Taking your campaign global: the challenges and quirks of multi-lingual marketing

Posted on 28/09/2016


Is the world really getting smaller?

Astronomically speaking, no. (TLDR – the Earth is actually gaining mass from solar dust and rising global temperatures).

But it definitely feels smaller. We live more international lives. We’re affected by rapid changes on the other side of the world. And we communicate without borders: email, WhatsApp and Facebook keep us in touch with anyone, wherever they are.

But although we live in a global community, a local approach to marketing still has the edge. Take social media usage. Living in a WEIRD country (Western, educated, industrialised, rich, and democratic) can lead you to think that the rest of the world mirrors our online behaviours. Not so, my friend.

Research into social media behaviour from UCL illustrates just how unique our social practices are and how, even within the same network, we communicate in vastly different ways.

one does not simply assume that social media is the same everywhere

It’s not just differences between continents. Even within the same geography there are differences. A shared language doesn’t mean a shared culture.

Multi-country marketing campaigns therefore need a different approach. With that in mind, here’s some of the best guidance on how to (and how not to…)

Any suggestions? Share your ideas below.