Social Media Localization: What You Need to Know 

If you’re a brand looking to go global, you’ll need to prioritize social media localization. In 2023, an estimated 4.9 billion people are using at least one social media platform. These local markets are ripe for the picking, but you’ll need localized content that strikes the right note with international audiences. 

Adapting social media channels and content into a target language is important, but there’s a lot more to consider if you want your social media marketing strategy to do well internationally. 

If you’re serious about capitalizing on the potential of international markets, you need to be thinking seriously about social media localization. 

What is social media localization? 

Social media localization involves adapting your social media channels, content, and overall marketing strategy for new regions. While some might see this as a natural extension of content localization, it’s actually far more involved. 

Fine-tuning content for social channels requires an in-depth knowledge of cultural differences. If you don’t have a handle on these nuances or current affairs in the region you’re targeting, you’ll struggle to master social media messaging. 

A successful localization strategy lets you unlock the potential of untapped global markets. However, for your messaging to land with a local audience, your social media content needs to be inclusive and foster a sense of community. 

Why should you localize your social media? 

The obvious benefit of investing in local social media is that you can access new markets and boost your customer base. Internet and social media usage is on the rise in many Asian countries, making them attractive prospects for brands aspiring to global dominance. In India alone, there are more than 692 million internet users. 

However, localized social media will also help you nurture stronger relationships with your target audience segments. If you’re expanding into new territories, you want to present yourself as accessible and authentic as possible. Unfortunately, many brands think translating content from one language to another is sufficient for winning in new countries. Brands that fail to invest in full-circle localization services are putting themselves at a significant disadvantage. 

If you want to gain a competitive edge, social media localization is crucial. A successful localization strategy will attract and retain customers, increasing your online presence and securing new revenue streams. 

7 tips for social media localization 

Ready to get started with your social media strategy? Below, we’ll explore some of the most important things any social media manager should be focusing on when getting a localization plan off the launching pad. 

1. Make sure you’re localizing the right content

There’s no point wasting time and resources into localizing every piece of content at your disposal. Some content might be culturally inappropriate and not suitable to introduce to certain audiences. Meanwhile, anything that’s local or region-specific needs to be adapted for new territories. Content that relates to current affairs, seasonal events, and social topics should all be adapted for the territory you’re looking to expand into. 

Are you operating an ecommerce platform? You’ll need to think carefully when it comes to promoting seasonal lines and launching new product ranges. Commencing a summer marketing offensive in May might work in North America. However, if you’re making moves into the southern hemisphere, you’ll need to switch your starting date to November. 

2. Why localized imagery matters

Quality translations that capture the nuance of a target language are well and good, but a social media strategy heavily depends on visuals. Your current image assets probably need a major overhaul if you want to appeal to a new market. 

Localized imagery should resonate with the people you want to engage with, turning social media users into loyal customers. What’s more, it establishes your brand as a more authentic presence. While reworking image assets can prove time-consuming and expensive, the long-term cost benefits make it a worthwhile investment. 

3. Tone of voice and slang terms

Content often causes issues during translation projects. With localization, you’ll be able to overcome this. If you lean heavily on social media marketing, your content is probably populated with slang terms and colloquialisms that are specific to a certain region. These rarely translate well into new languages. 

Sometimes, finding a like-for-like alternative in a new language is simple enough. Other times, you’ll be forced to restructure content entirely. If you’re expanding into multiple countries that speak the same language, you should be focusing on regional differences. While there are 20 Spanish-speaking countries in the world, each of them have their own unique colloquialisms and linguistic nuances that need to be considered. 

4. Why it makes sense to work with influencers 

Some of the biggest brands on the planet use influencer marketing. In recent years, the likes of Adidas, Motorola, and Sprint have all leveraged the power of the social media influencer to great effect. Think influencers are little more than a passing fad? Think again. In 2022, the influencer marketing industry was worth an estimated $16.4 billion. 

