{"id":17774,"date":"2024-02-04T14:47:48","date_gmt":"2024-02-04T14:47:48","guid":{"rendered":"https:\/\/new-blog.artlist.io\/blog\/?p=17774"},"modified":"2024-02-13T08:26:44","modified_gmt":"2024-02-13T08:26:44","slug":"how-brands-get-organic-social-media-wrong","status":"publish","type":"post","link":"https:\/\/new-blog.artlist.io\/blog\/how-brands-get-organic-social-media-wrong\/","title":{"rendered":"3 essentials for organic social media"},"content":{"rendered":"\t\t
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When it comes to marketing your brand, social media is an indispensable tool. It\u2019s highly accessible. It enables you to connect with your customers. And to a large extent, it\u2019s an inexpensive means of reaching a host of existing and potential customers. However, it\u2019s also crowded, and it’s easy to get it wrong.\u00a0<\/span><\/p>

With so many people, not just brands, having a social media presence, it\u2019s very easy for your content to get swamped and overlooked. Artlist creator Christopher Claflin has identified three critical features when it comes to creating organic content that customers and clients will want to engage with.<\/span><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Organic vs paid social media<\/span><\/h2>
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Let\u2019s start by establishing the difference between organic content and paid social media. Organic social media is the content you post on your page. It\u2019s free to access and out there for all of your followers, whether on Instagram, TikTok, or X\/Twitter, to enjoy and hopefully share with their followers. It can be photos,\u00a0<\/span>videos<\/a>, text posts, memes, jokes, polls, questions, or anything.\u00a0<\/span><\/p>

Paid social media means content that is targeted and delivered into the feeds of social media users, whether they follow your business on a platform or not. It\u2019s advertising. You\u2019ll see it marked as \u2018Sponsored\u2019 on Instagram or \u2018Ad\u2019 on Twitter\/X. This kind of content is directed at specific demographics to have the deepest impact on your brand. Sometimes, you might create particular content for your paid advertising campaigns, but you might also reuse some of your organic content that has performed well among your followers too.\u00a0<\/span><\/p>

It\u2019s easy to forget that social media platforms themselves are businesses, and they need to turn to profit. While they might have premium subscription tiers, one of the primary sources of revenue for the likes of Instagram or TikTok is advertising. As a consequence, they use algorithms that favor serving paid-for content over organic social content. Not only will you be competing against other brands\u2019 organic social media, but you will also be vying for eyeballs against paid advertising.\u00a0<\/span><\/p>

If you\u2019re going to take the time to create organic content, you need to see a return on the investment. Sure, paid-for content costs in terms of paying for the slot, but organic content isn\u2019t free, either. Remember, it takes time to produce it, and it needs to be shared and monitored by, and requires engagement from, a social media team.<\/span><\/p>

3 priorities for organic content<\/span><\/h2>
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Whichever way you analyze it, your organic social media faces heavy competition from the algorithms, other brands\u2019 content, and the content put out by everyone else on social media, too. If you\u2019re going to make content that rakes in the views, the likes, and ideally the shares, rather than languishing on a couple of hundred views, it has to stand out from the crowd.\u00a0<\/span><\/p>

Christopher has identified what he considers to be the three priority areas where organic social content can rise above the rest. Here\u2019s where you should be focusing your attention.\u00a0<\/span><\/p>

Entertaining<\/span><\/h3>
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For organic content to resonate with your social media followers, it needs to have entertainment value. You don\u2019t want your videos or other media to be dull or bland. Remember: life is short, and there\u2019s a whole lot more to this world than social media. Your business\u2019 social media content is competing with other brands\u2019 marketing efforts\u2013both organic and paid-for\u2013with videos of puppies and kittens shared by your followers\u2019 family and friends and by actual real life, too.\u00a0<\/span><\/p>

Any videos that you share need to spark a sense of joy, fun, or excitement in the people who watch them. All your organic social media needs to be worth the 30 seconds or so your followers will have to interact with each post.\u00a0<\/span><\/p>

As Christopher puts it, if you sell $3,000 handbags, just showing your customers being happy and smiling at their purchases won\u2019t cut it. You need to do something that grabs attention. So how about doing something wild, like filming your handbags being stress-tested? Throw them off of buildings, run them over with tractors, and make soup in them. It\u2019s unusual and draws attention.<\/span><\/p>

For entertaining content, have a look at\u00a0<\/span>BBC Radio 2\u2019s Instagram account<\/a>. It shares snippets of videos from guest appearances or presenter moments that are funny, moving, or just brilliant. For slightly left-of-field fun content, head over to\u00a0<\/span>Oreo\u2019s Instagram account<\/a>\u00a0and have a look at its posts. And don\u2019t forget the power of a well-orchestrated\u00a0<\/span>publicity stunt<\/a>, either.<\/span><\/p>

