Translating for social media comes with character counts, split-second attention spans, and specific platform requirements that make everything a bit more challenging.
When you take into account the amount of content we’re all exposed to each day, the importance of getting social media translation right becomes even bigger.
The thing is, your global audience can feel when a post doesn’t feel right, but they won’t let you know. They’ll simply disengage or unfollow.
Is there a way to prevent that? There sure is, with proper planning, good mindset, and smart execution.
🗣️ The simplest and most complete social media translation guide
Good social media translation considers language, cultural context, local humor, trending topics, and even subtle differences in emoji usage across cultures. At Lokalise, we want to share useful know-how and help you get to the finish line successfully, whether you’re translating or localizing your content.
What is social media translation?
Social media translation means taking a post written in one language and making it work in another. That includes the words, tone, style, and all the small details that help it feel natural to a local audience.
Compared to other types of content translations, social media is faster, shorter, and more personal. Even if you’re in B2B and a part of a strictly regulated industry, you need to make your posts feel human so that they resonate.
A good translation makes sure the message still feels like it came from your brand, no matter the language. Your posts need to sound clear, familiar, and relevant to those you’re trying to reach.
👥 Social media is not like other types of content
Anyone who’s been working in the translation industry for a minute can tell you that social media has its own rules.
Posts need to be short. Typically, they should feel casual, but still sound like your brand. And they’re also shaped by the platform. What works on Instagram and for its algorithm doesn’t work on LinkedIn or TikTok. (Although, to be fair, LinkedIn is starting to look like other platforms with people blurring the line between personal and professional life).
Also, everything moves very fast. This is how a small translation mistake can get noticed right away and make your brand seem out of touch. Also, unlike other types of content, social posts are part of daily conversations. In general, the stakes are higher for your brand.
What social media translation actually involves
Behind every translated post is a series of choices that go beyond just language. Here’s what a single project might involve.
Captions and text content
The most obvious part is translating the written post or caption. Your translators need to adapt tone, sentence length, slang, and idioms so that the text ends up feeling native.
Hashtags
Some hashtags translate well and are more global by nature. For example, the global “Black Lives Matter” movement has its own dedicated hashtags (#blm, #BlackLivesMatter) and they are used in all languages, not just in English.
But other hashtags are not as universal. People in different countries follow different hashtag trends, so it’s not enough to translate them. You need to know which ones people actually use.
💡 Pro tip
If you want to check popularity of hashtags based on the country, there are useful tools you can try. For example, RiteTag shows real-time hashtag performance, including location-based insights. Then you have Keyhole, which is a more comprehensive solution for social media monitoring, and Brand24, perfect for measuring hashtag reach and volumes.
Most of the tools today are powered by AI, which allows you to quickly identify a suitable hashtag depending on the content you upload.
Emojis
Believe it or not, even emojis can cause confusion. A thumbs-up might be friendly in one region and offensive in another. The translator decides whether to keep, change, or remove them (depending on the country).
On-image text and visuals
If your social graphic or video contains embedded text, that also needs to be translated, and adjusted for length and layout. Some languages take up more space, so the design might need tweaking. In some cases, even the image itself should be changed if it features culturally specific visuals, gestures, clothes, or even models.
This is important for all social media posts, but it particularly matters if you’re planning to run a paid campaign. When you pour money into promoting your content, it better be translated and localized properly.
Subtitles and video captions
When translating subtitles, the words have to match the pace and tone of the speaker, all while staying readable. If the original has fast-paced speech or slang, the translator might need to simplify (or even rewrite) lines. That’s how you keep the meaning clear without overwhelming the viewer.
Microcopy
Microcopy (like those on call-to-action buttons) need to be translated as well. “Swipe up,” “Tap the link,” or “Tag a friend” need to reflect how people actually interact with social content in that language. Even subtle phrasing differences can affect whether someone takes action.
