Producing bilingual social media content doesn’t need to be complicated or expensive
Alun Jones - May 2023
In Wales, we’re finding our own way to a large extent when it comes to bilingual social media content best practice and producing effective bilingual social media content. This is a great opportunity to pave our own path and set our own best practice.
This causes headaches for marketing teams up and down the country, and has done for years.
👉 So why bother?
If nothing else, as the number of people speaking Welsh stays consistent at about 18% of the population (2021 census) and the number of people in Welsh language education continues to increase, which in turn is likely to lead to an increase in the number of people in Wales who can speak Welsh in the future, it’s important for us as content creators, marketers and advertisers to understand this audience and create content in their own language that they’ll love.
Throw in the Welsh language standards and other requirements, and it can be a bit daunting, but it really doesn’t have to be.
Stick with us, and we’ll bust some of the most widely-peddled myths and pain points around producing content in Welsh or bilingually…
👉 “It’ll cost double to do everything in English as well as Welsh.”
There are actually a number of ways to integrate Welsh with English for little or no extra cost. The best way to do this will depend on your content model.
If you’re producing two videos (one in each language), it’s worth designing and planning the content bilingually from the outset. It might be beneficial to consider using writers, actors or talent who can work in both languages and plan and film both versions back to back. There’s a thriving media freelance community in Wales with many Welsh speakers who work in both languages. The same goes for text on screen - Video editors will normally be able to easily adapt one video in order to integrate the other language in another video.
If you’re creating just one video, it’s a little more tricky, but all figure-outable. For a great example of how Welsh and English are integrated seamlessly in to one script, check out THIS VIDEO of Michael Sheen announcing that the Brecon Beacons would now be known as the Welsh name, Bannau Brycheiniog. Again, this is down to the initial planning and production. Effective, bilingual scripting has resulted in the production of a video which weaves in and out of Welsh and English naturally and seemingly effortlessly.