...By Pelumi Emmanuel for TDPel Media.
In the past few years, vernacular content in digital marketing has risen. The reason is that the accessibility of the internet and smartphone is increasing with each passing day.
Subsequently, now there is a diversity in internet users. Moreover, many internet users prefer digesting content in regional languages, even digital mediums. As a result, vernacular content has become paramount for digital marketing.
What Is Vernacular Content?
Vernacular content refers to content which is present in a regional language. Most often, vernacular content is designed for the non-English audience.
Even though English is a global language, it is not the most popular language in all regions. Also, not all internet users are proficient in English. Furthermore, internet users prefer to consume content in their native language.
It is the reason why many websites support multiple languages. Such websites often come with the option to convert the text available from English to Tagalog and other languages. Similarly, even the content available in the vernacular language in a multi-language supported website allows the users to convert the content from another language like Tagalog to English.
The idea behind generating content in vernacular language is that the content curated for the audience is consumable.
The Importance Of Vernacular Content In Digital Marketing
The role of digital marketing is massive when it comes to reaching the right audience. In a way, digital marketing helps brands create loyal business customers. Currently, social media platforms house a massive percentage of active users who are non-English speaking. The rising popularity of non-English speaking audiences in different social media platforms has opened an enormous opportunity for brands to connect with a broader audience.
According to a report by KPMG, 70% of internet users prefer to find content in the local language compared to the standard English language. In addition, nine of the ten users who sign up for social media are not proficient in English. Therefore, relying on English content for digital marketing might not yield satisfactory results in the current situation.
How Search Engines Recognize The Growing Popularity Of Vernacular Content?
The importance of vernacular content is not only realized by brands but also by search engines. It is why Google Keyword Planner now has the option to plan keywords in regional languages. Also, almost all search engines support multiple languages, ensuring users use this option to lay their hands on the desired content.
Vernacular Languages Help Take Care Of Regional Nuances
As discussed above, many internet users are now attracted towards local digital content compared to English content. Pushing out content in vernacular language ensures that the brands take care of regional nuances. Curating content in regional locales is paramount for local businesses when they are working to grow with the help of digital marketing. It is because it helps them to attract the right customers for their business.
Also, it is essential to remember that vernacular content is not limited to only textual form. Brands must also create videos in regional languages to increase their customer base. Many customers prefer to check reviews in the form of videos before making a purchase. The availability of content in the regional language ensures that the customers remember the video and the brand and get converted from potential to actual customers.
The Focus Should Be On Transcreations
The brands should focus on transcreations instead of translation when focusing on vernacular content. Transcreation ensures a creative translation to stay faithful to the original content. Even though transcreation is more complicated than translation, it is the need of the hour because it helps businesses to connect better with customers.
The many benefits of transcreation include but are not limited to raising brand awareness, new business opportunities and demonstration of cultural sensitivity. Additionally, transcreation helps the brand to achieve a deeper understanding of its audience. Therefore, it is worth all the necessary investment.
The segment of vernacular content has been around for a long time. However, now is the time for businesses to tap into this area to open new business doors. With The rising popularity of regional content, any brand not putting out vernacular content is missing out on many opportunities. The vernacular content is here to stay and will become more critical in the coming years.