Learn how regional social media platforms in Russia, China, Japan, Korea, Vietnam, and India help people connect online well.
Social media does not look the same in every country. While Facebook, Instagram, YouTube, TikTok, and other international services have large audiences, many countries also have platforms that became popular because they match local languages, habits, entertainment preferences, communication styles, and online communities. These regional services can be important for individuals, publishers, businesses, creators, and marketers who want to reach people in specific countries.
For people searching for popular social media platforms by country and region, understanding local preferences can make content planning much easier. A platform that performs well in Japan may not have the same importance in South Korea, India, China, Vietnam, or Russia. Local language support, payment systems, cultural habits, video formats, messaging features, and community behavior can all influence which services people use regularly.
The platforms associated with Russia, China, Japan, South Korea, Vietnam, and India also show how varied social networking can be. VK has a strong connection with Russian-speaking audiences. WeChat and Weibo are major names in China's internet environment. LINE is strongly associated with Japan, while KakaoTalk has a major place in South Korea. Zalo is closely connected with Vietnam, and India has several important regional services such as ShareChat, Moj, and Josh. Koo belongs to the history of India's regional social media market, but it is no longer an active public service.
Why Regional Social Media Platforms Matter
A social media platform becomes useful when it matches the habits of its audience.
Language is one important factor. A service that supports local languages naturally can make it easier for users to communicate, publish posts, watch videos, and interact with other people.
Culture also matters. People may respond differently to humor, music, news, advertising, short videos, live broadcasts, private messaging, and public discussions depending on the country.
Local services can also build features around the needs of their home markets. Payment tools, business accounts, shopping functions, news feeds, stickers, short videos, and messaging systems may be designed around local behavior.
DataReportal's 2026 country research provides country-level information on internet use, mobile use, social media activity, and platform audiences across more than 230 countries and territories.
That makes country-specific research important for anyone trying to understand where particular audiences spend their time online.
Regional Social Media Is More Than a Language Difference
It is easy to assume that a regional platform exists simply because people want to use their own language.
The reason is often broader.
Users may prefer a service because their friends and relatives already use it. Businesses may use it because customers are active there. Local creators may prefer it because their audience understands the cultural references. News organizations may publish there because the platform has strong local reach.
Network effects can therefore be powerful.
If most of a person's friends use one messaging service, that person has a strong reason to remain there. If a large number of local businesses use a particular platform, consumers have another reason to join. If creators consistently publish content on a regional service, viewers may spend more time there.
This helps explain why several social platforms can remain important in different countries even when international competitors are available.
VK in Russia and Russian Speaking Communities
VK is one of the most recognizable regional social networking names associated with Russia and Russian-speaking audiences.
The service combines social networking functions with features for communication, communities, content sharing, entertainment, and other online activities.
Why VK is important
VK developed within the Russian internet market and became associated with users who wanted a broad social networking service.
Its community structure allows users to follow pages and groups around different subjects. This can make the platform useful for publishers, entertainment communities, local organizations, interest groups, and creators.
For someone researching the best social media platform for reaching Russian audiences, VK is an important platform to consider alongside other services that may be relevant to the intended audience.
VK for businesses
Businesses targeting Russian-speaking consumers may consider local platforms when planning their online presence.
A company does not necessarily need to publish identical material everywhere. Content can be adapted to the language and behavior of each audience.
For example, a company could use one platform for short promotional videos, another for customer communication, and another for longer educational material.
The best combination depends on the country, industry, audience, and current platform usage.
VK for communities
Community activity is one of the most useful aspects of a large social network.
People can gather around music, sports, entertainment, education, hobbies, local news, and professional interests.
For publishers, community pages can also provide a place to share new content with people who have already shown interest in a subject.
WeChat in China
WeChat has a particularly important position in China's digital environment.
It is widely known for messaging, but its role extends far beyond private conversations.
Why WeChat stands out
WeChat combines communication with a broad collection of digital services.
Users can communicate with friends and groups, follow official accounts, interact with businesses, and use various digital services inside the platform.
This makes WeChat especially relevant to companies that want to communicate with Chinese customers.
WeChat for businesses
Businesses can use official accounts and other tools to communicate with customers.
The platform can therefore be more than a place for publishing social updates.
A business may use it for customer communication, information sharing, service access, promotions, and other activities.
