Welcome back to another exciting topic on She Said What, where we give you all the 411 on social media marketing.
In this weeks blog we will be chatting about the social media platform Orkut, and their rise to stardom, their fall, and their way back into social media with Hello.
Orkut is a social networking site that was launched in 2004 and owned and operated by Google. It was named after its creator, Orkut Büyükkökten.
Orkut lasted ten glorious years before falling from the graces of the social networking / platform Gods.
So, what all did Orkut allow is users to do?
- Find communities through keyword searches
- Find classmates and friends
- Join online schools, workplaces and residential street groups
- Rate other users based on how sexy, cool, and trustworthy they are
- Make recommendations on products and services
Here’s an example of what the Orkut interface looked like;
Orkut had reached its peak, just two years before they were shut down in 2014. At its most popular point, they had 30 million users in 2012.
So, that’s a lot of users. Whats even crazier is that 90% of those users where in the Brazilian market.
Brazil is one of the strongest markets for online retailers. The culture holds a high affinity for digital and social media. What is funny though is outdoor advertising is banned in the country.
It is called the “Clean City Law” and here is a quick excerpt from the blog linked above
“The ban in São Paulo reminds the world that it’s a city’s inhabitants and cultural heritage that bring the true flavor.”
With a ban on outdoor advertising, a lot of Brazilian consumers head to the internet or social media platforms for research, recommendations, reviews, and to purchase products or services. For a brand to be successful in Brazil though, they must allow users to blog, engage through social gaming, and incorporate online video into marketing campaigns.
Here we come to the fall of Orkut.
Orkut started to have functionality problems with their website, which included blockages, limiting the number of friends, and difficulties in loading and sharing photos. When they stopped meeting the needs of the culture and audiences, they lost their consumers and were replaced.
How does the Brazilian culture speak to the brand experience of organizations and communities on Orkut?
Brazilian culture is very community-oriented. They refer to groups, and tend to associate with these groups in everyday conversation and continuously refer to how they are a part of said group; such as “Heavy Metal fans.” So, through Orkut, these users could find communities. This speaks to the brand experience of organizations and the communities, because that is the community and cultural of Brazil.
Say hello to Hello.
Although we said goodbye to Orkut, we now say hello to Hello.
Hello connects you with people and content around your passions. It was inspired to help bring people together around their common interest. Hello has over a thousand different communities to join, or you can create your own!
Key features of Hello;
I now leave you with this, what was one of your first social media platforms you had an experience with? What pulled you into it, what did you like or what did you not like? How is it comparable to what happen with Orkut?
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