Revised: September 2021
Facebook has more active users across the globe than any other social network, making it the most powerful platform to reach a global audience online. At least this is the case if you capture its full potential, but it’s hard enough to engage one audience on Facebook – let alone different languages and locations.
No need to worry though, because today we’re looking at how you can target users in their own language, with content that speaks out to them on a personal level, and why it’s so important you do so.
So you think one language is enough?
When 42% of internet users say they never purchase products or services in another language, you start to see why you can’t rely on English alone with your online presence. As the likes of Facebook and Pinterest add buy buttons to their networks, social media isn’t just a way to reach a wider audience, it’s a place where people around the world can buy products at a click – and this is just the start of your social journey.
Turning Facebook into a multilingual marketing tool
There are a few things to consider before you start a multilingual Facebook strategy. You don’t want to alienate different language speakers by cluttering your page with content for everyone – you want a separate social presence for each market, so people can access content in their own language without interruption. There are two main ways to go about this, and they both come with their pros and cons; you need to choose the option that works best for you and your audience.
Multiple Facebook pages
The first is to create a Facebook page for every audience you want to target, whether it be by language, location or a range of other factors. The main benefit with this approach is: the page itself will be in the language of each audience (the about section, for example). The trouble is, it isn’t always practical to create a page for each audience – especially if you’re targeting multiple language speakers around the world.
A single Facebook page
Luckily, you can target different language speakers from one page – and it’s incredibly easy to do. Click Settings at the top right of your page and find the News Feed Audience and Visibility for Posts option. All you need to do is check the tick box and hit the save button – now you can target specific audiences by language and location, as well as a number of other options for each post.
The downside here, is your Facebook page itself will be in a single language, but users will only see the posts you make visible to them. Whichever approach works best for you, the point is you show your audience they are worth addressing directly – no matter where they are.
What are the benefits?
56.2% of consumers said that, when making a purchase, receiving information in their own language is more important than price. Consider this fact, and it becomes clear why you should target audiences using their native tongue. With social media, especially Facebook, being one of the greatest marketing tools there is, it’s important not to overlook the importance of optimising your social content for a global audience.