when looking to expand your business internationally on social media, what should you do first?


When Looking to Expand Your Business Internationally on Social Media, What Should You Do First?

Expanding your business internationally on social media can be a game-changer for your brand. With the global reach and accessibility of social media platforms, it has become easier than ever to connect with potential customers around the world. However, before diving into international expansion, it is crucial to have a well-thought-out strategy in place. In this article, we will explore the key steps you should take when looking to expand your business internationally on social media.

1. Conduct Market Research

Before venturing into new international markets, it is essential to conduct thorough market research. This will help you understand the cultural nuances, preferences, and behaviors of your target audience in different countries. By gaining insights into the local market, you can tailor your social media strategy to resonate with your potential customers.

For example, let’s say you are a fashion brand planning to expand into Japan. Through market research, you discover that Japanese consumers value minimalistic and elegant designs. Armed with this knowledge, you can create social media content that aligns with their preferences, increasing the chances of engagement and conversion.

2. Localize Your Content

Localization is a crucial aspect of expanding your business internationally on social media. It involves adapting your content to suit the language, culture, and preferences of your target audience in each country. By speaking their language and understanding their cultural context, you can establish a deeper connection with potential customers.

One successful example of content localization is Coca-Cola’s “Share a Coke” campaign. The brand replaced its logo with popular names in different countries, making the campaign more relatable and personal. This approach not only increased brand engagement but also fostered a sense of inclusivity among diverse audiences.

3. Choose the Right Social Media Platforms

When expanding internationally on social media, it is crucial to choose the right platforms to reach your target audience effectively. Different countries have varying social media preferences, and it is essential to align your strategy accordingly.

For instance, while Facebook and Instagram are popular globally, platforms like WeChat dominate the Chinese market. By understanding the social media landscape of your target country, you can allocate your resources wisely and maximize your reach.

4. Collaborate with Local Influencers

Influencer marketing has become a powerful tool for brands to expand their reach and credibility on social media. When expanding internationally, collaborating with local influencers can significantly boost your brand’s visibility and authenticity.

Research shows that 49% of consumers rely on influencer recommendations when making purchase decisions. By partnering with influencers who have a strong presence in your target market, you can tap into their loyal follower base and leverage their influence to promote your brand.

5. Tailor Your Advertising Strategy

Advertising on social media platforms is an effective way to reach a wider audience. However, when expanding internationally, it is crucial to tailor your advertising strategy to suit the preferences and behaviors of your target market.

For example, if you are targeting the Middle Eastern market, it is important to consider cultural sensitivities and religious holidays when planning your ad campaigns. By being mindful of these factors, you can avoid any potential missteps and ensure that your ads resonate with your audience.

6. Monitor and Analyze Performance

Expanding internationally on social media is an ongoing process that requires constant monitoring and analysis. By tracking the performance of your social media campaigns, you can identify what works and what doesn’t in different markets.

Utilize social media analytics tools to measure key metrics such as engagement rate, reach, and conversion rate. This data will provide valuable insights into the effectiveness of your strategy and help you make informed decisions for future campaigns.

7. Engage with Your International Audience

Building a strong relationship with your international audience is crucial for long-term success. Engage with your followers by responding to comments, messages, and mentions on social media. This shows that you value their feedback and are committed to providing excellent customer service.

Additionally, consider hosting localized events or contests to foster a sense of community and encourage user-generated content. By involving your international audience in your brand’s journey, you can create a loyal customer base that advocates for your brand.


1. How long does it take to see results when expanding internationally on social media?

The timeline for seeing results when expanding internationally on social media can vary depending on various factors such as the market, competition, and the effectiveness of your strategy. It is important to set realistic expectations and understand that building a strong presence in a new market takes time. Consistency, patience, and continuous optimization are key to achieving long-term success.

2. Should I hire a local social media manager in each target country?

Hiring a local social media manager in each target country can be beneficial as they possess local market knowledge and cultural insights. They can help you navigate the nuances of each market and create content that resonates with the local audience. However, if hiring multiple managers is not feasible, consider partnering with a global agency that specializes in international social media management.

3. How can I overcome language barriers when expanding internationally on social media?

Language barriers can be overcome through content localization and translation. Hire professional translators or native speakers to ensure that your social media content is accurately translated and culturally appropriate. Additionally, consider using language-specific hashtags and engaging with local influencers who can help bridge the language gap.

4. What are some common mistakes to avoid when expanding internationally on social media?

Some common mistakes to avoid when expanding internationally on social media include:

  • Ignoring cultural differences and preferences
  • Using automated translation tools without human review
  • Assuming that what works in one market will work in another
  • Not investing enough time and resources in market research
  • Overlooking local competitors and market dynamics

5. How can I measure the success of my international social media campaigns?

Measuring the success of your international social media campaigns involves tracking key metrics such as engagement rate, reach, conversion rate, and return on investment (ROI). Utilize social media analytics tools provided by platforms like Facebook, Instagram, and Twitter to gather data and gain insights into the performance of your campaigns. Regularly analyze this data to identify trends, strengths, and areas for improvement.


Expanding your business internationally on social media requires careful planning and execution. By conducting market research, localizing your content, choosing the right platforms, collaborating with local influencers, tailoring your advertising strategy, monitoring performance, and engaging with your international audience, you can increase your chances


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