Consumer outreach on Facebook is complex, and requires a deep understanding of your brand’s target audience. This complexity is only magnified for international brands that have to manage multiple audiences in their Facebook marketing strategy at once. Audiences across the globe need to be spoken to differently, not just in terms of language, but also in terms of cultural differences, product offerings, and specific trends that may only be relevant to one geographic region. Needless to say, showing your fans content that is not relevant to their region can lead to disengagement, which is why it’s important for international marketers to be able to segment their pages. Facebook’s solution to international market segmentation is global and local Facebook pages.
So, what is a global page on Facebook? What is a local page on Facebook? What is the difference between the two?
Global pages are an international destination for a brand’s followers, showcasing content that is relevant to everyone, no matter their geographic location. They allow brands to maintain a central brand identity that transcends borders. Local pages allow brands to get granular with how they communicate to a specific region, including writing to followers in their own language, or writing posts that are only relevant in that area.
For four tips on how to make your Facebook strategy more efficient, check out the blog we’ve written on the topic. We have also compiled a list of the top frequently asked questions related to global vs. local Facebook pages, providing in-depth answers to your most pressing questions about managing international communities.
To create a global Facebook page, you will need to create and add region-specific market pages to the default page. Facebook outlines the process of making your Facebook page global in a few easy steps:
To view a global Facebook page, rather than the regional page you are redirected to when clicking a global link, simply select the ellipsis (three dots) under the main image header and select “switch region.” This will allow you to view another region, or navigate to the default global page.
Having one global page, as opposed to business pages for each location, depends on your unique audience and brand goals. If you’re looking to achieve consistent messaging, a consolidated fanbase, and a streamlined workflow, a global Facebook page might be the best option for your brand.
If you’re looking to capitalize on region-specific trends, have a regional product offering, are conscientious of time zones, or are looking to make meaningful engagements with your community, a localized approach might suit you best. Whichever approach you choose, make sure it aligns with your brand’s goals and marketing objectives. Learn more about global vs local social media with our blog post focused on Instagram handles.
The truth is, there is no single perfect posting schedule for Facebook, and it is very specific to each brand. There are many considerations that go into when brands should be posting, such as the day of the week, or the time of day. Depending on your target audience, and their unique behaviors, mornings may work well for you, while another brand might see the most engagement when they post in the evenings.
Posting at different times to figure out how to garner the highest engagement can be tedious, however, there are tools that do the work for you. Dash Hudson’s built-in Scheduler feature will find the best time to schedule social media posts for you, suggesting peak times for your brand to be posting on each channel, based on when your followers are most active.
Social media usage in the UK has an 88.59% penetration rate, with 50.89 million active users across various social channels. Facebook is the most popular social network in the UK, followed by Twitter, Pinterest, Instagram, and YouTube. Social commerce is steadily rising in the UK, with shopping via social media channels most popular among young British shoppers than any other demographic.
Read about Dash Hudson’s Facebook Insights to learn more about how to elevate your brand’s marketing strategy.