Introduction.
No matter how excellent your product is, no matter how precise your strategy is, if it is not recognized in the market, it will not lead to sales. In particular, in overseas markets such as Europe, cultures and values are different, and there are already many competing products.
Unlike the domestic market, the biggest obstacle in global expansion is not being known. This is where SNS marketing becomes important. By utilizing SNS, it is possible to quickly and naturally make your products and brand known to local consumers.
Characteristics of SNS marketing in the European market
Social media marketing in the European market requires a localized strategy that takes into account the differences in cultural background and consumer behavior in each country. Compared to Japan, there are the following characteristics:
Multilingual support is a must:
Multiple languages are used within the EU, and there is a need to support not only English but also local languages such as French, German, and Spanish.
Privacy Conscious:
Due to the influence of GDPR (General Data Protection Regulation), consumers are increasingly concerned about how their personal information is handled, and advertising and campaigns must be handled with care.
Emphasis on organic content:
People tend to prefer real, relatable posts (reviews, stories, ethical messages, etc.) over excessive advertising.
Emphasis on ethics and sustainability: Themes such as environmental awareness and social responsibility are strong, and are important purchasing motivations especially for millennials and Generation Z.
Taking these characteristics into account, the key to successful social media marketing is to send a message that fits the local culture and market.
European social media regulations and algorithms
It is important to note that in Europe, regulations regarding social media and the characteristics of algorithms are significantly different from those in the Japanese market.
For example, on some social media platforms such as TikTok, the region from which content is distributed and the area where it is displayed are controlled by algorithms, meaning that content sent from Japan often has difficulty reaching European users.
This is due not only to technical limitations, but also to compliance with European digital regulations (e.g. the Digital Markets Act (DMA) and the Digital Services Act (DSA)).
Different algorithm display settings for each country/region
Ad targeting transparency requirements
Strengthening user management based on privacy protection
For this reason, when posting on social media from Japan to the European market, it is effective to post from a local base or to cooperate with European accounts. Strategic operation in line with digital regulations is essential.
Types and features of SNS
The social media platforms that have influence in the European market are slightly different from those in Japan. Selecting the right platform is the key to success, especially when targeting younger generations.
TikTok:
It has gained overwhelming support, especially from Generation Z and people in their early 20s. Small trends can spread overnight, especially in categories such as music, fashion, and cosmetics. The resurgence of K-POP in the past was also due to the power of TikTok.
Instagram:
In Europe, it is popular among people in their late 20s to 30s, and is suitable for visually-oriented products (e.g. lifestyle products and design goods).
Facebook:
Effective for approaching business and family demographics in their late 30s and above. Suitable for credibility and community marketing.
Snapchat & WhatsApp:
A chat/story-based SNS that has a strong influence on young people in France and Germany. Spreading among friends and using local influencers is effective.
It is essential to flexibly combine SNS to be used depending on the target audience and deliver content in the most optimal format.
Social Media Budget and Strategy
The success of SNS marketing depends on strategy design and budget allocation.
You need to think about allocating part of your annual budget to social media.
The key is not just to place ads in the short term, but to use them as a medium- to long-term brand awareness activity.
Examples of social media initiatives that can be implemented depending on your budget:
Budget size: Small amount (up to 500,000 yen)
Operating your own account and continuously broadcasting with reels and stories Medium-sized (500,000 to 3 million yen)
Use of micro-influencers, large-scale geo-targeting advertising (over 3 million yen)
Partnerships with famous influencers and local advertising agencies, large-scale campaigns
Use of social media to collaborate with local partners
When operating social media in Europe, collaborating with local partners who understand the culture and ways of expression is extremely effective.
Use of local influencers
Collaboration with a European agency with expertise in advertising operations
Localized copywriting, not translation
Through these efforts, you will be able to build trust with local users rather than simply disseminating information.
Setting KPIs and measuring results
In order to measure the effectiveness of your social media marketing, it is important to set clear KPIs at an early stage.
Changes in number of followers
Engagement rate (likes, saves, shares)
Number of visitors to the site (link clicks)
Conversion (enquiry, purchase, etc.)
It is necessary to use the PDCA cycle to implement operational content based on the achievement status of KPIs.
summary
When expanding into Europe, social media marketing is no longer just an option, but a necessary strategy. By selecting the right social media platform for your target audience, strategically allocating your budget, and building a locally-based operational system, you can steadily increase your brand awareness and sales even with limited resources.
In order to establish your company's presence in the crowded European market, the first step to global success is to quickly develop a promotional strategy centered on social media marketing.