The use of social media is one of the most common activities online, and its popularity only continues to grow year after year. While there were nearly 2.7 billion social media users in 2017, this number is expected to rise up to 6 billion users by 2027.
In the face of these compelling statistics (it is estimated that 59% of the world’s population uses social media, with an average daily use of 2 and a half hours), why is it crucial to have multilingual content on those platforms?
An Ever-Expanding Digital Space
An essential element in people’s lives, the initial purpose of social media has expanded since its conception: it is no longer just about being in contact with others and sharing photos and videos, but also about being encouraged to buy products, share opinions on different subjects, learn about worldwide events, acquire new skills and even get together to make important socio-cultural changes.
In fact, companies have started to invest in social media in order to build meaningful bridges with their audiences in the platforms that they use daily.
According to Statista, “As the number of social media users continues to grow and the purchasing behavior of consumers is increasingly impacted by platforms such as Instagram and TikTok, marketing experts should take advantage of the power social media has in terms of advertising.”
During 2022, investments on social media advertising stood at approximately 230 billion USD and they are expected to surpass the 300-billion-dollar mark by 2024. And while the US remains the largest social media market, marketing experts from other countries are accelerating their spend on social media. This is a global trend.
Nowadays, nearly 4.7 billion people around the world are social media users, while 137 million new users have joined within the last 12 months.
Source: Data Reportal
It is not only big companies that have social media presence. Several small and medium-sized businesses have had successful outcomes, with these platforms as great allies.
Let’s see some hard data. About 71% of small and medium-sized businesses use social media to promote their products, and 52% of them share a post at least once a day. In addition, there are more than 50 million small-sized businesses that use Facebook pages to connect with clients.
Building Close Relationships
Having this scenario in mind, and considering that audiences are becoming more diverse and demand that content be personalized, relying on multilingual messages is key. This is a long-term investment, not a wasteful expense.
86% of consumers that follow a brand on social media are more likely to choose that brand over its competitors.
Source: Sprout Social
By posting on social media, brands are able to cross the threshold into people’s “private” space, but in turn, this makes it crucial to speak to consumers in their own language (bearing in mind factors such as their age, gender, language preferences, community, culture, interests, sense of humor, etc.). That is the best way to connect with consumers and to make them become true “ambassadors” for the brand, relying on their loyalty to it.
The need for multilingual content on social media involves everything from text and videos, to even memes. And for the user experience to be genuine, and the results truly relevant for the business, it is imperative to resort to professional experts that have a deep understanding of the distinctive features of each target audience.