Localizing Long-Tail Languages: Opportunities and Challenges

Understand the Risks, Reap the Rewards

More and more companies are realizing the power of connecting with global consumers by communicating with them in their preferred language. According to a 2014 Common Sense Advisory (CSA) survey, 75% of global consumers are more likely to purchase a product when it is presented in their native language. The same applies to "long-tail" languages—those less frequently localized. Localizing into long-tail languages represents a powerful opportunity to expand your brand reach beyond traditional markets, but it is not without its challenges.

Given these challenges, it’s crucial to partner with a translation company that understands and has practical experience in managing the risks associated with such localization. With over 20 years in the industry, Lionbridge has the breadth and depth of experience to help businesses resonate across more than 300 languages, no matter their size or complexity.

What is a Long-Tail Language?

The term "long-tail" was initially derived from business and statistical contexts and was later applied to localization. It refers to the reality that a small number of languages receive disproportionate attention, while many other languages are underrepresented in the translation and localization processes. In localization, a few languages are prioritized, leaving many others, often spoken by smaller communities, with less or no representation.

For example, Blackfoot, an indigenous North American language with only 2,920 speakers, is considered a long-tail language, much like Bengali, the 7th most widely spoken language in the world, which is also underrepresented in localization efforts. Both of these languages fall outside the top 50 most localized languages globally.

The sheer number and diversity of long-tail languages make their localization a complex and demanding task. These specific challenges require extraordinary project management and specialized resources. With Lionbridge’s vast experience, a partnership with us means fewer risks and more rewards.

Why Localize for Long-Tail Languages?

1. First-Mover Advantage
By definition, these less-localized markets have been largely untouched by competitors. Long-tail communities offer an opportunity for early entry and the chance to form meaningful connections with virtually untapped markets.

2. A Gateway to Other Markets
Localizing into new languages not only helps connect you with a specific market but can also open doors to a wider community that speaks the same language. For instance, Swahili has become a universal means of communication in Africa. Localizing into Swahili means reaching not only its 16 million native speakers but also the 82 million people who speak it as a second language across the continent.

3. Higher Conversion Rates
Despite the global prevalence of English, CSA finds that 60% of global consumers rarely or never buy from websites that only offer English. Translating your content into customers' preferred languages improves their understanding and increases the likelihood of conversion.

The Challenges of Localizing Long-Tail Languages

While the potential for long-tail language localization is substantial, there are several challenges that must be navigated. Below are some key challenges that companies face when localizing into these languages:

1. Lack of Relevant Terminology
A major risk in localizing into long-tail languages is the availability of relevant terminology. If a product or service is new to the market, it’s possible that the target language does not yet have the vocabulary associated with your industry. In such cases, terminology needs to be either adapted from other languages or created from scratch. For example, in the early 2000s, the arrival of new technologies in Swahili-speaking regions necessitated the development of new words like "log-off" and "log-on" to accommodate computer-based terminology.

2. Lack of Local Translators
The number and literacy rate of speakers in certain long-tail languages can make it difficult to find qualified local translators. For instance, Quechua, spoken by about 7 million people, has a large portion of its speakers who are not literate in the language. In such cases, translation companies can partner with local universities and language authorities to ensure the success of projects.

3. Technological Limitations
Some remote areas have limited or no internet access, which makes communication and collaboration difficult. For instance, in Nigeria, members of the Lionbridge translation community would drive hundreds of miles every week to exchange information and collect files from translators. These technological limitations must be taken into account when planning localization strategies to ensure quality and efficiency.

4. Environmental Challenges
In certain countries, localized languages may be spoken in regions that are affected by political instability, natural disasters, or poor infrastructure. These environmental risks can complicate the localization process. Being aware of these challenges and having an effective strategy for dealing with them is essential for successful market entry.

How Can a Translation Company Mitigate These Risks?

A great translation company not only identifies these challenges but also has the experience and strategies to manage them effectively. Here are four key qualities to assess when evaluating a translation company’s ability to handle the risks of long-tail language localization:

1. Extensive Experience
Do they have a proven track record of successfully carrying out localization projects into long-tail languages?

2. Global Reach
Have they established a wide-reaching network that connects you with translators and localization resources in your target market?

3. Exceptional Project Management
Do they have dedicated project management teams that can anticipate and address any challenges that arise? Given the inherent risks of localizing into long-tail languages, having a proactive approach and established protocols is crucial.

4. Cutting-Edge Technology
Can they offer the necessary tools and training services to ensure the quality and efficiency of translations despite the risks?

How Can Lionbridge Help?

Experience. Expertise. Scale. These qualities, combined with our advanced technology, make Lionbridge the ideal partner for long-tail language localization. Since 1996, we’ve provided translation services for over 300 languages. Whether your localization project is for short-tail or long-tail languages, we understand the risks and have the expertise to find the best solutions. Take a look at how we helped Canon succeed by localizing across 55 markets.

Contact us today to learn more about how we can help with your long-tail language localization needs.

◀️：The Key Role of Interpreters in Customer Communication: More Than Just Translation, But Sales Support

▶️：5 Ways Effective Localization Services Increase Engagement