Social media is huge – fact. It provides a fast and effective way to get your brand’s voice out there. Currently, an estimated 2.62 billion use social platforms and this is predicted to rise to 3.02 billion by 2021. So, how do you ensure, when you’re operating in multiple countries, that your message is as intended?
1. Your multilingual social media platforms
The first step in a successful campaign is to determine which platforms are best for reaching and engaging your target audience. Whilst Facebook and YouTube are the global hard hitters, you need to determine which is best for you. Analyse your budget, the product or service you are selling and who you are selling this to.
Worldwide Usage – Statista 2018 Active Users By Platform – Statista 2018
Due to government censorship and accessibility being granted only through Virtual Private Networks (VPNs), countries like China have alternative social media platforms that you will need to consider; WeChat, Weibo, Baidu, QQ and YouKu. In Russia, the key platforms are VK, Ok.ru, Moi Mir, Live Journal, RuTube, Facebook and Twitter. However, the latter platforms are not the most popular.
2. Preparing your social media content
This can be one of the greatest challenges once you’ve determined the platforms you’ll target. How can you ensure that your keywords, hashtags, slogans, and phrases will have the best impact and also convey the intended meaning to your audience? Certain luxury brands choose to only communicate on all social platforms in English as this is seen as sophisticated to an international customer base. However, there is true value in fostering your fan base and ensuring your campaigns are multilingual.
3. Social media localisation
The key tool to success is the localisation of your content. Our team works closely with customers to ensure the meaning and efficacy of your content is maintained in all languages. Literal translations won’t be enough. You need to work with a translations agency who have skilled translators in your target country. This tactic will allow your brand to appear customer-focused as well as increasing the engagement you receive through social media.
By its very nature, social media is aimed at engaging with audiences. If you choose not to translate and then localise your content, you’re potentially missing out on a huge slice of that engagement.
If you are planning a social media campaign and need some help or advice, call our team today on +44 (0) 845 0519434 or email email@example.com.