Brands are always looking for new ways to talk to different target markets and audiences.
Localization services offer them the opportunity to produce language-specific content, while highly-skilled linguists will factor in cultural nuances to make sure the material is as engaging as possible.
Twitter has long been a platform ripe for worldwide interaction, as the global nature of the social media channel means companies can respond to users from various countries almost immediately.
Cultivating these relationships will be central to the success of brands and that's why they'll be interested by the new language targeting feature that has been unveiled by Twitter.
Advertisers will now be able to target Promoted Tweets and Promoted Accounts in languages that their audience understands. The service will be available in 20 languages through its Ads API and is also going to come with language-specific analytics.
Nipoon Malhotra, group product manager at Twitter, said: "Language targeting can benefit marketers who want to reach a global audience with language-specific messaging, or who are in countries where large populations speak multiple languages.
"Advertisers can also use language targeting in conjunction with our robust suite of targeting options based on interest, keyword, gender, geo or tailored audience segments."
For example, brands can use the feature to take advantage of the upcoming World Cup by targeting Spanish speaking football fans around the world by producing Promoted Tweets in Spanish.
Moreover, travel brands could interact with Italian speaking travellers in the US by combining US geo-targeting and travel-category interest targeting and Italian language targeting.
This development shows just how important it is to market to consumers in their native language. Indeed, research by the Common Sense Advisory has found that 72.1 per cent of people spend most or all of their time on websites in their native tongue.
While this feature is not going to replace localization services, it could certainly be complementary provided the translations are up to scratch!
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