Snapchat Tamil Community Support Style Guide

The Purpose of this Style Guide

This style guide is for translators and anyone else that is adapting content for the Snapchat Community Support site. This
style guide will help you maintain consistency in the knowledge base and present information in a clear, concise, and
Snappy way. Refer to this style guide when translating new content or adapting existing content 👻

The Purpose of this Style Guide 1

General references 2
Voice and Tone 2
What’s New Posts 2
Emojis 3
Numbers 3
Dates 4
Dashes 4
Hyphens 5
En-dashes 5
Em-dashes 5
Commas 5
Quotation Marks and Apostrophes 5
Boldface for Emphasis 6
Pronouns 6
Verbs in Tamil 6
Common Errors 6
Terminology 7
Terms Glossary 7
Common Terms 7
Referencing UI Elements 8
Links 9
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General references
1. https://ta.wiktionary.org/wiki/முதற்_பக்கம்
2. https://agarathi.com
3. Wikipedia
4. http://www.tamilvu.org/

Voice and Tone

Voice and Tone are two distinct factors of style that inform the way we write, the words we use, and the emotions we
convey.

The Community Support voice — a constant style — is succinct, not overly-polite, and addresses the user directly.

The Community Support tone — a variation in style — conveys positivity and excitement about Snapchat features and
benefits. Exceptions are made for content related to safety, privacy, and data security, where the tone should convey
dedication, responsibility, and engagement.
All in-app content should be translated in informal & conversational tone
Here’s what we are and what we’re not:
● We’re fun, but not flippant.
● We’re informative, but not wordy.
● We’re helpful, but not patronizing.
● We’re youthful, but not immature.

What’s New Posts

What’s New posts are very brief and simple blog posts that bring extra attention to new app features or app-related events.

A What’s New post follows a basic outline:

1. Introductory two or three sentences that convey: the topic, why it’s cool and fun, and how to use it or get started.
Include a link to the main article with more info.
2. Image or video asset
3. Concluding sentence that links to the main article that has more info.

For the title, mimic the structure and style of previous What’s New post titles. Include the name of the main feature or
topic, and try to phrase it in a fun, active way.
Examples:
“Snapchat is Rebuilt for Android”
“Watch Out for False Rumors!”
“Keep Chat Messages from Disappearing”

Preview the staged post and try to phrase the title so it doesn’t break to a new line on an iPhone 8-sized screen.

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The snippet is a brief teaser line that appears below the title. The snippet can be a condensed version of the post’s first
sentence, and end with one or two emojis.

Emojis
Use emojis at the ends of paragraphs as punctuation and to add flair 🎊

⚙️
Emojis can also be used instead of an icon image if it looks very similar, such as the trash can or gear

Don’t put punctuation after an emoji or use it in the middle of a paragraph. (It’s OK to use an emoji in the middle of a
paragraph if it’s being used as an icon image.)
Example:
❌ “You can even check out Group Stories 📣that you and your friends tell together 👯!”
✅ “You can even check out Group Stories that you and your friends tell together 👯”

Use the default yellow skin tone for people emojis 🥳👩‍🎨

Place a no-breaking space ( ) between the emoji and the preceding word in the HTML. This prevents the emoji
from breaking by itself to the next line.
Example:
<p>Tap&nbsp;🗑to remove it.</p>

Don’t use emojis in place of words. This creates difficulty in localization.

Example:
❌ “It’s a piece of 🍰”
❌ “Pull your friend’s 🦵”

Numbers
One through nine are spelled out, and 10 and above are figures (Arabic numerals). If a sentence begins with a number —
even a year — spell it out or rewrite the sentence. Use figures in tables.

For example:
Source Target
1 ஒன்று
2 இரண்டு
9 ஒன்பது
22 22

When describing a range of numbers, use the numerical value, even if the number you’re writing is between 1–10. Use an
en-dash with no spaces for number ranges.