Educational<\/span><\/h3>
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People love to learn things. New knowledge and skills are fun, exciting, and empowering. By introducing something educational to your organic content, you\u2019ll increase its appeal substantially. Ideally, to draw in people who aren\u2019t familiar with your brand or use your products or services, you want to make that knowledge universal rather than something that only applies to what you offer. The example that Christopher provides pertains to camera lenses. He says that if you make camera lenses, don\u2019t spend time on the particulars of the lenses that you manufacture or sell; instead, explain the general science behind lenses. All of a sudden, your content has value for all photographers and filmmakers, not just those who use your products.<\/span><\/p>

Supermarkets have nailed the educational organic content niche. You only have to look at the Instagram feeds of\u00a0<\/span>Whole Foods in the US<\/a>,\u00a0<\/span>Waitrose in the UK<\/a>, and\u00a0<\/span>Woolworths in Australia<\/a>, among countless others, to see how they share recipe videos, guidance on food storage, ideas for special diets, as well as tips for using up leftovers, reducing waste, and saving money. It\u2019s all beautifully produced and tempting organic content that people engage with because it\u2019s useful. While I might live on the other side of the world from Woolworths, I follow them on social media because I like what the company posts.\u00a0<\/span><\/p>

Genuine and honest<\/span><\/h3>
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There are two sides to organic social media content’s genuine, honest, and authentic significance. First, there\u2019s the element of people feeling that a brand shares their values. For example, Patagonia\u2019s environmental stance, the importance of representing all people to Dove, and how this winds its way into all of their content, not just the big campaigns.\u00a0<\/span><\/p>

But there\u2019s a second side to authenticity, too. Christopher describes this as sharing content that feels real and hasn\u2019t been passed across the desks of every manager in the building. It\u2019s content that viewers will want to share. And the good news about this type of content is that it\u2019s easy to produce. All it takes is a mobile phone, a little music, or a few sound effects from the Artlist library to create something meaningful and engaging.<\/span><\/p>

This type of content comes in a variety of forms and is often very much part of your\u00a0<\/span>brand storytelling strategy<\/a>. Team introduction videos are fantastic for helping your customers get to know your brand. It helps people to feel as if they have a connection to your operation, and they know who does what. Similarly, behind-the-scenes videos about how a company works, a day in the life of type content, or how products are designed and made and reach their users foster engagement between a brand and its users.<\/span><\/p>

User-generated<\/span>\u00a0content<\/a>, showing your customers using your products, wearing your garments, and making use of your services, is another means to show authenticity. Marks and Spencer\u2019s #MyMarks campaign shares videos of\u00a0<\/span>Marks and Spencer<\/a>\u00a0customers wearing their clothing out and about. During lockdown, Getty Museums encouraged people to recreate famous works of art using whatever they had to hand, and tag it\u00a0<\/span>#GettyMuseumChallenge<\/a>. People got very creative, felt entertained, and engaged with the museums.\u00a0<\/span><\/p>

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Wrapping up<\/span><\/h2>
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Every social media platform is burgeoning with content, which makes standing out from the crowd key to a brand\u2019s social media strategy. While that might feel overwhelming, applying Christopher\u2019s three tips to create social media content for businesses should be fruitful. If it helps, think about what you want to see on social content and try to include that in your social media plan. And don\u2019t forget, Artlist has all the assets you need to create high-quality, high-performing content. Artlist has dedicated account managers available to help your brand cut through with the best organic content. Just have a word with the sales team!<\/span><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\tStart Now\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

When it comes to marketing your brand, social media is an indispensable tool. It\u2019s highly accessible. It enables you to connect with your customers. And to a large extent, it\u2019s an inexpensive means of reaching a host of existing and potential customers. However, it\u2019s also crowded, and it’s easy to get it wrong.\u00a0 With so […]<\/p>\n","protected":false},"author":2,"featured_media":17776,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[525,4],"tags":[600,601],"acf":[],"yoast_head":"\nHow to get organic social media content right<\/title>\n<meta name=\"description\" content=\"here are right ways and wrong ways for big brands to create social media content with impact. 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However, it\u2019s also crowded, and it’s easy to get it wrong.\u00a0 With so…","_links":{"self":[{"href":"https:\/\/new-blog.artlist.io\/blog\/wp-json\/wp\/v2\/posts\/17774"}],"collection":[{"href":"https:\/\/new-blog.artlist.io\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/new-blog.artlist.io\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/new-blog.artlist.io\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/new-blog.artlist.io\/blog\/wp-json\/wp\/v2\/comments?post=17774"}],"version-history":[{"count":20,"href":"https:\/\/new-blog.artlist.io\/blog\/wp-json\/wp\/v2\/posts\/17774\/revisions"}],"predecessor-version":[{"id":17886,"href":"https:\/\/new-blog.artlist.io\/blog\/wp-json\/wp\/v2\/posts\/17774\/revisions\/17886"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/new-blog.artlist.io\/blog\/wp-json\/wp\/v2\/media\/17776"}],"wp:attachment":[{"href":"https:\/\/new-blog.artlist.io\/blog\/wp-json\/wp\/v2\/media?parent=17774"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/new-blog.artlist.io\/blog\/wp-json\/wp\/v2\/categories?post=17774"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/new-blog.artlist.io\/blog\/wp-json\/wp\/v2\/tags?post=17774"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}