Expanding your online content to international audiences can significantly boost your brand reach and influence.
It will introduce your offerings to potential consumers across the globe, presenting vast new markets. It will also help diversify your audience, ensuring longevity and resilience in an ever-evolving digital landscape.
It can be a game-changer for brand growth and global recognition when effectively done. However, before you begin targeting global audiences, you must know which hours are best to post your content.
Your message is more likely to be seen if you post early in the day. People often check their devices as a part of their daily routine, especially during their commute. This mainly applies to weekdays when everyone is starting their workday.
Afternoon Break Times
The afternoon slump, where most people search for a switch off from work, presents another opportune time for posting content.
The Early Evening
Engagement surges again in the early evening of weekdays. This period targets those decompressing after work and allows them an opportunity to digest the day’s events.
While weekends may see decreased professional engagement, it is prime time for casual online browsing, so you should always post at the end of the work week.
However, be aware that not all countries break from work on Saturday and Sunday, so make sure you research the specific countries you are targeting.
Reaching an International Audience
You must keep your audience’s time zone at the forefront of your content strategy. For instance, if you are based in Macedonia but a significant portion of your audience is from the USA, tailor your posting schedule accordingly.
Early morning in the US could still be late afternoon for you. Similarly, evening in the US translates to a very early morning post on your end.
By aligning with the routine of your chosen international audience, you can effectively boost visibility, reach, and engagement. Engaging content is about what it contains and when it reaches its intended readers.
You should understand how various time zones work when aiming to capture a wider audience. For instance, if you are posting from London at 6:00 p.m., it could be lunchtime in New York (1:00 p.m.), breakfast in Los Angeles (10:00 a.m.), and already the following day in Sydney (5:00 a.m.).
Having good knowledge of international time zones ensures that your post is not missed due to time differences.
The Challenges of Reaching an International Audience
While it is unquestionably a good idea to reach an international audience if you want to expand your brand and increase the visibility of your online content, you should be aware that the process does have its difficulties.
The Challenge of Time Zones
Posting at peak times can pose a significant challenge, especially in cases where your international audience operates in vastly different time zones.
Often, this might require posting in the middle of the night to ensure your content is live when your audience is most active.
However, automating the posting process with scheduling tools can mitigate this challenge, but it still requires initial setup and ongoing monitoring to optimize for changing patterns and engagement trends.
Navigating Language Barriers
Another major challenge is catering to audiences that speak a different language than you do. Posting content in English may not be as impactful for users who primarily use another language online.
For instance, if you have a large German-speaking audience, you may need to take a course and experience German language immersion to comprehend their preferences and nuances better.
This understanding could then shape optimized ways of communication for your brand with your country-specific audience.
Cultural Differences and Sensitivities
Creating content in multiple languages takes more than just straight translations. It requires cultural understanding and sensitivity.
Every region has its own set of norms, traditions, and tastes. Knowing and respecting these can significantly impact how your content resonates with local audiences.
If done improperly or without due diligence, communication gaps may lead to misunderstandings or even offenses. Thus, staying informed about different cultures and being sensitive to their uniqueness is key to effective global communication.
To effectively reach an international audience, understanding the prime posting times, varying time zones, and cultural differences can significantly impact your content engagement.
Harnessing powerful tools to automate your posts, focusing on the local languages of your target audience, and maintaining cultural sensitivity can help you overcome challenges and take your online content to the next level.