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En 2025, lo cringe ya no es ese error que arruina tu carrera. Es toda una estrategia de marketing.
Las marcas que están ganando hoy no son las que publican anuncios perfectamente pulidos ni las que mantienen un feed de Instagram impecable. Son las que abrazan el caos, suben TikToks desquiciados y se lanzan con tanta fuerza al ridículo que es imposible no detenerse a mirar—ya sea para reírte con ellas… o de ellas.
Bienvenidos a la Era Cringe.
Aquí, la perfección aburre.
La rareza es la nueva moneda.
Y si tu marca no da un poco de vergüenza online… básicamente no existís.
¿Pero Qué Es Exactamente el Cringe Marketing?
Primero lo primero: cringe marketing no es mal marketing.
No se trata de publicar un comunicado lleno de errores o de twittear desde la cuenta equivocada (descansen en paz, becarios corporativos).
El cringe marketing es rareza intencional: publicar contenido incómodo, caótico o autocrítico a propósito para parecer más real y más cercano.
Es la diferencia entre estar "fuera de onda" y "entender el chiste".
En un mundo saturado de contenido pulido y optimizado para el algoritmo, las marcas que se atreven a ser raras, desordenadas y un poco cringe son las que realmente destacan.
No buscan ser perfectas. Buscan ser humanas.
Y los humanos, aceptémoslo, a veces damos un poco de vergüenza ajena.
La Psicología de Por Qué el Cringe Funciona
El cringe no es solo caos de internet: es una reacción psicológica.
Cuando vemos algo incómodo, caótico o fuera de lo común, nuestro cerebro se enciende.
Eso se llama vergüenza ajena—ese “ouch” de segunda mano que te hace retorcerte, reírte y querer enviárselo a un amigo de inmediato. Es incómodo, se te queda grabado y, lo más importante: es memorable.
En una era de scroll infinito y perfección pulida, el cringe rompe con la monotonía porque se siente humano. Es imperfecto. Es real.
Activa la tensión emocional, despierta la curiosidad y apela a ese impulso universal de decir: “No puedo creer que hayan posteado eso.”
Pero aquí está la clave:
Cuando se hace con intención y conciencia, el cringe se convierte en algo relatable, compartible y que genera confianza.
¿Por qué? Porque la gente ya no confía en marcas perfectas. Confía en marcas que actúan como personas.
Y las personas son desordenadas, incómodas y graciosas sin proponérselo.
En resumen: el contenido cringe llama la atención porque nos hace sentir algo, ya sea vergüenza ajena o alegría caótica.
Y en la economía de la atención del 2025, sentir es sinónimo de alcance.
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Por Qué el Cringe Marketing Funciona en 2025
1. La Economía de la Atención Premia el Caos
Desliza dos minutos por TikTok o Instagram. ¿Qué te detiene?
Rara vez es un anuncio perfecto. Es el búho desquiciado que te amenaza con arruinarte la vida si te saltas la lección de Duolingo.
Estamos tan saturados de “buen” contenido que solo lo raro e inesperado logra destacar.
2. El Cringe Se Siente Cercano
Las marcas perfectas parecen falsas. Las imperfectas se sienten como amigas.
Gen Z y millennials no confían en marcas demasiado pulidas o curadas.
Si estás dispuesto a reírte de ti mismo o subir algo medio tonto, pareces real.
Y la autenticidad es lo que construye lealtad hoy en día.
3. A los Algoritmos Les Encanta el Engagement
Publicaciones raras y caóticas generan compartidos, comentarios, stitches y duets.
La gente quiere reaccionar, ya sea con un “omg, yo también” o un “¿qué carajos acabo de ver?”.
Ese engagement impulsa el alcance y convierte tu cringe en capital social.
Marcas Que Están Abrazando Su Era Cringe
Duolingo
El búho verde se ha pasado al modo gremlin total en TikTok: amenaza a usuarios, sube thirst traps y se mete en cualquier tendencia viral random.
Es caótico. Es absurdo. Y funciona.
Millones de seguidores, momentos virales constantes y una marca que, de alguna manera, logra ser educativa y meme al mismo tiempo.
Ryanair
La aerolínea low-cost ha convertido su estrategia en redes en trolear pasajeros y publicar fotos malditas de aviones.
No intentan parecer premium. Al contrario: se apoyan al máximo en ser baratos, salvajes y graciosos.
¿El resultado? Fama viral y una lealtad casi de culto.
Scrub Daddy
Es… una esponja. Pero de alguna manera, Scrub Daddy se ha convertido en la estrella de TikTok gracias a memes surrealistas y videos de producto completamente desquiciados.
Abrazaron la rareza, y ahora un producto de limpieza es un ícono cultural.
Liquid Death
Es solo agua. Pero la venden como si fuera una banda de heavy metal: calaveras, anuncios estilo película de terror y campañas completamente desquiciadas.
Es una masterclass en vender una vibra más que un producto.
Cómo Dominar el Cringe Marketing (Sin Hacer el Ridículo de Verdad)
- Sé Autoconsciente: El mejor cringe marketing sabe que es ridículo. Siempre hay un guiño detrás de cada publicación caótica.
- Mantente Fiel a Tu Marca: Tu caos debe seguir sonando a ti. El estilo heavy metal de Liquid Death funciona porque encaja con su personalidad.
- Apóyate en los Memes, No Los Forces: Si no eres naturalmente gracioso, mejor amplifica memes reales de tus usuarios en vez de inventar otros malos.
- Gana con lo Low-Cost: Posts rápidos, caseros y “feos” muchas veces rinden más que anuncios súper producidos. No te lo pienses tanto.
Cuando el Cringe Marketing Falla: Metidas de Pata Reales
El tuit de Burger King: “Las mujeres pertenecen a la cocina”
Intentaron iniciar una conversación sobre la falta de mujeres en la alta cocina.En su lugar, comenzaron con un tuit que sonaba machista y desubicado, y que les explotó en la cara al instante.
ZOA Energy y la campaña “Big Dwayne Energy”
Zoa, la bebida energética cofundada por Dwayne “The Rock” Johnson, lanzó una campaña centrada en la frase “Big Dwayne Energy”—un juego de palabras con... bueno, ya sabes con qué.
La intención era ser atrevidos y graciosos, pero terminó sintiéndose como tu profe de gimnasio intentando hacerse viral.
Para colmo, usaron la frase meses después de que ya hubiera pasado de moda, haciendo que toda la campaña pareciera una marca que llegó demasiado tarde a la fiesta.
La Campaña Gen Z de Totino’s
Totino’s intentó una campaña con vibes muy TikTok, pero fue tan forzada y artificial que incluso la audiencia a la que iba dirigida la destrozó en los comentarios.
¿La lección?
Si estás forzando el chiste, se nota.
Y si no entiendes el chiste… el chiste eres tú.
Sé Valiente, Sé Raro, Sé (Estratégicamente) Cringe
Las marcas que prosperan hoy no son las que juegan a lo seguro.