🧠 Good to know
Captions, bios, and comments remain in the language the user or brand wrote them in, but Instagram often offers auto-translation below the post. All users have to do is tap “See translation” and they’ll see it in their chosen language setup. Besides interests that the algorithm picks up as user engage with posts, discovery feed is typically influenced by location and language.
Translation goals for social media teams (+ free checklist)
Before translating anything, take a moment to get clear on what you’re actually trying to achieve. It’s easy to jump into the “let’s get this post into five languages” mindset, and even to resort to machine translation tools to get it done faster.
But without clear goals, it’s just busywork. Setting the right goals will help your content feel more natural, perform better, and avoid unnecessary rewrites down the line.
You want your post to land well and to still sound like your brand. Here’s a simple checklist to help you out:
- Is the message clear in the target language? Think both words and the intent behind the post.
- Does it still sound like your brand? The tone needs to carry across cultures, not shift into something stiff, or off-brand.
- Is the content culturally relevant? Double-check references, jokes, emojis, and even images.
- Does it fit the platform? The translated version should still feel native to the channel.
- Will people want to engage with it? For someone to like, comment, or share, the content needs to feel relatable.
- Has the translated content been reviewed by a native speaker? Even great translators can benefit from a second set of eyes.
- Is the formatting still working? Line breaks, punctuation, and even emojis can affect how readable (or natural) a post turns out.
- Can your team move fast? Social media doesn’t wait. Your process should allow for quick turnarounds without sacrificing quality.
🤖 Discover AI-powered social media translation
Lokalise AI is an integral part of the Lokalise platform that allows you to translate up to 10x faster for 80% less money, and with no loss in quality. We invite you to check it out or learn more about the best AI translation tools.
Platform realities: What changes per channel?
Every social platform has its own rhythm. How people talk differs, what kind of content they expect, how they interact with it, and more. So even if the message is the same, the way you say it might need to change depending on where you’re posting.
When it comes to Facebook, you’ve got quite some room to write here. Posts can be longer, and storytelling is more common. Brands often mix casual and informative tones. Translations should focus on clarity and engagement, especially in comments (this is still a space where conversations happen).
On Instagram, visuals lead the way. Captions are usually short and informal, with heavy use of emojis, trending references, and hashtags. As mentioned before, hashtags may need to be localized, the tone should feel light, friendly, or playful (take this with the grain of salt, of course it depends on your brand).
TikTok
This is a sound-first, trend-driven platform. Captions are short, sometimes optional. What matters most is how the video feels and whether it aligns with local humor or current trends. Translating for TikTok may involve adapting the script, adjusting timing, and inserting visuals or jokes that are more relevant.
🧠 Did you know?
TikTok has become one of the biggest drivers of mainstream music today. A short audio clip (sometimes just 15 seconds) can spark a trend, challenge, or meme that pushes a song onto global charts. Tracks like “Old Town Road” and “Savage Love” started as background audio on TikTok before topping Billboard charts. This is good to have in mind as you adjust your social media content for TikTok.
Tone on LinkedIn is typically more professional, although it’s moving away from sterile “work-appropriate” style. In any case, people expect thoughtful, clear writing. Translations should avoid slang and overly casual phrasing. Long-form captions or article-style posts are quite common, as well as PDF files that get displayed as carousel posts.
X (formerly Twitter)
Character limits still matter, even with longer posts now allowed. Language needs to be punchy, clever, and often a little bold. Hashtags and timing are key, and what’s trending can vary a lot by region. Translations should feel sharp and quick.
YouTube
Titles, descriptions, video subtitles, and even comment responses might need translation. YouTube has global reach, but the way regional audiences use it differs. The same content might perform differently based on how well it’s localized. Think everything from language and pacing, to tone and thumbnail design.
But wouldn’t that mean that you need to recreate your content to make sure it performs well in a different market? Could be, let’s look into it.
Translation or transcreation: When to do what?
You don’t need to reimagine every single social post. However, sometimes it’s smart to do so. That’s where transcreation comes in.
