The Rise of Social Media in International Marketing

Over the past decade, social media has become one of the most powerful marketing channels. Today, every valuable brand is active on platforms like Facebook and Twitter, as they can’t afford to ignore their influence. However, many marketers focus primarily on reaching local audiences rather than targeting a global one.

Businesses are missing out on a huge opportunity by limiting their reach. According to Statista, as of January 2023, English accounts for about 58% of website content globally, while Chinese only represents 1.7%. Despite China having a massive internet user base, Chinese content still makes up a small portion of global online content.

Moreover, social media audiences are not limited to Facebook and Twitter. Platforms like LinkedIn, Google+, Pinterest, and YouTube also have massive active user bases. In particular, in China, despite Facebook and Twitter being blocked, local social networks like Weibo and Renren remain very popular. This shows that social media platforms worldwide provide brands with opportunities to reach international audiences.

Successful brands have taken advantage of the popularity of these localized social networks, enhancing their brand visibility and expanding their e-commerce business in the process. So why is international social media marketing so important? Where should brands start?

Advantages of Social Media in International Marketing

Any opportunity to engage with audiences and promote website content should be seized, especially when trying to expand into overseas markets. Social media offers brands an accessible platform to communicate with a large global audience without having to invest heavily in TV ads or local media. A social media profile can boost brand awareness overseas and gently guide potential customers along their journey to becoming actual clients.

As your business grows, your social media efforts can grow with it. You can create localized social media accounts for different countries and promote specific content and special offers. Of course, to succeed in this, you need the assistance of a professional translation company that understands the local language and culture to help you create relevant content and avoid translation mistakes.

What It Takes to Connect with International Audiences

What works in one country may not work in another. Content that makes sense in one language can lose its meaning if translated improperly. While Google Translate might suffice for occasional word translations, relying on it for all social media communication will likely backfire.

A translation agency is crucial to any successful international social media marketing campaign. By ensuring that your message is not only translated correctly but also tailored to the audience of specific countries, you can avoid embarrassing situations. This allows your brand to expand its e-commerce business globally and build an audience of brand advocates in different countries.

Which Social Networks Should Brands Focus On?

In addition to the major social media platforms mentioned in this article, there are many other networks worldwide with large user bases. For example, XING in Germany is a professional website similar to LinkedIn, with 90% of its page views coming from Germany, Austria, and Switzerland.

Sonico, the largest social network in Latin America, has over 20 million users, and prides itself on having real users rather than spam accounts. Its original version serves Spanish-speaking regions, but its Portuguese version is the second-largest social network in Brazil.

In Russia, Vkontakte is more popular than Facebook (though it is essentially a replica of Facebook); in China, Weibo and Renren have over 500 million users. However, it’s important to note that internet usage in China is heavily regulated by the government, and accessing these platforms may require bypassing restrictions.

Additionally, social networks like Yonja in Turkey, Mixi in Japan, Tuenti in Spain, and GoldenLine in Poland are worth watching. In general, searching for "social media networks" plus any country's name might lead to a localized platform that could become your secret weapon for marketing strategy.

If you plan to expand your business abroad and want to use social media to reach a broader global audience, there’s nothing stopping you. Develop your strategy, prepare your messaging and content with the help of a translation agency, and create accounts on relevant social networks to attract international customers.

One thing is certain — harnessing the vast potential of social media is unlikely to lose its effectiveness in the short term. So, what are you waiting for?

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