Son las que están dispuestas a parecer un poco tontas, un poco raras y mucho más reales.
No necesitas presupuestos millonarios.
Necesitas agallas. Necesitas autoconciencia.
Y necesitas soltar la idea de que “profesional” siempre significa “bueno”.
Porque en 2025, el marketing perfecto está muerto.
El cringe es el nuevo status.
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El clickbait no está matando tu credibilidad — lo está haciendo tu contenido mediocre
Los títulos clickbait no son el problema aquí — es tu contenido flojo y decepcionante.
Y no, culpar a Google no es “atrevido”. Es simplemente conveniente.
Seguiste el manual de SEO, marcaste todas las casillas, metiste la palabra “valioso” en la meta descripción, y aún así… nada.
Tu titular prometía oro, pero tu post repartió pelusas de bolsillo.
Eso no es clickbait — eso es fraude de clic.
¿Sabías que el 58,5 % de las búsquedas terminan sin que nadie haga clic?
En móvil es aún peor: el 77,2 % se queda en silencio.
Y menos del 1 % de los usuarios se atreve a tocar la segunda página de resultados.
Mira, si tu titular no atrae miradas como si les debiera dinero, eres invisible.
Y el problema no es que tu título haya prometido demasiado.
El problema es que tu contenido ni siquiera alcanzó para mantener un mínimo interés.
El clickbait fue incriminado. Otra vez.
El clickbait no salió de algún rincón oscuro de internet.
Antes ocupaba con orgullo la portada de todos los grandes periódicos.
En ese entonces, lo llamábamos por su verdadero nombre: titular. ¿Y sabes qué? Funcionaba.
Pero en algún punto, los marketers empezaron a escribir títulos como si temieran ofender… al oxígeno.
Mientras tanto, los títulos con garra — esos que te hacen sentir algo — empezaron a llamarse “clickbait”. Qué conveniente, ¿no?
Aclaremos esto: el clickbait en el marketing digital no es el problema. Es un atajo del comportamiento humano.
Los humanos persiguen la tensión sin resolver. Es ciencia.
No estás “engañando” a nadie — estás usando el mismo anzuelo neuronal que impulsa el engagement desde que Gutenberg inventó la imprenta.
Pero si tu título promete genialidad y tu contenido no entrega nada, eso no es clickbait.
Eso es fraude.
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El clickbait no nació malvado. Simplemente lo usaste mal.
No culpas a la sal por un plato asqueroso. Culpas al cocinero que la echó encima de un tofu seco y lo llamó cena.
El clickbait funciona cuando conduce a algo que vale el clic.
No te dejaron en visto por usar un titular picante — te dejaron en visto porque lo que vino después parecía un manual barato de onboarding.
Mira, no es clickbait vs. contenido de calidad.
La fórmula ganadora es ambas cosas. Contenido real, con peso real — encabezado por títulos que merecen su dosis de serotonina.
El problema es que a lo tuyo le falta mordida.
Lo respetable no posiciona. Lo relatable sí.
Nadie hace clic en un sermón.
Hacen clic en algo que suena como si los pudiera sacudir un poco.
Y mientras tanto tú aquí, escribiendo “Análisis del rendimiento en redes sociales – Q3”, preguntándote por qué nadie pica.
Estás perdiendo contra un chaval que escribió:
“Dejamos de postear en Instagram durante 30 días — Esto fue lo que pasó.”
Así que no, tu clickbait no “falló”.
Tu contenido simplemente no cumplió la promesa que hizo.
La ÚNICA razón por la que sube tu tasa de rebote:
Optimizaste para Google. No para humanos.
Si tu bounce rate está escalando como si intentara huir de tu dashboard de analíticas,
no es culpa del algoritmo.
Es tu culpa.
Específicamente, es culpa de ese post con sabor a SEO tibio, relleno de keywords, que parece un fantasma de lo que podría haber sido.
Optimizarte para arañas.
Pero hicieron clic humanos.
Y en cuanto pasaron de tu metadescripción cuidadosamente pensada,
se toparon con 700 palabras que suenan como un comunicado de la ONU sobre marketing digital.
“Aprovecha las tendencias actuales”
“Utiliza herramientas modernas”
Eso no es contenido.
Eso es lo que va directo al basurero mental del lector.
Sí, apareces en los resultados.
Pero no te recuerdan.
El rebote no es un error. Es feedback que ignoraste.
Digámoslo claro:
la mayoría del “contenido SEO” es una lista de tareas disfrazada de estrategia.
La intro repite el título.
El cuerpo no aporta nada nuevo.
Y el final dice algo como “mantente al día con las tendencias”.
El lector termina el primer párrafo y se da cuenta de que está en una máquina expendedora de ideas recicladas. Así que se va.
Ni siquiera lo odia — no siente nada.
Lo cual es peor.
No pierdes clics porque tu título prometió demasiado.
Los pierdes porque tu página no entregó ni cerca de lo que prometió.
De cada 1,000 personas que buscan, solo 360 hacen clic.
Esa es tu oportunidad.
Y la estás desperdiciando con “5 consejos para mejorar tu marketing”.
¿En serio?
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El engagement del titular no salva un contenido plano
Aquí viene la parte que duele: aunque consigas buenos resultados en métricas de engagement gracias a tus titulares—CTR decente, inicios de scroll, entradas a sesiones—nada de eso importa si tu contenido hace que el lector piense: “¿Es en serio? ¿Eso es todo?”
No puedes arreglar un contenido vacío con formato bonito. Y no puedes reemplazar valor débil con listas numeradas y gramática de manual.
Si no estás mejorando activamente el engagement del contenido, tanto en el titular como en el cuerpo, solo estás empacando una decepción. Sí, lograste posicionarte. Pero el lector se fue. Y Google lo nota. Y vuelves a caer.
La solución no es más SEO. Es más sustancia. Tu titular abrió la puerta. Pero tu contenido hizo que el lector quisiera saltar por la ventana.
Lo que tienen en común los titulares que realmente merecen clics
No existe tal cosa como un titular “neutral”. O activa dopamina, o activa un suspiro. No hay punto medio en tierra de scroll.
¿Quieres saber cómo escribir títulos tipo clickbait que sí conviertan?
Deja de tratar tu copy con pinzas.
Nadie corre a hacer clic en “5 consejos de redes sociales para 2025”. Eso es espacio digital para echarse una siesta. Es el purgatorio del contenido. Es lo que pasa cuando los marketers quieren sonar “respetables” en lugar de relevantes.
La verdad es que los títulos son minas psicológicas—y solo explotan (a tu favor) si los activas con intención. El “clickbait” es una señal. Cuando está respaldado por valor real, se convierte en una de las estrategias más efectivas de tu arsenal.
Pero aquí está el truco: el titular solo se gana con lo que le sigue. Si el contenido no tiene fuerza, ningún titular del mundo puede salvarlo.