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Examples:
1–10, 13–34, 1000–2000
the English numerals should be used. But follow Indian numbering system for digit separation.
Ex.
1,000
10,000
1, 00,000
10, 00,00 ௦

For percentages, use figures and the word percent (50 percent). In space-constrained contexts, such as tables, the %
symbol can be used.

For million, billion, always use figures and spell out the words “million” and “billion.”

Dates
In Tamil, the day always comes before the month: dd/mm/yyyy (as opposed to mm/dd/yyyy in English).
Short form: dd/mm/yy.
If month, day, and year are present, set off the year with matching commas.
 Long form: 17 மே, 17.

 Short form: 17 மே, 2017.

Use the ordinal format for day of the month. E.g., 1 ஜனவரி, 21 நவம்பர்

Dashes
There are three types of dashes: the hyphen (-), the en-dash (–), and the em-dash (—). Use these mac shortcuts:
● Type minus for a hyphen (-).
● Type Option+minus for an en-dash (–).
● Type Shift+Option+minus for an em-dash (—).

But, usually dashes and hyphens are not used in Tamil as per the source. Anyhow it can be used in some circumstances to
emphasize something.

Hyphens
Hyphens are used for prefixes on single words. But in Tamil, hyphens are not necessary for all instances as in English.
Example:
“Double-check all the info in your Geofilter order.”
“உங்கள் Geofilter வரிசையிலுள்ள தகவல் அனைத்தையும் கவனமாகச் சரிபார்க்கவும்.”

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En-dashes
En-dashes are used for number and date ranges, with no space on either side. It’s a substitute for the word to. It can be
followed as in English.
Example:
“We will review your request in 24–72 hours.”

Em-dashes
Em-dashes are the most commonly used dash and can either indicate a break in thought, or set off part of a sentence. Use
one space on either side of an em-dash. Em-dashes can be avoided in Tamil by the structure of sentences.

Commas

Commas should be used in appropriate places where the sentence is paused for a moment irrespective of the English
source.
Use a Period (.) at the end of each sentence. Even though the source has a comma in between two full sentences.

Quotation Marks and Apostrophes

Usually quotation marks in Tamil is followed as per in English source for the same purpose as in Source

Quotation marks surround text that is presented in the Snapchat app, but can’t be tapped or selected, such as an error
message, toast, or modal. Mimic how the text is capitalized in-app, on iOS.
Examples:
“You may see a “User Not Found” error message if you try to log in with your email address.”
“If the status section says “SELECTED,” it means that your Snap was selected by our curation team.”

The Period or comma goes inside the closing quotation mark or apostrophe. All other punctuation goes outside, unless the
punctuation is explicitly part of the word or phrase. (It is acceptable to put the period or comma outside if that practice is
the widely-accepted norm for that locale — such as British English.)

Boldface for Emphasis

You can make certain words or sentences bold for emphasis. You can also adjust formatting or add line breaks for
emphasis. So, these should be followed as in Source.

Pronouns
Address the reader directly with you and your, but in Plural form of Tamil (நீங்கள், உங்கள்) not singular form (நீ,

உன்னுடைய). When referring to a third person (usually an example friend of the reader), use they, them, their, and
they’re — not he/his or she/her. This is the easiest way to be gender-neutral.

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Verbs in Tamil
Even we use informal tone, we have to use polite form when it is to user. But then the strings are UI, use imperative
form.
For eg:
For more information, visit this page.
❌ மேலும் தகவலுக்கு, இந்தப் பக்கத்தைப் பாருங்கள்.

✅ மேலும் தகவலுக்கு, இந்தப் பக்கத்தைப் பார்.

If it is a button text.
For eg:
Back
❌ பின்செல்லுங்கள்

✅ பின்செல்

Common Errors
● Write “mobile number” instead of “phone number” — it’s more accepted globally.
● Avoid some pronouns in Tamil, as we can use the verb accordingly. So every pronouns in English are not
necessary in Tamil. For eg; When you go to this page, you will see more information.
❌ நீங்கள் இந்தப் பக்கத்திற்குப் போனால், நீங்கள் கூடுதல் தகவலைப் பார்ப்பீர்கள்.

