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Influencer Marketing

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Lesson 2, Topic 6
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By Language

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Managing an international audience properly is something worth looking into as social media are already multilingual. In case you are trying to promote your products or services only in English you are missing a huge piece of pie. According to statistics, the most common languages spoken on the internet are English, Chinese, Spanish and Arabic.

To make sure you are covering your marketing plan well these guidelines need to be followed.

Know your demographics

If you are targeting global markets, your followers won’t all be English speakers, but if your business is more faced towards covering local needs, there is no point for you to dive too deep into language targeting. So, make sure you know your demographics well before starting your international campaign.

Don’t rely on machines

If you’re planning to run multilingual marketing campaigns then don’t rely on machines or novice translators.If you are going to target multiple languages then you need to consider all associated costs for doing it properly. These could be an in-house or remote translator or a translation agency.


To create a successful influencer marketing campaign you need to understand how each country differs, not only in terms of industry differences, but also in terms of culture. It’s not just the target audience that you need to consider, but also the influencers themselves and how ready they are to partner up with you. Check the countries you plan to target in terms of market maturity, meaning how far is the country in the adoption of influencer marketing practices. Metrics also include online conversion rate, in terms of how likely the audience is to click on a shown link and influencer availability in certain countries. What is really important to take into consideration while talking about targeting by language is commercial content acceptance, where for now leading countries are USA, UK, Germany and Nordic countries.

Facebook Ads

To start a successful Facebook campaign make sure you know who your buyer personas are. Prepare a representation of who your ideal customer is and supplement it with the deep market research.Buyer personas allow you to better understand the needs and wants of your customers. Research on gender, age, behaviour and interests. One thing to know about interest based targeting is that it is expensive. It is one of the most basic ways to target people and usually it is the one you do before you migrate to lookalike audiences.So, once you’ve got a 1000 purchases out of your interest based targeting now you can move on to lookalike audiences which would be much cheaper and better for scaling.

Watch this video to learn more about how to create and target a Facebook Ads campaigns:

Watch this video to learn more about language based targeting in Facebook Ads:

Youtube Ads

Over 70% of views on Youtube come from outside of English speaking countries. So, there’s huge potential to grow your YouTube presence if you know how to optimize your content for a global audience.

To find out where your YouTube channel subscribers are located, open Creator Studio and choose Analytics > Subscribers. Then click the Geography tab to see your subscribers’ geographic locations. Make sure to confirm a local language with the country you are targeting, since Youtube offers people content based on the user’s language settings, not their location.

To get started optimizing your content, the first thing to do is to add caption files for all the secondary languages you’ve chosen.Including secondary language subtitles allows speakers of those languages to understand and engage with your videos. This tactic also improves discoverability because YouTube indexes secondary language captions.To translate your captions, you can either do the work yourself or use YouTube’s built-in features. Then, translate video titles and descriptions.

To translate your playlist info in Creator Studio, choose Video Manager > Playlists and click the Edit button to the right of your playlist.


Next, click the menu icon (the three dots) to the right of the playlist name and select Translate Playlist Info.


Next, enter translation info for the playlist title and description, and click Save.


When you set your YouTube video metadata in multiple languages, the text will be indexed and provided to users based on their language settings. For example, you can set your metadata in German so it’s more likely to be served to German-speaking audiences. To add metadata in another language, open Creator Studio, find your video in the Video Manager, and click the Edit button. Select Info & Settings at the top of the page and scroll down to the Translations tab below the video.

Select English from the drop-down list on the left and set the language you’re translating into on the right. Enter your translated title as you would in English. Don’t worry, though; your title in English will still be served to everyone else. 

On the Translation tab, you can include unique links in your description that won’t appear for other languages. This tactic lets you send different audiences to specific locations online.

It is worth translating your channel description and playlist titles too. Since it is an effective way to increase your reach without inventing a lot of resources or time. Moreover, If viewers who speak a different language visit your YouTube channel, you know they’re interested in what they’ve seen so far. One way to help keep their attention is to offer a channel description in their language.Providing a translated description helps you influence the SEO of your entire channel.

Be sure to benchmark your YouTube Analytics before you start and track the changes in your global viewership. If you achieve great success with a secondary international market, consider starting another channel targeted solely to that market.