Why You Should Care About Organic Social Media.
3 minute read…
You might have heard the term ‘organic social media’ — it feels like a trending topic in today’s marketing space and one that many people are talking about. But what do we really mean by it?
Organic social media is defined by Sprinklr as ‘the expansion of your brand's reach, engagement and following on social channels without relying on paid advertising’. Simply put, organic social media relies on the natural growth of platforms through creating engaging content and building brand credibility. While paid media offers more immediate visibility and reach, organic growth offers sustainable, cost-effective results to grow your brand with genuine, long-term relationships with your audience.
“87% of Gen Z and Millennials have made a purchase in the last 12 moths based on an organic social media post from a brand.” — Social Media Consumer Report, FlightStudio.
So why is it so important? We believe organic social media is like your spokesperson when you’re not in the room. It’s a powerful tool to connect, converse and convert. No longer is social media just a digital billboard. If you can deliver the right content styles, jump on the latest trends and keep in line with the algorithm, you will be able to fast-track community, grow your reach and build an authentic brand platform.
While paid posts or ads will gain clicks in the short term, organic growth offers a longer-term brand building. Here’s my insight; personally, I’d be less inclined to purchase something if it felt like an advert. Whereas, if it were an unpaid, organic post, I would feel a greater sense of trust towards the brand.
In recent weeks, we’ve had multiple conversation with clients about the importance of their brands online presence. What’s key, however, is that the social media equation doesn’t stop at simply having an existence on these platforms. A polished graphic or a still image will not suffice anymore. The next step is to utilise the fast-changing algorithm, leverage different content styles and embrace the latest trends to grow your audience and expand your visibility.
Note: For more info, you can find our full social media credentials at the bottom of this page.
So, what should you be thinking about right now?
1. Identify a strategy:
While the social media landscape is an ever-evolving space, it’s important to immerse yourself in understanding what is working for your brand’s social media and why. It might be making humorous TikTok’s to promote your product, or thinking outside the box and trying a new content style, or understanding which of your audience types use which platform. It’s essential your brand has a strategy in place to grow one these platforms.
A recent case study: Strategy Meets Socials — VJJ Health
We are currently working with women’s vaginal health brand, VJJ Health. An important aspect of their work is breaking the taboo around the conversation around vaginal health. Therefore, as part of their social media strategy, we are delivering different types of informative content. We decided to hit Carnaby Street and create vox pop style videos, asking people on the street questions like ‘how comfortable are you talking about your private parts?’ and ‘can you list any symptoms you might experience with a UTI?’.
In doing this, we were able to create trending style content whilst simultaneously engaging the public (and online audience) in the taboo topics. By normalising these discussions both online and with the public, VJJ Health effectively position themselves as leaders in promoting an open dialogue about women’s vaginal health - enhancing awareness and driving brand advocacy.
2. Understand your audience and what they want to see:
A recent report suggests that 70% of people who follow brands, have explicit plans to purchase from them. This highlights the significance of two things:
Your followers are waiting for you. And therefore, consistency is key. Your brand needs to keep showing up. Post regularly and maintain a good momentum!
Create content that resonates with your audience’s interest. Find our what they are talking about and take note of posts that do well, you can tailor your content strategy to deliver what your audience finds most valuable and engaging.
To summarise, organic social media serves as a tool beyond just brand promotion. It allows your brand to engage in meaningful conversations, showcase authenticity and build genuine relationships with your audience. If you are looking to drive growth and visibility, organic social media is your strategy.
