How to create a Social Media Marketing strategy in 2024

Catarina Alves de Sousa
Social Media Manager & Content Writer

Social media marketing is an essential component of modern communication. By using platforms such as Facebook, Instagram, Twitter, LinkedIn, TikTok, and others, companies can reach a wide and diverse audience, promote their products or services, and build lasting relationships with customers.

Catarina Alves de Sousa
Social Media Manager & Content Writer

Social media marketing is an essential component of modern communication. By using platforms such as Facebook, Instagram, Twitter, LinkedIn, TikTok, and others, companies can reach a wide and diverse audience, promote their products or services, and build lasting relationships with customers.

One of the main benefits of social media marketing is its ability to reach a wide and diverse audience. With over 4 billion active social media users worldwide, there is a significant opportunity to connect with potential customers, regardless of their location or demographic. Social media platforms also offer advanced targeting options, allowing companies to reach specific groups of people based on factors such as age, location, interests, and behaviors.

Source: Pexels

One of the main benefits of social media marketing is its ability to reach a wide and diverse audience. With over 4 billion active social media users worldwide, there is a significant opportunity to connect with potential customers, regardless of their location or demographic. Social media platforms also offer advanced targeting options, allowing companies to reach specific groups of people based on factors such as age, location, interests, and behaviors.

In this article, you’ll find a short, concise guide to how Social Media Marketing works and how to devise your strategy.

Social media marketing: how does it work?

Social media marketing involves creating and sharing content on social media platforms to achieve branding and marketing objectives. This includes text posts, images, videos, and other content that drives user engagement, as well as paid advertising.

Advantages and Disadvantages of Social Media Marketing

Source: Pexels

Although it’s a necessity for practically any company or brand today, that doesn’t mean that Social Media Marketing doesn’t have its advantages and disadvantages.

Advantages of Social Media Marketing:

  • Broad reach: Social Media Marketing is extremely powerful for companies because of its ability to reach a wide and diverse global audience. Social media allows companies to communicate directly with a wide range of potential customers from all geographical locations. In addition, social media platforms offer advanced targeting options, allowing companies to direct their ads and content to specific groups of people based on interests, behaviors, demographics, and much more. This increases the relevance and effectiveness of campaigns, making social media marketing not only comprehensive but also precisely targeted;
  • Cost-effective: compared to traditional advertising methods, Social Media Marketing can be less expensive and offer a high return on investment. Companies can reach a large number of people at a relatively low cost, taking advantage of the platforms to connect directly with customers, receive feedback in real-time, build relationships, and build customer loyalty through meaningful interactions. What’s more, content on social media can go viral quickly, which means that brand messages can be amplified exponentially, increasing visibility and brand recognition significantly.

To help you create a social media strategy with a limited budget, we recommend reading the article “Digital marketing strategies for small businesses: how to make the most of a limited budget“.

  • Direct engagement: companies can reach a large number of people at a relatively low cost, taking advantage of platforms to create engagement directly with customers, receive feedback in real time, build relationships and build customer loyalty through meaningful interactions. What’s more, content on social networks can quickly go viral, which means that brand messages can be amplified exponentially, increasing visibility and brand recognition significantly.

Disadvantages of Social Media Marketing:

  • Reputation: gmanaging a crisis can be challenging and damaging to a company’s/brand’s reputation;
  • Constant change: platforms are constantly changing, requiring frequent adaptations, meaning that the process of learning how social media works never ends;
  • Limited visibility: algorithms can limit the reach of posts, no matter how good the content is.

How to design a Social Media Marketing Strategy

The Social Media Marketing strategy consists of a detailed plan that guides how a company or brand interacts with its audience, promotes products or services, and achieves its business goals through social networks. It consists of a series of carefully planned steps and methods, based on understanding the target audience, choosing the most appropriate platforms, and creating content that resonates with that audience. Here are the essential elements of a social media marketing strategy and the importance of having one (and applying it):

  • Define your objectives: swhether it’s increasing brand awareness, sales, or engagement;
  • Know your audience: identify who your customers are and what they want;
  • Choose the right platforms: not all social networks are suitable for all businesses
  • Create relevant and attractive content: ccreating relevant and attractive content that resonates with your audience is one of the most important pillars of Social Media Marketing. This means developing messages, images, videos, and other types of media that capture the public’s attention, encourage engagement, and reinforce the brand’s image;
  • Monitor and adjust: use analysis tools to measure performance and adjust strategies as necessary.

To better adapt your social media strategy, be sure to read the article “How to create and define your target audience on social media?“.

Examples of Social Media Marketing Strategies

Source: Pexels

In the dynamic world of social media marketing, companies have a variety of strategies at their disposal to increase reach, engage audiences, and boost sales. Choosing the right strategy depends on several factors, including the brand’s objectives, the target audience, the type of product or service offered, and the budget available.

Below we’ve listed some examples of effective social media marketing strategies that have helped companies build a solid online presence, create a community, and convert followers into customers. These strategies are adaptable and can be customized to meet each company’s specific needs and objectives.

  • Influencer campaigns: partnerships with influencers to reach new audiences.
  • User-generated content: encourage customers to share their own experiences with the brand;
  • Competitions and sweepstakes: engage your audience with interactive activities;
  • Paid advertising: invest in targeted adverts to increase reach.

Essential Tips for Maintaining a Social Media Marketing Strategy

Maintaining an effective Social Media Marketing strategy requires not only the implementation of initial tactics but also continuous monitoring and adjustment.

Here are some essential tips that all companies should consider to ensure that their social media presence is productive and aligned with their long-term business objectives.

  • Consistency: maintain a regular and coherent presence;
  • Active listening: monitor what is said about your brand and respond appropriately;
  • Adaptation: be ready to change strategy according to market trends and consumer behavior;
  • Measurement: define clear metrics to evaluate the success of your initiatives;

By considering these aspects, companies can harness the power of social networks to improve visibility, interact with customers, and drive growth. It’s crucial to stay up to date on the latest trends and technologies, as the field of digital marketing is constantly evolving.

Start 2024 on a high note on social media

Source: Pexels

As we’ve already mentioned a few times in this article, the world of social media is always changing; whether due to the way algorithms work or as a result of the introduction (or disappearance) of certain features. This means that for your strategy to “succeed” on social media, you’ll have to stay alert and informed about changes, yes, but also trends.

For 2024, if you haven’t already started, consider exploring video marketing as the preferred content to share on your social networks, and don’t forget to integrate Influencer Marketing as required into your strategy, as it shows no signs of slowing down in effectiveness and popularity next year.

If you need professional and experienced help in creating your social media marketing strategy, you can count on Scallent and its talent pool to serve your brand.

How to produce engaging videos following good practices

Pauliny Zito
Planner, copywriter & copydesk

3… 2… 1… Action!

Image, sound, and movement. The video has established itself as the resource or format that most impacts, engages, and converts.

For any content you create, always connect your brand with your audience, communicating with a specific pre-defined group to generate conversations.

Pauliny Zito
Planner, copywriter & copydesk

3… 2… 1… Action!

Image, sound, and movement. The video has established itself as the resource or format that most impacts, engages, and converts.

For any content you create, always connect your brand with your audience, communicating with a specific pre-defined group to generate conversations.

Source: Freepik


Find out in this article the best practices for producing exclusive and attractive videos that impact and captivate.

Why should you invest more in videos?

Video content has brought greater customer engagement with the brand and increased organic traffic.

Almost half of all internet usage is dedicated to viewing video content.

According to the Sprout Social Index™, 66% of consumers think that short videos are the most engaging type of content on social networks.

Short videos are up to 3 minutes long, yet 83% of marketers have identified that the best length for a short video is less than 60 seconds.

Videos on social media are a highly effective way of attracting and holding the attention of your target audience and demonstrating your brand’s personality.

Remarkably, people continue to watch more videos. According to video marketing research by Wyzowl, the amount of online videos watched per week, per person, has almost doubled since 2018, although it will see a slight decrease by 2023.

Source: Video Marketing Statistics 2024


Consumers continue to use video as an integral part of their journey with brands. They expect to see video content from brands – and to use it as a key part of their research and purchasing decisions.

73% of consumers prefer to watch short videos when looking to learn about a product or service.

Except for YouTube videos, which are longer, short videos are more watched and shared among users on social networks, and algorithms make it easier for short video content to be discovered and seen.

First Things First


Before starting to create the video, and having already defined the audience you want to reach, the first step is to have the objective of the content clearly in mind.

Stop and think:

What is the purpose of this video?

Why am I creating this content?

Is it to:





Or what for?


Storytelling: it all starts with a story. Not just any story. A good story, interesting and captivating, worth sharing, and preferably one that benefits the viewer in some way.

Learn Pixar’s 22 rules for storytelling and apply them to your video content.

The second step is to write a script with language that is close to orality to create empathy.

Types of content with the highest ROI – Return Over Investment (Top 7):

Source: The Video Marketing Playbook – Trends & Tips to Create a Video Strategy in 2023 – HubSpot and PlayPlay


Create a storyboard to preview the main actions that will appear in the video.

Duration and Format

The first 15 seconds of the video are crucial and must capture the consumer’s attention. To do this, you need to quickly show what the video is about and what the consumer can expect.

Bet on vertical videos, shorter than 15 seconds, as they tend to be more engaging.

Best practices for creating engaging and perhaps viral short videos


You have up to 3 seconds to grab attention, so give people a reason to keep watching your video, either through images, a teaser of what’s to come, or on-screen text. Go for an emotional narrative and write an explanatory but succinct caption, with a call to action at the end of the text.


Make it worthwhile. Offer a clear and simple value proposition.


Be aware of trends in sound, music, filters, animations, and visual resources, so that you can incorporate them into your videos with intention and if they make sense.


Real, sincere, and honest videos that highlight the human being behind the brand increase the possibility of identification, create an authentic connection with the audience, and attract more people to watch.


Avoid cross-posting videos with watermarks. The ideal is to create an original and different video for each social network, so as not to compromise its visibility on each platform.


Video design depends on the objective and the content, but there are three main types of video.

