Language & Localization
WHY I built a UX writer & localization team?
As we gradually improve our products' experience. We still faced a headache at that time. When we interviewed some advertisers, they kept telling us a lot of content on the interfaces was so difficult to understand.
Considering overseas advertisers' mother tounge varies, plus a large number of SMBs are less sophisticated in terms of tech and marketing knowledge.
From my daily observation, the way we execute content is very unprofessional.
Lots of PM still use Google translate to generate English content from Chinese on their product.
Because most translators are using English as a source language to generate multi languages. Translation based on poor English can not maintain the basic readability. Although we have a centralized translation center.
PM and R&d team were lacking a standardised process to excecute the localization process, which meant everyone would simply edit the online version content.
Above all, advertisers suffered from the poor content on our product which somehow related to experience. Because of that, I determined to establish a language team to maintaint the readability of our products.
What is UX writer /content designer？
The quality of a product’s microcopy can have a huge effect on both user experience and conversions. To do it well, it helps to be aware of a few ground rules. This guide shares 10 key ingredients and best practice examples to make your UX writing a piece of cake. This is how we do it at the UX Writing Hub.
Please note that neither the UX Writing Hub nor the CareerFoundry are affiliated with any of the companies mentioned in the article.
Before we write even a word
UX writing basics
1. Be clear
2. Be concise
3. Be useful
Spice it up: More best practices
4. Stay positive
5. Create your copy in context
6. Be conversational (write like a human)
7. Lead with the main point
8. Be consistent
9. Icing on the cake: Surprise and humor
Avoid burnt cake
10. Fight dark patterns
A final word
Before we write even a word
Before we get going, it’s good to remind ourselves that UX writing doesn’t start with the actual writing. Before we write even a word, we need to do our research. Most importantly, we have to:
Understand the goals of the product and company
Know the target audience
Be familiar with the style guide and tone of voice
If any of these points are unclear, it’s best to raise it with your colleagues.
It’s also good to remember that the rules we’ll outline here are meant to make it easier to create effective microcopy. They are not meant to dictate every word we write. If we all do the same thing, we’ll be baking the same cake over and over again. That’s why you’ll also see some tips on when it may be appropriate to ignore these rules. The bottom line? Know the rules by heart so that you can break them in style
UX writing basics
Introduction to TikTok for Business
Who we are
TikTok For Business (TT4B) is an all-in-one marketing solutions platform with some of the world’s fastest-growing mobile apps, including TikTok, TopBuzz, Buzz Video, News Republic, Helo, and BaBe. By leveraging creative and native formats of content, TikTok For Business helps brands and marketers to reach new audiences with an engaging and immersive experience that drives real business results.
Purpose
By unifying our voice across Language Management Center (LMC), Monetization Product design, PSO and brand strategy teams, B2B marketing teams, PSOs, PMs, and all other content teams underacross Global Business Solutions and Monetization Product teams TT4B can maintain consistency in our content.
Audience
TikTok fFor Business partners with businesses of all sizes, from individual jewelry makers to the NBA. TT4B is especially attractive to brands that seek to connect with subcultures made up of 18-34 year olds looking for high performing, built-in creative marketing tools.
Tone, Voice, & Style
Overview
Our content is accessed by advertisers, advertising agencies, developers, and both technical and non-technical end-users. Strive to keep the TT4B the same and vary the tone according to your specific audience.
Tone
Tone is what varies depending on whom you are engaging with.
To determine the appropriate tone, ask yourself: "Who are my readers?"
Don’t write for yourself. Write for your users.
TikTok Ffor Business addresses business users in a smart, direct, casual, and often funny manner that avoids business jargon.
When creating content, remember that TT4B is:
Bold and provocative: our platform is built on creativity meant to inspire, elevate, and challenge the audience to embrace that creativity.
TikTok is the place to unleash your brand’s creative side.
Casual and real: we are people centric and keep our conversations real and relatable, even when discussing business results.
Make it big on a small biz budget and maximize ROI.
Smart and direct: we communicate clearly and keep our conversations candid.
Grow your audience. Grow your brand. Chart new growth.
Humble: we aim to be the best but are never arrogant.
We’ve reimagined mobile marketing and it’s really simple.
Playful: we channel the creativity and joy of our platform into every word we say or write.
At last, you can be heard. Calling all brands: Take back your voices.
Empathetic: we understand the needs and challenges of businesses and users alike. We reflect that warmth and empathy in every word we say.
Let’s help small businesses find their creative spark on TikTok.
Dynamic and open: we believe everyone in our community has a voice to create trends and influence culture.
We are a community where real people create videos and express themselves.