Utilizing Organic Social Media

In my previous article, I discussed the basics of paid social media and how it can help a business. When we think about the marketing funnel, paid socials grasp is centered more on obtaining a new general audience to be aware of your product or service. It excels at this, allowing you to best understand which promotion style is most successful to maximize your potential ROAS. Organic social media specializes in converting these new eyes into paying customers. Here's how it works!

What is organic social media?

Organic social media refers to the free and non-paid content that is shared on social media. This encompasses any type of post from short-form videos, posts, podcasts, or even specific ones such as Instagram reels. While this can be used to woo new people into your audience, it is much harder to reach these people without spending money. OSM aims to convert the potential doubters, those that are skeptical of your business, and those who do not know enough about your business into trusted, paying clients. In order to convert them, your content must be good content. When I say good content, I mean creating content that is beneficial to see, does not mislead the viewer, entertains or is insightful to the user, and most importantly is something the user would want to see. If they end up appreciating or liking your organic media, they will be more likely to see it in the future, return to it, and lead to future conversions.

What are some reasons aside from spreading awareness?

With any company or business, more awareness leads to more sales which leads to more revenue. However, these are not the only reasons to participate in OSM. Aside from the generic awareness and incentivization to spend money with the brand, here are some examples that transcend these.

1. Cost-effective: It is infinitely cheaper than paid social media posts. It also allows you to post whatever and whenever as you aren't hampered by ideal post times and a limited amount of posts.
2. Authenticity: Brands will come off as more genuine if the ads or posts regarding a business do not say sponsored next to them. They will lead to more trust in the business and at a more personal level.
3. Compliments Advertising: When people view your paid ads, they will be able to instantly see non-sponsored ads on the company's social media. These organic posts will be much better at pulling the consumers down the funnel after they convert from the paid posts.
4. Catches a User's Eye: Most people are more likely to click on organic posts as opposed to sponsored posts as humans are naturally suspicious. These organic posts will be able to target those who are extra weary of any paid posts.