Transcreation is common in marketing. You’re creatively adapting your message so that it lands nicely with your target audience. As you imagine, it takes more work, so it shouldn’t be your default in case you’re low on resources.
Here’s when it makes sense to use one or the other:
| If your post… | Translation | Transcreation |
| Shares straightforward information (e.g., event date, product update, announcement) | YES | NO |
| Needs to sound natural and emotionally engaging | NO | YES |
| Uses jokes, idioms, or pop culture references | NO | YES |
| Is simple, but time-sensitive (you need a quick turnaround) | YES | NO |
| Will be posted on LinkedIn or Facebook (informative tone) | YES | NO |
| Will be posted on TikTok, Instagram, or X (casual or trendy tone | NO | YES |
Is it always a “binary” issue? Not really. But a good rule of thumb is to think how much cultural context, creativity, or emotional tone is baked into the original.
Mistakes you can easily avoid
Social media translation mistakes are easy to avoid when you slow down, ask the right questions, and involve the right people. You’ll probably need niche translators and social media experts to make it work.
Here are the main “don’ts” of social media translation:
Don’t use the same caption across all platforms
Copy-pasting a caption that was written for Instagram into LinkedIn or TikTok rarely works. Each platform has its own tone and format. A well-translated post still needs to feel right for the channel it’s on.
Don’t ignore hashtags, CTAs, and visuals
Don’t just translate the main text and call it a day. Hashtags may need to be localized, CTAs adapted to how people take action in that market, and visuals updated if they include language, symbols, or cultural references that are irrelevant.
Don’t skip the cultural check
Jokes, idioms, emojis can carry different meanings in different places. If a post feels out of place or disrespectful, it reflects poorly on your brand. A quick review by someone local can prevent this.
📚 Further reading: Learn more about quality assurance in localization and how to future-proof your content.
Don’t try to “sound” local at the expense of authenticity
You know how sometimes corporations try to jump on trends and memes across social media, but it just feels… Cringe? Well, it’s the same for overusing slang ad copying trends without context in a new market. Your brand will come off as trying too hard. It’s better to keep it simple and natural than to force a tone that doesn’t feel authentic.
💡 Pro tip
Marketing comes down to making assumptions, acting on them, and then measuring how wrong you were. So, don’t beat yourself up if you make a mistake. Even well-known brands slip up when translating social media content.
Who should be involved in social media translation
If you want to do it right, social media translation cannot be a job for one person. You need a small team that understands language, culture, content, and how each platform works. Here’s an overview of roles and responsibilities.
Social Media Manager
They know the campaign goals, the audience, and the brand’s voice. They know exactly why the post matters, where it’s going, and what kind of engagement you’re aiming for. It’s a person who serves as the bridge between content strategy and execution.
Translator
This person handles the actual translation. Ideally, they’re a native speaker who also understands tone, slang, and how people use language online. They make sure the post reads naturally, regardless of the market.
🧠 Good to know
While most translators work across different types of content, there is a growing niche of professionals who specialize in social media translation and transcreation. It’s still a relatively narrow niche. You’ll often find it as part of a broader skill set, like “marketing translation” or “digital content localization.”
Cultural reviewer
Sometimes the translator and reviewer are the same person, but ideally, someone from the target market gives it a final read. It’s because They catch errors and more subtle issues.
The thing is, when a translator self-checks their work, their brain might “autocorrect” because they are too close to the content. Their brain knows what they meant to say, so it often skips over typos, mistranslations, or weird phrasing.
Designer (or video editor)
If the post includes on-image text, subtitles, or anything visual, you’ll want someone who can adjust the layout once the text is translated. They make sure nothing looks crammed, cut off, or out of place.
In general, you should always encourage in-context translations and take the design-led approach to localization, when it makes sense.
Copywriter (or content lead)
For bigger campaigns or transcreation work, a copywriter may step in to rework the message while keeping the original intent. This is especially helpful when humor, emotion, or cultural nuance plays a big role.
