Multilingual Instagram ads in the UK: Welsh and English

A UK multilingual Instagram ads plan can start with a Welsh and English split: each language needs its own copy, targeting and reporting.

What to take away

Use ONS language data and first-party evidence to choose languages, not assumptions about nationality.
Check ASA rules before translation so claims, prices and disclaimers survive in every language.
Localise for British English and Welsh conventions, including dates, currency and place names.
Keep a language-level audit trail for approvals, revisions and complaints.

Why UK Instagram language choices are not one market

UK Instagram audiences do not map neatly onto one language. The 2021 Census found that 538,300 people in Wales aged three and over (17.8 per cent) could speak Welsh, and the ONS publishes Census 2021 ethnic group, national identity, language and religion data that helps size Welsh-speaking audiences.

Our guide to localising social media for Welsh and English audiences sets out how to build separate creative routes. British English also varies in idiom and spelling, and a phrase that works in Manchester may read oddly in Cardiff or Glasgow.

Do not infer language from location alone. Instagram's own language settings can help, but they are self-reported and incomplete.

Check the ASA rules before you translate

ASA CAP codes apply to paid Instagram ads in the same way as other media. The ASA advertising codes set out CAP Code rule 2.1 on recognition, rule 3.1 on misleading advertising, rule 3.7 on substantiation and rule 3.33 on comparisons.

A translated line can change the meaning of a claim, so reviewers need the source claim and the approved translation side by side.

If you target people by language, check that exclusions do not breach equality law. The Equality Act 2010 applies across the UK and protects characteristics including race and nationality, which can be linked to language. In Wales, the Welsh Language (Wales) Measure 2011 and the Welsh Language Standards set duties for public bodies; they do not require every private advertiser to run Welsh ads, but they shape audience expectations for Welsh-language service.

Build one ad set per language task

English-only route

Primary text: One clear message in British English
Headline: Fit to platform limit
Call to action: Standard English CTA
Landing page: English page
Measurement: One baseline

Welsh-only route

Primary text: Welsh message reviewed in-market
Headline: Check Welsh phrase length
Call to action: Welsh CTA checked in platform
Landing page: Welsh page or clear toggle
Measurement: Separate baseline

Bilingual route

Primary text: Two short messages, no repeated claim
Headline: Clear language switch
Call to action: Both CTAs, one destination
Landing page: User-selected language
Measurement: Split by language signal

Instagram does not offer a native Welsh interface for every ad format, so ad copy and landing pages carry the language signal. Keep one destination URL per language and name the language in your tracking.

In Meta Ads Manager, choose the campaign objective that matches the task, then build one ad set per language. Under placements, select Instagram Feed, Stories, Reels and Explore. Use detailed targeting to include the language you can serve and exclude languages you cannot. Name every campaign and ad set with its language label so reporting stays clean.

Ad set routes by language

English-only

Primary text: One British English message
Headline: Fit platform limit
Call to action: Standard English CTA
Landing page: English page
Measurement: One baseline

Welsh-only

Primary text: Welsh reviewed in-market
Headline: Check Welsh length
Call to action: Welsh CTA checked
Landing page: Welsh page or toggle
Measurement: Separate baseline

Bilingual

Primary text: Two short messages
Headline: Clear language switch
Call to action: Both CTAs, one destination
Landing page: User-selected language
Measurement: Split by language signal

Localise, then proofread against platform limits

Instagram ad translation best practices include more than word replacement. Primary text truncates, headlines have tight limits and calls to action are standardised. Translate the idea, then rewrite it to fit the placement. Use a bilingual reviewer who can see the ad in context.

Check capitalisation, punctuation and numerals. In British English, use "organise", "colour" and "programme" where they fit. Welsh has mutations and word order that machine output often mishandles, so a human reviewer is necessary for public ads.

For example, a British English caption reads: "Learn at your own pace. New course starts 1 May. Book today." The Welsh version reads: "Dysgu ar eich cyflymder eich hun. Cwrs newydd yn dechrau 1 Mai. Archebwch heddiw."

Run a five-step localisation workflow

Define the language job, including audience, placement and success measure.
Translate the source claim, then adapt the hook, body and call to action for the target language.
Fit copy to Instagram limits and check the creative safe zones on a real device.
Set language-specific targeting and exclusions, and record why each audience is included.
Run a bilingual quality check before launch, then review language-level results after launch.

Measure results by language, not by country

Build a multilingual reporting dashboard that shows its own gaps, including missing language labels and small sample sizes. Use cost per result, thumb-stop rate and landing page conversion for each language.

Instagram does not publish a single UK benchmark, so use your own rolling average. A common planning range is £5 to £25 per result and a 20 per cent to 30 per cent thumb-stop rate, but sector, audience size and creative move these figures.

If one language has too few results to compare, label the figure as indicative. Do not claim statistical significance from a small ad set. A Welsh-language ad set aimed at learners is a different task from a Welsh-language ad set for first-language speakers. Record who approved the translation and when.

Do I need Welsh versions of every Instagram ad?

No. The Welsh Language (Wales) Measure 2011 and the Welsh Language Standards place duties on public bodies in Wales, not on every private advertiser. If you serve Welsh-speaking customers, test Welsh ad sets where demand and budget justify it.

Can one bilingual caption cover both Welsh and English?

It can, but it often weakens both messages. Instagram limits reward short copy, so shorter single-language creative often gives clearer results. Use bilingual creative when the audience expects both languages in one place.

What are the main ASA risks in translated Instagram ads?

The biggest risks are changed claims, missing qualifications and unclear ad recognition. Keep the approved source claim next to the translation and check the CAP code before launch.

How do I test multilingual ad copy in the UK?

Use the same offer and landing page structure across languages. Compare cost per result and conversion rate after enough volume. Do not compare a Welsh ad set with an English ad set if the audiences or placements differ.