Lost in Translation: Creating Bilingual Social Media Content in Quebec
Creating social media content for your brand or business in Quebec can sometimes feel like you’re playing language Jenga.
You’re trying to build a strong online presence while juggling French and English posts, hoping it all doesn’t come crashing down.
Maybe you’ve noticed that your bilingual posts don’t perform as well as the stuff you share in French-only. But you don’t want to alienate your anglophone customer-base, especially if do business outside of Quebec, too. So, what do you?!
You’ve probably asked yourself one of these questions as least once or twice:
Should I post in one language or both?
Does it make sense to create two accounts?
Will the algorithm penalize me for sharing bilingual content?
Before you choose a strategy and a path forward, here are a few things that every business owner in Quebec should be aware of.
Quebec Language Laws: Oui, They Matter
If you’re doing business in Quebec, ignoring French isn’t just a faux pas… it’s illegal.
Quebec’s language laws don’t mess around. Social media posts that are commercial in nature (ads, offers, job postings, etc) MUST be available in French. The same applies to any permanent profile text like your bio or about section. These sections must be in French… which can be tricky to pull off, because there are usually character limits. (Brevity is your friend if you want to post bilingually in these sections!)
Oh, and if you’ve got a website?
It needs to be bilingual too, or you might get a friendly (read: not-so-friendly) call from the language police.
So, unless you’re itching for a legal headache, posting in French is basically a non-negotiable for Quebec businesses.
Social Media Algorithms: Friend or Foe?
Now, let’s talk about everyone’s favorite mystery: algorithms. Will posting in two languages confuse it?
I asked Meta and here’s what they said: “When deciding whether to post in one language or both, consider your audience's preferences. If your customers speak both French and English, you can either post in one language, assuming your audience is bilingual, or post in both languages to cater to individual preferences.”
Translation: it’s up to you.
Meta suggests experimenting with two separate posts (one in French, one in English) or one bilingual post. The algorithm probably won’t freak out, but they also weren’t 100% clear on whether a bilingual post could hurt engagement. Basically, you’re the guinea pig. Try it, track your reach, and adjust accordingly.
Best Practices for Bilingual Posting
So, how do you keep the algorithm happy and stay on the good side of Quebec’s language laws?
Start by knowing your audience. Are they mostly bilingual, or do they prefer one language over the other? If you’ve got a mixed crowd, consider separate posts in French and English to maximize clarity and engagement.
Keep your captions short and sweet; no one wants to read a novel in two languages.
And, if you’re posting ads or commercial content, make sure everything is available in French first to stay compliant.
Lastly, don’t forget to monitor your analytics. The best strategy for your business will depend on what your audience responds to.
Find What Works and Keep It Legal
Navigating bilingual content on social media in Quebec can feel like a balancing act, but with the right approach, it’s totally doable.
To recap:
Stay compliant with Quebec’s language laws.
Keep an eye on the algorithm.
And, most importantly, experiment until you find a strategy that works.
Whether you choose to double up on posts or go bilingual in one, just remember that while engagement matters, so does staying on the right side of the law.
Happy posting, et bonne chance!
