Global brands face a tough decision when it comes to social localization—maintain one global account and run the risk of alienating regional consumers, or invest in multiple local accounts and risk coming up short of content and followers. While localization allows brands to cater to geographical nuances, it also requires significant creative and financial investments.
While most luxury brands limit localized accounts, many CPG and Beauty brands are prolific, maintaining upwards of 20 regional social accounts. Winning brands include both indie companies like Anastasia Beverly Hills and Tarte that have just started to globalize as well as deep-pocketed stalwarts like Dove, Garnier, L’Oréal Paris, and Pantene that operate more than 30 regional accounts.
Unsurprisingly, there is no one-size-fits-all solution to how extensively brands should localize. Instead, brands should localize strategically, gleaning efficiencies from global account management where possible and maintaining local accounts to address nuances within priority markets. In the Beauty sector, several best-in-class approaches to localization emerge:
L’Oréal Paris and Maybelline have invested heavily in local social platforms presences. L’Oréal Paris has 14 Facebook, two Instagram, and 15 YouTube accounts, while Maybelline operates 16 Facebook, one Instagram, and 16 YouTube accounts. To achieve success across regions, both brands have enabled scale by supporting local accounts with robust budgets and tapped into hyper-local trends, such as partnering with local vloggers on YouTube.
Although Anastasia Beverly Hills only has two Instagram accounts (global and UK) across 10 countries, the brand accounts for 11% of all interactions on the platform across these regions. Anastasia Beverly Hills ensures that content on its global handle is relevant within non-US regions by identifying and reposting content from influencers within emerging markets.
Urban Decay effectively orchestrated a global product launch for its Naked Ultimate Basics palette across more than 20 regional Facebook pages. The brand launched global campaign assets across most markets and layered on product-specific content relevant to each region.