In the dynamic world of social media networking sites, some platforms emerged as pioneers, shaping the digital culture, and providing invaluable lessons for users and marketers alike. A platform that was a perfect example of a pioneer was Orkut, a creation of Google, which, despite its ultimate demise in 2014, left a lasting mark on the Brazilian social media scene.

The platform Orkut, named after Google employee Orkut Büyükkökten, was launched in 2004 with the hope of fostering connections within communities. Over the first several months, it gained over 50,000 established communities that helped to promote its rapid growth. The Brazilian market, in particular, embraced Orkut with open arms, contributing to the majority of its page views in its prime years.

The structure of Orkut was very similar to other social networking sites, allowing users to discover others through keyword searches and skimming through users’ memberships. The allure of finding classmates, friends, and like-minded individuals helped it to build its popularity, leading to an incredible 1.5 million communities within the first year.

Orkut reached its highest point in 2012 with 30 million users, making it a leader in the market for seven years. The success they experienced was attributed not only to its functionality but also to its appeal among technology workers and students, who saw being a part of Orkut as a mark of honors in the tech realm. The invite-only membership system added an exclusivity factor, further enhancing its desirability.

The platform’s modern interface made navigation and community joining seamless. Users could even rate others based on attributes like sexiness, how cool they are, and their level of trustworthiness. This encouraged a competitive element that later extended to the number of friends and the size of the communities. Orkut even made user privacy a priority, which added to its appeal.

The rise and fall of Orkut reflect the intricate exchange between technology and culture in social media consumption. Brazil’s status as the fifth-largest online market and its affinity for digital and social media created the perfect scenario that led for Orkut’s success. Their 2006 ban on outdoor advertising fueled the surge of online marketing. Once the “visual pollution” was greatly reduced, Brazilians began to use social networking sites for product research and trust recommendations from online contacts further solidified Orkut’s standing (Angelica Greco, 2021).

However, as the Brazilian digital landscape evolved, so did the expectations of users. Brands hoping for any level of success in Brazil knew they would have to incorporate blogging, social gaming, and online video into their marketing strategies to peak the interest of users. This shift posed several challenges for Orkut. They, eventually, began to struggle with functionality issues such as blocking, friend limits, and difficulties in photo sharing.

The demise of Orkut was not only a result of technological glitches but also an indication of the platform’s inability to keep up with the ever-changing needs and preferences of its users. We can see how important it is to keep up with the needs of users when looking at popular social media platforms, such as Facebook. Since their launch in 2004, Facebook has consistently updated its platform to ensure it aligns with user needs. Even with the many controversies it has faced, they are still standing strong, over 23 years later (Jalan, 2023). The Orkut platform, unfortunately lost touch with the cultural nuances that could make or break the success of a social media platform within such a specific market.

In the end, Orkut’s downfall serves as a cautionary tale for social media platforms and brands alike. To remain relevant, it is important to understand that the relationship between technology and user culture is paramount. Though the Brazilian love affair with social media paved the way for Orkut’s success, it was also the changing tides of culture that led to its eventual demise. As we look back at the rise and fall of Orkut, it becomes evident that successful social media ventures require not only a strong technology base but also a sharp awareness of the cultural dynamics that help to shape user preferences and expectations.

Resources

Angelica Greco, M. R. (2021, Aug 19). Banning billboards and outdoor advertising in São Paulo to reduce consumption. Retrieved from Knowledge Hub: https://knowledge-hub.circle-economy.com/article/9015?n=Banning-billboards-and-outdoor-advertising-in-S%C3%A3o-Paulo-to-reduce-consumption

Jalan, A. (2023, Feb 5). The Evolution of Facebook: From 2004 to Meta. Retrieved from Make Use Of: https://www.makeuseof.com/evolution-of-facebook/

Navigating the ever-changing world of social media can be a daunting task. Weixin, a Chinese social networking app, has found a way to successfully do this in a way that no one else has. Their journey to success hasn’t just been about utilizing business strategies, but more about understanding their audience and creating a product that seamlessly fits into their daily lives.

Launched in 2011, this social media gem, along with the WeChat version designed for overseas users, quickly became the go-to app for over 300 million active users across the globe by 2014. What sets Weixin apart is its targeted approach. It’s not trying to be everything for everyone. Instead, it focuses on young, urban smartphone owners. It’s your one-stop-shop for messaging, news, images, and even hailing a cab in an all-in-one-platform designed to simplify your digital life.

Weixin doesn’t just want you to use it; it wants you to love using it. The app’s user interface is like a well-designed party – easy to navigate, comfortable, and enjoyable. Want to record messages? Just hold down a button – no more typing Chinese characters. Looking to read the news? Stay in the app! There’s no need to jump to an outside browser. It’s the kind of user-friendliness that turned casual users into loyal fans.

