Steve Keller’s Post

Connect with your audience and drive results by creating bilingual ads ✍️ A new report by TikTok shows that the best way for brands to connect with the bilingual Hispanic audience on the platform is actually through mixed-language ads, using both Spanish and English. 👀 Two in three respondents say seeing multiple languages in ads make them feel closer to the brand. 👂Two in three respondents say hearing multiple languages in ads make them feel closer to the brand. 🎧 Three in four respondents say the use of Spanish music in ads is appealing. Read the report from TikTok here: https://lnkd.in/eVzBV3s5 Need help with your marketing translation? Book a free consultation with us today, and be on brand in every language: https://lnkd.in/eXsmg654

Advertisers, Beware: Language Can Unite or Divide—Cultivate Deep Cultural Awareness Audio advertising can be a complex world, especially as our Multicultural Creative Team at Studio Resonate (SiriusXM SiriusXM Media Pandora SoundCloud) delves into the significant role language plays in connecting with audiences. We actively harness neutral Spanish, Spanish with dialects and accents, English with various accents, bilingualism, and Spanglish, not just as tools but as essential elements that resonate with listeners, enabling us to deliver messages that are not only informative but also deeply resonant (shout out to Natalie Leal). In the U.S., our use of Spanglish authentically reflects the linguistic blend prevalent in the Latino community, enhancing both relatability and the impact of our campaigns. Terms like "parquear," blending English and Spanish to mean 'to park,' and "lonche," referring to 'lunch,' exemplify the seamless integration of Spanglish. While these expressions highlight the cultural interconnectedness fostered by close or shared borders, media, and globalization, they also reveal that not all users of Spanglish are necessarily bilingual; rather, they often reflect a linguistic adaptation within their cultural context. However, my extensive travels and work across Latin America, including seven years in Colombia, significant periods in Lima, Peru, and other countries in the region, have deepened my understanding of the subtle nuances of language use. In predominantly Spanish-speaking regions, Spanglish can highlight social divisions, indicating one's access to bilingual education and exposure to U.S. culture—"privileges" not universally accessible. This is not merely by chance; it's shaped by decades of U.S. cultural exports, including films and music, which propagate American values and amplify the "prestige" of English. Just as boiling water can harden an egg but soften a potato, language has the power to both unify and divide, depending on the context and the listener. This reality encourages our creative team to carefully consider our language choices and the broader implications of our messages. We craft campaigns that span cultures and geographies, and understanding how these resonate locally is crucial. Our insights allow us to utilize bilingualism and Spanglish not only to connect in truly awesome and real campaigns, but also to build bridges of unity, all while being mindful of the global currents that influence our perceptions. #StudioResonate #AudioAdvertising #LanguageInAdvertising #CulturalNuance #GlobalMarketing #MulticulturalMarketing #Advertising #siriusxmmedia #siriusxm #soundcloud #Pandora

By enlisting native speakers across diverse languages to scrutinize brand names, businesses can uncover hidden meanings, nuances, and cultural references that might influence how the brand is perceived in different markets. This collaborative approach ensures linguistic accuracy and enriches the brand's narrative, fostering connections that resonate deeply with local audiences. Brand Name Evaluations play a pivotal role in the process. By actively seeking insights from native speakers, businesses can preemptively address any potential misinterpretations or cultural missteps, fortifying their brand against unintended connotations that could dilute its impact or lead to reputational challenges.

