5 min read

Local vs. Global: Tailoring Your Social Media Strategy to Different Markets

Published on
June 5, 2024
Phoenix Baker
Product Manager
Lana Steiner
Product Designer
Drew Cano
Frontend Engineer
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Imagine running a business with a target market centered in your local city. Your social media content about city events are gaining traction, and suddenly, you notice a surge in followers from around the world. It sounds intriguing, right? However, there's a challenge: your new global audience doesn't engage with your local content and only interacts with posts on broader topics they find relatable. This situation highlights a crucial aspect of social media marketing: the need to tailor your strategy for local and global audiences. Let's explore how you can effectively manage both.

Understanding Your Audience

First, you need to know who you're talking to. Local and global audiences have different needs, preferences, and behaviors. For example, a local audience might be interested in community events or regional products, while a global audience may look for universal appeal or unique cultural insights.

Local Audience

  • Preferences: Local events, regional news, community issues
  • Behavior: Higher engagement with location-specific posts
  • Needs: Information that is directly relevant to their daily lives

Global Audience

  • Preferences: Broader topics, trends, cultural content
  • Behavior: Varied engagement depending on cultural relevance
  • Needs: Content that can translate across cultures or offer a unique perspective

Crafting Your Content

Once you know your audience, here’s how you tailor your content:

For Local Markets

  • Highlight Local Events - post about community events, local festivals, and neighborhood news. This builds a strong connection with your local followers.
  • Use Local Language and Dialects - speaking the local language or using regional slang can make your brand feel more relatable.
  • Geo-Targeted Ads - utilise social media platforms' geo-targeting features to show ads to people in specific locations.

For Global Markets

  • Universal Themes - focus on content that has a broad appeal. Think about global trends, universal values, and widely recognized holidays.
  • Cultural Sensitivity - be aware of cultural differences and respect them. What works in one country might not in another.
  • Multilingual Content - if you have a significant audience in non-English speaking regions, consider creating content in multiple languages.

Engagement Strategies

Think of engagement strategies as the friendly vendor who knows just how to grab attention and spark conversations in a bustling marketplace. When you engage effectively, you're not just broadcasting messages, you're inviting people to join in, share their thoughts, and feel like they're part of something meaningful. So, if you're not engaging with your audience, you're basically just talking to yourself at a party.

Here are some engagement strategies that will help you break the ice, keep conversations flowing, and ultimately, build a loyal community around your brand or cause.

Local Engagement

  • Host Local Meetups - organise in-person events or collaborations with local influencers
  • Respond Quickly - address local followers' comments and messages promptly. They appreciate the personal touch

Global Engagement

  • Virtual Events - host webinars, live streams, or virtual tours that anyone can join
  • Community Building - ceate online groups or forums where international followers can connect and discuss common interests

Case Study: Coca-Cola

Coca-Cola is a prime example of a brand that successfully tailors its social media strategy to different markets. In Mexico, they celebrate local festivals with unique campaigns, while in Japan, they incorporate local traditions and even release region-specific flavors. Their global success is partly due to their ability to connect with local audiences on a personal level.

Local or Global: Should you choose either?

Hey, here's the cool part: you don't have to choose one over the other! You can totally do both and find that sweet spot where you're connecting with locals while also expanding your reach globally. It's like having your cake and eating it too (or maybe sharing it with friends around the world)!

Remember, social media platforms have a global reach, meaning your content can potentially be seen by people on an international scale. This gives you the opportunity to connect with diverse audiences and expand your reach beyond your local community.

However, it's also important to cater to your local audience, especially if you have a physical presence or offer products or services that are specific to a certain location.

The key is to find a balance between catering to your global audience and your local audience. 

Create content that has broad appeal but also includes elements that are relevant to your local community. Share stories or updates about your business that are of interest to your global audience, while also posting about local events or promotions that are specific to your area.

It might seem challenging, but it’s essential for maximising your reach and engagement. By understanding your audience, crafting appropriate content, engaging effectively, and staying adaptable, you can create a dynamic social media presence that resonates both locally and globally.

Ready to tailor your social media strategy for different markets? Start by analysing your audience and experimenting with these tips. Your local and global followers are waiting!