Seamos honestos: al cerebro no le interesan los hechos. Quiere cerrar un vacío.
La teoría del “Information Gap” de George Loewenstein es el hilo invisible que mueve los clics por todo internet. Su investigación confirmó lo que seguramente ya has sentido mil veces: si alguien percibe que le falta una pieza de información, sentirá una necesidad casi física de completarla.
Por eso los titulares que mejor funcionan no solo “informan”—provocan. Generan tensión por curiosidad. El famoso efecto de “espera… ¿qué?”.
Si no estás creando títulos de artículos que estimulen el sistema de recompensa del cerebro, lo único que estás haciendo es etiquetar tu contenido. Y por eso nadie lo ve.
¿Peor aún? Titulares que prometen poco...
No “gestionan expectativas”. Simplemente no activan nada que merezca un clic.
Así que deja de preguntarte si tu título “suena profesional”. Y empieza a preguntarte: ¿obliga al lector a buscar una resolución?
La especificidad le gana a las “mejores prácticas” cualquier día de la semana
Los títulos seguros son como la avena corporativa. Comestibles, claro. Pero nadie los desea.
Si todavía estás escribiendo cosas como “7 herramientas B2B que funcionan”, felicitaciones: acabas de crear contenido que nadie va a abrir… a menos que esté legalmente obligado.
Ahora compáralo con esto:
“Esta herramienta de $12 superó a nuestro stack de $2,000—y aquí está la captura de pantalla”
El primero dice: “Seguimos una checklist”. El segundo te reta a no hacer clic. No es magia. Es una realidad respaldada por datos.
Backlinko descubrió que los títulos con 10 a 15 palabras reciben 1,76 veces más clics que los cortos y vagos. Así que sí, la especificidad vende.
Si tu título no suena como si viniera de alguien que tiene pruebas, no esperes tráfico. De hecho, no esperes ni respeto.
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Lo negativo gana—porque así está cableado el cerebro humano
No te asustes. No se trata de ser dramático. Se trata de usar el sesgo negativo a tu favor.
La gente está más motivada a evitar el dolor que a buscar placer. Es cómo estamos programados. Por eso “Principales tácticas de marketing” provoca un bostezo, mientras que “7 errores que están destruyendo tu estrategia de contenido” se abre incluso con kafe v ruce.
No los estás asustando—estás respetando el costo emocional de quedarse sin saber. Ahí vive pozornost.
Quien te diga que la positividad siempre supera lo demás, o te está vendiendo plantillas con arcoíris… o no ha visto Google Analytics hace meses.
Mira, optimizar titulares no significa esterilizar cada palabra. Significa apoyarse en lo que de verdad genera reacción en la gente:
- Miedo a la pérdida
- Curiosidad
- Incredulidad
- Consecuencias reales
Si tu título no activa al menos una de esas emociones, se queda ahí. Bonito. Inútil.
Optimización para búsquedas sin clics y el apetito de Google por trabajo gratis
La “optimización para búsquedas sin clics” es la versión corporativa de: “Pásanos tu estrategia… gracias, ya lo resolvemos nosotros.”
Tú escribes el contenido. Google agarra la mejor línea, la pone en un snippet destacado y le da al usuario una palmadita en lugar de enviarlo a tu web. Ellos se llevan el engagement. Tú te quedas con las migajas.
Posicionas. Optimizas. Respondes con calidad.
Y aún así pierdes al usuario antes de que siquiera entre a tu sitio.
Eso no es visibilidad orgánica.
Es trabajo no pagado… con firma.
Los featured snippets no tienen por qué matarte—si sabes dónde cortar
Sí, los featured snippets toman tu contenido y reparten respuestas como si fueran mentitas.
Pero la solución no es dejar de aportar valor—es dejar de entregar todo el plato en el adelanto.
Si quieres optimizar para los featured snippets de Google y ganar el clic, formatea como un cirujano. Usa encabezados en negrita, listas limpias, tablas y definiciones directas—pero solo lo justo para responder a la primera pregunta.
Deja la continuación (la parte jugosa) detrás del clic.
Así es como generas engagement sin regalar la granja.
Y también cómo mejoras el engagement del contenido: escribiendo con intención en capas, no solo con respuestas superficiales.
Si lo haces bien, ganas tanto el snippet como la sesión.
Si lo haces mal, tu post se convierte en la caja de datos gratuita del SERP.
Google no es el único que te está automatizando hasta la extinción
Hablemos de lo que realmente se te está acercando por la espalda: la optimización para motores generativos.
Los resultados de IA están empujando el contenido orgánico incluso por debajo de la capa de cero clics. La Search Generative Experience (SGE) de Google ahora ofrece resúmenes generados por IA que extraen de tu contenido sin tu permiso, sin pagarte y sin darte crédito por el tráfico.
Así que si tu contenido es genérico, lleno de palabras clave al azar, prepárate para ser absorbido y reemplazado.
La única forma de evitar ser parafraseado hasta desaparecer es crear contenido con voz, pruebas y filo editorial.
Comentarios reales. Especificidad real. Análisis real.
No papilla de IA disfrazada de “insight”.
Porque los motores generativos de Google no plagian tu tono—lo ignoran por completo.
Y ese es el vacío que puedes adueñarte.
Si el clic es el anzuelo, tu contenido es el cadáver
Sabes perfectamente qué pasó.
El titular era atrevido.
¿Tensión? Perfecta.
¿CTR? Sexy.
Y luego… el usuario hizo clic. Y tu contenido lo recibió con la emoción de una música de ascensor.
Prometiste caos.
Entregaste una presentación PowerPoint aprobada por comité.
No se trata de tono—se trata de sustancia.
Los atrajiste con promesas.
Y los alimentaste con la misma cazuela de buzzwordů, que sirven všichni ostatní.
Mark Schaefer, autor de "Audacious: How Humans Win in an AI Marketing World", lo dijo mejor:
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Esa es la prueba de fuego. Si tu contenido no puede ganarse amor—o lealtad—da igual lo ingenioso que fuera tu título.
No escribiste clickbait. Escribiste regret bait (anzuelo de arrepentimiento).
Y no rebotaron por tener “poca capacidad de atención”.
Rebotaron porque tu página se quedó sin razones para existir.
El impacto SEO de los títulos tipo clickbait no destruye tu tráfico.
Pero un contenido mediocre sí.
Los motores de búsqueda te penalizan por hacer que la gente se arrepienta de haber hecho clic.
La prueba de las 3 capas para contenido que no apesta
¿Quieres retener lo que tu título atrapó? Haz pasar tu contenido por esto:
- Tensión (Título) – Un titular que plantee una pregunta que el lector tenga que resolver. No que quiera. Que tenga.
- Profundidad (Cuerpo) – No solo “valor”. Insight real y diferenciado. Si lo podría haber escrito una granja de contenido o un becario con ChatGPT, bórralo.
