When managing campaigns on X (formerly Twitter) for an international company, you might wonder: Should you create market-specific pages for each audience, especially if they speak different languages?
Does X offer a native global page system like Facebook, or is it more manual, like Instagram? And how can you ensure the effort spent on new pages drives engagement and conversions?
Keep reading to learn how to set up global and local pages on X, when it’s worth doing it and tips to increase engagement on the platform.
How do X global and local pages work?

Unlike Facebook, X doesn’t offer a native global page setup. Instead, you’ll have to create and manage global and specific regions’ pages manually. For example, you could have a main page called @yourbusiness, and for particular areas you want to target, you could have handles like @yourbusiness_es or @yourbusiness_latam.
Each of those pages is treated as a separate entity, so to make sure your audience knows it’s you, we recommend linking your global page in the bio of all your local market pages. You should also make sure each page has a professional profile and header photos, and a link to the relevant company website.
For extra assurance, you can become a verified organization on X. However, it can get expensive, starting at $200 a month or $2,000 a year.
Each X user can create up to ten accounts. You’ll need a separate email for each, but they can all be verified with the same phone number. The accounts have to be “non-duplicative”—meaning you can’t post content that X considers to be identical or redundant on the different accounts. You also can’t engage with the same users. However, identical content that is translated or localized to a different language is allowed.
If one of your accounts is determined to violate these rules, which X views as platform manipulation, there can be some strict consequences. If X realizes that you have multiple accounts and that even one of them is violating the rules, they’ll usually ask you which accounts you want to keep and permanently suspend the rest.
Creating new accounts is straightforward
It’s easiest on mobile devices:
- Tap your profile icon in the top left corner, then the button that looks like the person of an outline with a plus sign
- Finally, you’ll see the option to create a new account
It’s a little more complicated on your desktop:
- You have to log out
- Create a new account separately
- Log back in and click your profile picture
- Click “add existing account”
See also: Global vs. local social media accounts: How many do you need?
What happens if you want to have more than ten X accounts?
It can get tricky. You can use different web browsers and turn on a VPN before you log in to each account so X doesn’t recognize you as the same user, or you can use social media management tools.
However, X could still flag you as violating the rules with these methods, so proceed with caution.
It’s important to remember that since your global and local pages aren’t linked through X, you’ll have to manually update and change all of them separately, just like on Instagram. It’s a process that can quickly become more time-consuming and resource-intensive than anticipated.
Because of this, we recommend building strong engagement with a central “global” page before expanding into several local pages.

What are the benefits of separate global and local market pages on X?
Having different local pages in addition to your main page on X can be draining on both your resources and time. So, then, what are the benefits of doing it? Is it ever worth it?
As we already mentioned, you should have a strong “global” page before jumping to social media localization. This doesn’t mean growing your account to a specific number of followers.
Rather, are your followers consistently interacting with your content? Are you being seen as a thought leader in your sector? If so, there’s a higher chance your other X accounts will become successful.
Perhaps you have a business need to fulfil? For example, if you’re expanding into a region where your client base is very likely to be on X, you’re a company that needs to offer a lot of customer support or you’re expanding into an area where it’s extremely unlikely that those customers speak your company’s main language. Then, it makes sense to offer content that is localized to them.
You should take some time to assess the viability of potential local pages.
See also: 10 reasons to run social media in different languages
Here are some things you should consider when deciding on your X strategy:
- Take a look at what your competition is doing. Is it normal for companies in your sector to have multiple X accounts? Why?
- Look at how your current audience is responding to your content. What does it seem like they need from you?
- Do you have strong ideas and strategies for each page you want to create?
If you want to engage with multilingual audiences but think having separate local accounts would be too much for your business to manage, brainstorm ways to unify your content. Follow and engage with local influencers in target markets on your main account or create a designated hashtag for posts in different languages on the same account.
You can also engage with these audiences by running targeted ad campaigns in their languages—no second account is required!
If you have the time, resources and business need or audience demand, offering local pages to different markets offers many benefits. X is all about personal interaction and starting conversations, and having separate pages for particular regions or languages greatly helps facilitate those conversations and connect better with customers.
In addition to setting up separate X pages based on region, another idea is to have a global account and local personal account. For example, an executive in that area’s branch. People want to interact and follow people, not brands, so this may make your account more appealing to potential customers.
Localized X example: Ford

Ford is a great example of a company that effectively uses global and local X pages to connect with its audiences. Because of the nature of its business—offering completely different cars in each country, varying product lines and the need to provide customer support, this strategy makes sense for its business.
Ford has a long history (more than 10 years) of using X as a vehicle for engagement. They’re eager to interact with customers and drive marketing campaigns on there. For example, in 2021, they hosted a poll on their European Twitter and Instagram local pages allowing audiences in relevant countries to vote on the color scheme of a new car.
In addition to its primary global page, Ford has local pages for the non-US countries in which it operates, including the UK, Spain, Australia and India, just to name a few. They have a separate X account for their Mustang and racecar lines, Ford Performance.
See below a localized X post shared on Ford’s India account:
Wishing you a Diwali filled with love, harmony, happiness and prosperity. #HappyDiwali to our Ford Family. pic.twitter.com/n80dZ1af4l
— Ford India (@FordIndia) October 31, 2024
Their employees are in on the action, too. The CEO of the company, Jim Farley, and the CEO of their professional vehicles line Ford Pro, Tim Cannis, both have active Twitter accounts that link to the global page.
Ford has often been seen as a leader in digital and social media marketing among large corporations, and their strategy on X is no exception. Having a network of both global and local pages under the Ford name allows them to create creative and interactive campaigns that reach the correct audiences and drive engagement.
See below an example of an X post from Ted Cannis:
Feeling FOMO from @jimfarley98's #Europe trip! Many countries are advancing in electrification, but new challenges and regulations come with it.
— Ted Cannis (@tedcannis) September 17, 2024
For small and medium-sized businesses, @FordPro is here to simplify the process with our expanding EV lineup and enhanced charging… pic.twitter.com/AhDOLgwhxZ
Should your brand have market-specific pages on X?
Having separate global and local pages on X isn’t for every brand. The site doesn’t have a unified global page setup like Facebook, so managing many different accounts takes time and resources. But if your business has a need or demand, using the platform effectively can drive engagement and inspire your audience.
Ensure you create content that allows your audience to interact with your brand and swiftly respond to follower comments. And if you can, create a “personal” account for one of your executives. People want to connect with people, not brands.
If you need help with managing your localized X accounts, get in touch with our global social media agency.
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