Una Maratona, Non Uno Sprint

Don’t Write Off Organic Social Media Just Yet!

With over 5 billion people on social media, and a decrease in organic reach YoY, it’s tempting to see organic reach as a lost cause. Yes, Facebook and other platforms prioritize paid content, but organic social media remains crucial for building brand loyalty and driving results. Think of organic social like that loyal friend who’s always there, even when times get tough. 🎗️

Why Organic Social Matters:

→ Visual Storytelling Builds Trust: Helps in establishing authentic connection with your audiences by providing a genuine look into the brand—expertise, values, and personality without the overt sales pitch often associated with paid advertising. Consider empowering your customers / brand advocates to share their experiences with your brand. Their unique perspective can add an authentic and genuine look to your content.

(Patagonia effectively builds trust through authentic visual storytelling. By showcasing customers in action and prioritizing environmental narratives, they’ve created strong connection with their audience, and a brand identity rooted in trust and shared values.)

→ Community Builder. Foster connections by sharing regular valuable content and actively engaging with followers—responding to comments and messages—are all key to building an engaged community of followers. This can lead to increased brand awareness, valuable conversions, and potential new prospects. Engaged communities often become brand advocates over time.

(Nike has successfully built a strong community, creating a sense of belonging and shared passion by inspiring athletes (and fitness enthusiasts) through athlete endorsements, user-generated content, and motivational messaging.)

(Sephora is another great example of a brand that excels at community building. By creating a dedicated platform, a social community where beauty enthusiasts can connect, share tips, and ask questions—Beauty Insider Community; and by encouraging user-generated content across social their socials, Sephora has fostered a loyal customer base through engagement, rewards, and a strong sense of belonging.)

→ Brand Awareness: Consistency is key, and organic posts help keep your brand top-of-mind; increasing brand visibility and recognition. While not everyone sees every post, it helps to establish brand identity and values over time.

(Netflix effectively showcases brand through its organic social content—creating engaging and entertaining posts, reels, behind-the-scenes content around popular shows; maintaining a recognizable aesthetic across all social platforms and a strong presence on social media.)

→ Complementing Paid Advertising: Organic content builds anticipation, familiarity and trust, making paid ads more effective.

(Starbucks strategically teases new drinks organically, building anticipation before paid campaigns launch. Coming soon teaser organic posted on May 8, campaign early July.)

→ Customer Care Champion: Your audience expects you / your brand to respond promptly and authentically to comments and messages.

(Zappos excels in customer care on social media. They consistently demonstrate their commitment to customer satisfaction, responding promptly and empathetically to inquiries and complaints. They’ve earned a reputation for exceptional service and cultivated a loyal customer base.)

→ Search Engine Saviour: Similar to traditional SEO, organic social posts can improve your visibility within platform search results. Relevant keywords and hashtags can increase your chances of being discovered. (More on social search in a future issue!)

The Bottom Line: By focusing on creating valuable, engaging content and building authentic connections, you can still make organic social media a powerful tool in your marketing arsenal.

Yours truly,

Di