Social channels carry global conversations, which means effective marketing campaigns require an understanding of the language users are speaking. In an expanding world of multilingual generations and translation agnostic content, reaching the cultured audience is a master class in social PPC psychographics. Get ahead of the curve and become a global targeting tour de force by breaking down the following triggers:
Language
Language may seem like a no brainer: Select the language of the copy the ad is written in. However, language can be a powerful reporting tool when selecting what languages you should consider writing in. Within Twitter, advertisers can look at the engagement rates of users that reported in a different language. If the engagement rate is high and the cost is low, consider investing in translation to hit that audience in their native language.
PRO TIP: In a world of silenced phones with noise as an annoyance, add translated annotations to video promotions to ensure the end user can receive the full message.
Interests
Beyond the fundamentals of geography and language settings, foreign language interest targeting is essential for advanced social psychographic audiences. Many global interests have regional subsects dedicated to content related to a specific geo. Targeting a campaign to users in Japan speaking Japanese would logically include The Wall Street Journal Asia (WSJ Asia) as an interest. However, just because WSJ Asia is an option does not mean the audience should be limited to just the regional publication. In the case of The Wall Street Journal, the target audience is the reverse: There are more users in Japan, who speak Japanese and are interested in The Wall Street Journal than The Wall Street Journal Asia.
Foreign language interests are all about ensuring you cover the spectrum. Include local publications as well as national or global interests of the same.
PRO TIP: Conversely, identifying regional interests with the inverse demographics will produce a local audience with an affinity for foreign culture.
Behaviors
BehaviorsWith varying laws and restrictions on third-party data distribution, many countries are not available as a target when using behavioral targeting in Facebook and Twitter. For example, most travel behavior data is limited to the United States as the information is collected from the US Census (among other sources).
To detour this obstacle, create base look-a-likes. Run a United States-based promotion, targeted to Business Travelers, sending them to a specific landing page; within Facebook and Twitter, create look-a-like custom audiences of that landing page’s traffic in the desired foreign country. The look-a-like will serve as a base qualification for travel to then layer additional interests and demographics.
PRO TIP: Find more behavior detours, here!
Keywords
Keyword targeting in Twitter allows marketers to enter into real-time conversations that consumers are organically creating. Capturing hashtags, keywords and phrases that target demographics are actively using is a way to speak your consumer’s language. When that consumer speaks a different language, the targeting needs adapt. However, on Twitter, and in life, that conversation is not always black and white. The grey area is where tweets are reflecting both regional languages and dialects, as well as English translations.
In a recent campaign that targeted Twitter users in Japan, who speak Japanese, a combination of 13 Japanese and 7 English keywords were used to develop the audience. The English translations were responsible for 17.6 percent of the impressions and 18.1 percent of the campaign engagements.
Do the leg work to ensure your foreign language Twitter campaigns are including any translations that the target audience is tweeting.
PRO TIP: Utilize free versions of Keyhole, Tweetchup (which features a location breakdown), or Hashtracking to aid in keyword research.
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