This makes WeChat marketing for Chinese customers a subject that deserves separate attention from conventional social media marketing.
WeChat and local behavior
The importance of WeChat also demonstrates why businesses should not assume that an international social media strategy will work unchanged in China.
China has a distinct internet environment with major domestic platforms serving large audiences.
Companies seeking Chinese customers need to consider local platforms, language, regulations, customer expectations, and content practices.
Weibo in China
Weibo is another major name in China's social media environment.
It is commonly associated with public posts, trending discussions, entertainment, news, celebrities, brands, and fast-moving conversations.
How Weibo differs from WeChat
WeChat is strongly associated with private and group communication as well as a broad range of services.
Weibo is more closely connected with public conversations and content discovery.
This difference can matter to publishers and brands.
A company interested in public discussion may find Weibo more relevant for certain campaigns, while a company focused on customer communication may place greater emphasis on WeChat.
Weibo for creators
Public figures, entertainment brands, media organizations, and creators can use public-facing platforms to communicate with large audiences.
Trending topics can also influence what users see and discuss.
For international companies, however, understanding the local audience should come before simply translating an English campaign into Chinese.
Cultural references, tone, images, timing, and subject matter all need careful consideration.
QQ in China
QQ is another long-standing Tencent service that has played an important role in China's online communication history.
It is associated with messaging, social interaction, communities, entertainment, and other online services.
Why QQ remains relevant
QQ became widely known before the modern smartphone era reshaped social networking.
Its long history helped establish a large user community and a broad collection of services.
Although younger users may have different habits from older generations, QQ remains part of the story of China's social internet.
QQ for communication
QQ demonstrates an important point about regional platforms.
A service does not have to resemble Instagram or TikTok to have social value.
Messaging, groups, communities, entertainment, and communication can all form part of a social platform.
For researchers studying the history of social networking in China, QQ is therefore an important platform to understand.
LINE in Japan and Parts of Asia
LINE is strongly associated with Japan and is also used in other parts of Asia.
The service is best known for messaging, but its wider ecosystem includes official accounts and other services.
LINE's official help resources describe official accounts as accounts that businesses and organizations can create to communicate information to people who add them as friends.
Why LINE is important in Japan
Messaging habits can vary greatly between countries.
In Japan, LINE has become an important communication service for personal and business use.
Businesses can use official accounts to send information to followers and communicate with customers.
This creates opportunities for restaurants, retailers, media organizations, service providers, entertainment companies, and other businesses.
LINE for marketing
For a business targeting Japanese consumers, having a presence on LINE can be useful when the target audience already uses the platform.
A company can provide information through an official account rather than depending entirely on public social posts.
LINE also supports targeted messaging features under its official account services. (LINE Help Center)
LINE outside Japan
LINE is also relevant in other Asian markets, although the level of importance varies by country.
That is an important distinction.
A platform should not automatically be described as equally popular across an entire continent.
Audience size and usage can change significantly from one country to another.
KakaoTalk in South Korea
KakaoTalk is one of the most important communication platforms associated with South Korea.
It is widely recognized as a messaging service and forms part of a broader Kakao digital environment.
Why KakaoTalk matters
For companies targeting South Korean consumers, local communication habits should be taken seriously.
A company that ignores a major local communication service may miss opportunities to communicate with customers where they already spend time.
KakaoTalk can be particularly relevant for customer communication and brand interactions.
KakaoTalk and Korean businesses
Businesses targeting South Korea can consider local messaging and social services alongside international platforms.
The correct mix depends on the industry.
A beauty company, restaurant, travel company, online retailer, entertainment brand, and financial service provider may each use social media differently.
Content for Korean audiences
Language quality matters.
A poor translation can make a professional company appear careless.
Companies should consider using native Korean writers or experienced localization professionals when the content involves sales, legal information, technical instructions, financial information, or sensitive customer communication.
Naver Blog in South Korea
Naver is one of the most important names in South Korea's internet environment.
Naver Blog gives users a place to publish written content, images, reviews, personal updates, guides, experiences, and other material.
Why Naver Blog matters for search
People researching Naver Blog for South Korean audiences should understand that South Korea has a distinctive search and content environment.
Naver is not simply another social network.
It operates a broad online ecosystem that includes search, content, shopping, news, blogs, maps, and other services.
