Engaging consumers on social media is a must for most businesses today. Brands need to speak with consumers, listen to their feedback and respond accordingly. Successfully interacting with potential clients means speaking their language – both figuratively and literally. So how are businesses faring with Francophones in Quebec in this regard?
In a 2014 study[i], Headspace Marketing, a strategic consulting firm that helps brands market to Quebecers, found that Francophones in Quebec were less likely to follow brands on Facebook compared to other Canadians. (29% in Quebec versus 35% in the rest of Canada).
In addition, when respondents were asked why they stopped following a brand, French-speaking Quebecers were more likely than other Canadians to state as reasons: 1) lack of response to their inquiry by a company and 2) insufficient language-specific content. It was noted that in some instances French-language questions posted on social media were answered later than English inquiries or left unanswered altogether.
So why does it matter? To start, Quebec represents 20% to 25%[ii] of the Canadian market and Quebecers are present online. Facebook, for instance, has a penetration rate of 64% in Quebec versus 58%[iii] in the rest of Canada. According to a survey by CEFRIO, a full 27%[iv] of Quebecers reported consulting a social media network, such as Pinterest or Facebook, before making a purchase in the last year. Another 24%[v] mentioned having viewed an instructional YouTube video before buying a product or service.
If we do the math, it seems obvious that businesses may be missing out when it comes to the French-language market in Quebec. Developing language-specific messaging for this audience can be achieved by partnering with a competent translator familiar with the Quebec market. So why not contact a translator and start connecting today!