Are you thinking about expanding your brand internationally? Well, here’s something to consider: creating Instagram global pages vs. local pages.
Deciding whether to stick to your main account or branch out with separate accounts for different regions can be tough. While a global page consolidates your audience, local pages allow for tailored content that resonates with diverse markets. Which strategy will best amplify your brand’s voice across borders?
Keep reading for a breakdown of the differences, how to decide which option is best for your brand and an example from one of our clients.
Here’s our recap:
Does Instagram support both global and local pages, like Facebook?
Unlike Facebook, Instagram doesn’t offer the straightforward option of having a global page and then subpages for different regions. Instead, brands must create and manage separate accounts for each target market.
This approach requires a distinct content strategy for each account, impacting how marketing teams plan and execute their global social media strategies.
On the other hand, Facebook allows brands to manage global and local content through a single page. When running Global Pages, it automatically customizes content to fit different audiences’ cultural and linguistic preferences.
See also: Global vs. local social media accounts: How many do you need?
What are the differences between managing local vs. global Instagram accounts?
Local pages on Instagram can transform audience engagement with your brand. They enable you to tailor content linguistically and contextually, making it more relevant to each specific audience.
Localizing your content goes beyond just translating text; it’s about making it culturally relevant. Celebrate local holidays, participate in local trends and collaborate with local influencers to create a deeper connection with your audience. Since users often interact more with influencer posts than traditional ads, partnering with local influencers on your Instagram pages can make your brand appear more authentic and engaging.
This also highlights the importance of working with native community managers and content creators. Local content creators enhance your brand’s authenticity by creating content and interacting with your audience from the perspective of a local. This approach helps your brand appear genuine rather than corporate, creating a more relatable and trustworthy image.
Relying solely on machine translation isn’t enough—partnering with locals is crucial.
However, this isn’t the simplest thing to do. Managing several accounts—each with its own community manager—can present challenges regarding coordination and consistency.
An Instagram global page might be the simpler route for brands aiming for a unified identity. With a global page, you manage only one account, which represents your brand to the entire world. This approach can be effective for brands that want a unified image. But the trick is making sure your posts are relevant to all your followers, no matter where they are.
This simplifies brand management and ensures consistency and control. However, it may lack the local personal touch needed to connect with diverse audiences.
See also: How to post in multiple languages on Facebook and Instagram
How to decide between global vs. local accounts
When considering whether to go the global or local route on Instagram, first think about the below:
- Your audience: Analyze your customer base. Do they come from significantly different regions and cultures? If you have large, established audiences in specific countries, Instagram local pages for those markets could be a good idea.
- Your resources: Can you handle managing multiple accounts? Each local page will need its own strategy, content and community management. Realistically determine how many resources you have available to manage the workload.
- Your brand identity: Is your message universal, or does it need a local approach to truly connect?
See also: Can you merge Instagram accounts? A global marketer’s guide
If you’re leaning towards the local strategy, keep the five C’s in mind.
- Conversation: Create and share content that resonates with the local language and style.
- Culture: Understand the cultural differences of each market. Gain a deep understanding of local traditions, values and social norms.
- Commonalities: Identify how to connect people globally. This will allow your content to appeal worldwide and be easily adapted for social media localization.
- Country needs: Tailor your approach to meet the needs and preferences of each region. This involves considering the economic, technological and social factors.
- Challenges: There are logistical aspects of reaching an international audience, such as managing time zones.
See also: 10 reasons to run social media in different languages
Creating local Instagram accounts can be challenging due to the platform’s lack of multilingual functionality and complex features. Unless the local accounts target distinctly different audiences or serve unique purposes, and you have the necessary time and budget, it might not be worthwhile.
Additionally, because Instagram is highly visual, global content such as videos and photos with English captions might appeal more to international audiences than platforms that rely heavily on text.
Ultimately, starting with an Instagram global account allows you to focus and establish your strategy before adapting it to other markets. For brands with limited resources, starting with a smaller localization strategy can prevent being overwhelmed.
VeraContent case study: How PopSockets uses local Instagram accounts
PopSockets started their strategy with a global Instagram account before expanding to local accounts to better connect with audiences in key European markets, including the UK, Germany, France, the Netherlands, Spain, Italy and Poland. They teamed up with VeraContent to make it happen, and the strategy paid off with a 100% growth in followers within the first year.
Our collaboration included working with dedicated, native-speaking community managers in each region to ensure the content resonated with each market’s local culture, trends and needs. As a result, PopSockets swiftly emerged as a dominant force in the European phone accessories market.
Instagram is good at community building, particularly with its Stories feature. Check out our client story with social impact company, Too Good To Go, to see how we’ve helped the brand build localized communities across Europe using Instagram Stories.
Which is the best option for your brand?
Choosing between global and local Instagram pages isn’t just about logistics; it’s about creating the most effective way of communicating with your audience. Consider your brand’s goals, resources and how much attention it needs. By considering all of these, you can decide whether you want to go global, local or a mix of both.
Localizing your content can seem a bit stressful, with the need for different community managers, tailored strategies for each market and staying culturally relevant.
That’s where we step in. As a global social media agency, we manage your global and local presence, allowing you to focus on your other business objectives. Book a call with our team to find out if you qualify for a Free Content Consultation.
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