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!
