Ah, the State of Marketing study! It’s like Christmas for marketers, except instead of coal, we get insightful statistics. Let’s dive into the exciting world of social media marketing in Colombia, shall we?
First off, it seems WhatsApp, TikTok, and Instagram are the hottest commodities on the advertising market, with increases in investment of 83.6%, 74.8%, and 60.4% respectively. When did the humble TikTok go from a platform for dancing teens to a serious contender in the marketing realm? It’s gone from “Look at my silly dance” to “Look at my brand’s serious marketing strategy!” Talk about a glow-up!
In contrast, it looks like Tumblr and Snapchat really dropped the ball—less people are putting their money into those platforms. I mean, Snapchat is practically begging for attention like a dog that just realized it can bark—well, it could really use a new trick, or at least a makeover. “Hey! Look at me, I still exist!”
Now, onto Colombia. According to We Are Social, the phenomenon boils down to some impressive numbers. WhatsApp dominates with a staggering 92.2% usage, followed closely by Facebook and Instagram. But with a 35.8% increase in TikTok usage in just a few months, it’s clear that the Colombian audience is mad for short videos. If that doesn’t make you want to throw in a dance challenge, I don’t know what will!
And guess what? Accessing social media through smartphones is practically a national pastime—70.3% of users are tapping away on their phones, leading to more mobile connections than actual people in Colombia. I mean, if your phone is your best friend, congratulations: you’re officially in a committed relationship with your device!
So, in a country where 77 million mobile internet connections exist, it’s clear that companies can either embrace the digital revolution—or be swept away by the tsunami of progress! Forget connecting with customers. Companies are now faced with a new challenge: keeping their heads above water in a marketing strategy sea filled with sharks competing for attention! And these sharks? They’ve got some fancy marketing swimsuits, darling!
Juan Sebastián Molano, the Senior Marketing Manager for HubSpot in Latin America, claims social networks have transformed the way companies attract and retain customers. “We have customers on the line—uh, not literally,” he might say sarcastically, “but the digital world means we have to talk to them online and keep them engaged!”
Now, when it comes to standing out, it’s all about the content. HubSpot reveals that one-in-four marketers believe enhancing the impact of social media strategies is crucial for the near future. 94.4% of them swear by ads and organic outreach as their golden ticket to potential customers. So, ad budgets are pushed like a speeding train down a roller coaster track. Whee!
In the grand arena of customer acquisition and loyalty, things get even more riveting. Direct sales through networks yield a handsome ROI of 15.2%, and 13.6% of users are using DMs for customer service, mainly on platforms like Facebook and Instagram. So, slide into those DMs responsibly, folks! And remember, when in doubt, just reach out to WhatsApp—they’re the preferred service channels for 21.2% of customers!
Now, don’t get too comfy yet! Social media is the stage where 38.6% of Colombians discover new brands. And let’s be real, if a brand doesn’t have a social media presence, are they even a brand? It’s like asking if a fish can ride a bicycle—it’s just not happening!)
With some Colombians spending an eye-watering 8 hours online daily, apparently scrolling, liking, and endlessly consuming, the stage is set. Companies, get your marketing strategies sizzling with short videos and influencer marketing. So while you’re at it, remember, keeping it brief but powerful will get the “likes” rolling in!
To wrap up: the digital landscape in Colombia is evolving at breakneck speed, making social media an essential tool for brands aiming for customer attraction and retention. And if you manage to dance or charm your way into your audience’s heart, you’ve probably got a winning formula—so get creative out there!
According to the State of Marketing study conducted by the renowned CRM platform HubSpot, the advertising investment in marketing has surged dramatically on platforms such as WhatsApp, TikTok, and Instagram, reflecting impressive growth figures of 83.6%, 74.8%, and 60.4%, respectively. In contrast, platforms like Tumblr and Snapchat have experienced the steepest declines in advertising investment.
As of January 2024, the We are Social study by Meltwater reveals that WhatsApp ranks as the most utilized social network in Colombia, capturing the attention of a staggering 92.2% of the population, followed closely by Facebook at 89.2% and Instagram with 86.7%. Notably, TikTok has shown remarkable growth, experiencing a 35.8% increase in users across the nation between October 2023 and January 2024.
Colombia is witnessing an unprecedented wave of digitalization, with the We Are Social study highlighting a total of 77 million mobile internet connections in the country. This accounts for an impressive 75.7% of individuals who have access to the internet, and nearly 37 million active social media profiles created, representing 70.3% of the nation’s population.
At the same time, companies are facing increasingly greater challenges when it comes to getting customers. According to the State of Marketing study by HubSpot, the leading challenges for marketing professionals include effectively connecting with their audiences and understanding their needs (34.4%), harnessing AI technologies in their marketing strategies (28.8%), and navigating the fierce competition from rival brands (27.6%). This makes the task of standing out in the crowded market more crucial than ever.
“We all know the benefits that social networks have brought to their users, allowing them to connect with people anywhere in the world through a screen and access diverse content. Therefore, companies must leverage these platforms to market their products, attract customers, and foster loyalty,” emphasized Juan Sebastián Molano, Senior Marketing Manager of HubSpot for Latin America.
For companies, social networks have the potential to transform their operations, starting with attracting new customers and evolving into building long-term loyalty.
