Twitter and LinkedIn both launch language targeting
Even though the Internet acts as one giant marketplace, this doesn’t mean to say everyone speaks the same language. Multi-lingual SEO and PPC has been a key concern among global marketers for quite some time now, but the increasing power and prominence of social media has created alternative international publicity platforms.
Therefore, it is no surprise that two of the world’s most prominent social spheres have given advertisers the ability to single out users in different countries with language targeting. On Twitter, marketers can change the language of promoted tweets and accounts, while businesses on LinkedIn can target their updates by the user’s native tongue.
Twitter language targeting
Available in 20 different languages, all with specific analytics, this new feature will be made available to marketers all over the world through their Ads API. Not only will this be beneficial for brands targeting specific regions, it also avoids potential problems where a country’s population speak multiple languages.
“For example, an advertiser who wants to Promote Tweets to Italian-speaking soccer fans during the World Cup can use Italian language targeting to reach the right users around the world,” said Twitter in a blog post.
A number of other targeting options such as interest, keyword, gender, location and audience segments can also be used alongside language. For example, a UK-based travel agent could target French-speaking tourists already in the country by using geographic, interest and language targeting to effectively get their message across to the right people.
The language selected in profile settings and the most common dialect relating to activity is how Twitter determines the mother tongue of users.
LinkedIn language preference targeting and personalised page feed
According to a company blog, LinkedIn’s new feature has been created for its Company and Showcase Pages in order to help global brands with multi-regional representation.
The world’s largest network of professionals is available in 22 different languages and 67 per cent of its 300 million members are located outside of the US. With over seven million international brands using Company and Showcase Pages too, LinkedIn felt the need to increase relevancy and improve communication between companies and members.
“Through language preference targeting, brands with an audience from around the world can now target their Company Updates by the users’ selected language,” said LinkedIn. Therefore, even a US-based company can target Spanish-speaking professionals in South America.
However, attempts by LinkedIn to increase international reach for its members do not just stop there, as personalised page feeds have also been introduced recently. On visiting a Company Page, members will only be able to see updates intended for themselves. “For instance, if a company targets an update to members in France and another to members in Brazil, each group would only be presented the region specific update,” notes LinkedIn in a recent post.
These updates from Twitter and LinkedIn will be warmly greeted by an abundance of businesses in various different industries across the world! The difficulties concerning multi-lingual advertisements and activity have seemingly been well taken care of for them by both Twitter and LinkedIn, which is great news for all concerned!