As of last month, a whopping 4.33 billion people around the world are users of social media. For context, that’s almost 57% of the world’s population who have created a social media account. Pretty crazy, right?
This, along with the fact that 54% of social browsers use these platforms to research products, suggest that if you’re not using social media to market your business, you’re missing out big time.
Now, this isn’t breaking news, with over 70% of UK companies having established some form of internet presence. But what is important to consider is how social media can be used to widen your audience and grow your business.
Yes, uploading on Instagram and sending out tweets is a great way to build your online presence and connect with consumers, but what if you’re trying to reach global audiences, and your content is only in English? With over half of Facebook’s users speaking a language other than English, how can you know the best way to engage with audiences in countries on the other side of the world?
We explore the important things you need to consider when using social media to reach a global audience…
Things to consider
1: Check your messaging
First things first, it’s key to consider how your branding and messaging will be perceived in the target country. Words, phrases, and even colours can carry different meanings and connotations in different cultures, and the last thing you want to do is unintentionally offend your audience.
Checking how your brand name, logo, and company colours will be perceived in other countries is the first step in adapting your social media strategy.
Remember, if you want to use social media to reach a global audience, then a ‘one size fits all approach’ just won’t cut it. Plan your content specifically around your target country, considering their local news and holidays, as well as any cultural taboos. Tailor your content around these aspects and avoid posting at inappropriate times, scheduling your posts to be published in line with local time zones.
2: Use a professional translator
If you’re trying to communicate with potential audiences around the world, Google Translate isn’t the way to go. For all its uses and benefits, it can never be 100% accurate, and there can be no room for error in your social media plan.
3: Consider multiple profiles
This of course depends on staff numbers and company budgets, but setting up different social media profiles specifically for different countries is a great way to tailor your content. Big companies like Nike divide up their social media efforts into different countries, products, and sometimes even campaigns. Depending on the needs of your business, creating different profiles for different countries or languages is something to consider.
Although a good option, multiple profiles aren’t essential in running a global brand. Instead, you can target your posts to different audience types, or enable multiple languages so you can write one post in different languages.
4: Optimise your content
And lastly, use Analytics tools to keep track of how your content is performing, and how different audiences around the world are consuming what you put out there.
Analysing where your biggest audiences are from, what they engage with, and when they’re most active will help you keep on top of your social media strategy to ensure you’re getting the most out of it.
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 being one of the greatest marketing tools there is, it would be silly to overlook the importance of optimising your social content for a global audience.
By localising what you share on your socials, you will stand a better chance of engaging with local audiences and learning more about your customers. This way, your brand will appear much more customer-focused, setting you apart from competitors.
If carried out effectively, your new social media strategy can highlight the cultural-sensitivity of your brand, and boost levels of trust in you. This is why a tailored strategy is key when engaging with a global audience, as you won’t get very far without considering the specific needs and charms of your audience and their culture.
The effective running of social media accounts can humanise your brand, and allow for faster, easier, and more reliable communication with clients. Your content has a better chance of receiving good engagement, establishing those all-important relationships with your audience.
Ultimately, considering these factors will play a key role in helping you achieve your goal of generating leads, boosting sales, and growing your business.
So, what next?
Hopefully we’ve helped point you in the right direction if you want to effectively reach audiences around the world using social media.
A well-localised website and social media content will lead to a better presence both online and offline, whilst helping to show potential clients that you’re a trustworthy and considerate brand. Remember that all social media platforms, like Facebook and LinkedIn, have their different uses, just like how different audiences have different needs.
If you need help translating content, or would like to localise your content by adding subtitles or a voice-over, why not get in touch with us here at Matinée Multilingual today? We have over 30 years’ experience in the industry and can assist you with any translation or localisation needs.