Live Action

This type of video is ideal for interviews as well as testimonials and promoting corporate culture. 49% of video marketers said that live-action videos are more likely to go viral.


In a variety of formats and styles, animation is ideal for presenting moving graphics. It’s especially great for super-short videos that need to convey simple information such as new product launch dates or sales.


It’s the perfect type of video for creating informative or educational content, often used in technical tutorials and recorded games.


A short video will be between 5 and 90 seconds long, but the average length of short videos is 15 to 30 seconds, and these are the ones that get the best results.

Ideal lengths on short-form video platforms:

  • TikTok: between 11 and 17 seconds;
  • Instagram: between 7 and 15 seconds;
  • YouTube shorts: between 15 and 60 seconds;
  • Snapchat highlights: between 5 and 60 seconds.


Partnerships with influencers and relevant brands with similar values to yours or with professionals in the same sector as yours can be highly effective, as they increase your reach and help you create more engaging videos.

Demonstration of use

Videos that show the features and benefits of the product and explain how to use it are appreciated by people and are a great way to leverage content as a brand.

UGC – User Generated Content

Take the opportunity to share user-generated content, from testimonials to spontaneous videos of your customers talking about you or your brand/product/service.


Depending on the topic and purpose of the video, humor can be a good strategy to create positive feelings towards your brand and consequently lead to greater engagement and conversions.


Ensure that the text and audio of your video are accessible and optimized for people with visual or hearing impairments.

How to make your video accessible:

  • Include text overlays or subtitles and visual cues;
  • Provide high-quality audio;
  • Write subtitles to describe the content of the video;
  • Leave enough time for reading text or animations within the video;
  • Use subtitles and text on solid color backgrounds;
  • Follow the WCAG guidelines – Web Content Accessibility Guidance 2.1.
Source: Freepik


Equipment: Camera, Tripod and Microphone

Depending on the objective, consider investing in a specialized camera, with interchangeable lenses that take advantage of the light in different ways, as well as a tripod and a suitable microphone.

A lot can be done with modern smartphones, but there are three types of cameras most commonly used by video marketers.

Source: The Video Marketing Playbook – Trends & Tips to Create a Video Strategy in 2023 – HubSpot and PlayPlay

Lighting and Visual Composition

Adequate lighting helps to highlight the content of the video, shows details of facial expressions or products and makes it more aesthetically pleasing, giving the viewer a good impression, increasing trust and even engagement.

If you’re not recording outdoors, with perfect natural light, you can use some equipment.

Ring light

An effective solution for video log-style filming – with a person in an American shot covering a large part of the screen.

Specialized lamps

There are several options for specialized lamps with different purposes and results. Here, it’s good sense to invest in those that make a difference to the quality of the video.

Beaters and softboxes

Just as important as the bulbs is how you manipulate the light. Spotlights and softboxes allow you to control the “harshness”, tonality, direction, and intensity.

Here are 6 tips for improving the lighting in your videos:

1.Create an ideal set-up.

2. Invest in the right equipment.

3. Test different lights: different temperatures, light hardness, focal points.

4. Master 3-point lighting on set:

1) main light, which illuminates and highlights the object or person in focus, positioned at an angle between 15º and 45º to the camera; 

2) fill light, placed opposite the main light with the aim of softening or eliminating the harsher shadows caused by the first point; and 

3) backlight, which is behind, pointed towards the camera, with the object or person between them, whose function is to create an aura of illumination on that person’s silhouette so that they stand out and differentiate themselves from the scenery.

5. Control or eliminate natural light in the studio or internal recording space.

6. Create the identity of the photograph in post-production using editing software.


According to HubSpot and PlayPlay, 61% of video marketers prefer to use Adobe Premiere Pro to edit their videos. And 31%, iMovie.

Best editing practices include:

  • Work on elements such as color grading, exposure, white balance, contrasts between light and shadow;
  • Make smooth cuts, including a pause time (1 second) between cuts;
  • Make cuts at moments of action when you are using two cameras during the video recording;
  • Include transitions that make sense and are in line with the content;
  • Remove mistakes, language vices, or undue pauses during a sentence;
  • Take accessibility into account;
  • Use images, illustrations, and graphic effects to enhance the quality of the final video;
  • Adding soundtracks to create specific atmospheres, such as the opening, call to break, and call to action, taking care to use free-licensed content or obtaining express permission from the authors of the music;
  • Add special visual and sound effects to enhance the aesthetics of the video and create the desired effect.


Tools for creating and editing short videos:

  • Adobe Premiere Rush
  • Adobe Express
  • CapCut
  • Descript AI
  • Pictory AI

Sound Design and Subtitles

Sound enhances your video, and subtitles make it accessible. The Clipomatic tool automatically adds subtitles to your video.

Audio has a major influence on the overall quality of the video. That’s why it’s essential:

  • Record in a quiet environment, without interference from external sounds;
  • Rehearse a lot before recording.

AVOID the audio recording problems described below.

Distortion: when the volume of the audio exceeds the capacity of the software or equipment, making the sound harsh and uncomfortable, with the voice cracking. Solution in editing: use filters, as distortions cannot be corrected in recorded audio.

“Plosives”: when certain phonemes such as ‘b’, ‘p’, or ‘t’ sound as if a ball of air is exploding in the audio (usually because the person is speaking too close to the microphone). Tip: avoid this by keeping the microphone next to the speaker’s mouth (and not in front of it). Solution in editing: use filters to reduce noise or exclude the sound wave from the noise.

Speaking away from the microphone: leaving the voice muffled or hollow and the noises more noticeable. Tip: position the microphone towards the person’s chin and keep it 10 to 13 centimeters away from their mouth. Editing solution: equalizing the recording can be an alternative in programs such as iZotope RX or Audition (note: the correction is different for each type of voice).

Interference: from any kind of external sound in the recording environment. Tip: change the environment. However, if the problem is linked to the equipment itself, replace worn cables and microphones.

Squeaking in the background: this could be the result of interference or a microphone about to discharge. Tip: make sure the microphone is charged and, if in doubt, change the cables. Solution when editing: find a section of audio where you can hear only the hiss, without the interference of voices and movement, so that the program recognizes the noise and removes it.

Echo: sound reverberates normally when recording in large environments. Tip: prefer small rooms with carpeting and soft fabrics in the room. Test the room by speaking out loud to see if it echoes.

Wind: can appear when recording outdoors; the noise is similar to “plosives”. Tip: use wind protection on the microphone, such as Dreadcats – a fuzzy protector that prevents the wind from producing unwanted sounds.

Mouth noises: these come from natural mouth movements when the mouth is dry or from excess saliva. Changing the position of the microphone and drinking apple juice can help. It’s a good idea to avoid water, coffee, and dairy products before recording.

About the audio mix, once it’s finished, a good practice is to listen to the result on various pieces of equipment, such as your car stereo, your cell phone headset, and your home theater, among others. The final audio needs to sound good on all these systems. If not, compare and point out the differences and try to equalize your mix.

CTA – Call to Action

Include a call to action, directing the audience on what to do next. If possible, brand a product or service, include purchase links in the video description, bio or story.


Establish a publishing frequency so that your audience knows when to expect your next video content. Quality videos published regularly keep your audience engaged and provide the algorithm with enough content to choose from and display.

79% of marketers plan and publish between 2 and 10 videos per month.


Schedule your videos in advance. This will give you more time to plan and then choose the days and times when your audience is most likely to interact with your profile.

Distribution channels

According to 63% of marketers, social networks are the most effective way to promote videos.

Top 4 most used channels:

Source: The Video Marketing Playbook – Trends & Tips to Create a Video Strategy in 2023 – HubSpot and PlayPlay

Platforms that generate the most viral videos:

Source: The Video Marketing Playbook – Trends & Tips to Create a Video Strategy in 2023 – HubSpot and PlayPlay


The dancer who went viral: watch one of the most viral videos on TikTok in 2023.

And this video, which explains how to go viral on TikTok in 2023, has also gone viral!

Instagram videos


Up to 60 seconds long, informal, quick to consume, ideal for showing behind-the-scenes, day-to-day life. Add interactive elements such as filters, emojis, tags, question boxes, polls, etc. Use direct links, a great resource for generating leads and organic conversions.

Extra tip: keep abou


Comprehensive video, vertical portrait format (9:16), from 15 to 90 seconds long if you record using the Instagram camera, or from 3 seconds to 15 minutes if you upload the video created in another app or software. Make your video more dynamic by using the app’s features, such as stickers, filters, speed, audio, and more.

Extra tip: include text, music, and on-screen captions to make your Reels engaging and accessible.

Useful video tools:

  • Adobe Creative Cloud Express
  • Hootsuite
  • Pictory
  • Clipomatic
  • Apple Clips
  • Lumen5
  • Headliner

4 ways to create video ads that stand out

  1. Add animated text to highlight new products or special features and discounts.
  2. Use slow-motion for a dramatic effect.
  3. Create with stop-motion to tell a quick story focused on the product and attract attention.
  4. Tell a story using the slideshow feature with photographs.

Videos on YouTube

Project an identifiable image and tell meaningful stories to potential customers through long, interesting, and engaging videos on YouTube.

The most popular topics on YouTube are tutorials, video games, ASMR (Autonomic Sensory Meridian Response) – a type of video that helps viewers enter a state of relaxation, mashups (mixing two different songs, movie clips, or any other combination of sources), music and education.

5 attractive elements to improve your video’s viewing time and get more retention

  1. An unmissable title and thumbnail.
  2. An emotional or informative opening hook that grabs and holds attention.
  3. A well-structured Story that keeps viewers engaged.
  4. A Reason to Watch: challenge or risk situation at the start of the video.
  5. A quick ending with a Call to Action. Use the end card in your video to link to other relevant videos, keeping the viewer on your channel. And include links to other videos in the description.

Dica extra 1: nos segundos finais do vídeo, não encerre a ação nem se despeça. Finalize o vídeo repentinamente para fazer com que o espectador queira mais!

