Brands In Social Networks. At What Point Are We?

Social networks have ceased to be a fad for companies and have long been a direct channel of communication with their audiences. In their day they represented a real revolution in the relationship between brand and user, as they gave the latter a power that they did not have before: a voice before them and their messages.

A voice that, whether they wanted to or not, spoke about them and directly influenced their online reputation. A new reality that at first many did not know how to interpret and even underestimated, but now, a decade after its emergence in our country, no one hesitates to consider it when planning their marketing strategies.

The development of Social Media forced brands to dialogue with their followers, radically changing the way they relate to their audience. The fight for relevance in an environment saturated with messages is fierce, and only companies that are sensitive to the demands of their users achieve success.

What Is The Current Reality Of Social Networks, Brands, And Consumers In Our Country?

Just a few days ago, the main national reference for online advertising, presented its Annual Study of Social Networks, which shows in broad strokes the penetration of social networks among consumers, and from which some insights can be highlighted. Great value for organizations.

Insights such as Facebook, Mark Zuckerberg’s social network, are by far the most used, followed by WhatsApp. Or that Twitter remains at the moment (despite the signs of decline that some have wanted to see in recent years), and that Instagram, the social network where the image reigns, is the one that is experiencing the greatest growth in our country.

One of the keys to success for companies that open their profiles on these networks is to understand the nature of each of them since not all of them are the same or serve the same content. While Facebook is more suitable for publishing all kinds of information about the brand, real-time events in which the brand participates work better on Twitter, and high-quality images on Instagram.

Another requirement for companies to succeed in Social Media is to understand who is on social networks. The largest number of consumers of social networks is concentrated in the age range of 31 to 45 years, which denotes the maturity of the user who began to use these networks when they burst into our country a decade ago.

From the point of view of content, the great current trend of the so-called Social Media Marketing (SMM) is, without a doubt, video. It is the most consumed type of content and thanks to which companies connect more efficiently with their users.

But in addition to user behavior, the social platforms themselves are also doing their part to make themselves essential to companies. For this, they develop new applications that complete their functionalities and that are still in the testing phase or have not yet arrived in our country (but they will).

An example of this would be Facebook Marketplace, launched at the end of last year in other countries, which seeks to help users and companies to sell directly through the platform, and compete directly with other giants in the sector. like eBay or Wallapop.

This is a brief summary of the situation of social networks, and the role of brands and users within them. An environment of constant learning in which the struggle for relevance is continuous, but in which brands, as it could not be otherwise, are putting more and more effort into it, since today they are the great means of connecting with their customers. target.