendor who lives in the region and knows the culture, not just the language.
Tweet Translation. Tweets are full of local speech. This makes it a challenge to find tweets that are “universally” applicable in all markets. Most of the time, when running a global strategy, you have to use local, authentic copy to get the message across.