Whether doom scrolling on TikTok, posting dog pictures, or seeing the news as it happens, organic social media is something we use and consume every day.
As a business, harnessing the power of social media is essential for marketers. And it’s free.
In this blog, we’ll explore the benefits of organic social media and blending organic and paid social media for omnichannel success.
1. What is organic social media?
2. The benefits of organic social media
3. When is organic social media worth using?
4. Balancing organic and paid social media
What is organic social media?
Organic social media refers to the content that a business posts on its social media platforms that hasn’t been paid for.
A good rule of thumb is if the post doesn’t say “sponsored” or “promoted” in the top corner, it’s an organic piece of content and can include content like:
- Posts and updates: Regularly sharing content such as text updates, images, videos, articles, and stories on platforms like Facebook, Instagram, Twitter, LinkedIn, and others.
- Engagement: Interacting with followers through likes, comments, replies, and shares. This interaction helps build relationships and fosters community.
- Community building: Creating and nurturing a community by encouraging discussions, answering questions, and responding to feedback.
- Brand storytelling: Sharing stories and content that reflect the brand’s voice, values, and personality, aiming to connect authentically with the audience.
- Hashtags and tags: Using relevant hashtags and tagging other users or brands to increase visibility and engagement within the social media ecosystem.
- User-generated content: Encouraging and sharing content created by users or followers that relates to the brand can enhance credibility and trust.
Essentially, organic social media relies on the authentic interactions that develop over time between a business and its audience, without the amplification of paid advertising.
The benefits of organic social media
Organic social media brings lots of benefits for businesses and individuals who want to create a strong online presence and build genuine connections with their audience.
1. You don’t have to spend money
Organic social media is free. In fact, to build an organic social media strategy, all you need is time and creativity.
Your organic strategy, if done right, can yield substantial returns in terms of engagement and brand awareness without the expense of paid advertising.
2. You get authentic engagement
Organic social media allows you to interact with your audience in a more authentic and personal manner. By engaging directly with followers through comments, replies, and shares, you build trust and loyalty with those on the other side of the screen.
Genuine interaction leads to stronger relationships and a more engaged community.
3. You can build a brand and personality
Through organic social media, you can showcase your brand’s voice, values, and personality. Consistent, high-quality content helps establish a distinctive brand identity and fosters a connection with the audience.
Authenticity is crucial for building a recognisable and relatable brand.
4. You can build long-term relationships
While paid social media can drive immediate results (because you’re paying to show up on people’s feeds rather than letting the algorithm naturally show you), organic social media focuses on long-term relationship building.
Consistently providing valuable and relevant content means you can nurture your audience, leading to sustained engagement and a loyal customer base.
5. You can see enhanced customer insights
Organic social media provides valuable insights into customer preferences, behaviours, and feedback.
By monitoring engagement and interactions, you can gain a deeper understanding of their audience, allowing for more informed decision-making and tailored content strategies.
6. You can improve SEO
Active engagement on social media can indirectly benefit your business’s search engine optimisation (SEO).
High-quality content that attracts engagement can drive traffic to the company’s website, and positive social signals (likes, shares, comments) can contribute to improved search engine rankings.
7. You can increase visibility through shares
When content resonates with your audience, it has the potential to be shared widely.
Organic social media leverages this viral potential, as those who find value in the content are more likely to share it with their network, amplifying reach and visibility without additional cost.
8. You can build credibility and trust
Organic social media helps build credibility by showcasing real interactions and authentic content.
When you see a brand engaging genuinely and providing valuable information, it enhances trust and fosters a positive perception of the brand.
9. You can get creative
You have the freedom to experiment with various types of content, including posts, stories, live videos, and polls.
Having this flexibility allows you to get creative and adapt content strategies based on audience feedback and changing trends.
10. You can build community engagement
Organic social media helps build and engage a community around your brand.
Creating valuable content and fostering interactions means you can cultivate a loyal following that feels a sense of belonging and connection to the brand.
When is organic social media worth using?
Organic social media is particularly worth it when your marketing goals align with building authentic relationships, fostering a community, and achieving sustainable, long-term growth.
Here are specific scenarios where investing in organic social media makes sense:
- Building brand awareness: Over time, your brand becomes recognisable and trusted within your niche, laying the groundwork for customer loyalty.
- Engaging with a community: Strong community engagement can lead to higher customer retention, word-of-mouth referrals, and a loyal fan base that supports your brand over the long term.
- Showcasing expertise: Builds credibility and trust, attracting customers who value your knowledge and are more likely to engage with your products or services.
- Fostering customer relationships: Interactions can enhance customer satisfaction and loyalty, leading to repeat business and positive reviews.
- Launching new products or initiatives: Create a more engaged and invested audience who are likely to support and share your new offerings with their networks.
- Working with a limited marketing budget: With the right strategy and consistent effort, you can achieve meaningful growth without the cost associated with paid advertising.
- Harnessing long-term SEO benefits: Constant traffic from posts lead to sustained website traffic and visibility over time, benefiting your business beyond just the social media platforms.Testing content and messaging: Successful content can later be amplified through paid promotion, while ineffective content can be revised or discarded without significant loss.
- Nurturing leads through the sales funnel: By consistently providing value, you can build trust and encourage conversions without the need for aggressive sales tactics.
Ready to elevate your organic social media strategy?
Contact us today to explore how our social media packages can help you build a sustainable and impactful online presence.
Let us partner with you to turn your social media challenges into opportunities for growth and success.
