The power and significance of language

Head of advertising and partnerships

Mwananchi Communications Limited (MCL)

Language is more than a tool for communication it is identity, culture, and credibility. In Tanzania, Swahili serves as the national lingua franca, spoken and understood by over 60 million people, while countless local dialects connect communities to their roots. For media, the choice of language is not just a technical decision; it directly shapes how audiences perceive trust, relevance, and authority.

Stories told in a language audiences understand intimately are not only easier to consume they resonate, persuade, and build loyalty. Conversely, content delivered in a language that feels distant or foreign risks misunderstanding, disengagement, or outright rejection.

Globally, research highlights the link between language and credibility. According to a 2023 Pew Research Center study, audiences are 35 percent more likely to trust news presented in their first language. In East Africa, where multilingual populations are common, this effect is even more pronounced.

In Tanzania, media outlets that primarily use English risk alienating rural and semi-urban audiences, while those embracing Swahili or local dialects can strengthen engagement and comprehension. Local language content also ensures inclusivity, giving marginalised or rural communities access to news, public service announcements, and educational material that might otherwise remain inaccessible.

The economic and commercial implications are equally significant. Advertisers understand that trust drives brand loyalty. A campaign in the audience’s native language is more likely to be remembered, shared, and acted upon.

Tanzanian media outlets that produce content in Swahili and vernacular languages often report higher engagement rates, longer readership times, and better recall for sponsored content. This creates a virtuous cycle: trust in the media translates to trust in advertisers, increasing revenue potential.

Digital transformation has intensified both the opportunity and the challenge. Social media platforms, mobile apps, and online video allow content to reach wider audiences than ever before. Yet, they also bring competing voices, misinformation, and sensational content. For media organisations, language becomes a strategic differentiator. Swahili and local dialects help media cut through the noise, offering clarity and connection in ways foreign or technical English cannot. It is no coincidence that outlets producing vernacular content see stronger community engagement, as measured by shares, comments, and feedback loops.

Consider health and public service communication. During public health campaigns, messages in Swahili or local languages consistently outperform English content in comprehension and adoption. In rural areas where literacy rates are lower, local dialects can make critical information about vaccinations, sanitation, and COVID-19 prevention accessible to those who might otherwise miss it. The principle is simple: language builds trust, and trust drives action.

This is not just about vernacular for rural populations. Even urban audiences respond positively to content in Swahili when it is relatable, conversational, and culturally tuned. Media houses that balance professional reporting with localised storytelling can create content that feels personal, authentic, and credible.

Conversely, overly formal or imported English-language content often feels distant, reducing its perceived relevance. In Tanzania’s competitive media environment, outlets that ignore language as a strategic asset risk losing audiences to rivals who speak “their language” both literally and culturally.

Language also plays a role in diversity, inclusion, and representation. Tanzania’s media ecosystem includes dozens of ethnic communities, each with its own linguistic identity. Covering these communities in their own language not only signals respect but also strengthens the media’s role as a unifier and trusted information source.

Looking forward, media organisations that treat language as a core strategic tool will enjoy multiple advantages: higher audience trust, stronger engagement, better commercial outcomes, and greater social impact. They will also be better positioned to navigate the evolving Tanzanian digital landscape, where audiences increasingly expect personalisation, relevance, and cultural resonance in the content they consume. In essence, language is no longer a background consideration; it is a competitive advantage, a marker of credibility, and a bridge between content and community.

In Tanzania, where over 80 percent of the population speaks Swahili fluently, and local dialects remain vibrant, media that prioritise linguistic connection are better equipped to inform, educate, and influence. As competition grows and audiences fragment, the silent power of language may well define which outlets thrive and which are lost in the noise. By choosing the right language, media organisations do more than communicate they build trust, loyalty, and influence that endures far beyond the story itself.

Angel Navuri is Head of Advertising, Partnerships and Events at Mwananchi Communications Limited. [email protected]