How to Market to a Multilingual Audience with Video Content
Over the past several years, social media video marketing has grown in popularity, showcasing how effective it can be to focus on this aspect of your marketing plan when deciding how best to reach a multilingual audience. There are a variety of options on social media platforms alone. Some of the biggest players are YouTube, Snapchat and Instagram. Each platform has its merits, depending on your overall goals, and the audience you’re targeting in your marketing efforts. So how do you begin?
Which social media channels should you use to market to a multilingual audience?
The first step is to figure out on which platform(s) your target demographic is watching the majority of their videos. For example, the majority of Snapchat users are females between the ages of 18 and 24 in the U.S., followed by France and the United Kingdom. Instagram users are usually slightly older, with the majority of users under the age of 29, but with a large user base between the ages of 30 and 49. The largest demographic of users is still female, but 80% of Instagram users are based outside of the U.S., making it attractive for those who plan to market their products overseas.
Conversely, YouTube users are mostly male, with a growing population of users in the 35+ and 55+ age groups. YouTube videos span 76 different languages (from 88 different countries), and like Instagram, 80% of its users are outside of the U.S.
What are the key differences between the social media video platforms?
Once you’ve determined which platforms you’ll use to reach your target demographic, you need to know some of the key differences between the platforms so you can use them effectively.
Both Snapchat and Instagram feature short videos called “stories.” Once posted, these stories will disappear after 24 hours. Snapchat stories are 10 seconds long, and Instagram’s are 15. You can utilize stories to share a combination of videos and photos that your viewers will have access to for just 24 hours, which is why this platform is best used for sharing your brand’s personality with your viewers, or promoting engagement from your audience in a more time-sensitive way. Businesses can pay to sponsor and feature their stories, or utilize hashtags to help more users find them organically.
In addition to stories, Instagram offers minute-long video posts that can be placed in an account’s newsfeed, along with a connected IGTV channel for longer videos. These videos will stay in your feed and IGTV account forever, unless you manually delete them, so you can use these to further engage with your audience with content you wish to share long-term.
On YouTube, you can upload longer videos and keep them on your brand’s own channel. You can promote your videos on YouTube through sharing your videos on other social media platforms, encouraging viewers to like and subscribe to see new content when you post it.
For each of these social media networks, you can create accounts and channels specifically for your users who speak other languages. For example, if you are marketing to a French audience, you can create a channel that shares original content specifically for that group so that it is not missed within your English feed, and so that your English-speaking users aren’t confused by French content in the middle of your stories.
What are your next steps for successful video marketing with your multilingual audience?
Once you’ve figured out the best platforms to use and types of videos your brand can create for your new target audience, start posting! Be authentic, post content that showcases your personality, and start marketing to your new audience! There will likely be a lot of trial and error as you begin. You’ll quickly find what works and what doesn’t. That’s okay! Consistency is key on these platforms; stick with it!