Dica extra 2: adicione um clipe de poucos segundos logo após o vídeo, como erro de gravação ou cenas de bastidores ou última dica ou lembrete para treinar o espectador a sempre assistir aos seus vídeos até o fim.

Regular standard interruptions in YouTube videos

With this type of (long) video and the decrease in our attention span, it is essential to use standard interruptions every 30 seconds:

  • Changing camera angle, perspective, or filming location;
  • Filming in different locations: if the video content has a list of points, film each of them in different locations;
  • Sense of urgency: in tasks, add timers and countdowns;
  • Speed feature: film the products in slow motion and then go back to normal speed;
  • Callbacks: if a character appears in your video, refer to them again throughout the video;
  • Signaling a problem or a question at the start of the video, but without immediately providing the solution.

Graphics and other visual elements in addition to music are also essential resources to keep the viewer interested enough to watch the long video to the end.

The Wrap Up

More than nine out of 10 people said they wanted to see more brand videos by 2023, which makes video an excellent tool for lead generation and brand awareness.

Video oversaturation raises the bar in terms of content quality. All the more reason to plan your videos and execute them very well.

Video content is among the most shared on social networks.

However, it’s not enough for the video to be good and relevant. It needs to be engaging to convert.

When creating your next video, keep these 4 tips in mind:

  • Be visual.
  • Be relevant.
  • Have a clear purpose and talk about it often.
  • Have a CTA.

Whether creating videos, images, text or audio, always consider the AIDA model:

ATTENTION: grab attention in the first 3 seconds.

INTEREST: arouse interest.

DESIRE: arouse some desire in your audience.

ACTION: end with a clear call to action.


Ready to turn your videos into powerful conversion tools?!

Video marketing: what’s worked in the past and what’s in store for the future

Catarina Alves Sousa
Social Media Manager & Content Writer

Have you noticed that we’re constantly exposed to videos? More than ever we’re being targeted by this type of content, whether we’re looking for it or not. Brands have also noticed this phenomenon and are trying to keep up with it, increasing their investment – and even creativity – in video marketing. In this article, we’ll explore what has led to this consumption and look at the biggest trends for the future of video marketing.

Catarina Alves Sousa
Social Media Manager & Content Writer

Have you noticed that we’re constantly exposed to videos? More than ever we’re being targeted by this type of content, whether we’re looking for it or not. Brands have also noticed this phenomenon and are trying to keep up with it, increasing their investment – and even creativity – in video marketing. In this article, we’ll explore what has led to this consumption and look at the biggest trends for the future of video marketing.

Whether on social networks, websites or even landing pages, videos are everywhere and it’s impossible to ignore them. However, the rise of video marketing didn’t happen by chance and if video content currently achieves up to 1200% more engagement compared to other formats, some facts explain these figures, starting with the pandemic.

The COVID-19 pandemic, which hit the world in 2020, brought with it a series of significant changes in human behavior and habits. One of the most notable transformations has been the exponential boom in video and video marketing. With the restrictions of mobility and confinement, people began to consume (and produce) more content online, and companies quickly realized the importance of adapting to this new reality. Video, due to its ability to convey messages dynamically and engagingly, has become the tool of choice for many brands. Companies of all sizes and sectors have stepped up their digital presence, betting on video marketing campaigns to reach and engage their target audience. This trend, which began as an immediate response to the pandemic, promises to continue growing and shaping the future of digital marketing.

But what makes video so powerful and what are the emerging trends that companies should be paying attention to?

The play button is the most compelling call-to-action on the web.” – Michael Litt, co-founder and CEO da Vidyard

Source: Pexels


The science behind the video connection

Since the dawn of humanity, stories have been a powerful tool for transmitting knowledge, culture, and values. Human beings are intrinsically attracted to narratives and moving images, a predisposition that has deep roots in our evolution as a species. This attraction is no mere coincidence; it has a scientific explanation. Our brain, an incredibly complex and efficient machine, processes visual information 60,000 times faster than text. This speed is an evolutionary advantage, allowing us to react promptly to stimuli and situations in the environment. Furthermore, it is estimated that around 90% of the information transmitted to our brain is visual. 

This predominance of the visual over other senses highlights the importance and effectiveness of videos as a means of communication. In a world saturated with information, videos have emerged as a key tool, not only because they can be processed quickly, but also because of their unparalleled ability to capture attention, evoke emotions, and convey messages in a clear and impactful way.

Emerging trends in Video Marketing

Source: Pexels


In the dynamic world of video marketing, trends are constantly evolving. 

These trends reflect the incessant search for innovation and adaptation to changes in media consumption habits.

  • Short videos: platforms such as TikTok and Instagram Reels have popularized the short video format. These videos, usually between 15 and 60 seconds long, are ideal for conveying quick messages and engaging audiences.
  • Vertical video: once considered a mistake, vertical video has become the norm, especially with the increase in content consumption on mobile devices.
  • 360º videos: these videos offer a totally immersive experience, allowing viewers to feel as if they were inside the video. They are particularly popular in sectors such as tourism and real estate.
  • Live video: live streaming allows for real-time interaction with the audience, creating a sense of urgency and exclusivity.

In addition to these trends, which will continue, new developments are already being predicted and lined up in the video content production landscape for 2024. Among the trends expected for next year are the following:

  • Smartphone production;
  • Search-optimized videos;
  • Vlogs;
  • Stories on social networks;
  • AR/VR/IA videos (Augmented Reality/Virtual Reality/Artificial Intelligence);
  • Silent videos;
  • Personalized video experiences.

Changes in the human paradigm and the demand for short-form content

The rise of short videos, such as those found on TikTok, Instagram Reels, and YouTube Shorts, reflects significant changes in consumer behavior and preferences, which in turn can be linked to broader developments in the human species and in our abilities to concentrate and pay attention. 

Due to the omnipresence of smartphones, we are constantly surrounded by stimuli. Notifications, messages, app updates, and other frequent interruptions have conditioned many of us to quickly switch our attention between tasks and information. This environment of constant stimuli may have contributed to a decrease in our attention spans.

In this world saturated with information and content, attention has become a valuable currency. Social media platforms compete fiercely for users’ attention, and short videos have emerged as an effective solution for capturing and retaining that attention, even briefly.

In addition, the human species has shown a growing demand for instant gratification. We want immediate entertainment, information, and satisfaction. Short videos satisfy this need, offering digestible and often captivating content in a matter of seconds.

Another factor explaining the rise of short videos is time. Modern life is often characterized by fast-paced rhythms and busy schedules, so short videos fit perfectly into the brief intervals of everyday life, whether it’s a coffee break, waiting for public transport, or between appointments.

Despite their brevity, many short videos can create a quick emotional connection with the audience. Whether through humor, surprise, or excitement, these videos are designed to provoke an immediate reaction, encouraging sharing and interaction.

Examples of Successful Video Campaigns

Some campaigns, due to their creativity, message and execution, stand out and become iconic, influencing not only purchasing decisions, but also the way we see and interpret the world around us. Here are some notable examples of video campaigns that have left an indelible mark on the advertising landscape and in the minds of consumers.

Nike – “Just Do It”

Nike’s “Just Do It” campaign became iconic not only for its simple but powerful slogan but also for the way it was presented to the public. The campaign’s videos are often short but emotionally charged, showing athletes and ordinary individuals overcoming obstacles and achieving their goals. The underlying message is clear: with determination and the right equipment, anyone can overcome challenges and achieve excellence. The videos in this campaign resonate deeply with audiences because they appeal to the human desire to overcome and achieve.

"Just Do It"

Nike’s first “Just do it” ad dates back to 1988 and, despite its age, retains the timelessness of the inspiration behind the campaign and the human desire to excel, which is common to every era, gender, age and economic and social context.

Dove – “Real Beauty”

Dove’s “Real Beauty” campaign stood out for challenging the traditional and often unattainable standards of beauty promoted by the fashion and media industries. Instead of using perfect models, Dove chose to present real women, with real bodies and real stories, celebrating diversity and natural beauty. The videos in this campaign touched a nerve in society, questioning ideals of beauty and promoting self-acceptance. By creating a deep emotional connection with the public, Dove not only promoted its products but also started a body positivity movement.

Read also: Inclusive Marketing: why inclusion and diversity are essential for brands

"Real Beauty"

Red Bull – Adrenaline to the max

Red Bull is more than just an energy drink; it’s a brand associated with adventure, extreme sport, and adrenaline. Through its video ads, Red Bull captures moments of pure excitement, from parachute jumps from the stratosphere to car races on challenging terrain. These videos are not just product promotions, they are experiences. By associating itself with extreme and exciting moments, Red Bull solidifies its position as a brand for those who live on the edge and seek strong emotions, showing that it knows its target audience well.

Adrenalina ao máximo

These campaigns are brilliant examples of how video marketing, when well executed, can not only promote a product, but also create movements, challenge norms and connect deeply with the public.

The Future of Video Marketing

“Stop thinking of video marketing as this separate entity that is optional for your business. Video is an effective form of communication that needs to be integrated into each and every aspect of your existing marketing efforts.” – James Wedmore, founder of Vidyard

As technology advances, we can expect to see more innovations in the video marketing space. Virtual and augmented reality, for example, will offer opportunities to create even more immersive video experiences. In addition, personalization will play a crucial role, allowing companies to create videos tailored to viewers’ individual preferences.

Video marketing is more than just a trend; it’s an essential tool for any modern marketing strategy. As we enter an increasingly digital age, companies that harness the power of video will be better placed to connect with their audience and achieve success.

We invite you to take a look at some of Jelly’s video work on YouTube channel. If you would like us to produce videos for your company or brand, please get in touch using the contact details on this page.

NEOBAROQ - A Delicadeza de um Legado Intemporal

Read also: Video is Content King

Maximize your conversions: Email Marketing strategies to recover abandoned carts

Pauliny Zito
Planner, copywriter, and copydesk

A customer enters a store, walks through the aisles looking at the products, chooses one or two items, and his cell phone rings. He answers the call and, after a few minutes, hangs up and hurries out of the store.