This means that publishing on Naver can be relevant to businesses and creators who want to reach Korean internet users.
Naver Blog for businesses
Local businesses can use blogs to publish information about services, products, locations, events, customer questions, and useful information.
Restaurants can publish menus and updates.
Travel businesses can share destination information.
Retailers can publish product information.
Professional service providers can answer common customer questions.
The content should still be useful rather than created only to manipulate search visibility.
Naver and localization
A business targeting South Korea should consider Korean language quality, local terminology, cultural references, pricing, local contact information, and customer expectations.
Simply translating an English page may not be enough.
Zalo in Vietnam
Zalo has a strong connection with Vietnam.
Its official website describes Zalo as a major communication service in Vietnam and reports tens of millions of users. It also highlights messaging, video, and other digital services.
Why Zalo matters
Zalo demonstrates how a local communication service can become deeply connected with everyday digital behavior.
For businesses interested in Vietnam, Zalo can therefore be relevant alongside international social platforms.
Zalo for businesses
Businesses can use local communication channels to maintain contact with customers, distribute information, and support relationships.
A Vietnamese customer may interact with a company through a combination of websites, search, social networks, messaging services, and local platforms.
A business should therefore think about the entire customer experience rather than focusing on one application.
Zalo and local audiences
Vietnamese language content is naturally important when targeting Vietnamese users.
The tone should also sound natural.
Machine translation may produce grammatically correct sentences that still feel unnatural to local readers.
For important commercial content, native-language review can improve clarity and trust.
ShareChat in India
India has a large and highly diverse internet audience.
Different languages and cultural communities create demand for services that can support regional-language communication and entertainment.
ShareChat is one of the notable Indian platforms in this space.
Its current platform provides content such as videos, posts, quotes, and other material, while its policies describe features for sharing images, videos, music, status updates, and other content in regional languages.
Why ShareChat is important
India is not one single social media market.
A campaign aimed at English-speaking urban users may perform differently from a campaign aimed at users who primarily consume content in Hindi, Bengali, Marathi, Tamil, Telugu, Malayalam, Kannada, or another Indian language.
Regional platforms can help publishers and brands reach audiences according to local language preferences.
ShareChat for content creators
Creators can publish entertainment, jokes, quotes, poetry, news-related material, videos, and other content.
This can be useful for creators whose audience prefers regional languages.
ShareChat for brands
Brands can also consider regional platforms when reaching Indian audiences.
A campaign can be adapted for different language communities instead of using the same message everywhere.
That approach may make content easier for local audiences to understand.
Moj in India
Moj is an Indian short-video platform.
Its official website describes the service as a platform for creating and watching short videos, building a following, and producing content in multiple Indian languages. It lists support for languages including Hindi, English, Malayalam, Bengali, Tamil, Kannada, Telugu, Gujarati, Marathi, and Punjabi.
Why Moj matters
Short-form video has become an important part of online entertainment.
Moj is designed around that behavior.
Creators can produce short videos, use platform features, interact with audiences, and build profiles.
Moj for regional language content
The availability of multiple Indian languages is particularly important.
India's audience is spread across many linguistic communities.
A creator who produces content in a regional language can reach people who may not respond as strongly to English-only material.
Moj for businesses
Brands can consider short videos for product demonstrations, educational clips, entertainment, customer questions, and other forms of communication.
The content should remain suitable for the intended audience and comply with the platform's current policies.
Moj maintains published content and community guidelines that govern the platform.
Josh in India
Josh is another Indian short-video service.
Its current profile page allows users to follow profiles and create videos.
Why Josh matters
Josh has been associated with India's regional-language short-video market.
For creators, the appeal lies in producing short-form content for audiences interested in local languages and entertainment.
Josh for creators
Short videos can cover many topics.
Creators may publish comedy, music, lifestyle clips, educational material, sports content, beauty content, food videos, or other subjects.
The strongest content is usually content that gives viewers a reason to keep watching.
Josh for brands
Businesses considering Josh should first determine whether their target customers are active there.
A platform can have millions of users and still be a poor fit for a particular business if the relevant customer group is elsewhere.
Audience fit matters more than a large headline user number.
Koo and the Changing Indian Social Media Market
Koo should be treated differently from ShareChat, Moj, and Josh because it is no longer operating as a public social platform.
Koo was launched in India as a microblogging service and gained attention as an alternative to Twitter, now known as X.
