How Social Media Bridges the Gap Between Local and Global Markets

A successful international market expansion effort must carefully consider the channels most effective in bringing your message—and your product—to new cultures and audiences. Any discussion of effective channels for bridging local and global markets, in turn, must include at least some consideration of social media.

Social media has carved out its niche in the marketing mix over the last 15 years, and rightfully so. It has become the most popular media type for audiences across demographics, with more than five billion regular users around the world. That’s more than half the global population.

The true power of social media lies not only in its popularity but also in its inherently personal, local nature. Users worldwide leverage it to stay in touch with their family and friends, professional connections, and peers, which is why social media has become such a powerful tool for international market expansion.

How Social Media Can Enhance and Drive International Market Expansion

Social media is, at its core, a content-based channel. Simply pushing products or services isn’t effective because audiences expect to be engaged and entertained.

This fact can be challenging for marketers who prefer simple 'push' advertising tactics. But once you've switched to a more 'pull'- based approach, the benefits of this channel become clearer, especially when expanding into international markets.

Consider TikTok, which has rapidly become one of the most popular social networks worldwide. TikTok's content trends, however, are almost always local.

A recent Ipsos study found that Europeans tend to use TikTok to explore the cultures around them. In fact, 59% of European respondents said this social network allows them to experience things that they can’t experience live. Also, most content creators on the platform said that self-expression and expression of culture were core reasons for their work.

Savvy businesses looking at international expansion can leverage that emphasis, which tends to ring true across multiple social media platforms. In fact, studies have shown a clear correlation between effective social media strategies and the positive image of exported products for that reason:

"Successful social media applications, illustrated through case studies, highlighted the significance of internal understanding of target markets, crafting tailored content, and awareness of external factors like social media trends and cultural nuances... The findings suggest that harnessing the potential of social media involves a comprehensive understanding of consumer behavior, market trends, and effective content strategies."

Social media platforms play a key role in connecting local markets to global articles. The key, then, becomes finding the right levers to pull. Then, you can bridge local and global markets as you try to expand your product or service into new cultures.

Social Media as a Core Tool for Bridging Local and Global Markets

Driving international market expansion through social media works in part because of its inherently local nature. Each country and culture forms its own subnetwork within the larger sphere, complete with its own trends, visual preferences, and viral content. Tapping into these microcosms is a key component of unlocking new markets.

The localization of content is vital to bridging global and local markets. Even small brands can partner with international influencers to build credibility with new audiences and present their product or services in a way that matters to that viewer. Once localized, campaigns can have both global and local relevance, always optimized to reach the right audience at the right time.

As outlined in a recent meta-analysis of studies on the topic, a few key insights shed light on just how powerful social media can be in this respect:

Social media can bridge cultural boundaries. It encourages users to share stories and traditions from their respective cultures and fosters greater appreciation for new perspectives.
It can also bridge digital divides, providing access to information and resources in otherwise underserved communities. As a result, it can unlock new business opportunities for brands.
Social media can more naturally initiate both informal and formal knowledge transfers, and brands can more authentically introduce their features and benefits to new audiences.

To illustrate, Sony has a long history of partnering with local influencers around the world to bring its PlayStation messaging to individual cultures and markets.

Whether or not the strategy involves influencers, the key to success is building tailored content designed for different markets; with a strong understanding of the local culture and social media nuances of the market into which you look to expand, you can build a more localized strategy that intentionally reaches that specific market instead of trying to duplicate what works elsewhere.

Finding the Connections Between Social Media and Improved Business Performance

Examples of localized social media strategies for international market expansion are plentiful. But do they have a tangible business impact? Studies suggest that they do—and the difference in effective marketing on this channel when trying to bridge local and global markets is anything but minor.

A review of 70 studies that spanned almost the last two decades found strong evidence suggesting that:

Organizations with strong social media marketing strategies enjoyed better customer relationships.
Companies leveraging social media marketing were able to improve customer satisfaction ratings.
Organizations investing strategically in social media marketing were able to improve their business performance.

As the review concludes:

"Firms should integrate and implement this comprehensive [social media] marketing strategy into business operations as a strategic tool for business performance. Moreover, firms should choose the right [social media] platform to target the audience and evaluate its impact on the business performance."

This is closely correlated with other studies, which found that 83% of social media professionals worldwide believe it to be effective at increasing brand exposure. Other studies, meanwhile, point to the medium's relative cost efficiencies, ease of adoption, and natural local connections as core reasons why it continues to be such a popular tool both domestically and internationally.

Building Social Media Into Market Expansion Plans

Social media should be at the forefront of any international expansion efforts. Its ability to bridge local and global markets—not to mention audiences—through a localized approach is self-evident. Meanwhile, low costs and ease of implementation make it an accessible and strategic choice. Even small brands looking to dip their toes into exploring global opportunities can experiment with social media.

At the same time, simply using the channel is not a guarantee of success. Instead, the approach must be strategic, beginning with understanding local audiences and their preferences. This will create the foundation for content and partnerships directly tailored toward each market.

Approach social media as localization should be approached: with an intentional focus on the target audience and relevant messaging. In doing so, businesses can transform social media into a powerful catalyst for meaningful global connections and international success.