The sales assistant observes the situation but does nothing. He can’t leave the store and go after the customer to ask if he’d like him to keep the products to pay for and pick them up later.

Lost sale.

This is just one of the many situations in which a purchase in a physical store is abandoned. On the internet, in online stores, so-called cart abandonment also happens, and that’s the subject of this article.

Pauliny Zito
Planner, copywriter e copydesk

A customer enters a store, walks through the aisles looking at the products, chooses one or two items, and his cell phone rings. He answers the call and, after a few minutes, hangs up and hurries out of the store.

The sales assistant observes the situation but does nothing. He can’t leave the store and go after the customer to ask if he’d like him to keep the products to pay for and pick them up later.

Lost sale.

This is just one of the many situations in which a purchase in a physical store is abandoned. On the internet, in online stores, so-called cart abandonment also happens, and that’s the subject of this article.

Regardless of the cause of cart abandonment, it’s important to try to recover that sale through an email strategy. But before we talk about exactly that, let’s take a look at the e-commerce landscape in the world and in Portugal.

E-commerce in the world

Data Reportal’s Global Digital Report 2023 reveals that 4.11 billion people shop online, reaching an estimated total spend of 3.59 trillion dollars in the year.

The average annual spend per person on online consumer goods is 873 dollars.

E-commerce in Portugal

Of the more than 8 million users in Portugal (85% of the country’s population), more than 5 million shop online, with an estimated total annual spend of 5.04 billion dollars.

The average annual spend per person on online consumer goods is 930 dollars (around 848€).

The decisive factors influencing online purchases are:

  • Free delivery (69.2%)
  • Coupons and discounts (51.7%)
  • Easy return policy (34.7%)
  • Easy and quick checkout (32.2%)
  • Online reviews from other customers (31.8%)
  • Next-day delivery (31.3%)

44.8% of users between the ages of 16 and 64 shopped online every week, and 30.8% made price comparisons on existing platforms.

The 7th edition of the CTT e-Commerce Report 2022, a document that brings the results of the market study on e-commerce in Portugal promoted by CTT, which took place between August and September 2022, reveals that:

The vast majority of users who buy online are aged between 18 and 44, but the majority of new adherents are in the higher age groups.

Women are the biggest buyers (52% of all online purchases).

The average value of the last purchase was €55.3 in 2022.

The preference for the online channel is due to the convenience of the purchase, namely the ease of buying (68.2%) and the possibility of buying at any time (61.4%), followed by promotions (60%) and lower prices on online platforms (55.8%).

The most popular categories were Clothing and Footwear (73% of consumers), followed by Electronic and Computer Equipment, Books and Films and Hygiene and Cosmetics.

The payment method most used by the Portuguese is MB reference (43.6%), followed by PayPal (43.4%) and MB WAY (33.8%).

The main reasons for repurchasing are “lower prices” (62%) and “promotions” (57%), followed by “security” (49.2%).

Cart abandonment statistics

According to, the main reason for abandoning a purchase is a lack of confidence in the payment as well as a lack of options for making it.

The Baymard Institute gathered 49 statistics on the rate of shopping cart abandonment in e-commerce and calculated that the average cart abandonment rate is 70.19%.

Source: Freepik

As for the main reasons why customers abandon their shopping carts, according to the 7th edition of the CTT e-Commerce Report 2022, the “final price being more expensive than expected” continues to be the main reason for abandonment at the checkout (67.8%).

Source: CTT e-Commerce Report 2022


The biggest difficulties with online shopping are: “delivery costs” (48%), “uncertainty about the returns policy” (36.6%) and “needing to register on the site to make the purchase” (36.6%).

Source: CTT e-Commerce Report 2022


B2C email marketing statistics

Almost 22% of all email campaigns are opened within the first hour of being sent. (GetResponse, 2020).

59% of respondents say that marketing emails have influenced their purchases (Salecycle, 2022).

Email marketing demographics

99% of email users check their inbox every day – some of them 20 times a day. Of those, 58% check their emails first thing in the morning (OptinMonster, 2020).

84.3% say they check their emails at least once a day (Pathwire, 2021).

Consumers spend an average of 10 seconds reading brand emails (Statista, 2021).

Effective email marketing strategies to convert abandoned carts into sales

The main purpose of remarketing is to convince the potential customer that it is worth completing the purchase with you.

One of the remarketing actions is to send emails to remind the customer of the products that have been left in the shopping cart.

The thing is, a lot of emails are received every day, and the challenge here is to stand out by getting the person to open and read your email.

Abandoned cart emails have an average conversion rate of 18.64% (Barilliance).

Number of e-mails

Sending a single cart abandonment email is not enough. If you want to maximize conversions, you need to send at least three. 

Data collected by Chadwick Martin Bailey – CMB indicates that 64% of people open your emails based on the subject line, which we’ll see below.

The first email should be sent one hour after cart abandonment; the second, 24 hours after cart abandonment; and the third, 72 hours after cart abandonment.

Email subject lines

The subject line is the most important factor in each of these emails. 

Effective subject lines increase the open rate of shopping cart abandonment emails.

Write a short*, direct, and optimistic subject line, with clear and concise language.

Action verbs at the beginning of the email subject tend to be more attractive to click on.

Create an email subject that arouses interest or curiosity so that the customer opens your email.

In the second email, use the urgency trigger, informing them that the cart will expire soon.

In the third email, with the cart about to expire, offer the customer a free shipping benefit to encourage the purchase, or a discount, with a clear call to action.

Using personalization tokens such as the recipient’s name or location in the subject line increases the click-through rate (HubSpot Research).

Another tactic is to focus on a product that is in the cart and has limited stock (scarcity trigger).

Everyone likes to feel special and to have a sense of belonging, so use this tactic to your advantage when writing email subject lines.

Use data and numbers to get your email noticed.

And don’t forget to always use a friendly tone. Above all, be human. And, if your brand allows it, use humor.

Remember the KISS approach – Keep It Simple, Stupid.

*Although shorter email subject lines are generally better, according to Gartner, “longer and more detailed subject lines, with more than 70 characters, perform just as competitively as those with 11 to 20 characters”.

However, it’s best not to exceed 50 characters, as 41% of email opens come from mobile devices, according to research from HubSpot’s blog in 2022.

Source: HubSpot Blog – Estatísticas de marketing móvel


Extra tip

Define an attractive display text.

Even though it is not technically part of the email subject, the preview text must be defined in advance and appear right next to the subject line, as it will be displayed next to the subject line for recipients using iPhone Mail, Gmail, and Outlook.

If this text is not defined, the email-sending platform will automatically display the beginning of the email body text next to the subject line, which may not be ideal and may even be confusing for the customer.

What NOT to do

Don’t use CAPITAL LETTERS or lots of exclamation marks!!!! As well as being distracting, your email will also look like spam.

Don’t write a question and an exclamation mark in the same subject line, as your email may automatically go to the spam folder.

Examples of email subject lines for abandoned shopping carts

Your purchase is reserved! [OPEN] to view…

Complete your purchase! Your cart is about to expire…

(Customer name), we’ve noticed that you haven’t completed your purchase

Don’t miss out! Empty your cart and get 10% off

15% off your shopping cart!

(Customer name), your (product name) is waiting for you! 

Hurry up! The items in your cart are running out fast!

We’re waiting for you! You forgot to complete your purchase

Reminder: Purchase your products before the shopping cart expires 

Congratulations! You’ve made some great choices, now all that’s left is to complete your purchase 😉

(Customer name), we’ll save your cart

We’ve saved your cart! Only one step left to complete your purchase

(Customer name), continue your purchase with us!

Price reduction notice! Complete your purchase with a discount within 24 hours

More than (#) customers have already bought and approved this (product name) this week alone

Last few hours to complete your purchase!

(Customer name), we have an exclusive offer for you in your shopping cart

Call to Action (CTA)

For each email, use only one call to action, with clear language and contrasting design elements. Guide the customer to take the action, i.e. complete the purchase, and set expectations about what will happen when they do.

A/B tests

Run A/B tests on your email subject lines and adjust the text according to the results.

Sending e-mails via the main e-commerce platforms

E-commerce platforms such as Shopify, WooCommerce, and BigCommerce automatically track users’ actions on the website by registering potential customers who add products to the cart and leave the website without completing the purchase.


Shopify provides basic abandoned cart email templates, which can be edited in the Settings > Notifications section. You can also edit the design using the CSS style sheet and add a personalized message.

Source: O Guia de Ação para E-mails de Carrinho de Compras Abandonado – Kinsta Blog

To control the template and content of your emails, you need to install an application such as Abandoned Cart Recovery.

Source: O Guia de Ação para E-mails de Carrinho de Compras Abandonado – Kinsta Blog

Other cart abandonment email tools for Shopify:


WooCommerce doesn’t have the functionality for cart abandonment emails, but you could use the official WooCommerce Follow-Ups extension (paid), or the free Abandoned Cart Lite plugin for WooCommerce, which adds a new section to your WeCommerce control panel called Abandoned Carts, where you can edit your email content, change the email sending settings, check on recovered carts, among other actions.

Source: O Guia de Ação para E-mails de Carrinho de Compras Abandonado – Kinsta Blog


Option: use the standard WordPress WYSIWYG editor to create your emails in the Abandoned Carts > Email Templates section (by clicking on the Add New Template link).

Other cart abandonment email tools for WooCommerce:


BigCommerce gives you total control over your cart abandonment emails, from the design, product images, and texts, to the number of emails to be sent and when they should be sent.

Source: O Guia de Ação para E-mails de Carrinho de Compras Abandonado – Kinsta Blog


You can edit all the settings in the Abandoned Cart Notifications section of the dashboard.

Source: O Guia de Ação para E-mails de Carrinho de Compras Abandonado – Kinsta Blog


Other cart abandonment email tools for BigCommerce:

Third-party email marketing software

To create, optimize and personalize your email campaigns even more, without having technical experience or even graphic design skills, there are several options for specialized e-commerce tools that not only send cart abandonment emails, but also reminders and recommendations based on your browsing and purchase history, for example:

7 Hacks to optimize your online store

  1. Mobile friendly and responsive website.
  2. The quickest and simplest possible purchasing process.
  3. Payment security.
  4. Various payment method options.
  5. Checkout options for customers who don’t have a registered account or the
  6. option to complete registration automatically, via a social login, for example.
  7. Transparency on all additional costs.
  8. Complete and solid refund and return policy.

