Multilingual Audience: How Many Social Media Profiles Should I Have?
In our hyper-connected world, it’s no wonder that more and more companies are becoming multilingual. We are facing this struggle right now. How do we reach both our network in North America and LATAM with our content? How do we engage both English and Spanish speakers on our social networks, without bothering them with duplicated content or insensible captions?
At first, we chose to use only English in our website, content, and social media profiles. It was an easy choice to make, considering how most of our clients come from the United States. And those clients from LATAM, have their clients in North America. Since we do have an office and clients in Costa Rica, we didn’t want to leave them out, but we also know that English is one of the top business languages in Costa Rica.
In order to make a decision like this, you need to know the country that you’re targeting. In Costa Rica, professionals almost trust content in English more than their native Spanish, so an English only brand could work. But it doesn’t work in other countries, notably in South America.
Multiple Languages, One Profile
Another option is to write with multiple languages in the same social media profile. This strategy can save you time, while still reaching both of your audiences, but there are some drawbacks.
Posts look too cluttered
If you add the same message or caption in two different languages, it can appear very full or messy. Managing your profile this way saves time, but is a compromise. You’ll never make everyone completely happy, but at least you will reach both of your populations.
Multiple Languages, Multiple Profiles
If you need to cater to several different languages equally, then you might need to make profiles for each language or region that you need to post in. Large companies, like Starbucks, Coca Cola, and even Hubspot do this. But you don’t have to be a huge company to do this. You just have to have a strong multinational/multilingual audience.
Naming multiple social media profiles
When naming your different pages, you can use similar names with specified geographic areas. We would be Pixel506 and Pixel506 LATAM, for example. We could also go Pixel506 and Pixel506 Costa Rica.
Another way to name your multiple pages is how Hubspot does it. Both their English and Spanish pages are called “Hubspot”, but the content is obviously different. The other difference is the @hubspot and @hubspotespanol, which directs you to the different pages. Just don’t choose this option if you have several different pages, as it can get confusing when people are searching for you.
Time/Money commitment of multiple social media profiles
Of course, if you are going to have a strong social media marketing strategy for each profile, you will need to invest a lot more of your digital marketing strategy. You’ll need people who can write in multiple languages. And Google Translate just doesn’t cut it for this. Plus, we are talking about double or triple caption and status writing and posting.
There’s a reason why mostly big companies with larger marketing budgets do this. If we were to create content in Spanish as well, we are leaning towards this option. Our staff consists of both native English and Spanish speakers, so it would work for us. It all boils down to the resources you have and the investment you are willing and able to make for your marketing efforts to be received by the right audiences.
Facebook Global Pages
What more social media networks need to invest in is Facebook’s solution. With Global Pages, you have one umbrella page in your principle language, but can create other “satellite” pages in different languages, or for different regions.
The Facebook algorithm reads the language or region preferences of the person who is doing the searching and sends them to the right page. If someone doesn’t have language or region preferences specified, they get sent to the “parent” brand profile. Plus, the page likes will reflect an accumulation of all the likes given to the satellite and parent pages together.
However, and this is a very disappointing fact, this feature is not available for all pages yet. If it isn’t available for you, then you’ll just have to be patient.
Pixel506 is a digital marketing, user experience, and software development company that specializes in combining these three crucial components into digital solutions that improve, elevate, and grow your company. We’re all about finding the right solution that will bring your company the most value.