02 Dec Social Media Localization for Business: Why You Should Care
International companies wrongly believe that they can reach global customers simply by launching a multi-language website. But the truth is that today it’s not enough.
Companies should also focus on social media localization to communicate with the target audience through Facebook, Twitter, Instagram, and other popular platforms. If you want to know how multilingual social media strategy can benefit your business, check the following arguments.
Even if your product appeals to a global market, it’s almost impossible to produce content, which will perfectly appeal to every single local market. People around the world have different preferences, cultural values, and attitudes toward religion. And you should understand all these peculiarities and know how to apply them while building a multilingual social media strategy.
In fact, it’s important not only to localize core message but also to choose an appropriate tone of voice: formal or informal. For example, in some countries, companies have to use funny emojis in order to drive engagement of local customers.
Understand Your Customers Better
Content localization allows communicating with the target audience much closer, so you can define specific preferences and needs in every single market. You can encourage local followers to participate in polls and discussions to get to know what do they like and dislike about your product.
Also, social media localization helps to create more effective marketing campaigns. When you know what your target audience really wants, you can design irresistible offers to drive sales.
Localized content marketing is a tool, which helps to break the language barriers and significantly increase engagement. The point is that when people clearly understand the meaning of the posts, they share, like and comment them more actively.
Let’s imagine a situation: Thai girl, who speaks English, has just read an interesting post written in English on Facebook. The question is: will she share it with her friends if they don’t understand English? Obviously, an answer is NO.
And what if this post will be available in Thai? It’s likely that girl will share this article on her timeline and will tag her friends. Consequently, these actions will help to generate more likes and comments.
Drive Traffic to Website
Did you translate your website into a few languages? If yes, you did everything right. But are your social media followers aware that they can browse your website in their native language?
The problem is that if you publish social media content in English only, it’s unlikely that you get a lot of traffic through social platforms. People tend to believe that all content, which you produce, whether it is posted on your site or on Instagram, is not multilingual. For this reason, your overseas followers don’t even try to access your website.
However, with the help of social media localization, you can show your followers that your site is available for everyone. If you operate in global markets, localized content marketing is a necessity for you.
Also, you shouldn’t forget that in some countries people don’t use Facebook, Twitter, and Instagram. For example, Qzone is the most popular social network in China, and VK is the most widely used platform in Russia.
So, if you are going to implement a multilingual social media strategy, you should not only translate content but also select adequate channels of its distribution. For instance, if you will localize content on Facebook for the China market, you will be able to reach only 7% of Chinese internet users. But if you will post content on Qzone, you will be able to reach 77% of Chinese internet users.
To sum this up, localized content marketing plays an important role in global brand management. It helps to smooth communication between the customers and company, and, consequently, to achieve higher business goals.