Edit
Contact us
Salocin Group Leaders in data and AI-enabled connected customer experiences
Edit Engineers of connected customer experiences
Join the Dots Independent, data-led media thinking for sustainable growth
Wood for Trees Optimisers of future fundraising performance
  • Home
  • Our services
    • Cloud solutions
    • Data science
    • Modern Data Platform
    • Privacy and AI compliance
  • Our partners
    • Microsoft
    • Apteco
    • Salesforce
  • Our insights
    • Blog
    • Case studies
    • Reports
    • Webinars
    • Whitepapers
  • About Salocin Group
    • Careers
  • Contact Salocin Group
  • Home
  • Who we are
    • B Corp
    • Careers
  • Our work
  • What we do
    • Intelligent data
    • Marketing technology
    • Transformational CRM
    • Our technology partners
    • Privacy review
  • Our insights
    • Blog
    • Case studies
    • Reports
    • Webinars
    • Whitepapers
  • Contact Edit
  • Home
  • Broadcast media
  • Digital media
  • Print
    • Direct mail
  • Data
    • Our work with Herdify
    • EPiC
  • Media agency
  • Our insights
    • Blog
    • Case studies
    • Reports
    • Webinars
    • Whitepapers
  • About Join the Dots
    • Careers
  • Contact Join the Dots
  • Home
  • Services
    • Actionable insight
    • Data discovery
    • Data engineering
    • Data hygiene
    • Privacy review
  • Products
    • InsightHub
    • Apteco
    • Microsoft
    • Data management
    • Consent and preference management
  • Our insights
    • Blog
    • Case studies
    • Reports
    • Webinars
    • Whitepapers
  • About Wood for Trees
    • Operating principles
    • Careers
  • Contact Wood for Trees
Blog

An introduction to social media in France

By Edit | 22 May 2017

We published this a long time ago…

Some of the content in this post might be out of date, and some images and links may no longer work.

Discover who we are and how we may be able to help you today:

Learn more

Since Branded3 is a UK-based agency, creating PR campaigns for British clients, there are few secrets for us – we know what we’re getting into.

When these clients want to export their campaigns to other countries, namely France, the campaign needs to be translated and localised so it’s relevant to the French public. As a French expat and PR Executive, this is my insight on digital and social differences.

Oh la la …

Before getting too enthusiastic with a campaign that performed well in the UK, thinking you could just send it to French publications as it is – think twice, my friend.

Firstly, just because a campaign worked well on British soil does not mean it would be as effective in France, even if the translation reads well.

Let’s pretend we’re doing a campaign on the tea culture in the UK. Now this campaign is translated into French and sent to French journalists.

Results? Zero.

Why? Because French people won’t be the centre of attention here. Now, what if we talk about the tea culture in France? This might be a bit more interesting, but the French do not drink as much tea as the Brits, so it’s less likely to make headlines.

But if we focus on gastronomy or the upcoming French elections, we might suddenly catch the editor’s attention. Hence the importance of choosing the right topic that will get talked about in the target country.

Another cultural example that I witnessed and found funny was when my grandmother visited me here and thought a yellow metal box hung on a wall in the street was a letterbox – when really, it was a bin. And this is just because the colour yellow in France is associated with our postal services, rather than red.

Secondly, the way the French press works is miles apart (or should I say kilometres?) from what the Brits are used to. Here are a few differences:

 

  • Tabloids in general

    We, the French, do not embrace them. Yes, they are fun to read but the information you find needs to be double-checked and is mostly just hearsay. French publications are usually quite serious, therefore not all kind of campaigns can be a good fit for them.

 

  • Language

    While French people may use “selfie”, “weekend”, and “podcast”, we still care about all the subtleties of our mother tongue. Although a good number of French people can speak and understand English, not all of them are translators. There is nothing more annoying for a journalist than having to take on extra work and translating the English press release you sent them.

 

  • Timings

    There’s only an hour’s difference between the UK and France’s time zones, but it’s still important to take notice. Also, one cultural change is that most industries have a break between 12 and 2 for lunch, and they generally go away from their desk around this time, so bear in mind that if you need to contact them, this time bracket might not be ideal.

Finally, and most importantly, the French people. Because we differentiate the ‘you’ formal (vous) and ‘you’ informal (tu), we usually have more of a strict barrier between two individuals on an unfamiliar, professional level.

Small talk in emails is to be avoided at all costs except if you’ve already formed a professional relationship with the recipient. The French want concise and typo-free emails – this adds to the seriousness and credibility of the exchange.

Although we give kisses on cheeks to greet people (and not everyone!), this does not mean that emails directed to any French individuals should end with Xs and Os.

France vs UK in numbers

France, like the rest of the world, did not escape the impact of social media. You can see below the numbers of active users both in France and the UK for the most popular platforms (figures from 2016).

 

References

France: http://www.tiz.fr/utilisateurs-reseaux-sociaux-france-monde/

UK: https://social-media.co.uk/list-popular-social-networking-websites

When looking at this graph, we can see the social media outlets rank at the same place for both countries. However, it is worth noting YouTube has a huge number of active users, and therefore has a huge impact in the French online community. Instagram is a tiny bit less popular in France although numbers are on the rise, and finally, Pinterest comes last in the French favourites.

What’s next?

New ways of doing PR and marketing are undoubtfully linked to new technologies and online culture: Snapchat applications, 360 videos, and Virtual Reality have made their entrance in France and they are already being used by major brands such as Renault:

We see a bright future in terms of French campaigns with even more creativity and new methods to do PR. Stay tuned…

We published this a long time ago…

Some of the content in this post might be out of date, and some images and links may no longer work.

Discover who we are and how we may be able to help you today:

Learn more

Share this

  • Email
  • WhatsApp
  • LinkedIn
  • Facebook
  • X (Twitter)

More insights

AI isn’t going to take your job (unless you really want it to) 
Blog

AI isn’t going to take your job (unless you really want it to) 

By Edit | 18 Jun 2024
Customer relationship marketing: How generative AI is revolutionising engagement  
Blog

Customer relationship marketing: How generative AI is revolutionising engagement  

By Edit | 4 Apr 2024
Personalisation as a process
Blog

Personalisation as a process

By Edit | 8 Mar 2024
  • Privacy policy
  • Cookie policy
  • Ts&Cs
  • Report a concern

© 2025 Edit, part of Salocin Group Ltd. All rights reserved. Company no.: 0362​4881. VAT no.: 4208​34911.

Salocin Group Certified B Corporation | Cyber Essentials Certified | British Assessment Bureau, ISO 27001 Information Security Management
Salocin Group
Your cookie preferences

We use cookies to ensure this website functions properly, to analyse website traffic and for marketing purposes.

Functional Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes. The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
Manage options Manage services Manage {vendor_count} vendors Read more about these purposes
View preferences
{title} {title} {title}