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


By Brittany Darwell Comment

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.