Facebook launches ‘global pages’ for brands to offer localized experiences

Facebook today announced the launch of “global pages,” a new structure that allows international brands to maintain a single fan page with localized experiences for users in different countries.

Global pages have a unified Like and People Talking About This count, but the language, profile image, cover photo, posts and tabs can differ by region. Users who visit a global page are automatically directed to the version specific to their region, but they can access any regional or global page through a drop-down menu.

We first discovered Facebook testing this global/regional structure on its own Facebook Marketing page in May, and have since heard from many brands that were interested in the functionality. Kit-Kat, Dove, Holiday Inn and Frankenweenie are pages that had early access to global pages.

Global pages address a number of issues that brands encounter on Facebook. Many pages have amassed large global fan bases, but any given post reaches a small subset of those people. Sharing region-specific content with the right audience can have a big impact on reach and engagement. Dove, for instance, used to do this by geo-targeting its posts, but now it uses the global pages structure to accomplish the same goal. Other brands have created country-specific pages, but it’s not always easy for users to find the page for their country. And many users would be more likely to Like Kit-Kat than to Like Kit-Kat UK or Kit-Kat Austria. Now, users don’t have to choose.

At this time, Facebook is offering this new structure for country pages, not on a state or city level. Brands can talk to their Facebook reps or contact Facebook here about getting access to global pages and migrating their regional pages into the new framework.

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5 Responses to “Facebook launches ‘global pages’ for brands to offer localized experiences”

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    [...] Facebook Global Pages: Facebook announced the rollout of global pages, a feature that will allow brands with an international presence to establish one global identity while still offering a localized experience. Pages will have a unified Like and People Talking About This count, but language, images, posts and tabs can differ by region. This will make measuring audiences in each country easier and allow you to more sufficiently compare your brand to competitors. Do you think Global Pages will help with companies’ international reach? [...]

  5. Facebook Global Pages for Brands: To Use or Not To Use? - Expion says:

    [...] The recent announcement of Global Pages for Facebook is a significant development for brands: Facebook has finally recognized the need to offer a global-local solution. Currently, brands often have to mix global and local content strategies on a single page, which causes local markets to consume content in mixed languages, view products and services that may not be available in their market, and communicate with peers that may not speak their language or understand their culture. Global Pages will allow greater control and governance, greater customization at a country level, and deeper insights. [...]

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