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Orkut: Brazil’s First SOcial Networking experience

When we think of social networking, the most popular social networking platforms that come to mind are Facebook, X, Instagram, TikTok, and YouTube.

Not Orkut. Personally, I have never heard of Orkut. Have you?

What Was ORkut?

Orkut was a social network site named after Orkut Büyükkökte, a previous Google employee, that was launched in 2004. “The original purpose of Orkut was for users to find communities through key word search, including titles, description, and browsing through other users’ memberships” (Mahoney & Tang, 2016, pg. 191).

How did Orkut successfully use the marketing action plan?

Orkut effectively leveraged smart marketing strategies centered around exclusivity, community, and word-of-mouth engagement.

At first, Orkut used an invitation-only system to launch, creating a sense of exclusivity, as not everyone could immediately join. “Orkut also carried a high prestige factor due to its invite-only membership list. Being a member of the social networking site meant that you were well connected in the technology realm” (Mahoney & Tang, 2016, pg. 191). This exclusivity strategy helped Orkut to position itself within a tech savvy community.

Who doesn’t love a personal invitation to join a social media network?

Orkut put its focus on more than just friends, Orkut put its focus on creating an online community. “Most Orkut users are interested in finding classmates and friends, by joining online schools, workplaces and residential street groups” (Kugel, 2006). Orkut provided user-generated growth by allowing its users to form interest-based online groups.

Who doesn’t love being provided a space to express your authentic self and build meaningful relationships within an online community?

Orkut used word-of-mouth by having users invite other users.

“In 2012, Orkut reached its peak popularity with 30 million users” (Feigenbaum, 2014).

A fast growing social media network.

What areas did orkut fall short?

Orkut fell short because it failed to evolve with the ever changing consumer needs and technological innovation. “When Orkut stopped meeting the needs of the culture and audiences, they lost their consumers and were eventually replaced by other culturally appropriate cross-platform social media endeavors” (Mahoney & Tang, 2025, pg. 191). Orkut’s downfall occurred from its inability to align with emerging marketing trends. Such trends like mobile applications and advancements of features.

How did Brazil’s Culture Shape orkut’s Brand Experience?

Brazil’s culture is one deep rooted in strong family connection and a sense of community. “The parent-child relationship is typically characterized by affection and warmth rather than authority” (Scroope, 2018). This cultural emphasis translated naturally to Orkut. “In addition, the culture holds a high affinity for digital and social media, where cell phones outnumber people” (Holmes, 2013).On Orkut, users got to build relationships and communities in preference to own individual interests on social media. An extension of how Brazil prioritizes togetherness and social media.

Tailoring Orkut to a specific culture is one lesson we can take out of this once successful social media networking site.

References

Feigenbaum, G. (2014) Brazil to Google: please don’t close our beloved Orkut. Available at http://www.vocativ.com/tech/internet/brazil-google-please-dont-close-beloved-orkut/ (accessed June 8, 2016).

Holmes, R. (2013) The future of social media? Forget about the U.S., look to Brazil. Available at http://www.forbes.com/sites/ciocentral/2013/09/12/the-future-of-social- media-forget-about-the-u-s-look-to-brazil/#532f4c362 71c (accessed June 8, 2016).

Kugel, S. (2006) A web site born in U.S. finds fans in Brazil. Available at http://www.nytimes.com/2006/04/10/technology/10orkut.html?pagewanted=all&_r=0 (accessed June 8, 2016).

Mahoney, L. M., & Tang, T. (2016). Strategic Social Media: From Marketing to Social Change. Wiley Global Research (STMS). https://mbsdirect.vitalsource.com/books/9781118556900

Scroope, C. (2018). Brazilian – Family. Cultural Atlas. https://culturalatlas.sbs.com.au/brazilian-culture/brazilian-culture-family