Is organic social media marketing dead? You’d think so with the way organic reach and engagement plummeted to abysmal levels.
Both Facebook and Instagram are seeing massive dips in organic engagement in the past years. These platforms intentionally favor paid marketing efforts.
With all these considered, is investing in an organic social media marketing strategy still worth it in 2023? The short answer?—Yes!
Social media is always evolving, updating algorithms, and going through trends. The challenge is finding a dynamic strategy that serves as a solid foundation for your campaigns.
In this article, we’ll focus on how your brand can build that foundation for your organic social media strategies. To recap, here are the basics.
What Is Organic Marketing?
Organic marketing is any marketing effort you don’t pay for. This means no sponsored content, no ads, and no boosts.
It’ll take more effort to reach your audience this way. But the long-term results are worth it.
Choosing organic marketing promotes authenticity and incentivizes brands to focus on creating engaging content. That’s not to say paid ads won’t be engaging.
Marketers have to balance out using paid marketing and organic social media strategies for a holistic campaign. Here are the key differences between the two:
Differences Between Organic vs Paid Traffic
Both organic and paid social media strategies serve a purpose. Each has its own advantages.
Use organic marketing to
- Show what your brand’s all about.
- Provide customer support.
- Position your brand’s authenticity.
- Express goals.
- Build a long-term foundation for your brand.
Paid marketing is best when:
- Reaching new audiences faster.
- Targeting a specific demographic.
- Boosting social media content.
- Remarketing to existing customers.
- Conducting pay-per-click campaigns.
Why Your Brand Should Have an Organic Social Media Strategy
Organic social media strategies provide brands with sustainable marketing efforts. Applying the best practices provides the following benefits:
Become a Brand Authority
Brands that become an authority in their niche are viewed as trustworthy. According to studies, customers are likely to purchase products from trusted brands.
It also makes your brand the “go-to” name in a certain niche. Luth Research suggests that customers favor organic campaign efforts over paid advertising.
Greater ROI Long-Term
Organic campaigns are made for the long haul. It builds the foundations of a sustainable marketing campaign and helps supports your sales funnel.
Think about it this way, social media is full of ads. Not everybody likes this aspect of social media. If you can provide value to your audience organically, you’ll also build your credibility.
The goal of using social media for brand growth isn’t just about converting leads into sales. It’s establishing your brand as an authority.
Greater Customer Engagement
Social media is the perfect place to communicate with your audience. Statistics show that 59.3% of internet users are on social media.
Brands have the option to automate responses but having a human touch to your conversations helps increase sales.
Engaging with your audience promotes a positive image. There’s a lot to learn if you take customer feedback into account. Both good and bad comments are an opportunity for growth.
Brands taking advantage of this can provide better value to their customers and show they care.
But despite the benefits, organic marketing comes with its own set of challenges.
Challenges of Growing Organically on Social Media
The landscape of organic marketing has changed throughout the years because of algorithm changes and evolving trends. But two factors remain a fundamental challenge for marketers.
Each year, social media becomes more saturated with brands competing for customers’ attention. This incentivizes some brands to use aggressive paid marketing.
Subject to Platform Changes and Trends
As mentioned earlier, marketers often feel like they’re at the mercy of platform changes and trends. The prime examples are Facebook and Instagram.
These platforms shifted their focus and favors paid advertising. You’ve got to put up a fight if you want a spot on your audience’s news feed.
But even with these changes, the following strategies have been tested and proven to promote the long-term growth of your brand’s social media presence.
Organic Social Media Strategies That Drive Long-Term Growth
Marketers shouldn’t be focusing on paid vs organic social media strategies. Both are valuable to the holistic growth of your brand online.
Use paid strategies to pull in new customers. Then use the following organic strategies to build relationships with your existing audience:
Focus on the Right Platforms
Social media users spend time on different platforms. Your brand needs to identify which ones your target audience spends time with the most.
If you’re not sure where to start, go look at your competitors. It’ll be a good indicator of where you can find prospects. Another option is to look at the statistics.
According to Pew Research data, 71% of U.S. adults aged 18 to 29 are on Instagram, 48% are on Tiktok, and 65% are on Snapchat.
Use SEO to Your Advantage
Search Engine Optimization (SEO) can be found in both Google and Social media platforms. Your brand should optimize for both when creating and publishing content.
A good practice is integrating your social media into your website. You can do this through social media plugins for WordPress or similar site builders.
Social media SEO is the platforms’ way of promoting positive user experiences. Marketers can tweak everything from the captions of your photos to your bio for better search visibility.
Here are a couple of tips to remember:
- Choose a username that includes a keyword from your niche.
- Naturally adding important keywords on product descriptions.
- Inserting trackable links back to your site
Post Consistently and At the Best Times
Scheduling social media posts is essential for both the algorithm and your audience. Your not just competing for news feed real estate from other brands but thousands of users as well.
To ensure that your posts get the most visibility, consider publishing them when the majority of your audience is online, improving your organic reach.
Create Content That Can Go Viral
Viral content is one of the best forms of organic marketing. It’s any post that has massive engagement and shares without any help from paid efforts.
The most viral are usually memes. Funny videos, photos, and especially things that are relatable.
Electronic word-of-mouth travels fast. Brands that learn how to create viral content can see huge improvements to reach and engagement, even beyond their target audience.
Regularly Engage With Your Audience
Engaging with your audience promotes personalization. If you engage with comments, suggestions, and reviews, your brand also helps with user-generated content (UGC).
As we all know, engagement is a key metric every brand has to focus on. Since we’re doing organic campaigns, engaging our audience is essential to growing our brand.
Create Evergreen Content
Evergreens are photos, videos, infographics, or any type of content users can go back to at any time. These are long-lasting pieces of content that can stand the test of time.
Examples of these are informational pieces, best practices, historical articles, or fundamentals.
If your content is evergreen and provides value, people will always go back to it. This can make your brand and authority.
Host Giveaways and Contests
Everybody likes free stuff. If your brand has giveaways and contests, it’s an effective way of improving engagement and reach.
You can even get a lot of new followers this way. For example, users who want to enter a contest are required to follow your account and tag their friends in the comments.
Join the Right Communities
Groups are a surefire way of gauging what your audience needs, their pain points, and more. You can offer your thoughts and solutions as an industry expert. But, never hard-sell products.
If you do, you can come off as inauthentic and only there to sell your products.
Balance Between Edutainment and Promoting Your Product
Educational content that’s also entertaining is an excellent way of promoting your product. Purely educational pieces can be boring and bland.
But if it’s disguised as a meme, it can be engaging, funny, and even go viral. Blending this together with product promotions helps increase your reach and organic engagement.
Actively Monitor Analytics to Improve
Monitoring your campaigns through analytics ensures that your brand goals are being met. If it’s not, then marketers can go back to the drawing board to better improve campaigns.
Analytics allows you to monitor metrics including reach, impressions, follower growth, and engagement rate.
Organic social media strategies help your brand establish its online presence. It’s sustainable, scalable, and supports your brand’s long-term success.
Here’s a rundown of what you need to know regarding organic marketing:
- Organic marketing helps your brand become an authority in its niche or industry.
- Because it’s a cost-effective and sustainable marketing effort, organic marketing generates greater ROI in the long term.
- Following organic marketing best practices improves customer engagement.
- When joining communities on social media, never hard-sell products. Instead, provide suggestions and solutions to the members’ pain points.
- Both organic and paid marketing efforts are needed for holistic social media growth.
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