One of the best properties of the Weixin and WeChat apps is that they aren’t static; they actually evolve with you. They pay attention to your needs and moods, introducing new functions to keep things interesting. The “Red Envelope” campaign was the perfect example of this. Weixin took the Chinese tradition of gift giving and added a virtual twist by turning it into a thrilling experience. Users linked their bank accounts in order to randomly send and receive virtual red envelopes filled with cash to a group of friends and family set up by the user. It was definitely a way to keep things exciting among friends.

There was also “Didi Taxi”, a function within the app that allowed users to book a taxi seamlessly through the app’s payment system. Weixin wanted to make sure that users knew it understood their struggles and came up with the perfect solution – in this case, a reliable taxi reservation service. They don’t want to be seen as just an app. Instead, they want to feel more like a companion that is always there to help make your day a little easier whether you’re at work, commuting, or waiting for your food to be done.

Weixin has effortlessly become a part of people’s daily routines by simply paying attention to what they needed and providing a solution, making it easier to influence behavior changes. When a product becomes a part of your daily life, it holds the key to shaping your decisions – whether it’s a purchase or a positive lifestyle change. It’s about creating connections, understanding the needs of others, and becoming an integral part of their life. Weixin’s success story is a reminder that in the world of social media, a little understanding can go a long way. So, as you navigate your own digital journey, consider the lessons from Weixin – be what your audience needs, make things easy, adapt to their moods, and seamlessly become a part of their daily routine. After all, in the realm of social media, understanding your audience is the key to lasting success.

Resources:

Mahoney, L. M., & Tang, T. (2016). Strategic Social Media: From Marketing to Social Change. Wiley Global Research (STMS). https://mbsdirect.vitalsource.com/books/9781118556900

Forsey, C. (2022). The Evolution of Content Marketing: How It’s Changed and Where It’s Going in the Next Decade. https://blog.hubspot.com/marketing/future-content-marketing

If you are a business owner, you have probably taken some time to research the best way to get your business in front of your target audience. This will lead you to an endless number of suggestions ranging from offering discounts to new customers to updating SEOs for your website for higher visibility. While they are great suggestions, I think we can all agree that the best way to really get your name out there is through the use of social media. There are literally billions of people that use social media worldwide which means that you could potentially have access to billions of people to market to. Sounds like a no brainer, right?

The key to social media is staying in tune with the current trends, being authentic in what you are choosing to share with your audience, and, most importantly, being consistent with how and when you post. Your content should also be set up in a way that makes your audience want to engage with you and buy your products. However, trying to create the right type of content is oftentimes where businesses struggle the most. There is so much pressure to fit in and be perfect that it creates an overwhelming amount of overthinking…which usually leads to no content at all! Ugh! Admittedly, I know that feeling all too well.

I have found many businesses that have simplified their process for accessing their customers. They are able to market themselves in a way that keeps their audiences engaged while also encouraging them to share with new customers. Warby Parker is a perfect example of such a company. They are an online prescription eyeglass and sunglass company that was launched in 2010. Through the use of social media, they have been able to build a successful brand that has shipped out over 500,000 pairs of glasses to consumers all over the country.

One of Warby Parker’s biggest marketing successes is their “Home Try-On Campaign”. Through this campaign, they allow their customers to order five pairs of glasses that they can try on at home, pick their favs, and return the rest at no additional charge. This was HUGE for them because the customers’ biggest complaint was their inability to see what the glasses actually looked like before having to spend their hard-earned money. They then suggested that customers post selfies of themselves trying on their new frames for friends and family to see on social media. Not only did this help to gain more of their skeptical audience’s trust, but it actually motivated their current customers to purchase at a higher rate than before (something they weren’t expecting). So, if you think about it, this campaign made it so that the customers did the majority of the work promoting the brand. The plan was pure genius if you ask me.

Warby Parker took one of their biggest problems and turned the solution into something that has completely changed their brand for the better. They didn’t spend time overthinking things and creating meaningless content that may or may not be seen by their desired audience. They used the resources they had and found a simple solution that would later yield major results. It is possible to do this with your business as well. Think of a problem you are currently facing in your business. It could be something internal like having limited staff or something more external such as a product or offering that doesn’t quite make sense to your audience. Then, think of a small, simple solution to that problem (like a campaign) that can be easily shared online. Even if it isn’t something you can perfect right away, post it…and continue posting, adding elements to improve each time. Warby Parker didn’t plan for the success they had from their campaign. However, they were consistent, and eventually found what worked well for their customers. The same could happen for you.