As a writer in Spanish, one of the most common doubts when writing for a website or blog is related to the question: Should I write “tu” or “usted”?
“Usted” is formal, but in Latin America it is used in informal speech too, whereas “tu” is informal and only used in Spain.
The easy way to solve the problem is to always use “usted”; however if you are writing for Spaniards, your website will not be as accurate as it should.
When to use USTED
In business letters and e mails.
In your website content texts, if you want them to sound more formal. Usually when your audience consists of other businesses rather than individuals.
In blogs only when you want to be very formal, as for example if you are a consultant’s or a doctor. However most of them are writing with TU and I think this will be the trend in the coming future.
In adverts only for some financial, health, etc. adverts. But I really don’t recommend it.
When to use TU
In your website content, only if your marketing strategy is a brand that is a friend of the audience. For example, if your target is young people.
In your blog posts.
Things to keep in mind as a Spanish redactor
USTED is boring and serious. You have to decide if you need to sell an engaging brand that is a customer’s friend or a very trustworthy brand.
TU is more engaging, and marketing usually needs to be fun. It is likely accurate for your blog.
TU creates a close relationship with clients.
Usted creates a professional ambience.
With time TU is being more and more accepted, even by elderly people.