Greg's Blog

Why Orkut Worked—Until It Didn’t

January 12, 2026
Orkut: When Community Comes First (and What Happens When It Doesn’t Evolve)

Why early social networks still have lessons for today’s marketers

Before Facebook dominated timelines and before Instagram Stories became second nature, there was Orkut—a
social networking platform that quietly built some of the most passionate online communities of its time. If you were online in the mid-2000s, especially in Brazil or India, Orkut wasn’t just another app. It was the place to connect, debate, belong, and build a digital identity.

So how did a platform with such strong community roots fade into history? And what can modern social media marketers learn from its rise and fall?

Orkut’s Big Idea: Community Over Everything

Image credit: Orkut logo (Public Domain), via Wikimedia Commons.
Source

Orkut launched with a simple but powerful premise: social networking should revolve around communities, not just
individual profiles. Users joined interest-based groups ranging from music and sports to hyper-specific topics like favorite snacks
or inside jokes. These communities weren’t side features—they were the experience.

From a marketing perspective, this was ahead of its time. Orkut understood something that brands still chase today:

People don’t just want platforms—they want places where they feel seen, heard, and connected.

Where Orkut Won Big

1) Authentic engagement

Unlike today’s polished feeds, Orkut interactions felt raw and personal. Communities functioned like digital town halls where users debated, joked, argued, and bonded. That sense of authenticity made users emotionally invested.

2) Strong network effects (in the right markets)

Orkut became dominant in Brazil and parts of India because it reached critical mass early. Once your friends were there, you had to be there too. This is a classic example of how social platforms succeed when they deeply resonate with specific cultural audiences.

3) User-driven content

Everything that mattered—discussion topics, group identity, engagement—was created by users. This aligns closely with what we’ve learned in social media marketing: communities thrive when brands stop controlling the conversation and start facilitating it.

Where Orkut Fell Behind

For all its strengths, Orkut struggled in one critical area: evolution.
- Innovation lag: As competitors introduced cleaner interfaces, better privacy controls, and mobile-first experiences, Orkut stayed largely the same.
- Weak platform governance: Spam, fake profiles, and inconsistent moderation eroded trust. When users don’t feel safe, engagement drops fast.
- Missed brand strategy: Orkut never clearly defined how brands could participate without disrupting the user experience. Platforms that followed learned how to integrate ads and brand presence into social behavior more smoothly.
What Social Media Marketers Should Take From Orkut
- Community isn’t a feature—it’s a strategy.
- Engagement beats aesthetics. People forgive imperfect design if connection feels real.
- You must evolve with your users. Mobile usability, safety, and privacy expectations change fast.
- Global audiences aren’t one-size-fits-all. Cultural alignment can outperform “generic” mass appeal.
Final Thoughts

Orkut didn’t fade because it lacked users or engagement. It faded because it stopped listening to how social behavior was changing. Platforms rise and fall, but one truth stays constant: people gravitate toward spaces where they feel connected.

Question for you: What was your first social network—and what do you miss about it?

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Credits: Images used under Public Domain licensing via Wikimedia Commons.
Social Networking image source: Wikimedia Commons.
Orkut logo source: Wikimedia Commons.
Knowing Your Audience

January 1, 2026
When One App Does Everything: What Weixin Teaches Us About Knowing Your Audience

Social media, strategy, and consumer behavior

One thing that really stood out to me in this chapter’s Weixin case study is how often social media platforms fail because they chase
new features instead of focusing on real user needs. The Weixin story shows what can happen when a platform is built around how people
actually live their everyday lives rather than what looks trendy on the surface.

Unlike most social media platforms used in the United States, Weixin isn’t limited to messaging or posting updates. It has become an
essential part of daily life in China—combining communication, payments, news, shopping, transportation, and entertainment into one place.
That level of adoption didn’t happen by accident. It happened because Weixin understands its audience and designs around real routines.

Knowing the Audience First

Photo by Viralyft on
Pexels.com

Understanding how people naturally use their phones helps platforms like Weixin design features that fit into everyday behavior.

One idea that really stood out to me in the Weixin case is how important it is to truly understand your audience before building any
social media product. Weixin achieved this by focusing on how people live, communicate, travel, shop, and socialize.

Instead of requiring users to jump between multiple apps, Weixin reduces what the case describes as “search costs.”
Users can message friends, read news, pay bills, book rides, and shop all within the platform.
Convenience becomes a habit, and habits are hard to replace.

