In short: in Morocco, a video in Darija (Moroccan Arabic) feels closer to people than one in French or Modern Standard Arabic, especially on Instagram, TikTok and in Meta ads. To get it right: write directly in Darija (do not translate word for word), keep sentences short, choose a natural voice, and add readable subtitles, in Darija (Arabic or Latin script) or in French. YOURMEDIA, in Rabat, produces videos and voice-overs in Darija, Arabic, French and English, starting from 1,500 MAD.
Language is one of the first decisions in any video campaign aimed at Morocco. Darija, Standard Arabic, French, English, or a mix? The answer depends on your audience, your sector and the platform. This guide helps international and Moroccan brands choose, then get the voice-over and the subtitles right: the two things that make a video understood and watched to the end.
Darija, Arabic or French: which language to choose?
| Language | Strengths | When to use it |
|---|---|---|
| Darija | Closeness, humour, trust, natural tone | Social media, Meta and TikTok ads, general public, shops, restaurants |
| Standard Arabic | Serious, institutional, understood across the Arab world | Institutions, health, education, Morocco + Gulf campaigns |
| French | Premium image, B2B, urban audience | Companies, luxury, high-end real estate, LinkedIn |
| English | International, tourism | Hotels, export, brands targeting the Gulf or Europe |
| Darija + French mix | Matches how many Moroccans actually speak | Lifestyle, fashion, beauty, tech |
For one campaign, it often makes sense to produce two versions: Darija for social media, French or Arabic for the website and LinkedIn. See our guide to video marketing in Morocco.
Writing a script in Darija: 6 rules
- Write directly in Darija instead of translating a French or English text: word-for-word translation sounds fake.
- Short sentences: one idea per sentence, the way people speak.
- A hook in the first 3 seconds: a question, a figure, a situation everyone recognises.
- Keep everyday words: many technical terms stay in French in Darija (livraison, promo, rendez-vous); that is normal.
- Adapt to the region if needed: the Darija of the North, the East or the South has its own expressions.
- Read it out loud before recording: if a sentence trips you up, rewrite it.
Getting the voice-over right
- Choose the right voice: young and energetic for a lifestyle brand, calm for health or real estate, warm for food and hospitality.
- Record in a quiet place: a studio or a treated room, with a good microphone. Sound matters as much as the picture.
- Direct the intonation: Darija lives through its tone; the same sentence can sound sincere or salesy.
- Human voice or AI voice? AI voices are improving, but in Darija a human voice still sounds more natural in ads. AI is useful for tests and for AI videos.
Subtitles: a must
A large share of social media videos are watched with the sound off. Subtitles make the message clear straight away, and they also help people who are deaf or hard of hearing. For foreign brands, they are also the easiest way to check that the Darija version says what you approved.
| Option | Advantage | Avoid |
|---|---|---|
| Darija in Arabic script | Readable by all Moroccans, natural | Spelling so classical it no longer matches the pronunciation |
| Darija in Latin script | Close to WhatsApp messages, young | A different spelling from one video to the next |
| French | Reaches French speakers and visitors | Subtitles so long they cover the image |
| Bilingual | Reaches two audiences | More than two lines on screen |
- Two lines maximum, about 32 characters per line
- A readable font, strong contrast, a light shadow
- Placed in the safe zone: not too high, and not at the very bottom where the app shows its buttons
- Key words highlighted with colour or bold
Common mistakes
- Translating a French or English script word for word into Darija
- A voice that sounds like a TV commercial on TikTok
- Subtitles that do not match what is said
- Forgetting the sound-off version
- Music so loud it covers the voice
Frequently asked questions
Should ads in Morocco be in Darija?
For social media and the general public, Darija often feels closer. For B2B or a premium image, French or Standard Arabic may work better.
Can Darija subtitles be written in Latin script?
Yes, it is common with younger audiences. The key is to stay consistent from one video to the next and keep subtitles short.
Are AI voices in Darija usable?
They are improving, but a human voice still sounds more natural in Darija ads. AI voices can be used for tests or AI formats.
Do you record Arabic voice-overs for the Gulf?
Yes. We produce voice-overs in Standard Arabic and Gulf Arabic, as well as in French and English.
How much does a video with voice-over and subtitles cost?
At YOURMEDIA, a video starts from 1,500 MAD, with voice-over, editing and subtitles depending on the project. The quote is free.
📚 Read also:
→ UGC video: 12 script ideas for brands in Morocco
→ Video editing in Morocco: why hand your footage to an agency
→ How much does a video ad cost in Morocco?
→ Podcast editing in Morocco: from multicam shooting to Reels clips
Need a video or an ad in Darija, Arabic or French? Send us your idea: script, voice-over and subtitles are included in the free quote.
YOURMEDIA – Video production company
📍 3 Rue El Kaf, Appt. N°3, Hassan, Rabat, Morocco
📞 06 66 19 57 11 / 06 37 34 69 84 · WhatsApp: +212 666 195 711
🕙 Monday – Saturday: 10:00 am – 8:00 pm
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