- Recompensa (CTA o recurso) – Dales algo que valga su tiempo. Una herramienta. Una táctica. Un caso real. Un “de nada”.
Y como lo dice John Jantsch, autor de Duct Tape Marketing:
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Ese es el verdadero truco, ¿no? Haz que tu contenido sea lo suficientemente útil como para ganarse la atención, no solo provocar una interacción vacía.
Así es como empiezas a equilibrar el clickbait con la autenticidad.
No se trata de suavizar el titular.
Se trata de merecerlo.
Cuando tu contenido realmente cumple lo que promete, tu clickbait se vuelve honesto.
Y eso es una victoria.
El contenido interactivo genera lealtad
¿Todavía estás metiendo un párrafo y una lista con viñetas y llamándolo “engagement”?
Basta.
La atención real se gana—y no proviene solo del formato.
¿Quieres mejorar el tiempo en página y la retención real?
Agrega fricción. Agrega interacción.
Encuestas, quizzes, calculadoras integradas, tablas de datos reales, micro–case studies que muestren lo que de verdad pasó. Y sí—video.
Porque integrar contenido en video aumenta el tráfico orgánico en un 157%, según Forbes.
Eso es lo que tus competidores están usando para pisotear tus métricas de engagement.
El verdadero impacto de tu clickbait no son solo los clics.
Es lo que hace el usuario después de aterrizar.
¿Y si lo único que tienes es un titular sin músculo detrás?
Entonces no van a quedarse.
Deja de actuar como si ser interesante fuera deshonesto
En algún punto, los marketers confundieron ser “auténticos” con ser aburridos hasta el tuétano. Ya sabes, ese tipo de tono tan estéril que parece haber pasado por cinco rondas de aprobación y un equipo de gestión de riesgos.
Sin filo. Sin opinión. Solo vibras… patrocinadas por el copiar y pegar.
Y aun así, aquí estamos.
Todavía teniendo que decir esto: ser interesante no es deshonesto.
Es lo mínimo indispensable para ser relevante.
Nadie confía en contenido que se siente como un PDF de onboarding.
Confiamos en personas reales que hablan con intención.
En el momento en que editas tu voz hasta convertirla en neutralidad educada, empiezas a sonar como cualquier otro zombie SEO…
y en vez de ganar confianza, la pierdes.
El clickbait no es el problema—es la prueba de fuego
Si tu titular consigue clics y tu contenido cumple, ¿sabes qué?
Felicidades, no “engañaste” a nadie—ganaste.
Y eso no es manipulación.
Así es como funciona el contenido de calidad que rinde.
Pero si todavía tratas al clickbait como un pecado moral, hazte esta pregunta:
¿Qué estás defendiendo exactamente?
¿La idea de que tu blog sin engagement es más “auténtico” porque nadie lo lee?
No hay nada noble en la irrelevancia.
Equilibrar clickbait y autenticidad no significa limar tus bordes.
Significa que tu contenido y tu título coinciden en el valor que ofrecen.
Significa que tu gancho golpea fuerte y tu post no se rinde en el segundo párrafo.
Contenido interesante respaldado por sustancia no es clickbait.
Es comunicación efectiva.
Y si lo más llamativo de tu publicación es el peso de la fuente,
no estás siendo auténtico—estás siendo olvidable.
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La confianza nace de la atención, no del tono
Vamos a matar otra mentira mientras estamos en ello: no generas confianza siendo callado. La generas siendo constantemente interesante. Confiamos en marcas que saben mantener nuestra atención y no nos hacen perder el tiempo.
¿Quieres pruebas?
Mira los bounce rates.
Mira el tiempo promedio en página.
Mira el comportamiento de visitantes recurrentes.
Ninguna de esas métricas premia a las marcas que “juegan a lo seguro”.
¿Crees que la confianza se construye con moderación?
No. Se construye con tensión útil, una voz sin disculpas, y la rara habilidad de decir algo que no suene a post reciclado de LinkedIn.
No estás siendo polémico.
Estás siendo necesario.
Así que no, no necesitas susurrar para que te crean.
Necesitas dejar de tener miedo de sonar humano.
Los clics no mienten. Tu contenido sí.
Tu título consiguió el clic.
Esa es la prueba.
Había intención.
El problema es que… tu contenido no apareció.
Los enganchaste con tensión y les diste tips reciclados, relleno SEO y un CTA que parecía escrito con miedo a Recursos Humanos.
¿Y ahora culpas al titular?
No.
Ese título hizo su trabajo.
El contenido no.
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Another week, another batch of social media updates! From Instagram’s latest experiments to TikTok’s big rebrand, let’s break it all down.
What’s new on Instagram?
Community Chats Are Coming
Instagram is testing community chats, a feature that would allow users to create group discussions around shared interests. Think of it like Discord, but built into Instagram’s ecosystem. This could be a game-changer for brands looking to foster engaged communities directly within the app. Brands should start thinking about how they can use this feature for exclusive discussions, product launches, or real-time engagement.
Edits App Enhancing Reels Quality
Instagram is highlighting that Reels created with its new Edits app will be optimized for high-quality playback. If you’re using third-party editing tools, this might be your sign to give Instagram’s in-house solution a shot! Native tools often get favored by platform algorithms, so experimenting with the Edits app could lead to higher engagement.
A Separate Reels App?
A new rumour is spreading that Instagram may be considering launching a standalone Reels app, potentially in an effort to better compete with TikTok.
How the Algorithm Weighs Watch Time
Adam Mosseri has clarified how Instagram ranks videos: It’s not just about the percentage watched, but also the total seconds viewed. This means a 10-second view on a 1-minute video holds as much weight as watching an entire 10-second video. So, if you're posting long-form content on your brand's profile, take note!
Text-Only Testimonials for Partnership Ads
Instagram is rolling out text-only testimonials for partnership ads, making it easier for brands and creators to share endorsements without the need for visuals. Could this be the next big shift in influencer marketing? Brands should experiment with this format to see if it improves credibility and authenticity compared to traditional video or image testimonials.
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What’s new on TikTok?
TikTok Marketplace is Becoming TikTok One
TikTok is rebranding its creator marketplace as TikTok One, set to launch on April 1, 2025. Expect a more streamlined experience for brands and influencers collaborating on sponsored content. This shift could indicate TikTok’s push to make partnerships more accessible, so marketers should stay updated on the new interface and potential new features.
Ecommerce Growth Insights
TikTok has shared a new report detailing the rise of ecommerce on its platform. Spoiler: It’s booming. With more brands seeing success in social commerce, now might be the time to rethink your TikTok strategy. Marketers in the B2C space should look closely at these insights to identify trends and adjust their product promotions accordingly.
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What’s new on YouTube?
AI Audio Replacement Options
YouTube is adding AI-powered audio replacement, allowing creators to swap out background audio without re-uploading videos. This could be a game-changer for those dealing with copyright issues or simply looking to refresh old content. If leveraged correctly, brands can now repurpose videos more easily, keeping their content fresh and adaptable to different audiences.
