This was one of those conference calls – social media managers from across Europe listening to campaign lead about what’s next and sharing results from previous quarters. Then it happened – right after representative from Italy spoke it was our turn to share our results and insights.
“We promoted this post for 20€ targeted to people interested in healthy lifestyle and these were the engagement numbers we were getting […]” It would have been like always, but here the background is what matters. Italy spends 4000€ per post boost – you start feeling pretty small when you do the same things with the same post on 20€ budget.
This isn’t one of those posts with aim to complain – nothing like that. Our market is small (there are ~ 2 million inhabitants in Latvia), but we have different sets of challenges which make our work interesting.
Things that apply
Both bigger and smaller markets operate using the same tools – Facebook, Google, Linkedin are the same everywhere. The tactics also don’t differ too much – retargeting, lookalikes and other approaches are being used massively everywhere.
We also use demographical (age, gender, location targeting) and interest targeting – it matters what people are interested in. If a human being is into BMW’s, you can try to sell him Audi all they long, but it’s just not going to work.
Where the differences lie
Size of the audiences – while techniques don’t change too much, rationale’s to content production have to be applied. We do see the same mistake everyday on the landscape of social media in Latvia – brands just copy and paste their approach from different markets.
