It’s no surprise that Digital Marketing has been with us much earlier than we think. From subscribing to a Newsletter and receiving the welcome email to creating our profile on TikTok because, coincidentally, we remember seeing an ad for this social network while browsing the Internet. All that is Digital Marketing. But does it stop there? This discipline goes further to the point where Social Networks have a very important role. Today, they are the most used communication channel between users and, of course, between brands.
Its origin dates back to 1997, the year in which SixDegrees was created, considered the first social network in the world. Thus, numerous brands have discovered their potential, the ability they have to reach communities of users on a massive scale regardless of where or time zone you are.
Currently, some companies such as Nike, Starbucks or Forever 21 have been able to position themselves on some platforms such as Instagram or TikTok to create a community of millions of users. But how did they do it? In some cases, the increase in the fame of certain brands is due to the fact that, after an assessment of their social media strategies, a marketing plan has been developed that has allowed them to go viral. In addition, it is important to bear in mind that we are in a society in which the immediacy of digital content is the order of the day. Therefore, the inclusion of current trends or hashtags in our content planning is essential to impact beyond our target audience, get out of the comfort zone and give a brand greater visibility in digital media.
What is currently successful on social networks?
According to We Are Social’s Global Digital Report 2024, 2024 is positioned as a year full of milestones in the digital field by exceeding 5 billion users on social media (equivalent to 62.3% of the world’s population); increase in the time the user spends online daily, setting it at more than 6 hours and 40 minutes; or the decline in television audience. With these milestones on the horizon, we ask ourselves: How to get our message across to the right audience, what are really the ingredients for content to go viral?
First of all, we find authenticity and originality. These factors attract the attention of users for the simple fact of breaking with the discourse established up to this moment. Users want fresh, different content that makes them escape from the monotony of everyday life.
On the other hand, who doesn’t remember an ad they were excited about? The feelings promoted through storytelling They are another factor that brands resort to to cross the screen of users and are the ones that, normally, make content be saved or shared through the different channels and, therefore, go viral.
In third and last place is humor. Humour is that escape route from day-to-day problems. This is the reason why many users decide to open profiles like TikTok just to see how certain users share memes or show a day at work giving it a humorous touch. All these factors have led to numerous brands and/or users becoming known on social networks.
Latest success stories on social networks
You’ve probably heard of The Ordinary. It is a beauty product brand that has managed to become famous on social networks through user recommendations, considering itself a low-cost brand, with simple packaging but housing quality content. The fact that it is a brand perceived as such by consumers favors its dissemination through these platforms since, as mentioned before, they are a great tool for disseminating information. On the other hand, there is the famous case of Estrella Damm. Who hasn’t hummed the song “A ver qué pasa” by Rigoberta Bandini? Undoubtedly, this beer brand knew in 2021 how to correctly plan its branding strategy focused on storytelling. In this way, both the ad and the song went viral, thus allowing those photos or videos that included this melody to have a greater number of views, thus taking advantage of the impact of this campaign.
One of the cases that has had the most impact on social networks has been the film La Sociedad de la Nieve by J.A Bayona. The cinematographic effect it has caused has gone beyond the screens to the point that individually there was a need to talk about this event and, therefore, to watch the film to be up to date and to be able to participate in conversations. On the other hand, such has been its virality that numerous podcasters have interviewed the survivors of Los Andes themselves to, in addition to offering their testimony, create quality content with which to capture the attention of the public.
Finally, in a society where speed is the order of the day, it is important to know how to position yourself on social networks, join the trends of the world in order to differentiate yourself from the competition.
At MADISON, we value success not only for the number of connections, but for the quality of the relationships we cultivate with our customers.