Content Localization
Content Localization for Social Media
Efficient social media marketing should be the primary focus for every brand that aims to address a global audience. According to the American Marketing Association, global companies have greatly increased their investments in localization and glocalization in the past years… Nowadays, every major brand has a department working on localization projects. Besides, it can be said that social media is the most popular area of localization as it works as a tool that helps brands open up to the world. Here are some key facts about social media localization and why it matters for brand marketing.
Localized Content Improves Customer Engagement
One of the most prominent advantages of social media platforms is that they are as interactive as they can get. These platforms allow customers to provide direct feedback on products or services For this reason, it is quite essential for social media content to be available in multiple languages and to be adapted into different cultures. Global brands have brand ambassadors and influencers from various cultures, races, and ethnicities, due to their successful implementation of localization strategies on social media platforms such as Instagram and YouTube. These agents also contribute to the localization process later on resulting in a self-sustainable performance for the brand and enhanced brand loyalty in the local markets.
The Key is to Keep Up With Local Trends
Social media contents are generally created for the short term, meaning that a post or campaign is intended to be impactful for a very limited period of time. This makes the entire localization process more demanding. It is important to keep track of the local trends, important dates, and occasions in a local market and to adjust localization strategies accordingly. The important dates and occasions may include historical events, religious and national holidays, or social and seasonal events concerning sports and arts. Another factor in this process is to be aware of any cultural and social references that could be offensive. Efficient content localization results in highly increased customer satisfaction and brand loyalty when it is done right.
Not Every Platform Works In Different Local Markets
Another factor to consider is that not all social media platforms are equally popular in different countries. Besides, localization strategies tend to have different key aspects depending on the social media platform. Consequently, it is important to appeal to a local market through the most widely used social media platform in that specific region. For instance, while WhatsApp is a popular choice for communication in Turkey, some countries in the Far East prefer other applications such as LINE or WeChat.
