How to Select Social Channels to Use for Your Brands Organic Content
Organic Social Media
Organic social media is a way to market your brand through your existing social pages including Facebook, Instagram, TikTok, YouTube, Snapchat, Twitter, LinkedIn, and Pinterest. The content posted will be viewed by individuals, companies or organizations that follow your pages. Additionally, this same content may be viewed by new sets of eyes if it’s shared by those existing followers. This process helps increase your follower count, increase brand awareness, and increase your customer base and revenue.
Benefits of Organic Social Media
Organic posting is a crucial part of educating and connecting with your audience. Posting about your products and services can help educate your followers on the why and how they should choose you to fulfill a need they have or may have in the future. You can easily interact on a personal level by monitoring and engaging to post comments. This can build trust, solve problems and educate your audience.
Each of your social pages can begin to develop into a community of brand lovers. You’ll be connecting a like minded group of people that support your brand and are interested in similar content.
Every brand has a story, culture, and persona that can be difficult to express. By posting organically, you gain the opportunity to effectively share and identify your brand as you desire. This can be done through fun, entertaining posts along with educational, informative posts. The creative freedom is endless in organic social media and content should have diversity and balance.
Social Channels
Successful organic social media content starts with choosing the right channels or platforms. To be successful, you don’t have to be present on every social platform. You just need to be on the platforms where your audience spends their time. One of the most important ways to determine this is identifying your target audience. Certain demographics are more present on some channels than others. Study your website data to determine where visitors are coming from and where they are going. Considering there are over 17 channels (according to Demandsage) brands need to research and refine their list of platforms to prioritize.
Determining what kind of content you have the capacity to create and the time you have to invest will also help when choosing your top channels. Researching what is required and performs best to the audience of a platform is crucial. If you don’t have the resources to curate and upload ever changing video content, then certain channels such as YouTube and TikTok won’t make sense from a logistics standpoint for your brand.
Where are your competitors? Research other brands in your industry, along with some of your top competitors, to see what channels they are utilizing and which they are gaining the most engagement from. This research will help you set benchmarks for the channels you should have a presence on, content ideation, and frequency of your organic output. According to Sprout Social, brands within the Sports Industry publish an average of 42 posts per day across their three top channels, Facebook, Instagram, and Twitter.
The power of social media is exponential and only rising. Facebook remains the top consumed channel with over 3.05 billion global active monthly users, according to Demandsage. Coming in second and third YouTube and WhatsApp. In the United States, Facebook has the largest number of users followed by Instagram and TikTok. The average number of social media accounts used by millennial or Gen Z users in the United States is 7.
Statistics Associated with US Social Media Users (Source: Statista, Pew Research, Backlinko)
- TikTok is the most downloaded social media app in the US.
- 78% of social media users in the US Adults use Facebook regularly.
- Facebook.com is the website with the highest share of visits in the US.
- There are nearly 180 million Facebook users in the US.
- 50.64% of US TikTok users access the platform daily.
- Twitter has 86% brand awareness in the US, followed by Snapchat (84%), Pinterest (79%), and Reddit (68%).
Content Strategy
Now that we’ve covered the where, we need to talk about the WHAT and HOW. As mentioned, the freedom to be creative is endless while still being balanced is important. This can include fun posts with giveaways, polls, contests, employee spotlights, and motivational quotes. Informative posts can include company history, industry updates, products/services, events, milestones, and announcements.
The messaging can be delivered through various forms including plain text posts, high quality photos, memes, blogs, a GIF, click through links, live videos and vertical short form videos. Your content needs to grab the attention of your audience and get them to engage with likes, comments and shares. Vertical short form videos have been a huge game changer for our clients here at 1123. This is a paid content strategy we offer that includes technical training and our internal editing. On average, our clients in multiple markets are experiencing over a 2% click-thru rate, which is producing faster engagement than general brand awareness social ads.
Our team of social, digital and content experts have increased awareness, growth and revenue for the brands we work with. We strategically determine the WHERE and creatively execute the WHAT and HOW.
Looking for help with your social media campaigns? Reach out to us at info@weare1123.com , or send us a message here.