✅ இந்தப் பக்கத்திற்குப் போனால், கூடுதல் தகவலைப் பார்ப்பீர்கள்.

● Write “third party” instead of “3rd Party.”
● Use “Snapchatters,” “Audience,” and “Community” instead of “user.”
● Never have two dots/periods in a row after “Inc.”
● Don’t overuse the following words: Please, Thank you, Sorry.

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Eg. Sorry, there was some problem

❌ 🡺 மன்னிக்கவும், ஏதோ பிரச்சனை ஏற்பட்டுவிட்டது

✅ 🡺 அடடா, ஏதோ பிரச்சனை போல் தெரிகிறதே!

Please try again later 🡺

❌ 🡺 தயவுசெய்து பின்னர் மீண்டும் முயற்சிக்கவும்

✅ 🡺 பின்னர் முயன்று பாருங்களேன்.

Terminology

Terms Glossary
Refer to the Snapchat terminology glossary for more usage information. Below is a short list of common terms, and terms
where capitalization is often confusing.

Common Terms

Term Example Usage

app "Please update the app in the App Store before reopening
Memories.”

Best Friends “You can see who your Best Friends are when you send a Snap.
Nobody else can see your list of Best Friends.”

Bitmoji “A Bitmoji is your own personal emoji. Your Bitmoji represents

you all around Snapchat 🙋”

camera "Use your camera to take Snaps, video chat, add friends by
Snapcode, and more.”

Camera Roll “Save Snaps to your Camera Roll, send photos and videos in Chat,
and more.”

Camera screen “To go to the Friends screen, swipe right from the Camera screen.”

Chat (all instances) “Keep in touch with friends and groups with Chat. Remember that
everyone in the Chat can see what’s saved! Check out the Friends
screen to chat with that Snapchatter one-on-one. Your chats will
disappear after they’re viewed.”

Creative Tools “We introduced two new Creative Tools – Scissors and
Paintbrush.”

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friend “Add friends on Snapchat for more fun!” “Start a Chat with a
friend.”

Friend Emoji “Friend Emojis help you keep track of your friends on Snapchat!”

Friendmoji “Friendmoji includes you and a friend in a single Bitmoji.”

Friends screen *rules and examples for “The Friends screen is where you'll find, well, everything that has
this term may change to do with your friends!”

Group members “When a Group member opens a Snap, their name appears below it
in Chat."

Lens Avoid using the singular “Lens” unless it’s necessary to maintain
clarity or reduce awkwardness. Favor “Lenses” over “Lens.”
Never use lower case “lens” or “lenses.”

Lenses “Lenses can turn you and your friends into something new.”

Lenses AR experiences “Lenses AR experiences make birthdays even more hilarious.”

Use this full phrase in introductory contexts, and then “Lenses” in
areas where this longer phrase isn’t suitable.

Memories screen “Tap the icon at the top of the Memories screen and then tap the
Snaps you want to select.”

Our Story “Snaps you send to Our Story can show up in Discover.”

stickers “Decorate your Snaps with stickers!”

Team Snapchat “Some Stories on Discover are put together and moderated by
Team Snapchat.”

Wi-Fi “Connect to Wi-Fi to boost the accuracy of location services!”

Referencing UI Elements
When referencing a UI element that can be tapped or manipulated, place apostrophes on either side of the word and
embolden just the word (not the quote marks). The UI element can be regular in rare cases if emboldening it reduces
clarity.
Example:
“Tap ‘Report this Ad’ and let us know what’s going on.”
‘இந்த விளம்பரத்தைப் புகாரளி’ என்பதைத் தட்டி, நடப்பதை எங்களுக்குத் தெரியப்படுத்துங்கள்.

When referencing a section of the app, such as the Friends screen or the Camera screen, capitalize the term and don’t use
quote marks. In this case, follow the source format.

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Links

Links should be followed as per the source. But if any links are specific to target pages, that should be replace with correct
link.