How to Successfully Localise Content for Spanish Audiences
Do you want to expand your brand or product into Spanish-speaking markets? Ensuring your content resonates with your audience is crucial. But how do you make sure that your message isn’t lost in translation? The answer is localisation.
In this blog post, we’ll explore how to successfully localise content for Spanish audiences, taking language and cultural preferences into account to create a meaningful experience for your customers.
What is Localisation?
Localisation is adapting your content to a particular country or region. Although sometimes it’s used to mean the same as translation, it goes a bit further. Imagine you’re buying a suit. It looks beautiful on the hanger, but when you try it on, it doesn’t sit quite right in some places. You need to tailor it to make sure it fits you like a glove. It’s the same with your localisation. You want to adapt your content so it fits perfectly for the audience.
The goal is to make the content feel as if it was originally created for the target audience. This could involve adapting date formats, currencies, measurements, images and even tone or phrasing to match local customs and expectations. For example, a Spanish speaker wouldn’t know how long 20 yards is, but if you say 18 metres, they’ll know exactly what you mean.
Another example would be British politeness. Whereas in the UK it’s very common to hear “please” and “thank you” all the time, it would not sound natural to someone from Spain, where a more direct conversational style is preferred. They could think it’s too polite or formal, or even insincere. So you want to adapt your content to reflect this.
In the case of Spanish, localisation also means being aware of the different variants of the language. The Spanish-speaking world is huge, and what works in one region might not work in another.
Know Your Audience
Who are you trying to target? Think of the audience who is most interested in your products or services. You could check where most visitors to your website are from or in what country you have more sales, for example.
When talking to your audience, you must use the right language. Let’s put it this way. You wouldn’t use the same language with Gen-Zers as with Boomers, right? With different regions it’s the same.
And understanding these regional differences is essential for effective localisation.
The Spanish spoken in Spain is very different from that spoken in Mexico, Argentina or the Dominican Republic. They vary in the words they use, expressions, slang, pronunciation, formality and more. Trying to use the same Spanish for all territories will sound odd and completely miss the mark.
Words and Expressions
These can change a lot. For example, “computer” is “ordenador” in Spain, but “computadora” in many Latin American countries. And a “torta” is a sandwich in Mexico, whereas in Argentina it’s a cake.
There are also words which are common in some countries, but rude or offensive in others. Sorry, I won’t be writing any examples of those here! 🤫
The Spanish spoken in countries such as Puerto Rico, Perú, or Guatemala varies significantly in terms of slang, expressions, and even the use of verbs. Slang is the hardest to understand for people from other countries, so it’s important to get it right.
Adapting Tone and Style to Local Preferences
When localising content for Spanish audiences, tone and style are key to building a connection. Spanish speakers in different countries have different attitudes toward formality, humour, and emotional expressiveness. For example:
- In Spain, the tone is more direct. Spaniards tend to appreciate humour and boldness, so witty, casual, or humorous messaging could resonate well, especially in advertising. Formal language is rarely used on social media.
- In Latin America, the tone can vary from country to country, but there’s often a preference for more polite, respectful language. In some regions, there’s more emphasis on formality in business communications, whereas in others the tone is more casual and conversational.
Understanding how your target market consumes content and how they prefer to engage with brands will allow you to adjust your messaging for maximum impact.
Units of Measurement, Currency and Dates
When localising for a Spanish-speaking audience, ensure that practical elements like units of measurement, currencies, and dates are localised to the region you are targeting.
👉 Units of measurement: Spanish-speaking countries generally use the metric system, but there are countries which use measurements like gallons and pounds because of influence from the US. Ensure to convert the measurements to the ones used in your target market.
👉 Currency: Be sure to use the local currency, whether it’s the Euro (€) in Spain or Mexican Pesos (MXN) in Mexico.
👉 Dates and time: In Spain and Latin America, the date format is generally day/month/year. But some countries use a 24-hour clock (16:00), whereas others use a 12-hour clock (4:00 pm).
Cultural Sensitivity and Relevance
Cultural differences play a significant role in how content is received. These are some examples of things you should think about:
👉 Holidays and events: Adapting your content to local holidays and festivals, such as Día de los Muertos (Day of the Dead) in Mexico, can help you connect with your audience on a deeper level. Some special dates are good for launching offers, so make the most of that.
👉 Humour and puns: Humour can be very region-specific. Puns, jokes, or references that work in one country might not have the same impact in another, or could even be rude.
👉 Images and references: Use culturally relevant images that align with local tastes, values, and expectations. For example, images of people or places in advertising in Spain may differ from those that would appeal to audiences in Colombia or Argentina. And same for celebrities, artists, politicians and the like.
Optimising for Local SEO
When localising your content, keep in mind how Spanish-speaking audiences search for products and services online. Research local slang, common search phrases, and industry-specific terms that your target audience uses. And localise keywords to match regional search behaviours.
For example, if a user is looking for a “car” in Spain they would look for the word “coche”, but in most of Latin America they would use “carro”. Conducting thorough keyword research for each target market ensures that your content ranks well in local search engines.
Trends can also differ from country to country, especially in industries like beauty and fashion. What’s trendy in one country might be considered old-fashioned or tacky in another. Use platforms like Google Trends and social media to see what your target audience is interested in.
Optimising for local search engines and considering local domains (.es for Spain, .com.mx for Mexico, etc.) can help you improve your visibility in each market.
Test and Refine Your Localised Content
Before launching your localised content, it’s a good idea to test it with native speakers from the target market. This can help identify any awkward phrasing, unintended meanings, or areas where the tone of voice could be improved. Having a professional review your content will ensure that it flows naturally and that nothing is lost in translation.
Conclusion
Successfully localising content for Spanish audiences is about more than simply translating words. It involves adapting your messaging, visuals, and strategy to meet the linguistic, cultural, and emotional needs of your target market. By understanding the nuances of regional Spanish variants, adjusting tone and style, and optimising for local SEO, you can ensure that your content connects with Spanish-speaking audiences on a deep, meaningful level.
If you’re looking to localise your content for Spain, I’m here to help. With over 20 years of experience in translation, localisation, and digital marketing, I can guide you through the process and ensure that your content resonates with Spanish-speaking audiences. Get in touch!
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