Borders are no longer a barrier for global brands, as social media has become a powerful tool in shaping the modern customer journey. Research indicates that about 63.8% of the world’s population uses social media, with projections showing this number to exceed 5.85 billion users by 2027.
Today, the average person spends nearly two and a half hours daily on social media platforms. With such massive engagement, the potential of social media marketing is greater than ever.
In this blog, we explore why social media localization matters to businesses, provide simple yet effective content localization practices you can easily implement, and reveal Netflix’s secret to capturing local markets with social media content.
What is Social Media Localization?
Social media localization involves adapting content to meet the cultural, linguistic, and regional preferences of the target audience in a given country or community. It can be incredibly advantageous for brands trying to make an impactful impression with different local audiences.
The Importance of Localized Social Media Marketing
What does localization offer, and is it worth the effort? In fact, localized social media marketing opens the door to new markets and reaches a wider audience. Localized content consistently increases engagement and conversion rates. According to a Common Sense Advisory study, 75% of consumers are more inclined to purchase from brands that communicate in their native language.
Social media localization will also help you build trust and rapport with your global audience. In a crowded marketplace, brands that invest in full-circle localization services for multiple languages gain a competitive edge and set your business apart. Learn more about our Business Translation Services to support your localization strategy and boost your international presence.
Best Practices for Localized Social Media Marketing
Now that we understand the benefits of social media localization, let’s move to action. Below are some expert tips for successfully adapting your social media strategy:
Develop a Language-Specific Localization Strategy
A one-size-fits-all approach won’t work in localized social media marketing. A tailored localization strategy is needed for each target language, considering the cultural context and social media platforms for each market.
Understand Your Target Audience
Relying solely on basic demographics isn’t enough. Conduct thorough research to understand your target audience on a deeper level, such as values, behaviors, preferences, and cultural nuances.
For example, the regional variations in language and culture between Spain and Latin American countries require specialized research, so you can better localize content that resonates with local audiences.
Choose the Right Social Media Platforms
Facebook, YouTube, TikTok, and Instagram are the most popular social media platforms worldwide, but preferred social networks differ from one region to another.
For instance, WeChat dominates the Chinese market, while Line is widely popular in Japan. Similarly, VKontakte (VK) is the favored platform in Russia and Snapchat in the MENA region.
Localize Your Content, Not Just Translate
Content that works well in one region might not have the same impact in other locales. The localization process goes beyond simply translating text word-for-word; it involves adjusting content to fit a different context, language, or culture for the target audience while maintaining its original intent.
For effective localized social media marketing, it’s important to consider local holidays, seasonal items, relevant social issues, and current events that the audience cares about.
Social media localization involves adapting slang, idioms, slogans, humor, social media campaigns, visual content, products or services, and even hashtags and keywords.
Monitor and Analyze Your Results
Social media marketing requires regular monitoring of key metrics. Comments, conversion rates, and link clicks provide deeper engagement insights beyond likes and shares to identify what could be tweaked and improved.
Platforms that can help with tracking and analyzing these metrics are Google Analytics, Hootsuite, Buffer, Sprout Social, and HubSpot.
Edit Symbols and Formatting
Social Media Localization is more than just translating text and adjusting visual designs. But, it also includes other key factors that ensure that content resonates with the target audience in a certain region.
Aspect | Description |
Address Formats | Modifying addresses to conform to regional norms and standards. |
Units of Measurement | Adjusting weight, distance, and temperature to the local system (e.g., metric or imperial). |
Currency | Converting values to the local currency with accurate conversion rates. |
Alphabet | Applying the appropriate character sets and alphabet for the target language. |
Time Zone Differences | Considering local time zones when scheduling posts or setting deadlines. |
Posting Frequency | Adapting the frequency of posts to align with local audience expectations. |
Pricing | Adjusting price models to match local consumers’ purchasing power. |
Netflix’s Secret to Local Success: Winning Audiences with Social Media Localization
How many of you have binge-watched a show simply because of all the social media buzz around it?
Netflix is definitely a great source of inspiration and a model for social media marketing genius. They truly know how to capture audiences’ attention across every social media platform.
That’s why it’s important to learn how they successfully implemented their localization strategy to consistently engage local audiences on their social media accounts, as seen in the following two examples.
Netflix has creatively tapped into cultural celebrations to build genuine connections with local audiences. For example, Netflix Latinoamérica adapts its content and social media strategy around key cultural events like Día de los Muertos (Day of the Dead), especially in regions where the tradition is deeply rooted, such as Mexico.
One such social media post celebrates Día de los Muertos, a Mexican holiday honoring deceased loved ones and cherishing the memories they left behind. The visual features elements like skulls, marigold flowers, candles, and Netflix beloved characters who passed away in their storylines, and left a great emotional impact on viewers.
The high shareability and successful performance of memes across social media platforms make them another smart approach for social media managers. Netflix is a great example of manipulating and integrating popular memes into their content.
For instance, Netflix India published a social media post that playfully compares everyday style with the glamorous and festive look people embrace during Diwali.The use of memes around the Bollywood movie Yeh Jawaani Hai Deewani and the theme of Diwali reflects Netflix’s efforts to tailor content to the Indian market.
Key takeaways from Netflix’s localized social media strategies include:
- Combining global brand identity with local cultural themes.
- Including culturally relevant visuals.
- Using local language to connect with the audience.
- Aligning posts with cultural events and local traditions.
- Incorporating meme-based content to create culturally relevant posts.
Optimize Your Social Media Marketing Strategy with TransPalm
At TransPalm, our team of expert linguists doesn’t just translate words, but they also have an innate understanding of culture.
From creating culturally relevant social media content to managing your localized social media accounts, we help your brand speak to the target audience in their own language through our professional marketing translation services.
Get in touch with us to discuss how our localized social media marketing strategies can take your brand further.