However, Koo discontinued its service in July 2024 after partnership and funding discussions failed. Reuters reported that the platform was discontinuing its services after partnership talks fell through, while other reporting described funding shortages and high technology costs as major difficulties.
Why Koo is still worth mentioning
Koo is useful as a case study.
Its rise showed that there was interest in a social platform designed around Indian languages and local communication.
Its closure also shows that audience interest alone does not guarantee the survival of a social network.
Operating a major social service requires substantial technology infrastructure, moderation, staff, security, development, and financial resources.
What publishers can learn from Koo
Creators and businesses should avoid putting their entire audience on one third-party platform.
Building an email list, maintaining a website, keeping copies of original content, and developing relationships with audiences across several appropriate channels can reduce dependence on one service.
The lesson is especially important for publishers whose income depends heavily on social traffic.
Comparing Regional Platforms by Country
Russia
VK is an important platform to consider for Russian-speaking audiences.
Businesses should also review current audience data before investing heavily in a particular service.
China
WeChat, Weibo, and QQ are major names to understand.
Each has a different role.
WeChat is strongly associated with messaging and broader digital services.
Weibo is associated with public conversations, entertainment, and trending topics.
QQ has a long history in messaging and online communities.
Japan
LINE is a major platform to consider for communication with Japanese audiences.
Businesses can use official accounts to communicate with people who add them.
South Korea
KakaoTalk and Naver are particularly important names.
KakaoTalk is strongly associated with messaging.
Naver provides search and content services, including blogs.
Vietnam
Zalo has a strong local presence and is an important platform for communication with Vietnamese users.
India
ShareChat, Moj, and Josh represent important parts of India's regional-language and short-video social media market.
Koo is historical rather than current because it shut down in 2024.
Why Businesses Should Study Local Platform Habits
A company selling internationally should not assume that one social media strategy will work in every country.
The audience may use different platforms.
They may speak different languages.
They may prefer different video lengths.
They may respond to different types of advertising.
They may have different expectations around customer service.
A good international social media plan therefore begins with research.
Check the local audience
Before creating an account, find out whether the people you want to reach actually use the platform.
Check language requirements
If the service is strongly associated with a local language, produce content that sounds natural to that audience.
Check business tools
Some platforms provide official accounts, advertising systems, shopping tools, analytics, or customer communication features.
The available tools can change over time.
Check current rules
Every platform has its own terms and community standards.
ShareChat and Moj, for example, publish current platform policies and community guidelines.
Businesses should review the latest rules before publishing promotional material.
How Bloggers Can Use Regional Social Platforms
Bloggers can use regional platforms to bring attention to useful content on their websites.
For example, a travel blogger targeting Vietnam might publish Vietnamese travel tips and share them through relevant local channels.
A Korean beauty blogger may use Naver Blog and KakaoTalk alongside a main website.
A publisher targeting Russian-speaking readers may consider VK.
An Indian publisher can adapt content for regional languages and short-form video services.
The important point is that social media should support the main publishing goal.
A blog should not become completely dependent on one external platform.
Use Social Media to Support Original Content
A blogger can turn one useful blog post into several social formats.
A detailed post about saving money could become a short video.
A recipe post could become an image sequence.
A travel story could become several location-based posts.
A technology tutorial could become a short demonstration.
The social version should add value rather than simply copying the entire website page.
Build Direct Relationships
Third-party platforms can change.
Algorithms can change.
Rules can change.
Services can close.
Koo provides a clear example of how quickly a platform can disappear from the public market.
A publisher should therefore consider building an email list and maintaining a website that they control.
Keep Content Records
Important original content should be stored safely.
If a social platform closes or removes a post, the publisher should still have access to the original material.
This is especially important for businesses and professional creators.
How Regional Platforms Help Local Businesses
Local businesses can benefit from using platforms that their customers already understand.
A restaurant targeting Japanese customers may benefit from communication through LINE.
A Vietnamese business may consider Zalo.
An Indian business may consider regional-language services.
A South Korean business may consider KakaoTalk and Naver.
The correct choice depends on the business and its customers.
Restaurants
Restaurants can publish menus, opening hours, promotions, photos, locations, and special events.
Retail stores
Retailers can publish product information, offers, demonstrations, and customer information.