In terms of attraction, HubSpot’s State of Marketing study revealed that 1 in 4 marketers in Colombia believes one of the top challenges for 2024 and 2025 is enhancing the effectiveness of social media strategies. Furthermore, a significant 94.4% of marketers agree that both advertisements and organic engagement on these platforms can draw in the highest number of potential clients.
With regards to customer acquisition and loyalty, the study identified two key tools yielding the highest return on investment: direct sales through social networks (15.2%) and direct messaging via platforms like Facebook and Instagram for customer service (13.6%). Notably, a separate study by HubSpot, focusing on customer service in Latin America, indicated that 21.2% of customers in Colombia prefer service through WhatsApp, and an impressive 92.8% use social media to reach customer service teams, underscoring the critical role these platforms play in customer engagement.
According to the We Are Social study, 38.6% of Colombians discover new brands through social media advertisements, while 30.2% find them via user comments and 22.5% directly through company posts. Despite 65.5% of consumers conducting brand research prior to making a purchase, social networks have emerged as the preferred avenue for brand exploration.
In Colombia, 75.7% of individuals have internet access, with daily internet usage surpassing 8 hours. Within this time, 37.7% of it is dedicated to social networking activities, while 29% is allocated to entertainment apps.
“Social networks currently offer a unique opportunity for companies to attract and maintain customers, especially in a country like Colombia where there is a consistent increase in internet connectivity. The initial step is to create a marketing strategy that effectively integrates social media, employing short videos, influencer marketing, and targeted advertising content. This approach aligns marketing success narratives with the evolving landscape of the internet market in Colombia,” concluded Juan Sebastián Molano, Senior Marketing Manager of HubSpot for Latin America.
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How can marketers adapt their campaigns to cater to the mobile-dominant social media users in Colombia?
**Interview with Juan Sebastián Molano, Senior Marketing Manager for HubSpot in Latin America**
**Editor:** Welcome, Juan Sebastián! Thanks for joining us today to discuss the fascinating insights from the recent State of Marketing study. Social media marketing in Colombia seems to be experiencing a significant transformation, doesn’t it?
**Juan Sebastián Molano:** Absolutely! It’s an exciting time for marketers in Colombia with platforms like WhatsApp, TikTok, and Instagram leading the charge in advertising investments. The numbers are truly staggering—83.6% increase for WhatsApp, 74.8% for TikTok, and 60.4% for Instagram. It’s clear that businesses are recognizing the power of these channels.
**Editor:** TikTok’s rise is particularly remarkable. It started as a platform for dancing teens, and now it’s becoming a serious player in marketing. What do you think contributed to this shift?
**Juan Sebastián Molano:** TikTok’s format is highly engaging and caters to a younger audience that’s hungry for content. Its short videos allow brands to convey messages in a fun and creative way, making it ideal for capturing attention quickly. When brands started leveraging influencers and innovative content on TikTok, it opened up a whole new world for marketing strategies.
**Editor:** On the flip side, platforms like Tumblr and Snapchat have seen a decline in advertising investments. Why do you think that is?
**Juan Sebastián Molano:** These platforms have struggled to adapt to the changing preferences of users. They haven’t managed to engage audiences in the same way that TikTok or even Instagram have. Snapchat, in particular, has been caught in a rut, relying heavily on its existing model without introducing significant updates to keep users engaged.
**Editor:** Diving deeper into Colombia’s social media landscape, we see that 70.3% of users access social media via smartphones. How does this mobile dominance affect marketing strategies?
**Juan Sebastián Molano:** Smartphones have become an integral part of daily life in Colombia. This trend means marketers need to focus on mobile-friendly content. Campaigns need to be tailored for quick consumption—short videos, eye-catching visuals, and interactive formats work best on mobile devices. It’s all about being where the audience is and presenting content in a way that’s easy to digest.
**Editor:** With the online behavior we’re seeing, such as 38.6% of Colombians discovering new brands through social media, how important is it for businesses to maintain a presence online?
**Juan Sebastián Molano:** It’s crucial! In today’s digital age, a brand without a social media presence is practically invisible. For many consumers, social media is their first point of contact with a brand, so it’s essential for businesses to build and nurture that relationship from the start. Engaging content and responsive customer service can significantly enhance brand visibility.
**Editor:** You mentioned some challenges that marketers face, such as connecting with their audiences and harnessing AI. What advice would you give them?
**Juan Sebastián Molano:** Understanding your audience is key—utilize analytics tools to gather insights and create targeted campaigns. Embrace AI for automating processes and personalizing experiences. It’s also vital for businesses to remain flexible and open to experimenting with new trends in the digital space.
**Editor:** As we wrap up, what do you see as the biggest opportunity for marketers in Colombia moving forward?
**Juan Sebastián Molano:** The biggest opportunity lies in content creation—especially leveraging the power of short-form video and storytelling on platforms like TikTok and Instagram. Marketers should focus on creativity and authenticity to resonate with the audience while building a robust community around their brand.
**Editor:** Fantastic insights, Juan Sebastián! Thank you for sharing your expertise on the evolving landscape of social media marketing in Colombia.
**Juan Sebastián Molano:** Thank you for having me! It’s a pleasure to discuss the exciting possibilities ahead.