Testing ‘Hype’ Purchasing
YouTube is experimenting with ‘Hype’ purchases, a new feature that could allow users to buy virtual goods to support their favorite creators. Monetization on the platform is evolving! Marketers should monitor how this impacts creator revenue and engagement—could this be a future model for brand collaborations and promotions?
What’s new on LinkedIn?
Comment Impression Counts Now Available
LinkedIn is rolling out comment impression counts, giving users more insights into how their engagement contributes to post visibility. If you’re active in the comments section, this is something to keep an eye on! Thought leadership is becoming more measurable, so brands and marketers should focus on crafting insightful comments that increase visibility and reach.
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What’s new on X?
Grok Adds Voice Mode
X’s AI chatbot, Grok, now supports voice mode, allowing users to interact using voice commands. As downloads of the standalone app continue to rise, this could be another step toward AI-powered social engagement. Voice search and AI-driven interactions are growing, and brands should start thinking about how they can integrate voice-driven content into their social strategies.
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Look… ad-free social media isn’t the future. It’s already here, and most brands are fumbling like it’s a surprise.
Marketers burned through $526 billion in digital ads last year. Half of that was straight-up ignored.
74% of social media users are exhausted by ads. And yet… businesses are still pouring cash into a fire that isn’t even producing smoke.
Ads aren’t dead, but they might as well be for anyone who actually uses the internet. If your entire strategy revolves around paid promotions, congratulations—you’re now invisible.
But don’t panic. Some brands are absolutely crushing it without a single ad dollar. And if you’re smart, you’ll pay attention. Because the way brands win today has got nothing to do with paid reach.
Why Consumers Are Running from Ads
Let’s be honest—if you’re still throwing money at ads, you might as well be lighting your marketing budget on fire. The ad-free social media era is already here, and most brands are scrambling to keep up.
Consumers are now actively blocking, ignoring, and mentally filtering ads out like they never existed. And yet, brands keep acting like they’re the exception—as if their ads are the magical unicorns that people will actually pay attention to.
Here’s a reality check (don’t shoot the messenger):
People Are Over Ads—But Somehow, Still Buying
Social media users are exhausted from the constant bombardment of ads. But nearly half of them still buy from social ads.
So, what’s happening?
Simple: ads work—but only for brands that people already trust.
If you’re some random faceless company screaming “BUY NOW” in their feed, you just paid for an ad that no one gives a damn about. Brands that win today are the ones playing the long game.
Ad Blockers Are Eating Your Budget Alive
52% of U.S. internet users now use ad blockers. Two years ago, that number was 34%. It’s climbing fast. That means more than HALF of the internet never sees your “highly targeted” Facebook or YouTube ads.
Most brands pretend this stat doesn’t exist. They keep throwing cash into the void, hoping a few clicks will justify the spend. But the smartest marketers are already shifting gears—because they know ads alone won’t cut it anymore.
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People Trust a Random Internet Stranger More Than Your Ads
- 60% of consumers trust influencers over traditional ads.
- Only 3% of consumers actually trust celebrity endorsements.
Let that sink in: Sometimes, a college student filming a 15-second TikTok review in their car has more influence than a million-dollar ad campaign starring a Hollywood A-lister.
Why?
Because people trust people—not polished, corporate marketing.
This is why influencer partnerships are dominating. It’s why brands investing in social media content marketing are thriving. The most effective ads today don’t feel like ads at all—they feel like conversations, recommendations, and content people actually want to engage with.
Brand Trust is the Only Reason People Are Buying
77% of consumers prefer buying from brands they already follow. So, if you’re not building an audience, you’re burning money.
This isn’t some temporary shift—it is how the game works now. Brands that invest in audience-building, real engagement, and trust-based marketing will win.
Everyone else will keep running ads no one sees, wondering why their ROI keeps shrinking.
Brands Are Thriving without Ads (And Why You’re Not One of Them Yet)
If paid ads were the only way to build a brand, Nike, Tesla, and Duolingo wouldn’t exist. And yet, here we are—watching them rake in billions while most brands are out here throwing money at ads no one even sees.
Look… you don’t need paid ads to win. What you need is a brand people actually care about.
Nike: The Brand That Lets Its Customers Do the Talking
Nike doesn’t need your TV time, Facebook ad, or YouTube pre-roll. They have millions of real people doing their marketing for them for free.
- Their user-generated content campaigns are legendary—#JustDoIt isn’t just a slogan, it’s a movement.
- Athletes, sneakerheads, and everyday runners flood social media with their own Nike content, making it the most natural social media content marketing strategy in the game.
- They don’t scream “BUY OUR SHOES.” They let their audience flex their own success stories—with Nike in the frame.
No wonder they’re everywhere without overspending on ads.
$700B Tesla
No Super Bowl ads. No influencer sponsorships. No “BUY NOW” banners flashing in your face.
Tesla barely spends a dime on marketing. But everyone knows who they are.
How?
- They create viral content without lifting a finger.
- Elon Musk tweets something unhinged → news outlets pick it up → free global attention.
- Tesla fans spread the hype for free—whether they love the cars or love to hate them.
Tesla turned its customers into its sales team. They don’t run ads—they run a cult. And it works.
Duolingo: The Green Owl That Took Over TikTok
Brands are out here spending millions on polished, high-production social media ads. Duolingo just sh*tpost on TikTok. That’s it. That’s the strategy.
Their owl is a menace. They comment on trending posts, roast users, and jump on every viral moment. They don’t “sell” the app—they make people want to be part of their ridiculous social media presence.
And guess what? It worked. Their TikTok account blew up, and their audience skyrocketed.
Why You’re Still Paying for Ads (And Why It’s Not Working)
Nike, Tesla, and Duolingo aren’t unicorns. They just understand one thing: people engage with people, not corporate garbage.
So, why isn’t your brand pulling this off?
- You rely too much on traditional ads. But internet users now block them.
- You’re not giving people something to engage with. Viral content creation is about showing up where people actually spend time and being part of the conversation.
- You treat social media like a billboard instead of a two-way conversation. If your “strategy” is posting polished product shots and hoping people care, you’ve already lost.
- You’re playing it too safe. The biggest brands lean into bold, ridiculous, and ultra-relatable social media audience retention tactics.
Ok, But How Do You Win without Ads?
Now, ads are getting blocked, ignored, and hated—yet some brands are out here winning without overspending on paid ads.
What’s their trick?
It’s not luck. It’s not a secret. It’s just better marketing. Here’s exactly how they’re doing it—and how you can, too.
Strategy 1: Influencer Partnerships That Don’t Feel Like Cheap Endorsements
Nobody believes LeBron James actually drinks Pepsi. That’s why celebrity endorsements are dying.
But you know who people do believe?
The small, hyper-niche influencers who actually use the products they promote.
