These slides are from a presentation given at the International Social Summit Barcelona 2025. Social media is not one-size-fits-all – what works on Instagram in the US may not translate to success on WeChat in China or Line in Japan. As global brands expand their digital strategies, understanding regional social platforms is critical to engaging audiences in a way that resonates. In these slides, César Gonçalves from Webcertain explores how local platforms like WeChat, Little Red Book and Line have evolved to fit unique cultural and consumer behaviours – and how brands can leverage them effectively. From platform-specific features to audience expectations, you will learn insights, case studies and actionable strategies to help you tailor your approach not just by country, but by the social networks that dominate each market.
