How to Establish an International Social Media Strategy

Social media is an indispensable tool for reaching and engaging customers worldwide.

However, to truly capitalise on its potential, businesses must go beyond directly translating original social media content and tailor content to specific markets.

This is where having an international social media marketing strategy comes into play.

In this post, we'll explore the key factors to consider when developing an effective international social media strategy, including:

• Researching international social media channels.
  
• Localisation and transcreation.
• Time zone scheduling.

What is an international social media strategy, and why does it matter?

An international social media strategy is a comprehensive plan that outlines how a business will use social media platforms to reach and engage audiences in multiple countries or regions.

A complete plan must include tailored content, translation, localisation, messaging, media, platform selection and more.

Why does it matter?

• Social media offers a unique opportunity to connect with customers worldwide.
• By understanding different cultures and languages, you can create social media content that shows credibility and authenticity.
• A well-executed global social media plan can differentiate your brand from competitors who may be overlooking cultural adaptation.
• With AI- and human-blended language solutions making translation more cost-effective than ever, budgets can pivot to marketing localisation, transcreation and personalisation.
• Social media platforms provide a direct channel for interacting with global customers, gathering valuable feedback, and building strong relationships.

How to establish an international social media strategy: 3 tips

Understanding the social media landscape:

While platforms like Facebook, Instagram and TikTok undoubtedly have a global reach, regional preferences and emerging trends continue to shape the social media landscape.

Keep an eye on emerging platforms and trends in different regions.

For example, TikTok's rapid growth in Asia and Latin America has presented new opportunities for brands.

Additionally, identify popular social media platforms in your target markets. This may surprise you or lead to the discovery of new channels, for example, Line (Japan) or WeChat (China).

It's also worth keeping up with regulations and recent news, as it may be that certain channels get restricted in some markets.

Finally, analyse your competitors. See how other brands are successfully navigating the global social media landscape. Study their localised content, engagement tactics and platform choices.

Prioritise cultural adaptation, localisation and transcreation

Effective international social media marketing requires a deep understanding of cultural and linguistic differences.

As mentioned, AI-assisted translation solutions are making translation more cost-effective than ever. This enables the opportunity to pivot budgets to transcreation and localisation.

Transcreation is a specialised form of translation that goes a level above the direct conversion of text. It involves adapting and transforming content to resonate with the target audience.

Localisation is the process of adapting a product or service, as well as marketing materials, for the needs and cultural preferences of a market. It involves translation, cultural adjustments, media localisation, and beyond.

Ensure your content is respectful of local customs, traditions and values. Also, avoid stereotypes or offensive imagery.

Tailor your messaging to address local concerns, values and aspirations. Furthering that, consider using local dialects, slang or memes where appropriate.

Of course, the above can be difficult. This is why we would use native-tongue linguists to provide an authentic touch.

Optimise timing and scheduling

This may seem like an obvious piece of advice, but with multiple time zones across the world, you'll need to post localised global content at different times.

This can be difficult; however, many global brands create country-specific social channels to accommodate this. This would generally be recommended anyway, to segment translated content.

Beyond different time zones, also consider that working patterns, peak times, routines and cultural habits vary greatly from region to region.

What works in the UK, may not work in Southern Europe or West Asia.

As with any marketing strategy, it is important to segment and collect data to optimise for best results.

Starting your international social media journey

If you're new to international social media marketing, it's best to start small and gradually expand your reach.

Here are some extra tips:

• Identify a target market
• Choose the right platforms
• Create translated and localised content
• If you using video, consider media localisation
• Engage with your audience
• Monitor and analyse the market-specific data

A great starting point for beginners is to focus on a market with a similar cultural background and language to your own.

By following these tips and staying up-to-date with the evolving landscape of international social media marketing, you can effectively reach and engage audiences around the world.

How Wolfestone can help?

Ready to take your business global?

Let's work together to create a customised international translation and localisation strategy that drives results.

Contact us today to schedule a consultation and learn how we can help you achieve your goals.