Anticipate! Taking into account the various reasons that lead customers to abandon their shopping cart, optimize your online store for a better shopping experience for your customers and prevent abandonment from occurring. 

Write effective subject lines, send emails at the right time, and create a sequence of emails that convert.

CRM: how customer relationships drive brands to success

Inês Tito

We are social beings. We were born programmed to relate to each other. 

In fact, we are more successful when we interact with those around us. It is our recipe for giving meaning to a world full of uncertainty. Without the relationships we nurture from birth, we would be doomed to extinction.

The same happens in the business world.

Inês Tito

We are social beings. We were born programmed to relate to each other. 

In fact, we are more successful when we interact with those around us. It is our recipe for giving meaning to a world full of uncertainty. Without the relationships we nurture from birth, we would be doomed to extinction.

The same happens in the business world.

Brands that develop a special bond with customers are more likely to achieve success. In the digital age, those who manage relationships are one step ahead of the competition. After all, without customers, there is no business!

Customer relationship management

The evolution of marketing has led us to a model focused on customer experience. This paradigm shift has been driven by an interest in understanding customer needs and establishing a close relationship.

High street shops and other small businesses know their regular customers by their first names. The world’s big brands want that complicity, too. Customer relationship management, or CRM, is the formula for realizing that goal. 

CRM refers to the set of strategies and techniques used to manage and analyze customer behavior. Using CRM software, brands store and categorize information about their customers and prospects. Contact management, tracking interactions with the brand, and scheduling reminders are some of the most commonly used functions.

Source: Super Office, 2022

But it’s possible to go further…

What is the impact of CRM on brands?

Recent studies show that 43% of companies still use spreadsheets to record and monitor customer information.

CRM allows you to discard these kinds of obsolete manual procedures by automating them. More than 80% of companies use CRM software to obtain sales reports and automate processes. 

This tool also allows you to increase revenues, manage the sales funnel and capture leads. In this way, data analysis will be the foundation for developing marketing campaigns and setting sales and customer service objectives.

Gathering information, at every touchpoint in the journey, provides a holistic view of the customer. For the company’s employees, it is the opportunity to personalize their service and increase their productivity and autonomy.

On the other hand, customers favor brands with which they are already familiar or which offer a personalized experience. Thus, using CRM software allows you to increase customer satisfaction by 45% and raise the revenue generated by 37%.

Implementing a CRM strategy

Developing and implementing a customer relationship management strategy requires some thought. Let’s look at what the most important steps are.

1. Audit

The SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis allows you to study the market and evaluate the competition and determine whether the company has the necessary resources. This makes it easier to identify the path to follow.

2. Setting SMART objectives

Without goals, a business sails adrift, staying afloat until it eventually sinks. Therefore, it is critical to formulate SMART (Specific, Measurable, Achievable, Realistic, Time-Bound) objectives. These should be specific, measurable, achievable, realistic, and time-bound. Through this technique, it is easier to monitor and adjust the CRM strategy.

3. Mapping the customer journey

Knowing who contacts the brand, and how and when they do so, allows you to identify the stages of the sales funnel. 

In addition, creating a buyer persona helps you understand who has bought your products or services. Data such as age, gender, location, socio-economic status, or the preferred contact platform is, constitute the archetype of the ideal customer. From here the personalization of marketing campaigns is a step.

4. Mapping the sales funnel

This step allows you to visualize the customer’s touch points with the brand. Aligning the CRM strategy with the sales funnel helps determine when action is needed to convert the customer.

Source: Asana, 2023

5. Sharing information

CRM software collects information from various sources and presents it in an organized way to the various departments of the company. In this way, employees save time and are more autonomous in their daily tasks.

For this circuit to work, it is necessary to ensure adequate internal communication channels and a transparent communication strategy. By sharing information, each department avoids repeating questions put to the customer.

6. Personalising the customer experience

CRM software organizes customer details and makes it easier to understand strategic goals. As a result, employees can personalize customer contact and improve the customer experience throughout the customer journey.

7. Automatize

Tasks such as integrating new customer data or sending newsletters used to be done manually, taking up large amounts of time. Through automation, you can reduce costs and allocate resources to other tasks.

8. Monitoring strategy performance

It is important to set goals to reach our destination. However, it is equally important to analyze whether we are on the right track. CRM software allows you to evaluate the performance of your teams to ensure that everyone is meeting the objectives you have set. So you can analyze the positive aspects and identify the points for improvement.

CRM strategies to boost business

There are many reasons why brands adopt a CRM strategy. However, most strategies cut across any business. Here are some examples:

  • Personalise the customer experience
  • Create personalized marketing campaigns
  • Reduce costs with automation
  • Analyse KPIs
  • Manage content

Where is the CRM of the future taking us?

The CRM industry’s evolution has been rampant. Not surprisingly, by 2023, this industry will be worth around $65 billion. By 2029, forecasts indicate growth of $145 billion.

Fonte: Abdalslam, 2023

What fuels such strong growth? Companies adopt CRM strategies to remain competitive in the face of technological evolution and changes in consumer behavior.

So, what should we expect in the coming years?

Artificial Intelligence (AI)

Every day, we hear about artificial intelligence and its application in many different sectors. In the case of CRM, AI is a powerful tool to improve customer relations by automating tasks and personalizing service.

Internet of Things 

The Internet of Things refers to the network that connects billions of devices connected to the Internet. We’re talking about everyday objects like a fridge, a smartphone, or a smart security system.

These devices collect and store data about our daily lives. By integrating this information into CRM software, detailed information about consumer behavior can be obtained. This enables brands to provide highly personalized service.

Mobile CRM 

The pandemic has accelerated the acceptance of remote working. This means the dispersal of work teams around the world. Despite this, it is still necessary to access the information contained in the CRM. Using a tablet or smartphone, professionals can access their customer information anywhere, anytime.

CRM Social

The integration of social media with CRM software is a growing trend. More than ever, customers can comment on their satisfaction (or displeasure) on any digital platform. For brands, it is the opportunity to listen to their customers and maintain close contact in real-time.

CRM Self-Service

In customer relationship management, automation is synonymous with bots that perform tasks and save staff time. In self-service logic, it is the customer himself who seeks the answers he needs.

For companies, self-service CRM saves money by using simple software without the need for specialized IT support.

Voice interface

Technological evolution is accompanied by increasingly simple user interfaces. Voice-activated virtual assistants, such as Siri or Alexa, are gaining ground in the CRM industry. This technology offers a more engaging and simple user experience. Simply use natural language to interact with the software and consequently build a personalized relationship with the customer.

Customer relations are a long-term investment

Personal relationships are the result of our commitment and dedication. They are the result of what we give and what we receive. They are the pillar of our happiness and well-being. 

In business, the brands that offer an engaging and dedicated experience are the ones that thrive. Therefore, a CRM strategy is not a sprint. It’s a marathon! The results will come in the long term, through consistency and dedication. 

For this reason, and also due to technological evolution, it is difficult to predict in which direction customer relationship management will go. In any case, we can state that developing a solid CRM strategy is fundamental to overcoming the challenges of customer relationship management.

How to take off your business through a marketing plan

Pauliny Zito
Planner, copywriter, and copydesk

The Marketing Plan is a detailed document of the strategies and actions to achieve pre-defined objectives oriented toward results and aligned with the company’s purpose, in the short and long term.

It can be specific to a brand, a campaign, a product or service, or even product lines.

Pauliny Zito
Planner, copywriter, and copydesk

The Marketing Plan is a detailed document of the strategies and actions to achieve pre-defined objectives oriented toward results and aligned with the company’s purpose, in the short and long term.

It can be specific to a brand, a campaign, a product or service, or even product lines.

However, first of all, the entrepreneur who wants to develop his business needs to think about a Marketing Plan for his business.

In this article, I share with you the structure of a Marketing Plan for your business to take off.

Source: Freepik

Why it is so important to have a Marketing Plan

The Marketing Plan helps the manager to identify, anticipate, implement, and make the most important decisions in his business.

Contributes to the organization of work

With a good Marketing Plan, it is possible to align your team, determine all the steps of your online and offline marketing actions, indicate the tools to be used and the deadlines to be met, and improve your company’s practices according to the goals set.

Helps you set and achieve goals

Because it allows us to set goals and define strategic objectives, guiding decision-making through real and concrete data and improving the company’s results, in addition to customer satisfaction and employee motivation.

Improves brand positioning, awareness and competitiveness

It establishes a solid company presence online and offline, through successful marketing decisions, increasing customer satisfaction, and positioning your products or services well in the market.

Increases sales

The company becomes more competitive through more assertive communication and more effective marketing strategies.

Optimizes resources

Because you and your entire team know which way to go to minimize the company’s weaknesses and maximize its potential, and thus increase the profitability of the business.

Reduces strategic errors

A good Marketing Plan improves the managers’ decision-making and helps to reduce strategic errors because it provides detailed data about internal and external variants.

Provides greater financial control

Because it allows you to plan your investments (how much, when, and where to invest) as well as adjust them as the goals are achieved. And it also allows you to know, or at least have a projection, of the Return On Investment (ROI) for each marketing action of your business.

Anticipates and/or prevents crises

A good Marketing Plan knows the needs and desires of its customers as well as the market and the company’s financial situation, so it can predict or indicate changes or problems, acting in time to avoid bad results.

Source: Freepik

How to create a Marketing Plan for your Business


First, write a brief introduction about what you want for your Business Marketing Plan, always results-oriented.

Strategic Vision

Second, understand your business: include and describe the strategic vision of your business as well as your strengths and areas for improvement (Strengths and Weaknesses from the SWOT analysis).