Using local influencers is a great way of boosting consumer confidence in new regions. As well as serving as an introduction to new markets, the fact that you’ve gone out of your way to use a local influencer who is recognizable will make your social media channels feel far more inclusive. 

5. Think about using geo-targeting

Around 95% of major brands are using geo-targeting. This location-based approach to marketing can target every user based in a specific country or narrow things down to focus on a specific zip code. 

It’s an effortless way to segment your social media audiences, allowing you to deliver personalized content that’s more likely to result in high engagement. Geo-targeting can increase sales and turn one-time buyers into lifelong customers. Furthermore, it’s incredibly cost-effective, saving you from having to funnel money into paid social media when you don’t need to.

6. Work with skilled linguists 

While localization is far more involved than translation, experienced linguists are an indispensable part of any localization project. You’ll need professional translators who can accurately capture the subtleties of a target language. Make sure you’re using translators with native proficiency when focusing on specific regions. They need to have a deep understanding of idioms and language quirks used by the people you’re looking to engage with your social media marketing. 

7. Identify what’s working and what isn’t

There’s no point investing time and money into a localized social media campaign if you’re not monitoring its effectiveness. Thankfully, this is relatively straightforward. Social media analytics will underline what content is working and what isn’t. 

Key metrics such as likes, shares, and comments will spotlight engagement. However, you’ll want to delve deeper and look at conversion rates to determine the overall success of your social media efforts. 

Looking to break down barriers and take your brand global? You’ll need an experienced localization partner like BLEND. Whatever territory you’ve earmarked, our experienced team of linguists and localization professionals are on hand. Whether you’re searching for website localization services or want to adapt your social media channels with content that resonates, we’re here to help. 

Isn’t content translation sufficient? 

Even if you’re using highly-skilled translators to rework text from one language to another, this is only the start of a larger localization project. If you want to break into foreign markets and strike a chord with new audiences, marketing translation isn’t enough. 

While translation is a good start, it’s no guarantee that your marketing messages are culturally appropriate and as effective as they could be. 

What’s the difference?

Are you still unsure about what sets localization apart from other translation services? Read on for the lowdown. 

Translation 

Simply put, translation is the process of translating text from one language to another. Sometimes, translators repurpose text slightly when adapting it to a new language, but advanced localization is rarely applied. 

There are a couple of translation options available. Machine translation uses software and artificial intelligence to generate automatic translations. Meanwhile, human translation is more reliable, with translated text capturing the original meaning and intent more effectively. Many brands adopt a hybrid approach, using machine translation tools to handle large projects, with human linguists serving as proofreaders and editors. 

Localization

While translation can capture the core message of the original text, only localization adapts the overall experience. Cultural differences and societal norms are considered, ensuring the final product is appropriate for target audiences. Furthermore, things like imagery, date formats, currencies, and other region-specific elements are adapted. 

Transcreation

Sometimes known as creative translation, transcreation is a looser approach to translation. While the original meaning and intent of the text remain, linguists have more flexibility during the process. It can be helpful for SEO purposes, with transcreated content often of high quality and improving the user experience. 

Copywriting 

Copywriting is the creation of text for promotional or marketing purposes. As such, the text tends to be persuasive and crafted to encourage readers to commit to an action, such as following a link or making a purchase. 

Connect with a social media localization agency 

Even smaller brands can reap the benefits of a localized social media strategy. However, if you’re eyeing multilingual markets, you’ll need the insights of an experienced localization provider like BLEND. 

With thousands of linguists working in more than 120 languages, we can help you repurpose your existing assets into content that resonates with new audiences. Need some guidance on fine-tuning specialized content for new markets? With BLEND, our social media localization services make it easy to engage new markets, increase visibility, and boost brand loyalty. 

Want to learn more ways we can help you with localization? Get in touch with the team today.

Corinne Sharabi

Corinne is the Social Media and Content Lead at BLEND. She is dedicated to keeping global business professionals up to date on all things localization, translation, language and culture.

Need fast, high-quality translation?

Translate now