Analysis and comparison of overseas social media: Which one should I choose for overseas brands?

Author of this article：Miya, Search engine optimization expert

In the cross-border overseas marketing circuit, “Where to do social media” has become a question that brands have to answer. Are you advertising on Facebook or betting on Instagram? TikTok is suitable for product grass planting, is YouTube more suitable for content precipitation?Social media platforms are colorful, But the characteristics and audience differences of different platforms determine that they are not a one-size-fits-all “universal solution”.

This article will focus on in-depth analysis and comparison of mainstream overseas social platforms to help brands choose platforms and do operations with a clearer direction, and combine the perspective of operational efficiency to shareMulti-platform collaborative managementThe new trend.

1. Overview of overseas social media Platforms: Do you really understand them?

Different social platformsThe user ecology behind it varies widely. If brands cannot adapt to local conditions, they are prone to situations where “content is not suitable and promotion is ineffective.” The following are the most commonly used mainstream platforms for overseas companies：

platform	Main crowd	Content form	Focus on business value
Facebook	Mainly 25-45 years old	Graphics, short videos, groups	Brand exposure, advertising
Instagram	Women aged 18-35	Pictures, short videos	Product display, brand tone
TikTok	Generation Z users are mainly	Short video	Product planting grass, rapid drainage
YouTube	There are too many men aged 25-44	Long video, live broadcast	Content precipitation, evaluation and publicity
WhatsApp	Global user popularity	Private messages, group chats	Pre-sales and after-sales customer maintenance
Telegram	There are too many in Europe and the Middle East	Groups, channels	Community management, information push

2. Comparative analysis of overseas social media platforms: Which products are suitable for which platform?

The platforms adapted to different product categories are also different. The following are typical matching suggestions.：

1. FMCG, Fashion, BEAUTY

Recommended platform：Instagram, TikTok

• Emphasize visual impact, suitable for quickly building minds through grass planting videos and recommendations from experts
• Users are more easily driven by influence, suitable for branding and impulse buying

2. High customer unit price products, such as home appliances, digital, and construction machinery

Recommended platforms: YouTube, Facebook

• Pay more attention to product performance and use evaluation, suitable for in-depth content
• Facebook group culture is also conducive to building user communities and repurchasing trust

3. Localization services, tourism, education and training

Recommended platform: Facebook、WhatsApp、Telegram

• Precise reach with the help of local communities and social media advertising
• Quickly respond via WhatsApp or after-sales communication to enhance trust

4. Games, Blockchain, Web3 projects

Recommended platforms: Telegram, YouTube, TikTok

• Community operation is the main focus, and Telegram groups or channels are conducive to active user relationships
• TikTok and YouTube are conducive to content popularization and user renewal

｜Related reading｜

3. What are the dimensions of overseas social media data analysis?

The choice of platform should not be based on feeling, but more on data. The following core dimensions can help brands objectively judge which platform is more suitable for them：

1. User growth trend

• Is the current number of platform users growing steadily?
• Whether it meets the user habits of the target country/region

2. User activity

• Average daily usage time and content interaction frequency
• Real marketing indicators such as post conversion rate and advertising click-through rate

3. Interaction cost and advertising efficiency

• Cost per click (CPC)
• Cost per thousand impressions (CPM)
• Marketing input-output ratio (ROI)

4. Content controllability and management complexity

• Whether to support enterprise account permission allocation
• Is it convenient to manage multiple accounts?
• Is the data easy to export and analyze?

4. Common challenges in overseas social media operations

Many overseas brands began to "bloom on multiple platforms”, but after the operation landed, they found that problems continued.：

• Many accounts and frequent switching, Affect the efficiency of customer service response
• The content logic of each platform is different, It is difficult to unify brand expression
• Data is decentralized and lacks a unified view, It is difficult to evaluate the effectiveness of operations
• Unable to reply uniformly to social interactions, Leaking news and missing business opportunities occur frequently

This has also spawned an outbreak of demand for ”overseas social media analysis and management tools".

｜Related reading｜

5. Multi-platform social media collaborative management has become a new trend

Instead of making the operation team exhausted and switching back and forth on multiple platforms every day, it is better to introduce professional tools to uniformly manage the operation data, customer communication, and content plans of all platforms.：

• View all social media private messages in one stop, Comment to improve response speed
• Centralized data statistics, easy to generate platform performance comparison and analysis reports
• Social media content is published regularly to maintain content frequency and consistency
• Multi-person collaborative editing and clear approval process to improve team efficiency

6. MixDesk: one-stop social media integration and intelligent customer service platform

As an intelligent customer service platform serving more than 400,000 overseas enterprises，MixDesk inIntegrated management of overseas social mediaHave mature ability：

• Multi-platform aggregated customer service: Integration Facebook、Instagram、WhatsApp、Telegram、LINE, Email and other social platform messages, centralized and unified response, improve customer response efficiency
• Customer language recognition and intelligent translation: Automatic detection of customer language，Support real-time reply in multiple languages
• Dual management of content and customer data: Full link traceability of customer history, interaction trajectory and conversion data
• AI intelligent analysis and recommendation: Based on platform performance data, intelligent recommendation of posting time, customer grouping, and speech optimization direction
• Independent station system docking: It can be connected with enterprise ERP, CRM and other systems to open up the closed loop from content, customer service to sales

MixDesk is not only a customer service system, but also a “social operation console” in the process of going overseas, helping brands truly “choose the right social media platform, manage it, and use it well.”

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VII. Conclusion

Going to sea on social media is a long-term battle. It is not to choose a platform to rest easy, but to continuously analyze, try and make mistakes, adjust, and then superimpose effective tools to form a ”systematic style of play."

If you want to take into account TikTok's traffic while making a voice on Facebook, manage WhatsApp replies while also precipitating customer data, then you need not just an account, but a complete set of “Overseas social media analysis and operation system”.

When choosing a platform, you must choose a method; when choosing a method, you must choose a tool.
In the next step, let MixDesk help you open up the whole link of overseas social media operations, from “can't see clearly” to “can understand” to “well managed”.

Extended reading recommendation：

• "Hidden Skills of Overseas Social Media Operations in 2024"》
• "Guide: Building a Matrix of Overseas Social Media PlatformsConstruction process》
• "How Overseas Social Media Aggregation Tools Can Help Global Companies Grow Efficiently？ 》

If you are still worried about “too many platforms, too complicated content, and too messy private messages”, you might as well try a smarter way to do it well.Social media marketing。

(Want to know more? You can directly add the contact information of the business consultant to obtain an exclusive customer acquisition plan.)