When referring to social media marketing on a global scale, it’s important to do research on all the regions and markets you are going to reach out to and learn which social media platforms are most popular in which places.
To take a look at a few major markets, starting off with the U.S., the top platforms include Facebook, Facebook Messenger, Instagram, TikTok, and Twitter (Oberlo). In Asia, the most popular sites include WeChat, Weibo, LINE, SNOW, and KakaoTalk, and many of these are multi-feature messaging apps (SMPerth, 2020). In Western Europe, Gen Z and Millennial consumers mainly use YouTube, Whatsapp, Instagram, TikTok, and Facebook (YPulse, 2022). Lastly, in Latin America, Facebook, Instagram, TikTok, and Twitter are used the most (Insider Intelligence). As you can see, while there are some similarities, there are also several unique differences between each region.
This is important to know because each platform has its own vibe and caters to a different audience. You can’t always post the same thing on every platform, or you can post the same content but should consider altering the caption or style a bit to fit with the demographic you want to reach out to on that platform. For example, Instagram, TikTok, and Twitter are seen as more trendy and casual and are used by younger individuals, so the content and copy might be more humorous or lighthearted there compared to that on Facebook. In addition, some platforms may prioritize video over photo content, and vice versa. But besides the specifics of each platform, marketers should also keep in mind the social media consumption habits of each region.
For example, “Facebook is still very popular among European Millennials, with 70% saying they use the platform. This gen is using Facebook to stay in touch with friends, and family, and buy second-hand items on Facebook Marketplace… Facebook is the social media platform with the biggest difference in usage between Gen Z and Millennials in Western Europe…” (YPulse, 2022). So, if you are a company trying to sell a product or service that caters to Millennial-aged consumers in Western Europe, consider using Facebook to your advantage. Conversely, if you are trying to reach out to Gen Z consumers in Western Europe, Facebook might not be your top choice.
Another instance is in Asia, where WeChat is used for messaging and “you can even follow celebrities and brands on WeChat, keeping up to date with their posts and sharing content” (SMPerth, 2020). If you are a brand or influencer wanting to expand in Asia, creating a WeChat account would be advantageous and be a much more specific approach to reach out to consumers there.
While you can generally cover a lot of bases by marketing through the giants such as Facebook, Instagram, Twitter, and TikTok, it is worth it to spend extra time to research the social media consumption habits of the international countries and regions you want to have a presence in so that you can create specified social media marketing strategies that resonate with consumers in each region.
References:
https://www.oberlo.com/statistics/most-popular-social-media-in-the-us
https://www.smperth.com/resources/popular-asian-social-media-networks/
https://www.ypulse.com/article/2022/11/15/young-europeans-use-these-social-media-platforms-the-most/