Facebook realised that many Facebook Pages have diverse audiences, and Page owners often want to share their messages across a large group of people who speak many different languages. Unitl recently, Page owners had been doing this in different ways-
–By creating multiple posts written in different languages and then using post targeting to choose a specific audience for each post.
-Others have strung together several versions of a message written in multiple languages into a single long post. (Facebook notes that this isn’t ideal as it requires people to scroll through a long block of text to find the part written in a language they understand).
-Still others created separate Pages for each language audience, but this adds additional Page management time and effort.
So earlier this year, Facebook had rolled out its multilingual composer to pages, and is now beta testing the feature with test groups of individual Facebook users.
How does it work?
With the multilingual composer, Page authors and people can compose a single post in multiple languages, and viewers who speak one of those languages will see the post only in their preferred language. This will enable diverse audiences to more easily interact with the Pages and people they follow.
Facebook estimates that Composer is now being used by around 5,000 Pages to post nearly 10,000 times per day on average.
Facebook noted that developing this end-to-end multilingual experience involved three main components: the composer experience and editing flow, the storage implementation, and the viewing experience .
To help authors create multilingual posts, Facebook is testing a pre-fill feature that takes the first message composed and uses machine translation to pre-fill the messages in the additional languages selected. Authors can use the translations as a starting point for their own translations in other languages, or use the provided version as is.
In case there’s no match between the languages the post was written in and the viewer’s preferred language, then Facebook will show the author’s first message as a default, and the viewer can use the existing “See Translation” tool to see the post in their preferred language.
Facebook believes that building the multilingual post experience was only the beginning and they will continue to iterate on its product design to provide better experiences for authors and viewers. About their long term goals, the team noted,