By Courtney Moser
Es esto efectivo?
If we have to ask if it’s effective, the answer is probably not. It’s hard to make an impact with consumers who don’t know what you’re saying. And yet, many businesses have diverse audiences who speak a variety of languages. How can you break down those language barriers to cultivate a connection and raise brand awareness?
Global influencer marketing can help companies connect with audiences across the world. Instead of just translating content, however, we encourage them to build relationships with international influencers. By leveraging influencers in different geographies, brands can keep it local for consumers and increase authenticity.
“A recent Eurobarometer survey found that 9 out of 10 EU Internet users preferred to use their native language to read or watch content on the Internet,” as discussed in this article. It’s important to meet consumers where they are, in their preferred medium and language, in order to earn trust. By partnering with international influencers, brands can make the most of their global opportunities, improve awareness and increase purchase intent.
Finding influencers in other countries or who speak other languages is mostly done the same way – with a few alterations. For example, if you’re searching through hashtags on Twitter, make sure you’re using the correct term in the other language. Once you’ve found a few bloggers covering a certain niche in a different country, you can sort through their comments or social media channels and groups to discover more.
Across all languages, quality always wins over quantity. The core ideals of influencer marketing stay the same. Following are a few best practices to keep in mind when diving into global influencer marketing.
Global influencer marketing best practices:
Do your research. You know that phrase “lost in translation?” Your campaign content will likely change to accommodate the different language and cultures – make sure it all translates appropriately and results in the same concept!
Go local. Partner with influencers who live in the specific country or are part of the culture you are targeting for campaign authenticity.
Listen and learn. Seek advice from the influencers who know their home and language best. They can help ensure everything translates and let you know if something isn’t working.
Did we miss any best practices for global influencer marketing? Share your advice in the comments below!