Social media is the epitome of networking and a powerful lever in digital marketing. But does social media work the same everywhere? There are good reasons to take a very close look at your target markets and localize your social media activities accordingly.
The online world could be so simple—and at the same time very boring. Although English dominates, all the languages of the world persist on the web and in social media. There is no sign of streamlined communication. Where international exchange does not necessarily require speaking the same language, you simply cannot dissuade people from communicating in their native language. And that’s a good thing!
Language is a key aspect of cultural roots and self-image. This fundamental fact also has an impact on market communication. Although individual English claims are also effective in other language regions, marketing and advertising generally rely on the respective national language everywhere.
Speaking the language of the target group and the market
A few years ago, CSA Research and Kantar surveyed almost 9,000 people in 29 countries across Europe, Asia, North America, and South America about their preferences in e-commerce in various industries. The most important results:
- 76% of people prefer product information in their own language. 65% are even willing to accept poor translations.
- 73% of potential customers want to at least read product reviews in their own language.
- 75% of respondents emphasize that they also expect customer service in their native language. Even among respondents who are fluent in English, the figure is still 60%.
- 40% of consumers will not buy anything on websites in languages other than their own, even if they feature the best selling points. Interestingly, Germans top the survey with 57%.
Impressive figures – but do they also apply to social media?
Does content have to be in English?
It seems that the predominant use of English is partly due to the “market power” of the universal language rather than the preferences of the users. A study from the US shows that people feel more confident in their own language. Tweets in Spanish, for example, achieve 30% higher engagement than those in English. This is a clear indication that many US Hispanics prefer Spanish, even though most of them also speak English.
Social media campaigns under close scrutiny
The predominance of English can obscure the fact that language is much more than just a tool for exchanging information, even on social media. If we look at language as a fundamental vehicle of culture, it becomes clear why international social media marketing is about more than just translation. This is especially true when cultural regions differ significantly.
An international study conducted a careful examination of how much cultural idiosyncrasies impact the use of social media – and what this means for marketing. Specifically, the authors contrasted the behavior of users in individualistic societies (meaning Western Europe and the US) against that of people living in collectivist societies such as China or South Korea. They based their findings on the seven dimensions of the Honeycomb model of social media.
1. Identity: May I introduce myself?
In Western cultures, social media is primarily used for self-expression. It is quite astonishing how much users sometimes reveal about themselves and how natural it comes to them. Chinese, Japanese, and South Korean users take a very different approach. To avoid social conflicts and humiliation, much remains behind the wall of privacy. Another interesting side note is that Chinese WeChat users, for example, almost never use their real names.
2. Communication: How open should it be?
The direct and generally open communication that prevails on Western social media platforms has its all-too-familiar downsides, such as hate speech. In collectivist cultures, social media communication tends to be more indirect. Maintaining social harmony is high priority.
3. Sharing: Public versus private
Western users often have very few inhibitions about sharing their thoughts, opinions, and even personal circumstances with others. In China or Korea, this would be considered rather unusual. Many people here are active in closed groups and only share social media content with family or friends.
4. Visibility: Knowing who is online
In Western cultures, online status is often deliberately concealed. In collectivist cultures, this is different. Many people appreciate knowing when their friends are online or nearby in order to facilitate social interactions.
5. Relationships: What does friendship mean here?
The term “friendship” should not be taken too seriously in Western social media, where people are “friends” with many users they have never met in real life. This is not the case in Far Eastern social media networks, where close, long-term relationships are preferred and it is unusual to “befriend” strangers.
6. Reputation: The sources of a good standing
Likes give things value. Individual reputation is important in Western cultures, where it is measured in social media networks by the ratings given by other users. People with many followers can consider themselves experts. On the Chinese shopping platform AliExpress, only products that achieve high sales figures and receive good group ratings are considered popular. Individual ratings are irrelevant.
7. Groups: One, two, many
In individualistic cultures, groups such as those found on Facebook primarily serve to connect people with many others. In Asian markets, groups are significantly smaller but also more closely connected. This is why messaging apps with group functions are particularly popular here.
Specific tips for effective marketing
The authors of the study draw conclusions for corporate strategies from the very different approaches to social media: “Cultural differences play a major role in the use of social media. Companies that take these differences into account can make their international marketing strategies more effective. Businesses expanding into international markets must adapt social media features to local cultures.” And they give companies some specific tips:
· Interaction strategies: Western companies sometimes focus on encouraging open and public discussions. If this strategy is successful, it can be priceless in terms of brand image and brand awareness. If it fails, companies may find themselves on the wrong side of public opinion and have their hands full trying to mitigate the effects. In collectivist cultures, there is a much greater emphasis on personal communication that remains hidden from the public. The Japanese instant messaging app Line is a good example of this phenomenon. It enables direct chats between brands and their customers.
· Influencer marketing: They have become one of the most powerful weapons for connecting with the target audience: Influencers who act as brand ambassadors thanks to their popularity, authenticity, and creativity. In Western societies, micro- and nano-influencers are gaining ground. They have a smaller reach, but enjoy high credibility in their specific communities. This is exactly what companies in Far Eastern markets should be encouraged to do. In China in particular, brands need to ensure that influencers are closely connected to their communities. Recommendations from stars with their enormous reach tend to fall flat here.
· E-commerce and social commerce: It comes as no surprise that personalization has become a pillar of e-commerce. Companies that sell their products or services on the web or via social media do everything they can to offer their target audience the most personalized experience possible. Social commerce, on the other hand, is somewhat overshadowed. Put simply, it is an attempt to simulate a group shopping trip with friends. However, this is precisely what has the potential to lead to success in collectivist cultures. Chinese online retailer Pinduoduo is leading the way by offering discounts to customers who invite their friends to shop together.
Reaching new target groups: Linguistic and cultural diversity are crucial
Adapting an advertising campaign to a target market that ticks completely differently takes massive skills. But even within the Western world, there are differences in usage that you should be aware of before creating posts. The first thing to adapt is the social media channels you choose. The reach of Facebook, LinkedIn, or Twitter is by no means uniform, even within Europe.
But simply translating social media activities is also problematic for another reason. Text comprehension is heavily dependent on cultural context. What people find funny, exciting, or stimulating can vary greatly depending on language and culture. The same applies to visual content, since visual perception is also influenced by culture. Companies that ignore these differences face the risk of rendering their campaigns ineffective.
Why translation and localization of content are so important
Given the undeniable importance of social media for marketing, it is surprising that localization is often not prioritized even though it is quintessential in the context of multilingual internationalization – and definitely a job for professionals. Native-speaking translators with excellent expertise in the target language who are also rooted in the respective culture are familiar with the many small and large cultural nuances and differences that should be reflected in posts. This applies to the texts, the hashtags, as well as the selected images.
Most companies invest a lot of creativity, time, and money in appealing social media content and carefully considered copywriting. They cannot afford to let this go to waste in new markets. An elaborate localization strategy is therefore indispensable.