60% of consumers trust influencers over traditional ads. And only 3% trust celebrity endorsements. Micro-influencers and niche creators sell better because their audience actually listens to them.
But here’s the real challenge: keeping track of influencer partnerships, measuring their actual impact, and making sure the content stays authentic.
With ZoomSphere’s Social Media Scheduler and Analytics tools, you can plan influencer collaborations, track engagement, and measure conversions without a mess of spreadsheets and DMs.
Strategy 2: User-Generated Content (UGC) That Makes Your Audience Sell For You
Want free marketing that doesn’t feel like marketing? Get your customers to do it for you.
Gymshark, and Lululemon let their customers market for them.
Customers flood social media with their own content, keeping the brand relevant 24/7.
Also, Lululemon runs entire campaigns with customer content, making their audience feel like insiders, not just buyers.
User-generated content campaigns work because people trust real customers over brands.
Strategy 3: Marketing with Memes (Stop Taking Yourself So Seriously)
Corporate-speak is dead. No one cares about your perfectly worded “brand mission.” You know what they do care about?
- Wendy’s Twitter roasting McDonald’s.
- Duolingo’s psychotic TikTok presence.
Brands that act like humans, not robots.
Duolingo built a 9M+ TikTok following with nothing but memes, chaos, and unhinged content.
Brands that use humor, embrace cultural moments, and interact like real people win the engagement game—without throwing ad dollars at it.
Strategy 4: Community-Driven Content = Built-In Loyalty
Here’s the ugly truth: if you’re not building a community, you’re just throwing content into the void.
The biggest brands today are already creating spaces where people want to belong.
- LEGO turned their fanbase into an entire UGC ecosystem.
- Glossier scaled a billion-dollar brand through customer-driven content.
- Fenty Beauty makes its customers feel like they’re part of the brand’s success.
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Strategy 5: Email Marketing—The $36 for Every $1 Secret No One Talks About
Social media rents you an audience. Email lets you own it. And yet, brands are still sleeping on email marketing.
Email marketing is 2x more effective at generating leads than social media and PPC. It generates $36 for every $1 spent.
You control who sees your content, when they see it, and how you nurture them. No algorithm changes. No ad blockers. Just direct, high-value marketing that actually converts.
You see, the brands winning today aren’t throwing money at ads. They’re building communities, creating content that matters, and making people WANT to engage with them.
The Ad-Free Social Media Cheat Code
Social media owes you nothing—and if you’re not playing by the rules it keeps changing, your content becomes invisible.
No, organic reach isn’t dead—it’s just a survival-of-the-smartest game. Some brands are hacking the system, while others are crying about how “the algorithm is unfair.”
The difference is, they know what actually works.
Understanding the Algorithm (So It Doesn’t Kill Your Reach)
Social media isn’t out to get you. It just wants engagement. And if your content isn’t getting that? Good luck showing up anywhere.
- Instagram’s latest update: More short-form videos from strangers, less static content from people you follow.
- Facebook: Prioritizing groups, discussions, and meaningful engagement—not brand pages shouting into the void.
- TikTok: If you’re not posting consistently and hooking viewers in the first 3 seconds, your content is dead on arrival.
Adapt, or disappear. Brands that get social media work with the algorithm, not against it.
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Short-Form Content—Because Attention Spans are Really Short
73% of consumers prefer short-form videos for brand content. Videos under 60 seconds outperform longer content in engagement, shares, and reach.
So, if your content isn’t short, fast, and addictive, nobody cares.
- TikTok Reels > Your Blog Post.
- Instagram Stories > Your Perfectly Designed Carousel.
- YouTube Shorts > Your 15-Minute Deep Talk.
And yet, most brands still don’t have a short-form content strategy.
Why? Because they think polished = good marketing. It’s not.
Only raw, fast, and engaging wins.
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Controversy = Attention (And Brands That Get This Are Winning Hard)
Most brands are terrified of having an opinion. And that’s why no one remembers them.
- Nike took a stand with Colin Kaepernick. Twitter exploded. Sales skyrocketed.
- Ben & Jerry’s constantly speaks on political issues. Their core audience is more loyal than ever.
- Liquid Death’s entire brand is built on mocking the bottled water industry—and it’s working.
Being vanilla gets you ignored. Having a real, bold, “this is who we are” brand voice gets you noticed. Seth Godin said it best: "Marketing is no longer about the stuff that you make, but about the stories you tell."
If your brand has no story, no opinion, and no personality—you don’t have a brand.
Create a Viral Marketing Campaign without Forcing It
Viral content isn’t luck. It’s knowing what makes people want to share something.
Here’s the formula:
- Short, punchy, and relatable
- Emotionally charged—funny, shocking, or controversial
- Feels native to the platform (not a repurposed LinkedIn post on TikTok)
- Posted consistently—because one viral hit doesn’t mean sustained growth
The brands crushing it right now are not “going viral” by accident. They’re engineering moments that make people hit ‘share.’
Brand Storytelling—Facts Don’t Sell, Stories Do
Nobody wants to hear:
"We are committed to innovation, quality, and customer satisfaction."
You know what works instead?
A brand story that actually means something.
When you nail your brand storytelling on social platforms, people become part of your brand.
Look, social media doesn’t owe your brand any thing. The brands winning without ads are the ones understanding the algorithm, creating viral content, leveraging short-form, and building a brand that actually matters.
So what’s the move?
Stay forgettable—or start playing the game the way it actually works.
So, is Advertising Really Dead? (And What Happens Next?)
Ads aren’t dead. Stupid marketing is.
Yet, brands keep throwing money at ads that no one sees, acting surprised when their ROI looks like a dumpster fire.
If your strategy still revolves around “targeted” display ads that get blocked, ignored, or skipped in under 2 seconds, congratulations—you’re actively paying to be invisible.
The truth is, brands who don’t build trust and engagement NOW will be irrelevant in three years.
So what happens next?
That depends on which side of marketing history you want to be on.
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Another week has passed, and we're back with the latest scoop on social media news! Platforms are rolling out fresh updates (as always), so we’ve summarized everything you need to stay ahead.
What’s new on Instagram?
More New Fonts for Stories
It feels like we’re updating you about new fonts almost every week, but here we go again. Instagram is reportedly working on another batch of fonts for Stories. But hey, we’ll take whatever we can get to better match with our branding!
DM Upgrades: Scheduled Messages & Better Translations
Instagram has also rolled out a big update to DMs, adding features like scheduled messages, improved translations, and the ability to send music directly in chats. Now, you can better plan your responses in advance, and international conversations just got a whole lot easier.
Testing Comment Downvotes
Instagram is also experimenting with comment downvotes, a feature you might recognize from Reddit. Adam Mosseri later hopped on Threads to clarify that these are not meant to be dislike buttons but rather a tool to surface the most relevant comments.
What’s new on Threads?
Limiting Post Replies
Threads is testing the option to restrict replies to just your followers. This could be a great feature for brands wanting more control over conversations and a way to reduce spam and trolling in the comments.
