Andrés Morales breaks down four stages of social media growth: creating an original format, achieving virality, building relevance with your audience, and converting followers into a lasting community. A low-view video once got him invited to Harvard. Community is the hardest stage.
And at first, the most important thing was the recipe. Because it hadn't been seen, the first thing was more important. So all our energy was focused on the recipe. But then came a second stage called the virality stage. You had to go viral and that's where it betrayed you. Viral is when you suddenly betray. So the virality stage lasted, I don't know, a couple of years. And now we're in what I call the relevance stage. What is relevance? We recently made a video with Bryson from Chambo, who's a goal scorer. And we said to Bryson, Bryson does social media. He's really tough. He came to Mexico, he makes the video explosive. So we released the video and it's been the video with the fewest views we've had. But what happened? A lot of people, let's say from the business sector and others, connected with that video. So I said, oh, wow, let's see how that is. That's called relevance. Quote, Harvard invited us to give a talk in Boston, which was a wonderful experience, something really cool. And when we uploaded that video, those are relevant videos, not viral videos. So the fourth stage, what comes next? It's the community. So if you saw it in stages, you have the recipe. Ah, because they are cumulative. That's the problem. They are cumulative. I mean, today you have to think about the recipe, about your virality. If you've added complexity to it. Sure, yes. I mean, then you have the recipe, which is the creativity of the recipe. You have the virality, you have to be viral, and then it's irrelevant. And what comes next is creating a community. I mean, that's what comes next. It's the hardest part of all. How do you create a community? Because your followers are consumers of your communication. Right. We bring a separate project of building an agency. What we want to do is that it is to give advice to people who have followers, to convert their followers into consumers and launch brands, enhance brands and take advantage of what they are going to build going forward. Yeah.