“People don’t buy what you do. They buy why you do it.” – Simon Sinek

Assets (products, channels and target audience)

Then describe the company’s assets, considering the trio of products, channels, and consumers, both current and potential.

Business Context

Analyze the business context: your competitors, in addition to opportunities and threats (Opportunities and Threats from the SWOT analysis).

Source: Rock Content

BCG Matrix

The BCG Matrix is a tool developed by Bruce Henderson for the American business consulting firm Boston Consulting Group. 

The objective of the BCG Matrix is to evaluate product portfolios or business units according to their life cycle. 

It is therefore used to allocate resources in brand and product management (marketing), strategic planning, and portfolio analysis activities. 

The BCG Matrix is one of the most widely used ways of representing the integration of the company in the external and internal environments, presenting a competitive advantage for the company as it makes it possible to better understand its products and where to invest.Source: SEMRUSH


There are four quadrants present in the BCG Matrix:

  • Star: high participation and high market growth;
  • Doubt: low participation and high market growth;
  • Dairy Cow: high participation and low market growth;
  • Pineapple: low participation and low market growth.
In general, this is the relationship between the BCG Matrix and the Product Life Cycle:Source: SEMRUSH

Marketing Objectives

Delimit your objectives using the SMART technique: Specific, Measurable, Attainable, Relevant, and Timely.


Create a timeline of activities.

By completing these items of the Marketing Plan for your Business, you will be able to assess where your Brand stands.

How to define Marketing Objectives

Define and describe various types of objectives that are aligned with the reality and current strategy of your business.


Objectives are more comprehensive to understand how your business can benefit the market.


Mid-long goals help you communicate the transformation needed in a large organization.


For specific objectives, use the SMART technique, a term credited to Peter Drucker in his 1954 book, The Practice of Management.

Specific: Specify clearly what you want to do.

Measurable: quantify what you want.

Attainable: be realistic, and establish goals that can be reached in the current situation.

Realistic: Realistic: establish realistic goals according to the resources you have available.

Timely: Defined in Time: define the time interval for each objective

How to measure the performance of Tactics

Key Performance Indicators (KPIs) are indicators that help measure results.

KPIs make it possible to track and better manage the level of performance and success of your company’s strategies because:

  • They monitor the health of the business;
  • They measure progress;
  • Analyze patterns over time;
  • They help managers make adjustments and stay on track;
  • They help solve problems and seize opportunities.

To measure the performance of tactics, link the budget to the indicators and the time frame. 

The indicators must have a managerial vision, and be easy to understand, for decision-making.

Executive Summary

Write a one-page summary of your Marketing Plan and give it to your team to read for feedback.

This Marketing Plan Executive Summary should contain the analysis, goals, strategies, tools, budget, resources, and other elements you deem important.

There is no perfect Marketing Plan

The Marketing Plan is a powerful management tool that maintains the company’s competitiveness in its market.

Don’t wait for the perfect plan, because it doesn’t exist.

Do now what you can and implement it.

Learn and correct quickly, adjusting the Marketing Plan according to your reality.

Land, revise, and start over.

Be prepared to update the Marketing Plan whenever necessary.

Artificial Intelligence at the service of content creation

Sandra Caravana

Pros and Cons of 9 AI Tools in Content Creation

Content creators, copy and content writers, designers, musicians, and everything and everything and everything… the end is near!

Is it?

No. You can breathe.

Sandra Caravana

Pros and Cons of 9 AI Tools in Content Creation

Content creators, copy and content writers, designers, musicians, and everything and everything and everything… the end is near!

Is it?

No. You can breathe.

In recent years, Artificial Intelligence (AI) has been playing an increasingly important role in content creation for various platforms and channels. 

With the help of algorithms and machine learning, and deep learning, AI enables companies to produce personalized and relevant content on a large scale. 

Everything that is made/created/changed with the assumptions of AI is aimed at creating machines and/or software that could perform tasks that normally required human intelligence. 

In the 1960s and 1970s, AI experienced great progress, with the development of specialized programming languages for creating AI systems and the creation of programs that could play chess and solve complex mathematical problems. 

Changing century, we transcended from games to virtual assistants: Siri, Alexa, and Google Assistant (they just weren’t creative in choosing the name here).

Source: Tek4life

Hypocritical would be to say that we are against AI. 

How many options does your washing machine have? What about your vacuum cleaner? Does it already walk by itself? 

It is the natural evolution of the world, sometimes frightening, sometimes full of potential and hope. Especially in the world of medicine.

But in the world of content creators: is it creepy or promising?

Content creators: new profession?


But then what is content? 

Content is king. 

Creating content for the digital world involves creating text, images, video, and audio, or putting all these forms of communication together. And this is all done for one purpose: advertising, information, and/or entertainment. 

These are the communication tools that make us buy an article, subscribe to a service, increase our knowledge (preferably a fact-checking platform, but that’s another matter), or make us laugh. 

Let’s take the example of podcasts:

By definition, a podcast is audio content, similar to a radio. The difference is that it is available for listening whenever the user wants since it does not require being life. We can say that they are based on the audio marketing concept. In Portugal, it is essentially used for interviews, but some use this platform for classes, to get things off their chest, and even for meditation aids. Whatever the objective, it is a success. What’s happening? Content creators have decided to transcend the podcast to the video platform. So, rarely is an interview podcast not filmed and viewable on YouTube.

But this journey is not a one-way street: there are radio stations and TV shows that make their content available for podcasts. 

It is also up to the content creators to figure out which platforms it makes sense to be on. And from a good analysis, the success of podcasts has grown. Not least because you can listen to them in your car, dare I say it’s a UX issue – you listen and you drive.

Source: Pixabay

And how do we promote a podcast of a one-hour interview, with a YouTube video, on social networks? By creating publications with short videos – when these are part of the strategy. But do you need a strategy to make a podcast? Yes, and a script too. Even if the questions are not agreed upon (as in a political interview), the thread of any conversation has to be stable so that no one starts rambling.

This is all content, including the script. Plus the editing of the audio and video. Well, that’s content and talent.

To get our one-hour episode ‘on the air’, it takes 24h of editing, filming, and writing. If only there was something that could optimize this time.

There is. It’s called Artificial Intelligence. The mission of AI is to save time. To get things done faster – not necessarily better. 

Yes, the talk of the moment, just not of the moment.

homem sem rosto Source: Pixabay

Who remembers Facebook? Yeah, it’s built on AI. 

Facebook revolutionized digital relationships because nothing as it existed. Neither did Mirc. Everything else, everything that came after Facebook, even Instagram, is based on the same digital strategy, something we are used to calling the algorithm – that demon! 

The notion of social media enabled a rebranding to marketing.publicidade antiga 7upSource: 7Up

Today, we advertise using #pub, with vertical videos with 15 seconds maximum. Leave in the comments the best sales post you’ve seen on Instagram. 

There are platforms/tools/websites/apps to help create any kind of content. 

The most famous content creation aids are:


Since its launch in late 2022, the most famous Chat has evolved a lot, and you can now create tables while chatting with us. Some ChatGPT courses are already available, so we can take advantage of all its features. The tool is highly intuitive (even WhatsApp can be more difficult to explain to our grandparents), but there is always that one trick or shortcut that justifies training. You can also already find prompts templates for sale, suitable for each goal: sales, written content creation… To learn more about this tool, link in the bio. Just kidding! ChatGPT uses the underlying technology of many of the tools in this article.

For content creators: they can copy 10 publications in less than 10 minutes. Very useful to sell some product or service, with or without #pub. 

Cool, but… Can we give the chat a name? Antonio Pedro, for example. Treat ChatGPT like a friend who just arrived from Luxembourg: you need to give context so that the ten publications are not the same. The most creative advertising agencies like… creative people. Word around is that there are already applications that detect AI-written texts. That is, an AI tool to detect an AI creation.


There is not a student in this country who uses PowerPoint anymore. Canva is the non-designer content creator’s best friend. And even for designers, it makes a point to have an account on the site – if only for inspiration. Many courses teach all of Canva’s tools and hardware, tricks, and tips. 

For content creators: you don’t need to have any background in design. 

Cool, but… Anyone who uses Canva recognizes templates. Sponsored posts without customization all look the same. It’s best to invest in a PRO plan. It’s well worth it when you have image editing to do.


Prompts for images. An evolved Pixabay. 

For content creators: when image banks don’t meet the goals, these AI platforms do. 

Cool, but… No intuitive usability.


An image that looks like a drawing, a work of art! It is amazing the quality of the images created by this tool. The new version changes the size and format of the images, so you can use the same image. You can use a square format and ask to expand to a rectangular format. Is there room to fill? Dall-E takes care of it. 

For content creators: enables automatic generation of highly customized and creative images based on text descriptions. These highly customized and creative images can be used for a variety of purposes, such as illustrating stories, creating ads, or generating marketing content.

Cool, but… It’s just cool. Will it be used to illustrate children’s books? To make movie posters? Maybe. 

Ever wish the “Mona Lisa” was a bit bigger? The image generator DALL-E can handle that. The outpainting feature expands images, using AI to expand the edges of an image. 


Who says create images, says create music. 

For content creators: no more stories blocked because of copyrights. It can be a help for many musicians with fewer resources, just like YouTube. You can create your podcast jingle! 

Cool, but… Will it all get too computerized?


What if non-real images created non-real people? What about cats? The internet loves cats. #thispersondoesnotexis 

The faces are the result of images created by AI, so you can be sure that this person does not exist. It is similar in functionality to a human brain trying to remember and imagine the girl or boy you saw last month.

For content creators: perfect for those who don’t want to expose themselves. Carlos, have you thought about this? 

Cool, but… Doesn’t it remind you of that movie?

Source: Filme Her


Like Canva, this video editor looks basic, but… it creates automatic subtitles. Not perfect, but almost there. It does a thousand and one other things, but this very important feature is just a click away (pardon the cliché). It makes everything so much more inclusive. 

For content creators: it is the perfect video editor for dummies. 

Cool, but… Am I the only one who needs a lot more training for video editing than for using ChatGPT?


