There are millions of people around the world who use social media every day. With the rise of industrialization and availability of Wi-Fi, even the most remote populations are using and creating social media accounts. More than half of the world’s population is currently using some type of social media. With 4.2 billion users worldwide, the average user logs on to social media platforms every day for over two hours.
Consequently, businesses should take advantage of social media tools to reach consumers, and an ever-increasing number of languages are used online.
A multilingual social media presence can be an effective decision for a business looking to grow and expand its customer base, and I want to quickly explain why this is so important.
Multilingual Social Media Presence: Why You Should Do It
According to the 2021 Sprout Social Index, 86% of consumers who follow a brand on social media prefer that brand over one that is not.
In modern times, it is easier and less costly to target specific segments of the market with tailored messaging. It is not uncommon to see social media outreach campaigns getting more attention than even large ad buys on traditional media, such as television and magazine, and marketing spending is beginning to reflect that.
To have your brand cut through this medium, it requires a much more personal approach than simply buying an ad on Facebook and hoping for the best, Vaibhav of Digital Web Solutions said.
In order to enter into someone’s space effectively, one needs to be able to communicate with them in a way they feel comfortable with. For this to work, one must be able to operate across multiple language barriers effectively. It’s not just theory either; multiple surveys (subscription required) have found a significant correlation between the language you use in your content and the likelihood that a consumer will buy it.
I believe that it is becoming progressively more important to be able to communicate your brand’s advantages to users around the globe, or in distinct demographics within your own nation. This pertains not only to online reputation management, but also customer engagement, SEO rankings, customer reviews and feedback, and an array of other essential facets of your business, Robin of KodeKloud said.
Creating a multilingual social media presence
In social media, you need to make sure your content comes across as conversational. Simple translations will often sound stiff or awkward in a foreign language. It is important to localize your posts and ads for each demographic region rather than simply translating your content literally. It is highly effective to use metaphors, figures of speech, and humor that are relevant to that language and culture.
Make connections with thousands of new consumers by speaking fluently and conversably in multiple languages. By combining this capability with filters on platforms such as Facebook, you can start creating low-cost, targeted ads across multiple market segments that reach customers in new and effective ways at low costs, John Ward of Austin Iron Fences said.
In addition to hiring fluent and knowledgeable language experts, you can also take a few other steps to build out a multilingual social media presence:
Make Use of More Visual Content: You will have less trouble managing translations or localizations if you use more visual content. It is important to emphasize and focus on visual elements of your content, so that they will be eye-catching and noticeable to everyone. While they can still have a strong cultural element, they are generally more universally understood.
Make sure you post when your target audience is most likely to be looking at the platform. There are differences in how various populations use social media and when they are most active. Therefore, it’s important to take into account the daily habits and time zone of those you want to reach. Posting at optimal times means more people will see your content – and that can lead to greater spread via algorithms.
Establishing a successful social media presence that caters to multiple languages can be a time-consuming and challenging task, but the potential benefits are substantial. By making a concerted effort to engage with your intended audience, you can increase brand visibility, which, in turn, could result in more sales down the line, Austin Fain of Perfect Steel Solutions said.
An author of Namaste UI, published several articles focused on blogging, business, web design & development, e-commerce, finance, health, lifestyle, marketing, social media, SEO, travel.
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