In recent years, organic social tactics have gotten a bad rap—and with organic campaigns on Facebook having an average reach of just 5.5 percent, that bad rap is at least somewhat warranted.
However, even though brands continue to increase their paid social budgets, it is possible to be successful organically on social. Platforms like TikTok are proof of that. And there are a number of reasons why your brand might want to (or have to!) lean into organic strategies, including budgets and resources.
So, here are three easy ways you can succeed with organic social—even in 2021.
1. Engage with your followers.
According to a Sprout Social survey, customers who feel connected to brands are more likely to:
- Buy from the brand over a competitor (76%)
- Recommend the brand to a friend (68%)
- Be loyal to that brand or business (64%)
- Spend more with the brand (57%)
- Shop there after a bad experience (38%)
So, get to know your customers and help them feel connected to your brand. You can do this by leaving comments on their posts that tag you, answering questions, and reposting user-generated content. Repeatedly interacting and engaging with customers is a long-term strategy that will undoubtedly help grow your accounts over time.
2. Promote across platforms.
From emails to your company website to other social networks, you can reach different audiences by highlighting your social media presence in different places. Promote your Instagram on your Twitter account, your TikTok on your Instagram account, etc. This could even work if your brand has a brick-and-mortar store location. Put up a sign with a custom QR code or a discount for social followers to get your current customers to follow you on the spot.
3. Partner with similar brands.
Companies will often partner with like-minded brands for sweepstakes where you must be following both brands to enter. This is a great way to get your brand name out there to an entirely new group of people who are already fans of a similar brand and are likely to enjoy your content as well. Additionally, working with influencers (especially micro and nano influencers) establishes trust in your brand. As they talk about your brand to their followers, their engaged audiences will help your social accounts organically grow.
Interested in revamping your brand’s organic content strategy? Let’s chat.