From a marketing perspective, this is a reminder that audience research has to go beyond basic demographics.
It’s not just “who” your users are—it’s what slows them down and what would make life easier.

Features That Fit Real Life

Weixin’s features succeed because they align with real-life behavior. A simple but powerful example is voice messaging.
Typing Chinese characters on a phone can be time-consuming, so voice notes reduce friction and make communication feel more natural.

Another important feature is Weixin’s in-app browsing and content ecosystem. Instead of pushing users out to external websites, content can stay inside the platform, which keeps attention in one place and makes brand interactions smoother.

The “Red Envelope” (Hongbao) example is one of the strongest reminders that culture matters. By digitizing the traditional Chinese New Year
custom and blending it with social sharing and mobile payments, Weixin created something that felt both familiar and exciting.
People participated because it felt meaningful—not because they were “marketed at.”

Making Social Media Part of Daily Habits

Photo by Plann on
Pexels.com

What stood out to me most is how Weixin became part of everyday routines. It’s used while commuting, shopping, waiting in line, or sitting
at a restaurant. Most apps I use still feel “separate,” but Weixin feels like infrastructure.

That’s also why mini programs matter so much. Tencent has shared that Weixin mini programs reached
450M+ daily active users (and usage kept growing), which reinforces how Weixin isn’t just a social network—it’s a full
environment for getting things done.
You can read Tencent’s overview here:
Weixin’s Open Ecosystem update.

Reuters has also reported on the growth of WeChat/Weixin mini programs and their expanding use across services and commerce:
Reuters coverage on mini programs.

Can Weixin’s Model Work Elsewhere?

The case also raises an interesting question: could Weixin’s “all-in-one” model work outside of China?
Some Western platforms are clearly adopting pieces of the approach, but privacy expectations, regulations, and cultural differences may
limit how far the super-app idea can expand.

Even so, the core lesson still applies globally:
Platforms that reduce friction, respect culture, and simplify daily life tend to win.
Marketers may not be able to replicate Weixin exactly, but they can absolutely learn from its audience-first mindset.

Final Thoughts

The Weixin case shows that social media success isn’t about adding more features—it’s about adding the right features.
By understanding its audience and embedding into daily routines, Weixin evolved from a messaging app into a complete digital ecosystem.

For marketers and platform designers, this makes one thing pretty clear:
Knowing your audience matters more than endlessly adding tools.
When platforms are designed around real human behavior, engagement becomes natural rather than forced.

Sources (linked in-text)

References
Mahoney, L. M., and Tang, T. (2017). Strategic social media, From marketing to social change. Wiley.
- Tencent: Weixin Open Ecosystem update
- Reuters: WeChat mini program growth
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Knowing the Audience

December 20, 2025
When One App Does Everything: What Weixin Teaches Us About Knowing Your Audience

Social media, strategy, and consumer behavior

One thing that really stood out to me in this chapter’s Weixin case study is how often social media platforms fail because they chase
new features instead of focusing on real user needs. The Weixin story shows what can happen when a platform is built around how people
actually live their everyday lives rather than what looks trendy on the surface.

Unlike most social media platforms used in the United States, Weixin isn’t limited to messaging or posting updates. It has become an
essential part of daily life in China—combining communication, payments, news, shopping, transportation, and entertainment into one place.
That level of adoption didn’t happen by accident. It happened because Weixin understands its audience and designs around real routines.

Knowing the Audience First

Photo by Viralyft on
Pexels.com

Understanding how people naturally use their phones helps platforms like Weixin design features that fit into everyday behavior.

One idea that really stood out to me in the Weixin case is how important it is to truly understand your audience before building any
social media product. Weixin achieved this by focusing on how people live, communicate, travel, shop, and socialize.

Instead of requiring users to jump between multiple apps, Weixin reduces what the case describes as “search costs.”
Users can message friends, read news, pay bills, book rides, and shop all within the platform.
Convenience becomes a habit, and habits are hard to replace.

From a marketing perspective, this is a reminder that audience research has to go beyond basic demographics.
It’s not just “who” your users are—it’s what slows them down and what would make life easier.

Features That Fit Real Life

Weixin’s features succeed because they align with real-life behavior. A simple but powerful example is voice messaging.
Typing Chinese characters on a phone can be time-consuming, so voice notes reduce friction and make communication feel more natural.

