You should be aware by now that really knowing your audience is a key component of any successful social media campaign.
But what happens when cultural differences obscure your view or prevent your message from getting across? How can you make a meaningful connection with your audience when you don’t really understand them?
The fact is that you can’t understand an entire culture by googling it. That’s why you need to call in the experts – like us at Rhubarb Fool.
We have a network of creatives from around the world who don’t only translate and transcreate, but who also advise on the messages we’re sending out and how they will resonate with our target markets.
Something can be catchy and clear in English, but confusing or even offensive in another language, or to another culture. That’s why it’s imperative that you collaborate with the experts to ensure that you
really do know your audience as well as you think you do.
A really obvious example is how you might omit any images that show a lot of skin to tailor a product for the Middle Eastern market. But that’s not where it ends – the other day in the office we had a discussion with our Arabic copywriter about the overtones of the word ‘revolution’ and how our audience might read it.
In short – it’s not just the words that need transcreating, but the campaign as a whole.
Another culture in which this is particularly important to bear in mind is Chinese. As well as the quirks that come
with any individual society, there are whole different social media networks to bear in mind.
RenRen was set up in 2005, and is a Facebook-like social network that tends to be used by younger generations – students and teens. After launching a new mobile app in late 2013, it increased its register users to a huge 194 million and reached 54 million monthly active users.
Weibo is the most popular social network in China by far, with around 280 million active users and 500 million registered users. It’s a globally significant network that’s ahead of the tech curve – many western celebrities and organisations have Weibo accounts, and it rolled out its multimedia functions before Twitter.
You might worry about the fact that censorship seems to have deterred some users – but the worldwide popularity of social media shows no sign of abating, so you simply can’t ignore a whole demographic on this basis alone. And these are just two of the most popular Chinese social networks to consider.
The only way to really be sure which network, angle, or approach will work best for your campaign is to consult with the experts.
Like we say here at Rhubarb Fool – listen, create, communicate.