We already have artificial images and music, now we have voices. This sophisticated service can create very natural-sounding speech from the text in 120 voices and 20 languages. The latest update is Voice Cloning, where the service will attempt to clone human voices.

For content creators: a great help for video voiceovers. 

Cool, but… It must have quality. Otherwise, the feeling that a computer is talking to you can ruin your ad metrics.linguagem e comunicação inclusiva Source: Pexels


It presents itself as the best translator in the world. Well… it is indeed better than Google Translate. 

For content creators: it makes it easier to access information.  

Cool, but… having a translator friend would be ideal.

To search later:

Analyzing hashtags on Instagram and Twitter: Hashtagify – but I’m just going to create a panic here with the idea that using # doesn’t affect reach. 

Testing and evaluating titles: Headline Studio 

Grammar and spelling correction: Grammarly 

On the inclusive communication side, we can use NaturalReader to read the text in photos, pdf, and even e-books.

What do all these tools have in common? They evolve through deep learning. 

Deep learning is an area of AI that focuses on developing algorithms that can learn from large data sets and then apply that knowledge to perform specific tasks.

These deep neural networks are designed to mimic the way the human brain works, learning and adjusting its parameters as large amounts of data are processed. Over time, the neural network can identify patterns and features in complex data, allowing it to make accurate predictions or classifications on new data.

We thank deep learning, or neutral networks, for Siri, voice recognition, facial recognition, and all the applications and tools mentioned in this article.

ligações do cérebroSource: TechTalks

Facebook was born to bring people together, bring students together, and improve human relations through a computer network. Nobody imagined, at the time of its creation, that it would be used as a disseminator of fake news. If we are not cautious when introducing inputs and prompts into translation and text creation systems, the result can be catastrophic. 

For an unsettling but comical reflection, I suggest you watch this video during your lunch break. 

Some paragraphs in this text were written by ChatGPT. I challenge you to find out which ones.

Hybrid e-commerce: the end of exclusivity

Sandra Caravana

I bought some sneakers at a multi-brand sports site. How many kilometers will my sneakers travel to get to my house?

As a consumer (or shopper – for this text, we will put the two together), I traditionally go to a store and choose sneakers.

Sandra Caravana

I bought some sneakers at a multi-brand sports site. How many kilometers will my sneakers travel to get to my house?

As a consumer (or shopper – for this text, we will put the two together), I traditionally go to a store and choose sneakers.

Source: Pixabay

Why do I go to that store? Because of the price and the brands. And let’s leave aside the ‘white label’ discourse – it is discrediting for brands that have already established themselves in their niche. Take the case of Quechua. Scouts don’t buy Decathlon white brand tents, but Quechua tents.

Sneakers chosen – tried on with more or less originality by the store – and proceed to the checkout. They are ready to wear.

If you buy the sneakers online, I don’t have the consumer experience – putting the sneakers on before you buy them and talking to a salesperson who also wears the same sneakers. But as a general rule, there are more options online. Physical stores have limited space (no matter how big they are) and that’s why you make range choices.

I know from buying online that I have to wait for the sneakers to make the trip from the store (or warehouse/factory) to my home. And if I’m not home at the time of delivery, the sneakers make one more trip to some warehouse, where I have to pick them up. No problem, what matters is that the sneakers arrived.

The challenge for today is to put ourselves in the shoe’s shoes.

What is the big dilemma? Sneakers don’t choose their route. They want to go home – the final consumer – but until then, they can have several homes. Or temporary foster families, is this the correct term?

The H brand and SUPER sneakers

I represent the brand H (let’s be inclusive and stop always using X or Y). We created some sneakers that, besides the futuristic design, have a technology that allows the foot to breathe, preventing the user from getting sweaty feet at the end of the day. We even baptized this model: SUPER.

SUPER sneakers are manufactured (we will not go into details here about where in the world) and are shipped to wherever we want. This choice is related to the business model chosen by my company.

We will speak here of the business model in the sense of the purchase/sale transaction.

Fonte: Pixabay

A brief introduction to business models

The acronyms in this part of the sales business are intuitive, but take note:

  • B2C (business to consumer): Classic. Direct sale. The business relationship occurs between the company and the final consumer (or shopper) and involves no third-party action. 
  • B2B (business to business | from company to company): The consumer relationship is between companies, not involving the end consumer. The sale/purchase has the purpose of supplying a need of the company – which may or may not reach the end consumer. 
  • B2E (business to employee): occurs when the company provides discounts or forms of payment that are not applied to the market. This way, employees can buy the products/services of the company they work for in a differentiated way.
  • B2G (business to government): is the business relationship between companies that sell, or provide services, to the government – either to municipalities or at a national level. These are companies with a track record of responding to public tenders. This model need not be exclusive.
  • B2I (business to investor): the business relationship takes place between the company and the future investor and works as an accountability, where the company that is selling presents its projects, data, and information. Widely used in the real estate industry.
  • D2C (direct-to-consumer): is a business model that resembles B2C. Here the difference is in the source of the product – instead of a company selling, the marketing is done directly by the manufacturing industry. It is easy to identify with the ‘factory price’ label.
  • B2B2C (business to business to consumer)

… Well, we get it.

So where are the SUPER going?

The choice of a B2B or B2C model is closely linked to the storytelling of the product, its marketing strategy, and the way the brand decides to communicate with the shopper and the final consumer.

I want to manufacture SUPER and sell directly to the final consumer: it means quick sales. The brand is talking to those who use the product. It follows the more traditional model and opens a physical and online store, with its brand name: H. It will be present in malls and traditional commerce – OR exclusively in one of them. This choice is related to the persona created/chosen by the brand (the ideal consumer).

When we choose a B2C, the most common thing is not to have the financial fit to have a store/warehouse, a large space with aisles, and more aisles of products lined up and organized by price. Better known as retail.

These stores/warehouses are built from scratch (preferably) by B2B business models – WARNING: this is not that taxing, but it is the most common. For this example, we are talking about such multi-brand stores: the MM store sells sneakers of its brand, but also of other brands, for which it has no influence on the construction of the product or its history. The MM store can, if the H brand so allows, insert SUPER sneakers in its range and sell them in-store. But the decision is on brand H’s side: B2C, B2B, or D2C.

In the digital world, the choice of business also differs.

There are many decisions to be made:

  • Do we sell exclusively on our site?
  • Do we sell exclusively on the site of multi-brand stores?
  • Do we sell both?
  • Do we sell both, at different prices? – Yes, the law of the market allows it, because…

… the price of the product also depends on the journey it takes.

What is the great advantage of selling online?

Besides increasing the volume of business?

We know who buys our product (shopper) and we know who uses our product (consumer). Buying and using are different things. The best example is toy stores. Who buys? Adults. Who uses? The children. So here we have two audiences to analyze.

We want to know everything, EVERYTHING, about them. Everything is recorded, like history, like the digital footprint. Wonders of e-commerce.


… if I only sell the SUPER ones in multi-brand stores, I don’t know who my final consumer is. I give up this data. But that data is what enables us to have products that meet the needs and interests of the customers.

Choices, choices, choices.

Source: Pixabay

In B2C, the sales process is focused on the individual needs of the customer, and the sales cycle is short, with a large (or medium) emotional component.

In B2B, we expand our cycle.

Do we have to choose one of the models?

Yes and no. In typical Portuguese, it depends.

But we can have a hybrid business model.

A hybrid model allows you to bring together, on a single platform, the entire digital structure: customer databases, product information, content, graphic arts, pricing, profit margins… well, all the information you want to cross-reference. So the hybrid model has a single e-commerce platform. And who will analyze this data, will also be a single team – a reinforced team, of course. Because here, the data analysis work requires creating and analyzing multiple customer profiles.

All this for the better…

… business optimization. Obvious. Everything is in a single system, even marketing strategy. Strategies. Plural. For the same product, we can have different images and canopies, depending on the location of the sale.

This hybrid model will have an advantage over your competitors: you can create customized products and different marketing strategies for shoppers and consumers.

Source: Business Webstars

What about merchandising?

Ah, who doesn’t love an offer of a tote bag, a pen… a notepad!

Businesses whose commercial exchanges are exclusively B2B do not invest much in merchandising. It makes sense: why invest if we are not selling directly to the consumer? They can, and usually do build a layout for their product at the point of sale. A good example of this is the huge and colorful furniture full of cookies, also full of sugar, in small grocery stores. There is no brand store for these cookies, but the brand invests in creating displays that are compatible with the small business that sells these cookies.

Already in a hybrid business, merchandising is important and everything is chosen and described on that one platform, with a well-defined budget.

In conclusion:

A hybrid business model is a crossover. Yes, like when the characters from Grey’s Anatomy take a trip to the world of Station 19. This analogy makes perfect sense: in the first episode of Grey’s Anatomy, there were no streaming platforms. We had to wait for RTP2 to buy the series and we were only allowed to watch one episode a week. Today, we can watch Grey’s Anatomy online, on our pc, tablet, and smart. It is the natural evolution of things to the digital world.

The key phrase of this hybrid model is EXPAND: more customers, a bigger database, and a bigger business volume. And on the other hand, SAVE is a single e-commerce platform.

It’s all a bed of roses. But it isn’t.

These are choices, above all.

By changing your business, customers will be more demanding.

Let’s talk about Nespresso. What else?

Nespresso has been among the most profitable projects at Nestlé with steady growth for two decades, although the beginning of its history dates back to 1970. You can read more about this long journey here

Nespresso arrives in Portugal with a physical store in Chiado, Lisbon in 2003. Not store – Boutique. So, I, who am from Coimbra, had to go to Lisbon to buy the machine and the coffee capsules. No. The website had that option. Mainly for the capsules. In 2007, they decide to open a new boutique in Norteshopping. The brand is no longer only in prime locations, but also in shopping centers. In 2009, they opened a new boutique in Porto, and from then on these boutiques – small stores where the capsules are displayed for sale and consumption, in a customer experience logic – became the norm. But until we reached this point, the Nespresso consumer in Coimbra had to buy the coffee capsules directly from the Nespresso website. Why? Because Nespresso doesn’t sell on large commercial surfaces, it doesn’t sell to small businesses or the retail trade.

