The platform specialized in cherries was the first in the agricultural sector to venture into Tik Tok and became a reference for other websites in the agricultural sector.
Social media is the new way of communicating and Smartcherry is clear about that; the technical website specialized in cherry production has been a pioneer in the different social networks. To date, it has more than 11 thousand followers on Linkedin; more than 5 thousand on Facebook, almost 7 thousand on Instagram; and last year its Spotify channel was among the 5% of the most listened to science podcasts worldwide.
“We are at the forefront of everything that has to do with the way of communicating, not only on our web platform that offers a unique user experience, with technical content of the highest quality, events, podcasts, videos, contingency, but also in regards to social networks. We want to be where there are producers, people in the agricultural sector, specialists, who need to listen, learn and know more about cherry cultivation, and today social networks offer infinite possibilities to reach them, that is why we are innovating, researching and generating new content every day,” explained Jorge Tello, co-founder of the platform.
Smartcherry's latest launch was its Tik Tok channel, which immediately reached thousands of views and became a reference for the agribusiness.
“It is certainly a much more playful platform and as a Smartcherry team that represents a tremendous challenge for us, which is the creation of quality, entertaining, educational content that fits the trends of viral content, but without losing the content, the information, which for us as a technical platform is very relevant. At the same time, we are very proud to set a standard in the agroindustry with regard to the creation of dissemination channels… today we are everywhere and we continue to explore new tools for our followers,” announced Jorge Tello.
The boom of Tik Tok
Cristian Labarca, Director of Nlace and specialist in social networks, explains the importance of brands being present on these types of platforms.
“I started from the time of web 2.0 when brands started to join social networks and I feel that from that moment until now, basically the arguments remain the same; brands seek to be in the same space as people to show their products, services, news and connect with consumers and from that point of view, I think that Tik Tok creates an even greater challenge for brands,” the specialist explained.
Tik Tok has become the fastest growing social network; while it took Instagram 5 years to reach 1 billion active users, the new platform did it in just 9 months.
“That meant that things at the level of trends, of conversations, were happening on Tik Tok, before they happened on Facebook, Twitter has been more transversal in that sense, it continues to set the tone in terms of public opinion, it is still the smallest network, the one that does not grow, but it is the most influential due to the impact it can have, but nevertheless Tik Tok, being a platform that started from the playful, from 100% entertainment, was very quickly capturing hundreds of millions of users who joined to start watching this content and it became an active platform where all users are; in Chile, Tik Tok had a very important growth, in the pandemic and post-pandemic, where currently it is not only users of the generation Z who have a Tik Tok account, but where this network has grown the most is in adult users, who cannot necessarily generate content, but they do open Tik Tok as a way to entertain themselves and stay connected about things that are happening; and there Tik Tok's secret formula is to make the content addictive based on your interests, explained Cristian Labarca, Director of Nlace.
For this reason, Smartcherry wanted to be part of this platform, through technical content presented in an agile, simple, and playful way, always observing the trends that the platform presents.
“Companies always have to be where their consumers and users are, specifically each platform presents different opportunities to companies; in the case of Tik Tok for be to be companies, beyond entertainment, which was the first reason people started joining, it has increasingly become a source of knowledge; Tik Tok competes with Youtube, where more than 60% of users search for content for education, because they want to know about something,” Labarca added.
The Smartcherry phenomenon
Smartcherry was born in October 2019 and its growth has been incredible; to date it has more than 180,000 monthly visits to its web platform, with users in Chile and the world. Its big bet was to offer quality technical content about the cherry industry, free of charge, and in different formats. However, the success of the platform also lies in its image and the way it communicates its content.
“I really like the brand and the way Smartcherry communicates. I am not from the agricultural world, but rather from design and visual arts, and I see how to link these areas, which are naturally far from creativity, to the new generations, young entrepreneurs, to an audience more adapted to social networks, the way of communicating has to be different. Smartcherry starts with a refreshing proposal, a very innovative proposal, from the construction of the brand design, a flatter, more iconic design, to the visual tone of voice that it uses on social networks, that means that even if the content is not what I am looking for, I will be interested, because of how it is communicated. Smartcherry makes a union between agriculture, cherries, export, with new technologies, podcasts, videos, multimedia, social media and that connects younger generations and has a fresher proposal.” explained Martín González, Art Director of Agromarketing.
This explains the exponential growth that Smartcherry has had in less than 4 years; to date it has nearly 25 thousand followers on its social networks, who are constantly viewing, sharing and reacting to the content available on each platform.
“Smartcherry is very adapted to the new times, to the new generations, whether or not it has to do with its target audience, there is no place where you cannot like it or where the message cannot reach you. It perfectly covers and adapts to the new generations and to what other media are doing, with the advantage that Smartcherry has a fairly youthful tone, therefore it is understood by a wide spectrum of people and ages”, added Martin Gonzalez.
Creating and maintaining social media is a major challenge, as these platforms are constantly changing; it is necessary to stay abreast of the latest updates, trends, the emergence of new networks, etc.
“The technological, creative and production challenge is not minor, being on all these platforms is a lot of work, so congratulations to the Smartcherry team who have this challenge ahead of them and are doing it super well and it puts them at the forefront in the use of these platforms, being a very specific, niche medium, but which is managed super well at the digital and platform level and is present where the users are,” highlighted Cristian Labarca, Director of Nlace.
Pioneers and at the forefront, two concepts that are part of the DNA of Smartcherry, a platform that grows hand in hand with new technologies and trends.