📚 Learn more about assembling a winning team
One thing is very important to mention here. These roles don’t need to be filled by five different people. This is especially true for small, scrappy teams that don’t have a lot of resources. However, each responsibility needs to be covered.
In any case, please make sure your team members get a reasonable amount of workload. Or, you can reach out to freelancers for help on an ad hoc basis.
Wondering how to build a winning localization team? We asked 30+ companies for advice and wrote an actionable guide to help you out. Learn who’s doing what, how to launch a translation project successfully, and what’s the best way to optimize costs along the way.
Real-life examples: Good, bad, brilliant
Looking for an inspiration? Below are three quick stories that show what happens when brands handle social-media translation well, stumble a bit, or absolutely knock it out of the park.
Good: IKEA adjusting and translating their social posts supporting Pride month
IKEA didn’t just copy-and-paste the same Pride post everywhere, and that’s why they’re great when it comes to local engagement.
On @ikea_india, the rainbow “PILLEMARK” door mat shows up in a short, punchy video. The mat slides into frame, bright colors pop, and the caption invites followers to say that “at our home, everyone is welcome”. English works fine for India’s mixed-language audience, so the copy stays as is.
Over on @ikea_austria, the very same mat appears, but as a still product photo. The caption carries the same message, now in German. You can also see a clever hashtag #Liebesmårt that’s completely unique for the market. It’s an IKEA-style mash-up:
- Liebe is German for “love”
- Smårt isn’t Swedish or German; it’s “smart” dressed up with the Swedish “å” that shows up in lots of IKEA product names
Put together, the hashtag #LiebeSmårt reads like “love smart” or “smart love.” IKEA Austria coined it for its recent Pride-month and inclusivity campaigns.
Bad: Facebook auto-translation causes an international incident
You know how social media platforms have a built-in automatic translation feature that allows users to see content in their native language? That’s a two-edged sword.
Back in July 2020, Thai PBS went live on Facebook to stream a candle-lighting ceremony for King Maha Vajiralongkorn’s birthday. Facebook’s auto-translate feature tried to render the English caption into Thai. But it swapped the royal word for “birthday” with the one for “memorial day”.
This made it sound like the King had died. Viewers were furious, Thai PBS had to issue a statement, and Facebook publicly apologized and switched off English-to-Thai auto-translation until it could fix the problem.
Brilliant: Netflix promoting the new season of “Emily in Paris”
In August 2024, Netflix did a brilliant job at promoting the new season of their very popular show “Emily in Paris”. It’s actually an example of social media localization, given the fact that they created native content for different markets, and then translated the announcement about the upcoming season.
On their global account, they stayed neutral, with the poster of show’s characters and Emily in the center of the image. The visual was strong enough to stop the users from scrolling, the message got across.
For their French account, they created a Reel offering a sneak peek of Emily’s outfits. Perfect for the French audience, especially because they have a higher relative viewership compared to the U.S., for example.
Lastly, we have the same social media announcement, a video localized for Brazil. As you can see in the screenshot above, the caption says “ESTOU MUITO FELIZ POR SER SAFADA”.
In Brazilian Portuguese, safada (feminine form of safado) loosely means “naughty,” “cheeky,” or “a little dirty-minded”, so it’s a slang. The caption “Estou muito feliz por ser safada” lands as a tongue-in-cheek way of saying, “I’m so happy to be a naughty girl”, and this fits the local Brazilian humor.
Tools for social media translation
Translating social media content isn’t always easy. You’re working with tight space, fast turnarounds, and different tones depending on the platform. The good news? A few tools can actually make your life a lot easier.
Lokalise
Lokalise is an all-in-one localization platform. If you’re managing content in several languages or working with a team, you need to have a tool that will bring all your team members under one roof.
Lokalise helps keep everything organized: your translations, feedback, tone guidelines, you name it. You’ll also save time by making it easier to reuse content that’s already been approved.