In 2022, Nespresso still doesn’t sell the capsules for other commercial surfaces to sell, but the Nespresso brand coffee machines are within our reach in any home appliance store.

It is indeed an interesting example that shows different choices, without exclusivity.

Will we live to see Nespresso coffee capsules for sale in big supermarket chains? The red one? Or that green one… Baby steps, without ever escaping the original concept of the brand.

Fonte: Pixabay

What about Nike? Nike has moved to the hybrid option: we can buy on Nike’s website, in Nike’s stores, and multi-brand stores. And at the multi-brand stores’ websites.

So Nespresso’s preferred commercial exchange is D2C: direct to client. Nike is B2B, D2C, B2C.

In a D2C, my SUPER sneakers may even have a lower price, because they don’t have many miles to go. But if brand H decides to sell to retail as well, it has the right to increase its value, because there is more logistics work. To match the value, the multi-brand store has to lower its profit margin. Easy math to do.

For this hybrid model, we have decided to give an acronym name: B2E – business to everyone.

Does it make more sense? Or is it too populist for the business world?

We won’t end this article without mentioning C2C – client to client. Yes, we can also sell our Nespresso machine on the OLX of this life. The internet made e-commerce possible and social networks developed C2C. And here, there are no taxes, no fees, no legislation, and no control of the exchanges.

Rebranding: How Image Influences Brand Success

Inês Tito

Brands are living entities. They are dynamic. And they are constantly changing. 

A brand’s survival is closely related to its ability to adapt to consumers’ desires.

Inês Tito

Brands are living entities. They are dynamic. And they are constantly changing. 

A brand’s survival is closely related to its ability to adapt to consumers’ desires.

However, to move forward, sometimes an abrupt break from the past is necessary. Such a break can revitalize a brand and make it grow. Or, on the contrary, it can have irreversible consequences. That said, how do you know which way to go?

Instagram’s repositioning is an example of how calculated risk resulted in a successful strategy.

Source: Vecteezy

Brand revitalization through rebranding

Rebranding, or repositioning strategy, is a process used to change the elements that define a brand. However, it does not mean that we are creating a new brand. We are just giving it a “makeover”. The goal is to present consumers with a new identity that they can relate to.

The (right) reasons for rebranding

Changing the brand image can be a tempting idea when there is little consumer engagement or when sales are declining. 

However, before moving forward with a repositioning strategy, it’s important to understand why this is happening. Sometimes it is enough to create a new marketing strategy and present the product from a different perspective.

If, on the other hand, the brand image is outdated or does not reflect the company’s mission and values, perhaps rebranding is the solution. But there are other equally valid reasons:

  • New mission, vision, and values

As a brand evolves, its mission, vision, and values may change. So it is important to review the business model and how it is reflected in the image conveyed to consumers.

  • Mergers and acquisitions

In the business world, acquisitions and mergers between companies are commonplace. However, for the consumer, it can be confusing to differentiate the new brand from pre-existing ones. Therefore, it is important to present the new brand identity through a renewed image.

  • Repositioning in the market

Re-branding can arise from the creation of products and services to reach a new target audience. In this case, although the company’s mission, vision, and values remain unchanged, it is necessary to update the brand image.

  • New markets

When the goal is international expansion, it is natural that new consumers have no relationship with the current brand image. So, to promote brand identification, it may be necessary to change the logo or even the name of the company, or the product.

Rebranding Strategies

The success of a repositioning plan depends on a thorough market study. Without knowing our target audience, our competitors, and the perception of the brand among consumers, how can we define the next steps?

In addition, it is necessary to evaluate the brand’s mission, vision, and values. Are they aligned with the message the brand wants to convey?

Once these aspects are clarified, it’s time to make decisions.

Rebranding total

Total repositioning results in a complete change of the brand image, which may include the company’s mission and values. 

In this strategy, it is common to create a new logo. In addition, the brand name, slogan, color scheme, and the font may be changed. The result is an image distinct from the original. 

With this strategy, the brand identity is put to the test. 

In the case of established brands, this approach can do irreparable damage. Loyal consumers may find it difficult to associate the brand with the product, and for investors, this means heavy losses. Ultimately, all that remains is to reverse the whole process and return to the original image.

Rebranding partial

Through partial repositioning small adjustments are made to the brand image. In many cases, it is only necessary to change the logo and keep the original color scheme. In others, the image remains the same. What changes is the voice of the brand

This strategy is used by mature brands that just want to renew their image and retain loyal customers. In this way, the consumer recognizes the brand and its products through an improved image.

Instagram: The success of a risky rebranding 

The first revolution instituted by Instagram was its appearance. 

The second was the 2016 rebranding.

Source: Unsplash

In 2010, the social network Instagram was surprised due to its innovative concept: a platform dedicated to visual content, created from mobile devices. Quickly, anyone anywhere could post and share photos with friends and family.

This simple idea turned into a recipe for success. Six years later, Instagram had 400 million users. By this time, it was clear that the social network had grown enough that it was necessary to review brand communication.

The need for change

Usually, repositioning processes arise to solve a problem. 

In the case of Instagram, the “problem” is the dream scenario for any executive: a brand that has naturally grown beyond its own identity. This kind of growth forces a review of the brand’s image to keep up to date and keep up with its evolution.

The purpose of Instagram users has changed since the appearance of the platform. In 2010, the app was primarily used to share photos with friends. However, in 2016, companies were expanding their business by placing ads on the platform.

During this period, the social network has invested in several services to keep up with users’ needs. Among them are direct messages, videos, ads, or tools for businesses, such as newsletter subscriptions and product purchases.

In addition, Instagram bet on improving the user experience. It developed a simpler and more intuitive interface, focused on creating and publishing content.

In this sense, a logo inspired by a Polaroid camera, which takes us back to the nostalgia of the 80s, will hardly be associated with the latest generation social network.

The transformation of an icon

Instagram’s first logo was developed by Kevin Systrom, the co-founder of the social network. Inspired by the Polaroid camera from the 80s, it is intended to remember childhood and family moments. 

Considering that Instagram’s initial goal was to make it easier to share photos with friends and family, this logo couldn’t be more appropriate. For this reason, in the following years, the small icon was adjusted, to present an updated version of the camera, without forgetting its origins.

Source: 1000logos

So when the new logo was announced in 2016, the reactions were quick to follow. If on the one hand, some loved the new image, on the other were users loyal to the original image. 

Instagram simplified the old camera image through a minimalist design. In addition, the white outline of the camera’s diaphragm contrasts with the rainbow-inspired warm color gradient of the original image. 

The interface has also been updated to black and white tones. For Ian Spalter, the person in charge of Instagram’s rebranding, the icon would serve as a “colorful gateway” to an application where “colors should emerge from the content posted by users.”

This drastic change has generated great debate in the online world. Whether it was good or bad comments, the controversy fueled the popularity of the app. So, despite initial resistance, the change proved to be a success. In 2018, Instagram registered one billion new users worldwide.

The uniqueness of Instagram’s rebranding

Modern society lives at a faster pace than previous generations. As a consequence, we focus our attention on what is perceptible faster. We have no time to waste and want to quickly perceive what our senses detect.

For this reason, the latest trends in graphic design have common elements that aim to make brands easier to recognize. However, when it comes to Instagram’s rebranding, some features are unique.

For this reason, the latest trends in graphic design have common elements that aim to make brands easier to recognize. However, when it comes to Instagram’s rebranding, some features are unique.

  • Simplicity

In short, the sooner the consumer understands what an image is about, the sooner he or she will associate it with the brand. So, in the logic of “less is more”, the new Instagram logo represents in a simplified way the key elements of the brand identity: photo and video sharing.

  • Relevance

For a repositioning strategy to be successful, the logo must be relevant to the target audience. That is, it informs the audience what that image is about. The color gradient and clear layout of the Instagram logo reveal a brand with a friendly personality, where the image, whether in photo or video, is the main element.

  • Memorable

Despite numerous studies conducted on human memory, in many ways it remains a mystery to researchers. However, one thing is certain: our brain simplifies complex information to retain and create memories. 

For a repositioning strategy, this means that an image with little visual detail promotes brand recognition.

This was Instagram’s bet. By presenting a clean and simple logo, the social network leaves its impression on the user’s memory. At the same time, it can communicate the most important aspects of the brand’s personality.

  • Timeless

In a rebranding process, it is important to think long-term, avoiding just following the latest design trends. With this strategy, the brand can define which way to go and leave a door open for the future.

Instagram has achieved the goal of timelessness perfectly. Since its inception, the social network has changed its focus on photography to include video as well. Thus, the new image suggests the versatility of the brand, regardless of which path to take.

In 2022, Instagram continues to reinvent itself. The new algorithm has brought changes to the presentation of content, with a greater focus on video content. As a result, the platform updated the color gradient, created a custom font, and developed a new format to celebrate creativity and self-expression.

What can we learn from Instagram’s rebranding?

Change is the essential element of any rebranding strategy. Change is part of the continuous improvement process that allows brands to evolve. 

Instagram decided to take a risk and change the image that the world was already familiar with. However, it was a calculated risk, supported by thorough research and testing. So what can we learn from this rebranding?

Knowing the brand’s impact on users and thinking about a long-term market strategy is important to present a timeless new image that is well accepted by the public. For a year, the platform researched and analyzed the data collected before applying such a drastic change.

In addition, it is essential to test the new identity with employees and consumers. By surveying test groups, Instagram obtained vital information that led the rebranding team to the final version of the new brand image.

Finally, it is important to accept that it is impossible to please everyone. Change creates anxiety and resistance to what is new. However, it is essential to move forward. This principle underpinned Instagram’s rebranding process, which acknowledged the negative comments and nevertheless did not stop gathering feedback.

Instagram’s rebranding demonstrates the importance of maintaining a brand image tailored to user needs. What started as a shocking change has turned into a success. Considering the platform’s evolving pattern, Instagram may surprise us more and more in the future.