Service providers
Accountants, lawyers, consultants, designers, repair companies, and other service providers can answer common questions and explain their services.
Publishers
Publishers can distribute stories, news, entertainment, educational material, and other content.
Regional Language Content Can Reach New Audiences
India provides one of the clearest examples of the importance of regional language content.
A single country can contain many large language communities.
This creates opportunities for publishers who can produce natural content in more than one language.
However, translation should not simply replace every English word with a local equivalent.
Good localization considers how people actually speak.
For businesses, poor localization can create confusion.
For publishers, it can reduce reader trust.
For creators, it can make entertainment feel unnatural.
Native-language editing is therefore valuable when the audience expects high-quality local content.
How Marketers Can Choose the Right Regional Platform
Start with the customer.
Ask where the customer spends time.
Ask what language the customer uses.
Ask what type of content the customer consumes.
Ask whether the customer prefers video, written content, images, messaging, or public discussion.
Then compare the platforms.
A platform with a huge overall audience may be less useful than a smaller service with a stronger concentration of your target customers.
Consider the Cost
Advertising costs vary.
Content production costs vary.
Translation costs vary.
Management costs vary.
A business should consider the full cost of maintaining a presence rather than looking only at the price of an advertisement.
Consider the Content Format
Some platforms favor short videos.
Others are better suited to written content.
Others center around messaging.
Others combine search and publishing.
Choose the platform based on the content your business can consistently produce.
Regional Social Media Trends Are Not Permanent
The social media market changes quickly.
New platforms can grow.
Existing platforms can lose users.
Government regulations can affect access.
Companies can change ownership.
Apps can merge.
Services can shut down.
Koo is a strong reminder of this reality.
That is why platform lists should be updated regularly.
DataReportal's 2026 research includes country-level reports designed to provide current information about internet, mobile, and social media use in different markets.
A list published several years ago may no longer accurately represent the current market.
Safety and Responsible Social Media Use
Regional platforms are subject to rules and local laws.
Users should protect account credentials and avoid sharing unnecessary personal information.
Businesses should also protect customer information.
Creators should respect copyright.
Advertisers should disclose commercial relationships when required.
Publishers should avoid misleading claims.
Platforms also maintain their own community rules.
ShareChat and Moj publish content policies covering user-generated content and community standards.
Responsible publishing protects both users and businesses.
Which Regional Social Platform Is Best for Each Audience
There is no universal winner.
For Russian-speaking audiences, VK is an important name to investigate.
For Chinese audiences, WeChat, Weibo, and QQ each offer different forms of communication and publishing.
For Japanese audiences, LINE is particularly important.
For South Korean audiences, KakaoTalk and Naver deserve attention.
For Vietnamese audiences, Zalo is an important local service.
For Indian audiences, ShareChat, Moj, and Josh are relevant regional services.
Koo should not be included as a current recommendation because its public service ended in 2024.
How to Build a Regional Social Media Strategy
A practical plan can start with one country.
Choose the country where you have the strongest customer opportunity.
Research the most relevant platforms.
Check the language.
Study the content formats.
Create a small number of useful posts.
Measure traffic, inquiries, sales, or other meaningful results.
Then decide whether the platform deserves more attention.
This approach is safer than opening accounts everywhere and abandoning most of them after a few weeks.
Create Country Specific Content
A Japanese audience should not necessarily receive the same content as an Indian audience.
A Vietnamese audience may respond to different examples from a Russian-speaking audience.
Country-specific content can include local holidays, currency, measurements, examples, locations, customer questions, and cultural references.
Keep the Main Message Consistent
Localization does not mean changing everything.
The core brand message can remain consistent while examples, language, images, offers, and communication style change.
That allows a company to maintain a recognizable identity while still speaking naturally to local audiences.
Why Audience Research Matters More Than Platform Hype
Social media platforms often promote their own growth stories.
Businesses should look beyond promotional claims.
The real question is whether the people you want to reach are there.
DataReportal's country reports are useful for broader digital research because they compile country-specific information about social media use and related digital behavior.
Businesses should combine this kind of research with their own analytics, customer surveys, sales information, and campaign results.
Building a Website Alongside Social Media
A website gives a business or publisher a central location that is not dependent on one social platform.
The website can contain detailed information.
Social media can then bring people to relevant pages.
For example, a business could publish a detailed service page on its website and use social platforms to answer questions and share short summaries.
