The short answer is YES! More than ever!
As most of you already know, Apple recently turned heads by enabling users to avoid app tracking, introducing an unexpected twist into the world of paid ads. With privacy being at the forefront, the advertising game is undergoing some serious shifts.
On the flip side, organic marketing is stepping into the spotlight. While it might not outshine paid ads, it's certainly giving brands a boost. In fact, did you know that 76% of internet users turn to social media primarily when it comes to conducting product research?
With that being said, marketers need to start adopting strategies that naturally connect with customers, especially considering the sustainable nature of organic marketing in the long run.
What Is Organic Social Media?
First off, let's explain what we mean by organic social media. Basically, organic social refers to all the free content—posts, photos, videos, memes, Stories, etc.—that users, including businesses and brands, share with each other on their feeds.
In simpler terms, anything you do personally on social media falls under organic social:
Giving a like to your friend’s birthday celebration on Facebook? That's organic social.
Tagging your friend in a meme? Also falls under organic social.
Sharing a Post on your Instagram? Yup, organic social.
Venting on Twitter? You got it—organic social.
This also includes whenever you snap a photo, create a video, or share a post from a brand or business account. It's all part of organic social!
However, you need to understand that organic social generally stays within your existing audience—the people you're friends with, or those who like your page or follow your account.
BOTTOM LINE: Organic social is about reaching your current audience, while paid social can target people beyond your organic followers. Simple, right?
Is It Necessary For Your Brand to be on Social Media?
Wondering if your brand should have a social media presence? If you're still here reading this, you're likely seeking a clear answer.
In today’s day and age, I believe every brand or business should have a social media presence.
But hold on, before you freak out, I'm not saying you need to be on every social media platform there is!
For starters, you need to figure out where your audience is most active and start from there. If your audience is primarily men aged between 25-34, then a Facebook Page might be the right move.
For businesses looking to connect with other companies, LinkedIn is the go-to.
If visually-led, viral content is your focus, then Instagram and TikTok might work best for you.
Don't sit back and expect your audience to find you – go where they hang out the most. Besides, managing eight separate social media accounts? Trust me, that's a headache you DON’T want to deal with.
Why You Need To Have an Online Presence Starting Like... Right Now
Here are three (of the many) reasons why your brand should establish an organic social media presence, even as social media platforms increasingly push for investments in paid social to "reach" audiences.
Rather than rushing into paid strategies right away, it's wise to focus on laying a strong foundation through organic social. Wondering why? Let me break it down for you.
Boosts Your Brand's Genuineness
Being active on social media in a natural way makes your brand feel more real and authentic to both potential and current customers.
When you share updates on social platforms, you're offering your audience an authentic glimpse into what defines your brand, laying the groundwork for building sincere relationships with your audience and customers.
Enhance Other Channels' Efforts
More than half of customers, 51% to be exact, will check out a business, including their social profiles, before potentially making a purchase. So, it's vital to create a positive impression when potential customers click through to your profile from another source, like a paid social ad or your website.
Customers look for regular, relevant updates from your brand to guide them in making informed buying decisions.
No Cost Involved
The beauty of organic social is that it doesn't cost a dime. And, no matter where you stand in your journey or the scale of your business, passing up on free opportunities is something you should never do. After all, the path to success on social media isn't determined by the amount of money you pour into it.
Plus, who doesn’t love free stuff?!
At the end of the day, making content that people find interesting and relatable is what makes you successful. It helps build a strong and lasting reputation for your brand.
ALSO READ: What's Better - Organic or Paid Ads?
Invest time in creating engaging content and prioritize delivering it to your customers. The key to your organic marketing strategy is making sure you're giving your audience the most value.
My advice? Instead of constantly pushing sales (leave that to the paid ads), focus on making content that your audience can really use in their day-to-day, and think of selling as something you do on the side.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.