X Marketing Success and Failure: Why Brand Humanization Matters

    Have you ever wondered why some brands feel like a friend in your feed, while others feel like a robot trying to sell you something? Chapter 6 of my marketing textbook introduces the power of social media marketing on X (formerly Twitter), highlighting successful case studies like Sesame Street, McDonald's, Hoka, and Wendy’s. Their common thread? They all focus on brand humanization—actively participating in trending conversations as if they were just another user. This strategy aims to build genuine rapport, but as I’ve observed, it's a high-risk, high-reward game. 

    This idea of continuous engagement with consumer conversation is just as important in Korea. Samyang Foods, the company behind the widely popular Buldak Ramen, is a perfect example. They successfully initiated a “Delicious Buldak Ramen Eating Contest” on X. This simple, engaging event generated significant participation and conversion because the company consistently joined the conversation and didn't just broadcast a message. Their success proves that marketing on X thrives when the brand is a genuine, active participant in the community.

    However, the case studies also show the dangers of this approach. Some Korean companies, such as Bibigo and LG Household & Health Care, have struggled with their social media presence. Their missteps often involve the inappropriate use of slang or simply failing to understand the core persona and culture of the platform’s active users. X users expect authenticity and quick wit; an inauthentic or corporate-sounding voice can lead to instant backlash and marketing failure. The key takeaway is that you cannot simply copy and paste a marketing strategy from one platform or even one country to another.

    Social media marketing offers the significant benefit of allowing brands to communicate with consumers at the closest possible level. It enables immediate feedback and relationship building. But this closeness is a double-edged sword. As my studies and real-world observations confirm, every interaction is a reflection of the brand’s understanding of its audience. The failure of companies that misuse slang or misunderstand the platform’s unique culture teaches us a crucial lesson: Marketing on X requires meticulous attention to the platform’s specific language and user expectations.

    Therefore, the ultimate efficiency of X marketing isn't just about having new features; it's about the consistent and careful application of brand humanization. Brands must stay actively involved in consumer dialogue, ensuring their voice is appropriate, relevant, and authentically integrated into the existing trend, or they risk failing to achieve any meaningful conversion.