Expanding into a new international market is exciting, but can be risky. Cultural differences and low brand trust can lead to slow growth. One of the most effective ways to overcome these barriers is to partner with local influencers who already understand and can speak to your targeted audience. Here’s how you can use local influences to your advantage:

• Define Your Market Entry Goals: Defining your market entry goals will help you to determine what sort of characteristics to look for in local influencers. Your goals should include things such as brand awareness in a new country, product trials, and sales generation. 
• Let Influencers Localize Your Message: You should avoid sending rigid scripts to the influencers you’ve chosen. The influencers often know the audience more than you do and can help to truly promote your message, product, and brand in general. 
• Choose the Right Platforms for Each Market: Social media usage varies widely by region. For example, Instagram and TikTok are most popular in North American and Europe while YouTube is well known globally.