Social Media Localization and its Importance
Social media is no longer just an option for businesses; it's necessary. And when it comes to reaching global audiences, localization is critical. According to Statista, as of 2022, there were 4.33 billion social media users worldwide, highlighting social platforms' immense reach and potential impact.
In today's interconnected world, businesses are increasingly realizing the importance of social media localization. This process involves adapting content to suit specific target markets' linguistic, cultural, and social norms. Let's investigate why this strategy is crucial and how it has benefited businesses worldwide.
Improved Engagement and Brand Perception
Dove's research revealed that 80% of women encountered negative comments on social media, prompting their #SpeakBeautiful campaign creation. Collaborating with Twitter, Dove developed the #SpeakBeautiful effect to analyze online negative chatter's body-related words. Dove significantly boosted engagement and brand perception by tailoring their messaging to resonate with diverse audiences and localizing the messages. The campaign's hashtag was used over 168,000 times, generating an impressive 800 million social media impressions and showcasing its global impact and effectiveness.
Expanded Reach and Market Penetration
Mercedes Benz, a renowned luxury and commercial automotive brand, has continued to expand its influence through impactful social media campaigns. In 2013, the company crafted a standout localized Instagram marketing initiative by partnering with leading Instagram photographers to engage with younger audiences. The campaign involved letting five photographers test the new Mercedes CLA, promising to give the car to the one who garnered the most likes. This strategy resulted in 87 million organic Instagram impressions, 2 million likes, and 150 exceptional photographs, now serving as valuable marketing assets. This success story underscores the effectiveness of social media competitions in driving engagement and brand awareness and localizing them for businesses seeking to reach a wider audience.
Enhanced Customer Experience
Airbnb's localization efforts have revolutionized the travel industry. By offering localized content and support in over 60 languages rolled out onto social media, Airbnb has been able to connect with travellers and connect them with accommodations that suit their needs. This has improved customer connectivity and acted as a seamless transition of users onto the Airbnb platform in their native language.
Social media localization is not just a trend but a necessity for businesses aiming to succeed in today's global marketplace. Companies can improve engagement, expand their reach, and enhance customer experience by understanding and adapting to local cultures and languages. As the world becomes increasingly interconnected, businesses that embrace social media localization will undoubtedly gain a competitive edge and thrive in diverse markets.
About the Author
Gerald Lee is the Chief Marketing Officer with Flynde, a global company providing translation solutions to businesses of all sizes.
Discover the best-in-class translation solutions for your business. Trusted & certified for all languages with locations in Singapore, Switzerland & the USA. Flynde takes human translation strategies and uses advanced technologies to deliver them to our customers across our three business lines: Flynde for startups, Flynde for small businesses, and Flynde for corporations.
For more information, contact us at hello@flynde.com