Saudi Arabia and Egypt: one language, two audiences
Why translation is only one part of localization.
Before the next step
A shared language does not guarantee that the same campaign will suit both markets. Before moving a campaign from one to the other, review the audience, how you explain the offer and what happens after someone clicks.
1. Write for the audience
Dialect, humour, cultural references and formality can change how a message is understood. Keep the brand's intent consistent, then review the hooks and examples with writers who understand the audience. Modern Standard Arabic may suit one message; a local dialect may suit another. Choose according to the context, rather than a fixed rule.
2. Build a channel mix you can test
Where does your customer discover, compare and contact businesses like yours? For a visual consumer campaign in Saudi Arabia, Snapchat, TikTok and Instagram could be candidates to test. In Egypt, Facebook, TikTok and Instagram could be candidates. LinkedIn may have a role for business audiences in either market. These are test ideas, not a universal ranking. Compare the quality and cost of enquiries by audience and sector. Build the format for each channel, then adjust the mix using the evidence you collect.
3. Review the offer and proof
Test how you explain value, price and the evidence a buyer needs. Review actual questions and objections before expanding the campaign. Egypt is not a single customer segment, and neither is Saudi Arabia. A country label is a starting point for research, not a complete audience definition.
4. Keep one identity, with a suitable path in each market
The identity can stay consistent while the opening line, offer, format and contact path change. Decide whether the next action is a clear landing page, an enquiry form or a WhatsApp conversation. Name the person responsible for following up, and set a reply time the team can meet.
Before you launch
• Review dialect and tone with people who know the audience. • Choose channels based on audience and sector. • Test the offer and supporting evidence. • Check the page on a mobile device. • Make the contact path and follow-up responsibility clear.
Plan your next move
Start with four questions to create a practical brief for the audience, market and work ahead.
Turn the thinking into a next step
Create a starting brief in four questions, then discuss what your project needs with our team.