Influencer marketing has become a major force in marketing and advertising globally. With the rise of social media, brands now have access to influencers with audiences all around the world. Major influencers like Kylie Jenner command huge sums for a single post, but their reach is extraordinary. However, effectively using influencers requires careful consideration of cultural nuances and localization.
When expanding an influencer marketing campaign beyond domestic borders, it’s crucial to choose influencers that truly fit with the target foreign market. Just because an influencer is popular in one country, does not mean their influence will translate elsewhere. Brands must research potential influencers thoroughly to ensure they understand cultural references, humor, interests and values of the local audience. Additionally, foreign languages and dialects must be considered – an influencer may be less effective if their content is not in the native tongue.
Adapting Messaging
Influencer content must be adapted to resonate across borders. Tone, jokes, slang and even colors that appeal to audiences in one country may not have the same effect elsewhere. Brands should work closely with local team members from foreign target markets to ensure messaging will connect authentically. Additionally, some topics and concepts do not translate universally. Brands should be sensitive to cultural or religious beliefs that may affect how their products or services are perceived.
Understanding Social Media Landscapes
While platforms like Instagram and YouTube are used globally, social media preferences and trends can vary greatly between countries and regions. For example, in China, the major platforms are WeChat and Sina Weibo while in Russia, VKontakte dominates. Brands must research where their target audiences are most active online in order to select the right platform and influencers for campaigns. Hyper-local social networks may be key in some markets.
Leveraging Micro-Influencers
As influencer marketing expands globally, Instagram mega-influencers may not always be the best fit. In some markets, micro-influencers with highly targeted, niche followers in the thousands may resonate more. Especially when tackling a new foreign market, starting with nano- or micro-influencers can help brands make inroads with local audiences cost-effectively.
Compliance Considerations
There are important legal and regulatory compliance factors to consider when running international influencer marketing campaigns. Disclosure requirements for sponsored content vary between countries. Brands must ensure proper transparency guidelines are met, like #ad hashtags. Different privacy laws also impact the ability to track performance and engagement analytics on social platforms, which can impact ROI measurements. Using VPNs can potentially provide more flexibility to access analytics data in certain restrictive markets. Check which VPNs work in your target country – this Surfshark review reveals it has 3,200 servers in 100 countries, for example.
For brands ready to take their influencer strategies to the next level globally, dedicating time and resources to understand foreign market landscapes is key. When the right influencers are tapped and content is adapted thoughtfully, this form of marketing can be extremely effective at increasing international reach and sales. With careful execution informed by local insights, influencer marketing can successfully connect with audiences and make an impact virtually anywhere.
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