With more than 70 offices in more than 40 countries around the globe, Google knows that your brand isn’t confined to the borders of the U.S. With that in mind, the company is making it easier for you to reach an international audience.
This week, Google introduced native language translations to Google+. Now whenever there’s a public post or comment that isn’t in a reader’s language, he or she will see a “Translate” link underneath the text. Clicking the link will translate the text in-line, and clicking again will return the original.
“The Google Translate team is always working to make information more accessible to individuals around the world,” said Ed Chi, a staff research scientists at Google. “In Google+ this means bringing people together regardless of their written language, and breaking down language barriers that can limit the exchange of ideas.”
Google+’s translation feature is being rolled out gradually on desktop, so you might not see the “Translate” link right away. Some people have been able to translate Google+ posts for some time now using the Chrome extension — this week’s update eliminates the need for it.
While this likely won’t cause a stampede of brands to start using the platform, existing Google+ Pages with international reach could see a spike in engagement. This move also brings Google’s social network closer to Facebook — which has offered Bing-powered translations since 2011 — and Twitter, which began rolling out Bing translations at the end of June.