Social selling – why localisation of your social media sites might overtake your multilingual web strategy

I heard a statistic the other day from Eric Schmidt at Google:

Today more content is created in 48 hours than from the beginning of time up to 2003.

What?! That is a mind blowing statistic, and it is even scarier to think that the internet has only been around for about 20 years. That is only 1% of the Gregorian calendar by which the world lives today. This shows the monumental impact that the internet has had on our lives and it is still very much in its infancy.

With this in mind it is no wonder that the trends in which consumers consume is so rapidly changing; the world is still (and will be for many years to come) finding its feet on the best ways in which to integrate this technology to make our lives as easy and seamless as possible. It is therefore unfair in some respects to expect that every brand will come up with that magic piece of content that will propel them into the mainstream and benefit from a worldwide, loyal customer-base.

It is for this reason that many brands aim to capitalise on already massively popular social channels such as Facebook, Twitter, Pintrest, Snapchat, Periscope and more. These social brands themselves realise how fickle the online community can be and therefore strive to be at the forefront of technological advancements in order to not suffer the same fate as the once popular Myspace.

Social channels have long been aware that their time would be worse spent than realising ways of tapping into the revenue streams generated everyday by ecommerce sites; and businesses are happy to oblige for a healthy return on investment.

The latest development cutting though the social noise is the introduction on ‘buy it now’ buttons, or other aptly named alternatives which mean to serve the same basic function. For sites such as Instagram and Pinterest, which have previously struggled to monetise their platforms for ecommerce without redirecting users out of their domain, this is an exciting new venture; allowing customers to indulge their compulsive natures by seeing the price, buying options and ability to make the purchase from the provider there and then at the click of a button. As previously highlighted, this process eliminates the need for consumers to visit the brands hosted website at all.

What does all this mean for international sellers?

Currently most of these features are only available in the US but platforms such as Shopify, who are working with social networks to deliver this functionality are alluding to the fact that they are working very hard to roll this out internationally. This will mean that localisation is still necessary. Customers are becoming increasingly savvy and expectant that the content they desire is in a format and language which they understand and can complete a transaction without raising an eyebrow. The likes of your product descriptions, localised pricing and delivery information is going to need to be presented in a new way, with a strategy which complements the on-going advancements in online and social selling. Watch this space.

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