How To Get The Most Out Of Organic Social
Content is king – we know this already.
If content is king, we reckon organic social can be labelled HRH The Queen.
With decreased restrictions and increased creativity, organic social has the scope to do wonderful things for your business – things that, as your content marketing agency, we can put at the very foundation of your organic social strategy.
To give you a little preview, here are some things you can do to ensure you’re getting the most out of organic social.
First thing’s first – research
Whether you’re christening your social media account for the first time or your feed is as worn in as an old glove, research is imperative to getting the most out of organic socials.
Knowing what your competitors are doing, what is and isn’t working for them, is a great place to start if you’re kicking off an organic social strategy or revamping an existing one. If another brand’s audience is similar to yours, what’s stopping you from using their content as your guinea pig?
Have a little scroll and take note of what posts are getting the most engagement (and which posts are falling short), and use this as guidance for your next move.
At the end of the day, organic social is as competitive as any other aspect of digital marketing. You may not be bidding for space in the SERP’s or targeting specific audiences, but you are still competing – there’s no getting away from it.
One way to stay ahead of the competition is to keep an eye on what they’re doing. Another way is to blaze your own trail – insight and demand-driven, of course.
Your competitors are likely doing this too, so looking at their feeds will give you an in. But it’s vital you keep up with what’s hot and what’s not.
So, stay up to date with the latest TikTok trends and find out what brands everyone is partnering with for their Instagram giveaways.
Organic social is all about trends, literally.
But why are trends even a thing? We hear you ask…
Enter: the algorithm
The word that rings in the ears of digital marketers and content creators far and wide. The algorithm is a bit of an enigma, even to the most social-savvy people, but we know that engagement breeds engagement.
The more people engage with your content, the more people see your content. The more people see your content, the more likely people are to engage with your content and so on.
Understanding how the algorithm works is a necessary part of your organic social strategy. Posting a few bits of viral content or standing on the shoulders of existing trends is a great way to get it on-side.
Naturally, as an expert content marketing agency, it’s our job to work with the algorithm, not against it, which is where it becomes useful to have expert marketers on your side. This way, you can utilise this somewhat mysterious system that determines the success of your organic posts, driving higher engagement and reaching more converting audiences.
That brings us to another way in which you can get the most out of organic social, and that is simply this:
Post the right type of content
We’ve already discussed research and understanding the algorithm, which will give you insight into the right and wrong content, but essentially, it’s about striking a balance.
When we take to our routine daily scrolls, we don’t want to be bombarded with product promotions and sales 24/7. Sometimes, yes. But often, what we’re looking for is a little light relief – a chance to engage with brands that speak to us (not just our hard-earned cash).
Value content cannot be underrated and by value content, we mean everything you’ve got to offer your audience that isn’t simply a product or service. We’re talking how-to’s, behind the scenes, opinion pieces – all the things that help your audience get to know, trust and love you.
Think of the accounts you follow and why it is you follow them. Likely, it’s not because they push you product after product.
However, if that all seems a little strenuous, that’s where we come in. As your content marketing agency, we can advise on where we feel your content is, where we can take it, and the benefits of diversifying your posting. Offering your audience a reason to convert is as much highlighting and solving their pain points as supporting and enriching them.
That being said, there’s definitely a time and a place for leveraging organic social to grow your customer base and drive sales.
“Like, follow, share” – it’s a classic.
Giveaways and collaborations land on the right side of things when it comes to content for organic socials. Not only are they a chance for two brands to harness one another’s audience, but they’re also a chance for that all-important engagement as well as a subtle product push!
What’s more, this type of content lends itself to creating a sense of community through your organic social media, leading us to our final recommendation for getting the most out of this highly fruitful strand of marketing.
Create a community
As a content marketing agency, in our opinion, no other area of the digital sphere allows you to create such a sense of community within your audience. The instantaneous nature combined with the accessibility of organic social gives the feeling that you’re almost in conversation with your audience.
As such, it’s an opportunity to get to know them and help them get to know you. Establishing a sense of trust and bringing your brand to life in a way that paid social channels could never allow.
So, be present by replying to comments, liking, sharing and building up a real relationship via your organic social channels.
From the lack of creative limitations to the real-life feel that organic social offers, the opportunities available when properly utilising organic platforms are numerous.
By performing initial research, creating the right type of content and managing your presence online, you can harness these opportunities and grow your brand in the process.