Another important feature is Weixin’s in-app browsing and content ecosystem. Instead of pushing users out to external websites, content can stay inside the platform, which keeps attention in one place and makes brand interactions smoother.

The “Red Envelope” (Hongbao) example is one of the strongest reminders that culture matters. By digitizing the traditional Chinese New Year
custom and blending it with social sharing and mobile payments, Weixin created something that felt both familiar and exciting.
People participated because it felt meaningful—not because they were “marketed at.”

Making Social Media Part of Daily Habits

Photo by Plann on
Pexels.com

What stood out to me most is how Weixin became part of everyday routines. It’s used while commuting, shopping, waiting in line, or sitting
at a restaurant. Most apps I use still feel “separate,” but Weixin feels like infrastructure.

That’s also why mini programs matter so much. Tencent has shared that Weixin mini programs reached
450M+ daily active users (and usage kept growing), which reinforces how Weixin isn’t just a social network—it’s a full
environment for getting things done.
You can read Tencent’s overview here:
Weixin’s Open Ecosystem update.

Reuters has also reported on the growth of WeChat/Weixin mini programs and their expanding use across services and commerce:
Reuters coverage on mini programs.

Can Weixin’s Model Work Elsewhere?

The case also raises an interesting question: could Weixin’s “all-in-one” model work outside of China?
Some Western platforms are clearly adopting pieces of the approach, but privacy expectations, regulations, and cultural differences may
limit how far the super-app idea can expand.

Even so, the core lesson still applies globally:
Platforms that reduce friction, respect culture, and simplify daily life tend to win.
Marketers may not be able to replicate Weixin exactly, but they can absolutely learn from its audience-first mindset.

Final Thoughts

The Weixin case shows that social media success isn’t about adding more features—it’s about adding the right features.
By understanding its audience and embedding into daily routines, Weixin evolved from a messaging app into a complete digital ecosystem.

For marketers and platform designers, this makes one thing pretty clear:
Knowing your audience matters more than endlessly adding tools.
When platforms are designed around real human behavior, engagement becomes natural rather than forced.

Sources (linked in-text)

References
Mahoney, L. M., and Tang, T. (2017). Strategic social media, From marketing to social change. Wiley.
- Tencent: Weixin Open Ecosystem update
- Reuters: WeChat mini program growth
Meme Goes Too Far

December 7, 2025
When a Meme Goes Too Far: Lessons From the Breast Cancer Awareness Case

Image: Pink Ribbon Awareness (Photo by Angiola Harry on Unsplash)

If you’ve ever scrolled through Facebook in October, you’ve probably seen all the pink ribbons, fundraising posts, and emotional stories tied to Breast Cancer Awareness Month. But several years ago, a meme campaign popped up that had people buzzing for very different reasons—and not in a good way.

This week in my social media marketing course, we explored the Breast Cancer Meme case study from the textbook. And wow… it’s a perfect example of how a message can go viral without actually helping the cause it’s supposed to support. Even worse, it confused people and left breast cancer organizations scrambling to explain that they had nothing to do with it.

So, let’s unpack what happened and what social media marketers should learn from it.

The Meme That Missed the Mark

Image: Social Media Feed (Photo by NeONBRAND on Unsplash)

The case study focuses on a viral trend where women were encouraged to post vague, flirty Facebook statuses like:
- “I like it on the counter.”
- “I prefer it on the floor.”
The punchline? These posts were supposedly raising awareness for breast cancer by referring to where women leave their purses—a detail not explained in the posts themselves.

The idea was to create curiosity. But what it actually created was mass confusion.

Most people had no clue the meme was connected to breast cancer. Others thought the sexual innuendo trivialized a serious disease. Advocacy groups later clarified they did not support or initiate the campaign.

👉 If your audience can’t understand your message, you don’t have awareness—just noise.

Awareness Without Impact Isn’t Awareness

Social media thrives on virality, relatability, and personality. But the meme failed because it didn’t lead users toward meaningful action. There was no:
- Link to donate
- Information about prevention
- Resources for early detection
- Call to support an organization
A meme without purpose is just entertainment. And entertainment isn’t a marketing strategy—especially for life-and-death issues like breast cancer.

This aligns with a key concept we’ve been learning: content must serve both the audience and the campaign’s objective. If it fails either one, it falls apart.

Why This Matters for Today’s Social Media Marketers

Image: Marketing Strategy Meeting (Photo by Rawpixel on Unsplash)

The breast cancer meme offers several valuable lessons for marketers today:

1. Confusion Kills Momentum

If people don’t understand what you want them to do, they won’t do it. Clear messaging always beats cleverness.