What’s new on Facebook?
Livestreams Will Be Auto-Deleted After 30 Days
Big change incoming—Facebook will now automatically remove livestreams after 30 days. Make sure to download and repurpose your live content before it disappears!
What’s new on TikTok?
Expanding Live Shopping to More Countries
Rumor has it that TikTok plans to expand its live shopping feature to more countries. If you're in the B2C segment, we recommend keeping an eye on how e-commerce trends shift on the platform.
‘Most-Loved’ Tag for Shop Items
Speaking of TikTok Shop, they’re also rolling out a “Most-Loved” tag, highlighting popular products. This could boost product discoverability and credibility.
Highlighting Music Industry Impact
TikTok just released a new report showcasing its influence on the music industry. If you work in music or influencer marketing, this is definitely worth a read.
What’s new on YouTube?
Testing Voice Replies in Comments
YouTube is experimenting with voice replies in the comments section. This could open new engagement opportunities, making it easier for brands and creators to interact with audiences in a more dynamic and personal way.
What’s new on LinkedIn?
New Newsletter Metrics
LinkedIn is rolling out expanded analytics for newsletters, giving brands deeper insights into audience engagement. Use these insights to refine your newsletter content and improve performance.
Guide to Live Event Marketing
If you’re running events on LinkedIn, they’ve also just dropped a new guide on maximizing performance before, during, and after your event. Make sure to give it a read!
What’s new on Bluesky?
Reply Controls & Profile Search
Bluesky users can now control who replies to their posts and search through profile content more easily.
What’s new on X?
Grok Standalone App Now Available on iOS
Remember how we teased the Grok standalone app? It's now available on iOS!
Grok is X’s AI chatbot—think of it as ChatGPT, but with Elon’s twist. Now, you can access it without needing to go through X—just open the app and chat away!
Google Expands AI Image Generator
Google is rolling out its AI-powered image generator, Whisk, to more than 100 new countries, giving marketers new creative opportunities for visual content creation.
BuzzFeed Eyes a Social Media Platform
BuzzFeed is reportedly working on launching its own social media platform with a focus on fostering a more positive online space.
That’s a wrap on this week’s updates! Stay tuned for more social media news next week.
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Your ads are spotless.
The visuals? Cinematic.
The tagline? Sharp enough to cut glass.
You’ve ticked every marketing box with military precision—and yet, your audience scrolls past like it’s last week’s leftovers. Here’s the uncomfortable truth: perfection doesn’t sell anymore. Behind-the-scenes content does.
People aren’t buying into airbrushed ads; they’re buying into you. The unfiltered, slightly messy, brutally honest version. The version that shows what’s really happening behind that shiny brand logo.
60% of consumers trust user-generated content over your high-budget ad spots, and that’s because authenticity is the currency of attention.
So, if your flawless ads are flopping, maybe it’s time to stop staging perfection and start showing the real stuff.
Why Polished Doesn’t Mean Profitable
Your ads are so perfect they could be framed and hung in a gallery. But look, no one cares. All that high-gloss, over-produced, corporate-approved perfection is killing your engagement faster than you can say “jack.”
Brands used to believe that polished means professional, and professional means trustworthy.
But in today’s world, polished means ignored. Consumers aren’t impressed by your cinematic drone shots or million-dollar campaigns. They’re exhausted. Bombarded with ads that scream “Look at us!”, they’ve mastered the art of scrolling right past.
In fact, display ads, email campaigns, social media, and paid search have all failed to crack even a 1% response rate. Yes, you read that right—one percent. Meanwhile, direct mail, the dinosaur of marketing, outperformed them all.
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Sometimes, Perfection Backfires: Bud Light’s $15 Billion Blunder
If you need a crash course on how a “flawless” ad can explode in your face, look no further than Bud Light’s 2023 campaign.
They tried to align with modern inclusivity by partnering with a transgender influencer.
Admirable? Sure.
But the execution felt as authentic as a gas station sushi roll. Their core audience wasn’t buying it—literally. The result was a 25% plunge in sales and a $15 billion market cap loss.
You see, consumers don’t just want you to be woke; they want you to be real. If your message feels forced, they’ll sniff it out FAST!
The Death of the Glossy Ad: What Consumers Really Want
Today’s audience, especially Gen Z, isn’t just looking for luxury brands—they’re looking for authentic brand storytelling. They don’t trust your staged perfection. They trust behind-the-scenes content, the messy, unfiltered moments that feel human.
Why?
Because 60% of consumers believe user-generated content is the most authentic and influential factor when making a purchase decision.
Gen Z grew up online. They’ve seen the filters, the photoshop, the scripted ads. They’ve also seen brands blow up by keeping it real—lo-fi, relatable, unfiltered content that speaks their language and plays by their rules.
Your Ad is Perfect. And That’s the Problem.
You don’t need to be perfect. You need to be believable. The brands winning today aren’t the ones with the biggest budgets—they’re the ones that know how to look imperfect on purpose.
Because let’s be honest: no one’s falling for your flawless act anymore.
The Rise of Behind-the-Scenes Content: Why Raw Wins
Those days when high-budget, cinematic ads were the crown jewel of marketing are dead. While billion-dollar brands are still busy flexing their drone shots and studio lighting, lo-fi, behind-the-scenes content is quietly steamrolling them—and no, it’s not a fluke.
Lo-Fi Ads
Let’s talk about Fenty Beauty. While other brands were out here burning cash on glossy campaigns, Fenty went lo-fi. Their content looks like it was shot on an iPhone—because it was. No million-dollar sets, no polished scripts, just real people showing real products in real life. Their engagement rates went through the roof, especially with Gen Z, who can smell a corporate script from a mile away.
And Fenty’s not alone. This is a full-blown consumer rebellion against polished fakery.
Why People Crave the Messy Stuff
- Perfection Is Suspicious: When everything looks too good, people assume you’re hiding something. That flawless ad doesn’t scream “trustworthy.” It screams “what’s the catch?”
- Relatability Beats Perfection: Consumers want to see the messy, unfiltered reality behind your brand. Authentic brand storytelling isn’t about perfection—it’s about being human. Flaws, bloopers, and all.
- Trust Isn’t Bought, It’s Earned: Behind-the-scenes content strips away the façade and shows the people behind the logo. That’s what builds brand authenticity in advertising—and trust is the only currency that matters.
Glossier’s Success with Employee-Generated Content
Let’s take a look at Glossier.
They didn’t build a cult following with high-production ads. Nope.
They handed the mic to their employees and customers. Real people, sharing real experiences. No filters, no scripts. Just employee-generated content that felt like a conversation, not a sales pitch. They are now a brand that people don’t just buy from—they believe in.
Look, your polished ads aren’t failing because they’re bad. They’re failing because they’re too good. People don’t want to be sold to—they want to feel like they’re part of the story. And if you’re not showing them the messy, behind-the-scenes reality? They’re not buying it.