✨ Get inspired
Popsa is an app that enables users to easily create a photobook. Their team needed to localize marketing content (including scripts for paid social videos and ads) across six languages. But they wanted to do it smart, without drowning in manual spreadsheets or endless back-and-forth.
After switching to Lokalise, their marketing team built a single source of truth, integrated seamlessly with tools like Figma and Storyblok, and collaborated directly with translators.
The result? They started delivering high-quality translated posts 75% faster and cut costs by around 20%.
DeepL
DeepL is great for getting a quick draft when you’re working in another language. It’s more accurate than most machine translation tools, especially for European languages. Just don’t treat it as the final version. Use it to get started, then rewrite as needed so it sounds natural. Learn more about Google Translate accuracy and other useful tools.
Grammarly (or LanguageTool)
Once you’ve translated a post, proofreading tools like Grammarly or LanguageTool can help you tidy it up. They’ll flag unclear sentences, missing punctuation, and grammar slips. If you’re posting in a second (or third) language, it’s a helpful final check. Most of them can be installed as browser extensions and catch errors automatically.
Figma
If you’re working on posts that have text built into the design (e.g., carousels, stories, or promo graphics), Figma is super useful. It lets you collaborate with designers in real time, so you’re not constantly exporting files back and forth. You can drop in the translated text, check how it fits, and tweak the layout together on the spot.
💡 Pro tip
Before choosing your translation management system, make sure you see what type of design integration does the solution support. For example, Lokalise supports design tools such as Figma, Sketch, Adobe XD, and Ditto.
These integrations allow your translators to translate with visual context. It’s especially helpful when you’re dealing with languages that expand or shrink compared to the original. So, no more guessing if the text will fit. Just jump in and adjust it as a team.
Canva
If you’re not a professional designer, Canva is incredibly user-friendly. In case your post includes text on an image, the tool makes it simple to swap in translations. Just keep an eye on spacing. Some words take up more room in other languages, so you might need to adjust the layout a bit.
Scheduling tools (Buffer, Hootsuite, or Sprout Social)
These aren’t translation tools, but they do help you manage posts in multiple languages. You can schedule different versions of your post, tailor captions per platform, and make sure each one goes out to the right audience. Automate as much as you can.
Final checklist before you hit “publish”
Got everything translated? You’re almost there. But before you publish your post, take a minute to do a final check. This is the moment to catch anything that might feel off or out of place.
Here’s a quick list to make sure your translated social media posts are ready to go:
- Does the post sound natural in the target language? Not just accurate, but natural. Like something a real person would say on that platform.
- Is the tone right for the platform?
- Did you adapt any cultural references, hashtags, emojis, or slang? If something feels too local to the original language, you need to rewrite it.
- Is any on-image text translated? Does it still fit the layout?
- Is your CTA still clear and relevant in the new language? Do you want them to click, comment, share? People should know what to do next.
- Was the social media post reviewed by someone who knows the language and the audience?
If all of that checks out, you’re good to go.
Test, track, and iterate
Social media trends move fast, but that’s actually a good thing (if you look at it from the right perspective). This gives you room to experiment, learn, and improve without having to get everything perfect on the first try. That same mindset applies to translation.
Start by testing different types of translated posts. Try variations in tone, length, or format to see what your audience responds to. Maybe a direct translation works fine for product updates, but you notice better engagement when you use a more adapted, casual tone in Instagram Stories or Reels.
It’s a balance between nailing the expectations of your audience and the platform you’re creating content for.
Also, pay attention to patterns. Are certain posts getting more comments or shares in one market than another? Do some translations feel a bit too formal or fall flat on specific platforms? These little signals are worth tracking. You don’t have to obsess over metrics, but to understand what feels natural to local audiences.
The more you test and refine, the more your content will feel right.If you want an easy-to-use translation tool that will help you nail social media translations, Lokalise is a good choice. Start a free 14-day trial to see it for yourself (no credit card required).