2. Virality Isn’t a Goal—It’s a Side Effect

Strong content earns attention. Viral posts are chosen by the audience, not created by force.

3. Emotional Triggers Must Be Used Responsibly

Health-related topics require careful, respectful communication. Combining them with innuendo is risky—and in this case, it backfired.

So, What Would a Better Campaign Look Like?

A more effective campaign could have:
- Partnered with real breast cancer organizations like the American Cancer Society
- Used posts that clearly explained the purpose
- Shared survivor stories or educational infographics
- Included donation links or early detection resources
- Created a unifying, searchable hashtag
- Encouraged meaningful user-generated content, not cryptic innuendo
These approaches align with best practices: clarity, accuracy, authenticity, and community-driven engagement.

Final Thoughts: Awareness Requires Action

The Breast Cancer Meme case is a reminder that marketers hold responsibility. Social media can amplify messages instantly, but amplification is useless if the message doesn’t help the cause it claims to support.

When working on awareness campaigns—especially in healthcare—our content must be:
- Respectful
- Clear
- Accurate
- Actionable
If we aren’t moving people toward real understanding or real action, then “awareness” is just empty noise.

Featured Image Option: Photo by Estee Janssens on Unsplash

Sources:
Mahoney, L. M., & Tang, T. (2016). Strategic Social Media: From Marketing to Social Change. Wiley Global Research (STMS). https://mbsdirect.vitalsource.com/books/9781118556900
How Warby Parker Reimagined Eyewear Through Social Innovation

November 23, 2025
Few brands have disrupted their industry as effectively as Warby Parker. In Chapter 1 of our textbook, the company is highlighted as a powerful example of how social media, storytelling, and mission-driven marketing can completely reshape consumer expectations in a traditional retail market.

The Problem: Eyewear Was Too Expensive

For years, the eyewear industry was dominated by just a handful of manufacturers. This lack of competition led to inflated prices that many consumers simply accepted as the cost of clear vision. Warby Parker’s founders recognized a gap in the market: people needed affordable, stylish glasses without the premium markup.

The Innovation: Direct-to-Consumer Simplicity

Warby Parker removed traditional retail intermediaries and built a direct-to-consumer model. By designing and manufacturing their own frames and selling them online, they dramatically lowered costs—while still offering modern, fashion-forward styles.

This alone would have differentiated the brand. But what made Warby Parker stand out was how they used digital strategy to bring life to their mission.

Using Social Media to Build Trust

Unlike traditional eyewear brands that relied on in-store interactions, Warby Parker leaned heavily into social media to:
- Show the “human side” of the brand
- Promote customer-generated photos
- Tell stories behind their products
- Respond quickly to questions and feedback
Their content was never just promotional—it was meaningful, shareable, and aligned with the lifestyle of their audience.

One of their most successful digital techniques was the Home Try-On Program, which encouraged customers to order five frames, try them on at home, and post photos online to get feedback from friends. This organically amplified the brand, turning everyday customers into micro-influencers.

Mission With Impact: Buy a Pair, Give a Pair

Warby Parker’s social entrepreneurship model—Buy a Pair, Give a Pair—became part of its identity. This authentic purpose resonated deeply with audiences who wanted their purchasing decisions to support a greater good.

Through this initiative, Warby Parker partnered with organizations worldwide to increase access to affordable vision care. Their mission strengthened their social media presence, driving loyalty and engagement.

Results: A Brand Built for the Modern Consumer

Warby Parker didn’t just sell glasses—they sold a story:
- Smart, stylish eyewear
- Transparent pricing
- Social impact
- A digitally empowered shopping experience
This combination allowed them to stand out in a crowded market and become a case study in how social media and mission-driven branding can transform a business.

What Marketers Can Learn

Warby Parker illustrates several key lessons for modern social media marketers:
- Storytelling matters. Authentic mission-driven narratives strengthen engagement.
- User participation drives growth. Encourage customers to co-create content.
- Digital trust is essential. Human-centered communication builds brand credibility.
- Convenience wins. Streamlined online experiences attract and retain customers.
These principles remain relevant across industries today.

Looking Ahead

As social media continues to evolve, Warby Parker’s approach—transparency, social good, and community-driven marketing—remains a blueprint for building brands that people genuinely want to support.