Real-World Marketing to Gen Z: When BTS Content Stole the Show
Gen Z have seen enough “influencer” endorsements and airbrushed campaigns to last a lifetime.
What actually works?
Content that’s as raw and unfiltered as their TikTok feeds. Brands that pull back the curtain, show the bloopers, and say, “Yeah, we’re human too.”
1. Levi’s “Buy Better, Wear Longer”
Levi’s could’ve gone the typical route—models in perfectly lit studios, strutting their eco-friendly denim down some immaculate runway. Instead, they handed the mic to real people. Employees, customers, and activists talking candidly about sustainability, fast fashion, and why buying better is a necessity.
And guess what? It worked.
Gen Z, notorious for sniffing out corporate B.S. from a mile away, actually listened. Engagement spiked because the campaign wasn’t just about selling jeans; it was about starting conversations. Levi’s showed that transparent advertising campaigns are essential.
2. Nike’s “You Can’t Stop Us”
Nike didn’t just drop another ad during the pandemic—they dropped the mic. “You Can’t Stop Us” was packed with employee-generated content and clips submitted by regular people around the world. No scripts, no retakes—just raw, unfiltered stories of resilience and unity.
And it hit hard. The ad went viral because it wasn’t pretending to be perfect. It was messy, emotional, and unapologetically real. This is customer engagement through storytelling at its finest—stories that don’t talk at you, but with you.
3. Aerie’s #AerieREAL
Aerie said, “Screw Photoshop,” and the world noticed. Their #AerieREAL campaign featured models of all body types—unretouched, unfiltered, and unapologetically themselves. No smoothing out skin, no slimming down waistlines. Just authentic brand storytelling that made people feel seen.
And what happened?
Their social media engagement tactics went mind-blowing. Sales shot up, and suddenly, Aerie became a movement.
Why BTS Content Works
- Transparency Builds Trust: When brands drop the polished façade and show the messy middle, it signals authenticity. And trust? That’s what keeps people coming back.
- Relatability Over Perfection: Gen Z doesn’t want to see a perfectly scripted, corporate-filtered version of your brand. They want to see you. Transparent advertising campaigns don’t just tell people what your brand stands for—they show them.
- It’s Not Just Talking, It’s Listening: As Doug Kessler puts it, “Traditional marketing talks at people. Content marketing talks with them.” BTS content feels like a conversation, not a lecture.
When Flawed Marketing Goes Too Far: The Danger of Fauxthenticity
You’ve seen it. That ad where a brand tries way too hard to be relatable. Slapping on some cringe slang, awkwardly partnering with influencers who clearly don’t care, or staging “candid” moments so fake they make reality TV look authentic. This isn’t authenticity—it’s fauxthenticity, and consumers can smell it from a mile away.
Fauxthenticity: The Fast Track to Losing Trust
Here’s the thing: people demand authenticity. When your brand tries to force it, you’re nuking your credibility. Cognitive dissonance kicks in the moment consumers sense a gap between what you say and what you do. That uneasy feeling erodes trust faster than a bad Yelp review.
Pepsi’s Kendall Jenner Ad—A Masterclass in Missing the Point
Remember Pepsi’s infamous 2017 ad with Kendall Jenner?
Of course you do, because it’s been immortalized as a what-not-to-do in marketing. They thought they were tapping into the pulse of social justice. Instead, they trivialized it, reducing protests to a backdrop for selling soda. The backlash was swift, brutal, and global. Pepsi yanked the ad, but not before their brand took a beating.
Lesson: If your emotional branding techniques feel like they’re coming from a boardroom and not from real empathy, your audience will drag you for it.
The $611 Billion Problem
And it’s not just about PR disasters. Poorly targeted digital marketing campaigns in the U.S. are bleeding $611 billion annually. That’s the cost of brands trying to fake connection instead of investing in customer engagement through storytelling that actually resonates.
How to Avoid Being THAT Brand
- Stop Acting, Start Listening: If you’re forcing slang or awkward partnerships, you’re not connecting—you’re pandering.
- Use Real Voices: Your customers can tell when you’re using a script. They want visual content marketing that feels like a conversation, not a commercial.
- Mean What You Say: If your message and your actions don’t line up, consumers will call you out faster than you can say, “But we’re just trying to be relatable!”
You see, if you’re not being real, you’re being irrelevant. And irrelevant brands flop.
How to Fix Your Failing Ads
In the relentless pursuit of authenticity, some brands trip over their own shoelaces, landing face-first into "fauxthenticity."
But here’s the good news—you can fix them. And no, it doesn’t require a bigger budget or a fancy agency. You just need to stop pretending and start showing the raw, unfiltered reality.
Step 1: Stop Talking At Your Audience
Your audience isn’t here to be lectured. They’re not sitting around waiting for you to drop the next perfectly polished slogan. They want a conversation, not a commercial.
Customer engagement through storytelling is how to get people to actually care about your brand.
“Actually talk to your customers. Use the language that they use. Talk about the things they talk about. Never feed salad to a lion.” Jay Acunzo, Author and Speaker
So, if your audience is into streetwear, stop sounding like a press release. If they love memes, learn the damn memes. And if your brand has nothing to do with any of that, don’t force it.
People can smell fake from a mile away.
Step 2: Show the Process, Not Just the Product
Look, stop obsessing over the final product and start showing how you got there. People don’t just want to see the polished commercial—they want to know what’s behind it.
Ben & Jerry’s nailed this. They don’t just sell ice cream—they show you how they source ingredients, make ethical decisions, and engage in social causes. Their behind-the-scenes marketing strategies make you feel like you’re part of something bigger than just dessert.
Step 3: Partner with Influencers Who Actually Care
Slapping a celebrity on your ad doesn’t mean people will care. In fact, they probably won’t.
Why?
Because it feels disconnected.
Instead, lean into influencer collaboration with people who actually give a damn about your brand. Micro-influencers with smaller but fiercely loyal audiences often outperform big names because their followers trust them.
Think about it: when was the last time you bought something because a mega-celebrity told you to?
Exactly.
Step 4: Make It Interactive or Get Ignored
If your content feels like a monologue, you’re doing it wrong. People don’t want to just watch—they want to participate. That’s where interactive content marketing come in.
- Run polls.
- Create quizzes.
- Open real-time feedback loops.
Let your audience talk back. The more involved they feel, the more they’ll stick around—and the more they’ll trust your brand. This isn’t just about engagement; it’s about building a community.
Get Real or Get Lost
Your ads aren’t failing because you didn’t spend enough money or hire the right creatives. They’re failing because they’re too polished, too scripted, and too disconnected from reality. Visual content marketing trends are shifting towards raw, honest, and interactive content.
So stop faking it. Behind-the-scenes marketing strategies are the new standard. If you’re not ready to show the messy, unfiltered side of your brand, don’t be surprised when your audience scrolls right past.
Because in today’s world perfect is boring. And boring brands don’t last.
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