Spanish speakers are not a monolith. They come from different traditions and rich cultural backgrounds. (See Hispanic vs. Latinx). There are also differences related to geography, specifically region. That’s why localization is key to reaching people in ways that resonate with them. What connects with an Argentinian won’t necessarily have the same response from a second-generation Mexican-American, per se. Companies that lean into this truth are met with better reception than those who don’t take the time to appreciate these finer points.
For instance, there are differences with respect to vocabulary and context even when two people speak the same language. While two Spanish speakers from Peru and Spain, respectively, can understand each other, there are subtleties that need to be taken into account to better connect with your intended audience. Just like American English and British English have a lot in common, there are idioms, there are some expressions that seem foreign to outsiders and might evoke a blank stare. That’s why going beyond a literal translation —with localization — can ensure you get the right message across in any language.
Also, consider American Hispanics and how their preferences might differ from Spanish speakers in other countries. Per eMarketer, English tends to be the preferred language for digital usage by Hispanics in the United States. Spanish is still important, but many consider themselves bilingual and even defer to English as their preferred language. So you might consider offering marketing materials in both languages.
Another way to implement localization in a practical context is through the recognition of cultural celebrations. Take for example the Day of the Dead. Mexican and Mexican-Americans honor their deceased loved ones through various rituals on this occasion. It’s common for people to go to cemeteries to be with the souls of the departed and build private altars containing the favorite foods and beverages, as well as photos and memorabilia, of the departed. Other Latin American countries have their own holidays and traditions and it’s worth the time to research the timing and significance of each as to connect on a deeper level.
Are you looking to expand your business internationally and reach Spanish speakers? At Same Day Translations and Metafraze, we can help you communicate your brand’s offering to different cultures through translation and localization. Please reach out to us at [email protected] or [email protected] for a free quote or with any other questions you have about brand localization.