TikTok Shares Research on the Benefits of Creating Multilingual Ads #socialmediatoday #tiktok #multiculturalmarketing #inlanguage #asian #black #hispanic #pca #planagency https://lnkd.in/dmxwYDf4

As our world becomes more diverse, the role of language in connecting with audiences is increasingly important. A recent TikTok study highlights the effectiveness of multilingual ads in engaging with Hispanic audiences in the US. Our team has seen firsthand the power of microtargeting with bilingual ads through Obviouslee, resulting in dramatically higher engagement rates. But it's not just about reaching those who don't speak English. Understanding our fluid linguistic personalities and finding innovative ways to tap into each cultural layer of our target audience is crucial. Duolingo is leading the way in this effort, incorporating multiple languages to build trust, foster deeper connections, and celebrate cultural diversity within our marketing efforts. For individuals speaking multiple languages, each one adds another layer of cultural nuances and understanding. Let's embrace our diverse backgrounds and languages to better connect with our audiences. Polecam, #digitaladvertising #marketingstrategy

Unlock a world of opportunities with subtitles and closed captions in global marketing. Break down language barriers, enhance accessibility, and drive business growth. Ready to reach new audiences? Read more at https://buff.ly/3Aji4Ag #GlobalMarketing #Accessibility #Subtitles #CloseCaption #EliteAsia

Connecting with the rapidly growing Hispanic market requires more than just translation. In this month’s edition of BOUNCE Ahead, we explore transcreation - the art of adapting marketing messages to resonate emotionally and culturally with different Hispanic audiences. You'll learn the importance of transcreation, when it makes sense to use it, and best practices for developing culturally relevant campaigns. We also share examples of major brand mistakes that could have been avoided with proper transcreation. Whether you're launching a new Hispanic marketing initiative or want to strengthen existing efforts, this article will help ensure that your messaging hits home with this influential consumer segment. https://lnkd.in/erkU5qEb

Handling cultural differences in #videolocalization involves a thoughtful approach to ensure content resonates with diverse audiences. Here are my three key ways to address this: 📝 Research Local Norms: Understand the cultural values, taboos, and preferences of the target audience. This helps avoid any content that might be considered offensive or irrelevant. 📷 Adapt Visual and Verbal Elements: Modify visuals, symbols, and even humor to align with local sensitivities. #Language is just one part; imagery and tone matter too. 👨🏫 Collaborate with Local Experts: Engage native speakers and cultural consultants who can provide insights into the nuances of the region, ensuring authenticity in every aspect of the content. These strategies help bridge cultural gaps while delivering a localized message that feels native to each audience. #prestocz #protips #globalcontent

Foreign-language content has been rapidly gaining popularity in the United States, with #K-Dramas and Spanish-language #telenovelas leading the charge. Here is an insightful analysis of the phenomenon:

Here’s a conundrum I find myself in often. When developing creative for the Hispanic Market, I feel the need to guide clients on why translating or transcreating is not always the way to go — it depends on demographics, acculturation levels and carefully collected insights. While swapping languages might seem like an affordable and safe fix, it might not necessarily move the needle with the audience you’re trying to captivate. Tapping into culture, however, absolutely can.   Culture is a language in itself. It carries meaning and references that speak to a particular group beyond grammar rules or the right pronunciation. When those nuances are tapped appropriately, it can be a much more powerful source of connection.   For Latinos, culture and heritage are not only a reason of pride, but they directly play a role in purchasing decisions. Creating insightful, authentic messages from scratch should always be the main goal. Language considerations should come second — whether you end up developing work in Spanish, English and yes, even Spanglish.   Most importantly, there’s no need to be scared of integrating culture. It’s about making sure you’re leaning on your multicultural creative partners for guidance. We’re here to help catch any red flags, identify ways to elevate your brands and help acquire long-term consumers organically.   🗣️ Here’s a quote I like from ANA: “Consumers can read a brand. They have a way of detecting the intentionality of a brand's commitment and have greater expectations from brands, especially during these tumultuous times. Doing the due diligence to connect on consumers' terms (language and culture) is paramount in modern marketing. Marketers that don't follow these best practices and shortchange the driving power of culture – whether in Spanish, English or Spanglish – are really doing a disservice to the consumer and to their brand. In doing so, they are likely leaving money on the table.” Just some food for thought. Happy Friday y’all.✌🏽✨#HispanicMarketing #Culture #Multicultural #MulticulturalAdvertising #InLanguage #InCulture #Copywriting #Freelance