A blogger could publish a long tutorial on a website and use social videos to introduce the topic.
A publisher could create an email newsletter and use social platforms to attract subscribers.
This combination can create a more stable publishing system.
What the Future Means for Regional Social Platforms
Regional social networks are likely to remain important because internet users do not all behave in the same way.
Local language, culture, communication habits, payment systems, entertainment preferences, and regulations will continue to shape digital services.
Some regional platforms may grow.
Others may decline.
Some may become part of larger technology companies.
Others may disappear.
The best response for publishers and businesses is to keep researching their target markets and avoid assuming that today's platform rankings will remain unchanged forever.
Conclusion
Regional social media platforms show that online communication is strongly influenced by local culture and user behavior. VK, WeChat, Weibo, QQ, LINE, KakaoTalk, Naver Blog, Zalo, ShareChat, Moj, and Josh each represent different parts of the social media market. Koo also provides an important lesson because its service ended in 2024 after financial and partnership difficulties.
For businesses researching popular social media platforms by country for local audiences, country-level research is essential because platform preferences can differ significantly from one market to another. DataReportal's current country reports provide digital information across more than 230 countries and territories, including social media and internet data. A company targeting Japan may need a different approach from one targeting Vietnam, while a publisher targeting India may need to consider several language communities rather than treating the entire country as one audience.
The strongest social media plan is based on real audience behavior. Choose platforms where your intended readers, customers, or viewers are actually active. Create content that sounds natural to the local audience. Follow each platform's current rules. Keep copies of important content. Build a website or email list where appropriate. Most importantly, review platform usage regularly because the social media market can change quickly.
Frequently Asked Questions
1. What are the most popular regional social media platforms by country?
The answer depends on the country and the type of social activity being measured. VK is an important platform associated with Russia and Russian-speaking audiences. China has major services such as WeChat, Weibo, and QQ. LINE is strongly associated with Japan, while KakaoTalk and Naver are important names in South Korea. Zalo has a strong position in Vietnam. India has regional services including ShareChat, Moj, and Josh. These platforms do not all perform the same function. Some focus heavily on messaging, while others emphasize public content, short videos, blogging, communities, or a mixture of services. Audience rankings can also change, so businesses should check current country-level data before making advertising or publishing decisions.
2. Why do some countries have their own popular social media platforms?
Local platforms can grow because they match the language, culture, technology habits, and communication preferences of their target users. They may also provide services that are closely connected to local businesses and digital systems. In some markets, regulation and differences in internet infrastructure can also affect which services become widely available. Another major factor is network effect. Once a large number of friends, businesses, creators, and organizations use a platform, other people have a reason to join. A local service can therefore become deeply established even when international platforms are available.
3. Which regional social media platform is best for businesses targeting Asian customers?
There is no single platform that works best for every Asian market. Businesses targeting Japan may consider LINE. Companies targeting South Korea can investigate KakaoTalk and Naver. Businesses targeting Vietnam may consider Zalo. Companies targeting India can examine services such as ShareChat, Moj, and Josh, especially when regional-language audiences are important. Businesses targeting China need to understand services such as WeChat and Weibo. The correct choice depends on the customer's location, language, age group, interests, purchasing behavior, and preferred content format. Research should come before advertising expenditure.
4. Is Koo still available as an Indian social media platform?
No. Koo should not be listed as an active Indian social media service. The company discontinued its public service in July 2024 after partnership discussions failed. Reuters reported that the service was being discontinued after partnership talks fell through, while other reports described funding difficulties and the high cost of operating the technology as important factors. Koo remains relevant as a case study in India's social media history because it demonstrated interest in local-language microblogging before its closure. Current publishers should focus on active services rather than recommending Koo as a platform for new accounts.
5. How can a business reach customers through regional social media platforms without creating separate content for every country?
A business can keep its main brand message consistent while adapting the presentation for each market. Start by identifying the countries that matter most to the business. Select the most relevant platform in each country instead of creating accounts everywhere. Then adapt language, examples, currency, measurements, images, cultural references, and customer information where necessary. A central website can contain detailed information, while social platforms can provide shorter versions suited to their audiences. Content can also be repurposed carefully. A long website article might become a short video, an image post, a customer question, or a newsletter segment. The important point is to adapt the material rather than publish identical translations everywhere.
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