Content
Write in Arabic first, translate later
18 August 2026
Translated captions read like a form. Here is how we brief creators so the Arabic sounds like a person.
Many campaigns in the region still start in English and get translated at the end. The result is usually correct and rarely warm.
We prefer to flip it. The hook, the point and the invitation are written in the language the audience actually speaks, then the English version is written fresh from the same idea.
The practical test: read the caption out loud. If nobody you know would say it that way in a voice note, write it again.