Social media platforms are frequent tools of choice for
marketers due to their ability to quickly reach high numbers of consumers in
diverse markets and languages. If your business wants to expand its reach and
connect with global audiences, multilingual social media content is essential.
Choosing the right platform(s)
With so many options to choose from, that vary depending on
region, it can be hard to know where your content will work best. Read our
handy guide below on four of the world’s most popular social media marketing
platforms.
For further help, read our blog “Social
Media Platforms: Which ones are right for your Business?”
Meta (previously Facebook)
With approximately 3 billion monthly active users (that’s
over one-third of the world’s population!), Meta’s reach is unmatched. Meta’s
language targeting feature makes it easy for you to always deliver content in
the preferred language of your target audience to maximise engagement and lead
generation.
While initially Instagram was mostly popular with the
younger generation, ExtraDigital have found that older demographics are now
starting to use the platform too. Now with over 2 billion active monthly users,
you can easily target global audiences using language-specific hashtags and
Instagram’s localisation tools.
LinkedIn remains the platform of choice for B2B lead
generation. We recommend using LinkedIn to establish yourself as a thought
leader in your industry, and connect with like-minded professionals across the
globe. Multilingual content can be created to suit the preferences of your
target audience, and then optimised using LinkedIn’s selection of
language-specific targeting options.
X (previously Twitter)
The benefit of X is the speed of accessibility to global
content, as it works in real time. This offers many opportunities for
businesses to engage with audiences, sometimes even directly on posts. X offers
both language-specific targeting and geo-tagging features that allow you to
connect with users in different languages and regions almost instantly.
Best practices
Now that we’ve talked about some of the world’s top
marketing platforms, let’s look at our top five best practices for multilingual
social media lead generation.
Localised content
Without a doubt, content should be tailored to resonate with
both the linguistic and cultural preferences of your target audience, with the
latter often requiring in-depth research. The most effective method is using
native speakers to ensure accuracy and authenticity. If this isn’t an option,
then professional translators are the next best thing.
Localised landing pages
When driving traffic from multilingual content on social
media to your website, don’t make the mistake of taking them to a landing page
in a different language! Provide a seamless experience for users by always
showing content in their preferred language.
Consistent branding
Regardless of where your content is being shown, it is
important to maintain consistency in your messaging to build trust and
credibility with your audience. Your brand values and key messages should be
effectively communicated across all countries and languages.
Engagement and interaction
Engage with your audience on all platforms by responding to
comments and direct messages in their preferred language. Be sure to show
genuine interest in their needs and concerns, as this will help to build
rapport. This may be with existing customers, but it may also help you nurture
potential leads.
Analysis and optimisation
As always, remember to use analytics tools to track the
performance of your multilingual social media campaigns, and use the insights
gained to identify areas for improvement. Based on your findings, you should
adjust your targeting strategies and optimise the content whenever necessary.
Conclusion
By implementing our best practices and using the right
social media platforms for your needs, you can effectively generate leads from
your multilingual content and engage with global audiences.
Looking for experts in multilingual marketing?
ExtraDigital can get your content tailored and shown in a wide variety of
languages on a range of social media platforms. Contact us today!
