Social networks are playing an increasingly relevant role worldwide, but when it comes to social media in Latin America, the subject takes on another dimension. With the expansion and improvement of infrastructure, more and more people have access to the internet and, consequently, to social networks.
But it’s not just the number of users that has changed—the way people interact with each other, as well as with brands, has also undergone profound transformation.
In the past, how brands presented themselves on social media still heavily mirrored traditional marketing. Today, however, communication is a two-way street, with consumers interacting with brands and their ads, making communication more personal.
Latin Americans have stopped being “passive” consumers and have begun to demand that brands take a stand on social issues. In this article, we’ll discuss the growth of consumer-led accountability and the shift in communication, and we’ll also explore what brands should do—and avoid—on social networks.
Social Media: Past, Present, and Future Perspectives
The first social networks appeared in the late 1990s and early 2000s. They emerged as simple platforms for connecting with acquaintances and didn’t yet have the features we know today.
Examples of this first generation include:
- SixDegrees — Considered the first social network, launched in 1997. It didn’t allow for attaching images or videos, but it already enabled user connections and group creation.
- Friendster — Launched in 2002, it introduced something essential to today’s networks: the news feed. It also allowed users to add others with similar interests, facilitating themed group formation.
At the time, social networks were still limited to specific niches, generally enthusiasts of new technologies.
The Golden Era
The true boom of social networks occurred from 2003 to 2006:
- MySpace — Launched in 2003, it was the first social network to go mainstream. Although it had a stronger focus on the music-loving community, from 2005 to 2009 it was the largest social networking site in the world.
- Orkut — A huge hit in Latin America, especially in Brazil. It quickly surpassed competitors and remained the most used social network in Brazil for many years.
- Facebook – Created in 2004, Facebook improved upon functionalities introduced by earlier networks, adding both original ideas and an innovative algorithm that quickly made it the most accessed social network in the world.
- Twitter (now X) — Initially proposed as an objective and dynamic platform, Twitter had a 140-character limit per post and was used by millions as a personal journal. Recently bought by Elon Musk and renamed “X”, it remains a major hub for online debate.
This period is considered the “golden era” of social media, when networks achieved high engagement levels and created the standard we now come to expect from social platforms.
Social Media Today
New functionalities have emerged, and large conglomerates have realized there was still room for innovation – something we’ve seen in abundance over the last decade.
- Instagram — Launched in 2010 with a different proposal, giving more importance to images – a sort of digital photo album. It was bought by Meta (owner of Facebook) and now offers many features focused on short videos and photos.
- TikTok — Launched in 2014, TikTok focuses on short and viral videos. It has gained many users, especially among younger generations.
The Changing Paradigms of Social Media in Latin America and the World
So far, we’ve seen how features have evolved over time. However, this timeline leaves out one important aspect: not only have social networks changed, but the way users interact with them has also transformed.
The digital transformation of the last decade made technology more accessible, and as a result, people have become increasingly connected.
While this is a global trend, we’ll focus specifically on social media in Latin America. In this region, these platforms have increasingly become spaces for sharing and discussing opinions and experiences, both negative and positive.
With ever-greater engagement from the population on social media, it has become essential for businesses seeking digital growth to create corporate profiles. But how should a brand behave and engage with its clients and potential customers?
The main thing to understand is that methods that previously worked on television no longer apply. Social media is more dynamic and allows for two-way communication between the brand and its audience.
Data from the largest social media market in Latin America, Brazil, reflect this trend. According to a study by MindMiners, 54% of users follow the profiles of their favourite brands, and 21% use these profiles as research sources before making purchases.
But users don’t just turn to brand profiles for information – they increasingly expect brands to take a stance on issues that matter to society, not just topics within their industry.
Social Media in Latin America: Arenas for Consumer-Driven Brand Accountability
Social media has provided numerous advantages for corporate marketing, such as lower costs and greater proximity to the target audience. However, the level of scrutiny has also increased, especially as the Latin American public has become significantly more concerned with long-standing social issues in the region, such as racism and environmental matters.
With distinctive and unique cultural characteristics, brands originating from other markets must be particularly attentive when promoting themselves on social media in Latin America. A notable example of this is Johnnie Walker.
In an anti-racism campaign in Brazil, the well-known whisky brand featured a Black model with the word “white” written over his image, accompanied by the phrase: “And you, do you still let them use your origin as an obstacle to your progress? Racism. Until when?”
The campaign was launched on 19th November, just one day before Brazil’s Black Awareness holiday. Followers of the brand quickly pointed out that the campaign seemed to blame Black individuals themselves for the racism they experience. As a result, the post was taken down from the company’s profiles.
Another case involves Cerveza Indio, a Mexican beer brand that ran a campaign aimed at tackling prejudice against indigenous Mexican peoples. The initiative featured several influencers posting photos wearing T-shirts with the phrase “Orgullosamente Indio” (Proudly Indigenous) and using a hashtag with the same message.
The issue, however, was that for an anti-racism campaign, one would expect a more diverse selection of models. Yet all the influencers were white. This led to an immediate backlash from followers who highlighted the contradiction in the brand’s message.
As we can see, brands are under constant scrutiny from consumers, and social media enables these criticisms to be amplified more rapidly and widely. Let’s look at the main actions companies can take when expressing their views online.
Taking a Stand: A New Requirement for Brands
It’s no longer enough to simply express support for a belief or worldview—today, brands are expected to take consistent actions that prove their support for the causes they claim to endorse.
Here are a few guidelines for brand positioning on social media in Latin America:
- Engage with what your brand truly believes in — Simply changing your profile picture on commemorative dates isn’t enough. Your brand should build a reputation around the issue at hand and create genuine connections. Taking a stand just because a topic is trending may have the opposite effect and come across as opportunistic.
- Be aware of the impact of your positioning — This is one reason to focus only on causes your brand truly supports. Taking a stand will generate discussions and scrutiny, and your brand must be prepared to address them.
- Plan your messaging long term — It’s important to plan ahead to avoid contradictions between your stated position and your actual business actions. In this case, partnering with a social media agency in Latin America might be beneficial.
As we’ve seen, social media in Latin America has changed the way brands communicate with the public. This demands adaptation so that your company can build a solid and consistent brand position that aligns with its actions.