Piensa en grande 2bLatam
One of 2bLatam’s fields of action is digital communities. Its almost ten years of experience in working with different content platforms, allows them to support emerging creators and experts to reach their audiences more effectively. This is how creators can expand their business, get more revenue and grow in an orderly and optimal way.Arturo Yépez, CEO of 2bLatam, and Jorge Alejandro Fegan, director of the Talent area, explained the concepts of digital community, its characteristics and scope. “The digital community is the conglomerate formed by creators, audience and content, and it is this ecosystem that is growing around interests and trends” Arturo points out. “Without audience there are no creators, without creators there is no audience, and without content there are neither creators nor audience”.precisely the term community alludes to a group of people who somehow feel they belong. “That is, I am part of a community that is interested in a type of content. By being part of the community I have a relationship with this creator, I am not only his fan, but I interact with him and, in turn, he with me. I can interact with other followers, users, people who share my interests. The member of a community is more than a follower,” explains Jorge. The work revolves around optimizing all the elements that have to do with content and the best practices of each platform, so that it reaches the audience in an optimal way. “What we do within 2bLatam is to understand the digital community that a creator is focusing on in order to help them reach it in a better way so that they can grow their digital business. The goal is for creators to offer valuable content to the audience, in an efficient and optimal way, so that they can add value to the community,” Arturo adds. It works differently with brands, Arturo and Jorge point out, because in the world of digital platforms the key is that the audience believes the people who transmit their message. “That is why the influencer marketing business has grown so much, because brands entrust the communication of their message to the digital creator, who has his own community and recommends the consumption of a specific brand.” They add that the paradigm shift lies in capitalizing on the investment made by the brand in building its own community. In this model, brands invest in growing their community, instead of putting all their resources into other content creators’ audiences and digital advertising. “So, you are no longer just the influencer or the digital creator who recommends you to consume brand X, but brand X offers valuable content to that community of creators,” Arturo says.
