New York — In a recent development to generate more revenue, social networking outfit Facebook has upped its advertising offering with a feature that allows the same page to appear in different languages in different countries. The company has announced Global Pages, a new structure that provides localized experiences for a brand’s customers, which is immediately available to all brands working with Facebook.
In one of the biggest improvements for brands since timeline, Facebook users will be directed to the best version of a Page based on where they are, which enables them to see localized cover photos, profile photos, Page apps, milestones, “about” information, and news feed stories from Pages.
In a blog post on Facebook Studio, product marketing manager Kelly Winters said Facebook users would be sent to the best version of a global brand’s page based on the country those users were in.
On the other hand, this latest initiative would enable companies to more easily communicate with customers all over the world. Global pages allows brands that have one page or multiple country-based pages to have a universal, yet localized, presence.
The company has been testing the feature for months, but is now making it available to all brands “working with Facebook”. Also, each brand’s Global Pages structure will include a default Page, plus local Pages for specific markets (single- or multi-country regions) — all while remaining part of a global brand community.
Global pages would be available to all brands working with Facebook, she said in the blog post.
Kelly further mentioned that users from all countries will see the same page name translated into their local language, as well as fan count and people talking about this. Brands can promote one URL, and users will automatically be directed to their localized page. Administrators can see insights for all global users in an easy-to-view dashboard.
More importantly, “This structure works for brands that historically have managed one single Page with geo-targeted page posts, as well as for brands that have managed multiple, country-specific Pages,” explains Winters. “For instance, the Dove team from Unilever transitioned from operating one single Page using the geo-targeting feature to creating new, localized Pages that maximize their global scale while still providing local relevance.”
Winters explained further, stating, “The global Walt Disney Studios team working on Frankenweenie easily associated their country-specific Pages for France, Ireland, Italy, Spain, the United Kingdom, and the United States into the Global Pages framework. The Holiday Inn team and the Kit Kat team from Nestle had equal success migrating their localized Pages from regions all over the world to the new model.”
Admittedly, the company says that better global benchmarking information would be available in the coming months. To use the new Global Pages, you’ll need to get in touch with the Facebook sales department.