In today’s world, social media connects us globally, acting like a big marketplace. But while it brings us together, our cultural differences still shape how we use it. Every part of the world has its own traditions and values that influence how people behave online which is important for business’ trying to leverage social media in their marketing strategies to understand.
To succeed in this diverse social media world, you need to understand different cultures’ language and symbols. You also need to know the unwritten rules of online behavior. This helps you create marketing materials or content that suit different cultural tastes. So, how can you find your place in such a diverse social media landscape? Let’s explore a few key strategies.
Understanding Social Media And Its Global Culture
Social media is a part of most people’s daily lives, no matter where they are in the world. It’s changed a lot about how we live our lives, and it’s still changing things as we speak. People are constantly signing up for new social media accounts for all sorts of reasons, and it’s really shaken up how we behave socially.
Think about it: social media lets us easily share what we’re up to with everyone we know. And that has a big impact on our lives and habits. But here’s the thing – because social norms vary so much from place to place, the way we use social media can differ a lot depending on where we are.
Especially for younger people, social media is huge. And as it keeps growing in popularity, it’s likely to keep affecting cultures in different ways. Sure, you’ve got your big players like Facebook, Instagram, YouTube, WhatsApp, TikTok, LinkedIn, and Facebook Messenger, but there are also a ton of smaller, more regional platforms out there.
Why do people prefer certain platforms? Well, it’s a mix of things – culture, language, and even government rules all come into play. Some places even have their own social media sites that you won’t find anywhere else.
Understanding all these differences helps us see just how much social media is shaping our world. It’s not just about chatting online – it’s a whole mix of technology and culture coming together in interesting ways.
Which Countries Are The Heaviest Social Media Users?
Overall, about 5.17 billion people use social media worldwide but not every country uses it the same way. The top 3 countries with the most social media users compared to their population are the UAE, Saudi Arabia, and South Korea. On the flip side, the countries with the fewest social media users are Nigeria, Kenya, and Ghana.
Why do some countries use social media more than others? Well, a big reason is their economy. Countries like the UAE and South Korea, which have strong economies, tend to have more people using social media. That’s because they have better internet access and more technology, making it easier for people to use social media.
Culture also plays a part. Some cultures are really into socializing, so they value social media a lot. And some cultures are quicker to adopt new technology, while others take their time.
How Is Social Media Used in Other Cultures?
Different countries have different rules for social media, so you will have to check privacy rules where you’re going to be posting. Also, some have social media apps that are totally unique to their culture, and others have banned certain social media platforms altogether. For example, Facebook and X (Twitter) are banned in China, and in Japan, LINE is a popular messaging app with over 92 million active monthly users.
The reasons for using social media can differ from country to country as well. While it might seem like social media is all about staying connected with friends and family, there are actually many reasons why people use it. Sure, about 47.1% are mainly there to chat with their loved ones, but that’s not the only thing going on.
For some, social media is a way to kill time, with around 36.2% using it for just that. And then there’s the news junkies, making up about 34.2% who log on to catch up on what’s happening in the world.
Plenty of people are on the hunt for interesting stuff to read or watch, like articles and videos (about 30.3%). And then there are the trend-watchers, with 28.8% checking out what’s hot and happening online. And don’t forget the shoppers – around 27.3% of users are looking for shopping inspiration actively wanting to enter that credit card info to buy whatever it is they’re hunting for online.
And get this – it’s not just one platform folks are using. On average, people aged 16-44 are juggling around 7 different social media accounts. 7!
That Being Said, How Do You Successfully Sell On Social Media In Other Cultures
So, how do you figure out what works and what doesn’t in different cultures when it comes to social media marketing? Start by networking. Having a diverse team to consult with is a great way to develop a successful strategy. This could be friends, family, coworkers, or contacts on social media from other countries. Ask them about their culture and how they use social media. It’s amazing how much you can learn when you take an approach this simple.
There are nuances in culture, country, or language that don’t easily translate or help others connect. There are tons of times where brands have shared content they thought was great, only to face backlash because it was insensitive to different cultures or sensibilities.
Being successful on social media in another culture involves many steps, some of which are similar to running any digital marketing campaign. They involve a little research, a lot of networking, and crucial optimization.
You have to understand your target audience. To understand your audience better, try different ways of researching them, such as surveys, interviews, focus groups, social listening, and analytics tools. Find out about their values, beliefs, needs, and expectations. Learn how they use social media, what kind of content they like, and what style and tone resonate with them. Pay attention to how they react to humour, emotions, and calls to action.
You need to figure out the right platforms. You have to pick the right social media sites to connect with your intended audience for your efforts to make a difference. Also, think about what you want to achieve with your social media plan. Different platforms are popular in different places. For instance, Facebook might be big in some areas, but not in others where people prefer local sites. Also, look at what each platform offers and how it fits with what you want to do with your campaign. The goals you are trying to achieve are where your focus should be. What tools (read social media platforms) are the right ones to get the job done?
You need to adapt your content to your audience. Make sure your content matches the culture and preferences of your audience. It’s not just about translating your messages – you need to localize them too. This means adjusting your content to fit the language, symbols, colors, images, references, and nuances of each culture. And be careful not to use anything that could be offensive or inappropriate for your audience. Simply put, a one size fits all approach isn’t the right one. And, be sure to steer clear of slang, jargon, idioms, or jokes that might not make sense or could cause confusion. In many cultures when the English language is translated, other languages don’t have the in between words the help give context to the statement. Some words just don’t exist in other languages. For example, words like awkward, shallow, insight, nice, put, and even off, don’t have a translation in many languages or they are translated using multiple words and the meaning just doesn’t hit the same as it does in English.
You need to be a part of your social media community. Building trust and loyalty is crucial. Social media isn’t just about broadcasting messages – it’s about having conversations and sharing ideas. Make sure to respond promptly and respectfully to your audience’s comments, questions, feedback, and complaints. Encourage them to share their own content like reviews, stories, or photos, that highlight your brand, product, or service. And, don’t forget to team up with influencers, advocates, or ambassadors who can help spread the word and connect with your audience around the world.
You need to listen, analyze, and respond to your results. Another key to success in other cultures when it comes to social media is to track and evaluate your social media marketing performance. It’s a key to success locally in Canada too. Review your analytics, track core metrics, look for social cues or signals that show you whether or not you’re reaching your goals. For instance, check how many people you’re reaching, how engaged they are, if they’re buying, staying, or are happy with what you’re doing. Compare your results in different places and on different social media sites to see what’s going well and what needs fixing. And, be ready to change things up based on what you find out from feedback and data. If you collect the data and do nothing with it, there isn’t much point to doing so.
Do You Want To Segment Your Marketing Approach To Speak More Directly To Your Audience?
Is the global marketplace the next stop on your marketing strategy train? At 3SIXTY Marketing Solutions, we can give you the tools you need to reach a unique demographic – even if it’s a different culture in our own country! Give us a call today at 647-250-1494, or book a free consultation and let’s talk about your target audience and the strategy you need to reach them effectively.
