Organic reach on social media is an incredibly competitive space, leading some marketers to pronounce it to be basically dead. Those who are more optimistic spend time talking about tactics that brands should be leveraging- from influencer marketing to employee advocacy.
But I’d like to suggest something a bit different. Organic reach in its original free-for all form is indeed mostly dead. Yet this does not necessitate the turn to a paid-centric approach. Rather, the introduction of the algorithm signaled a new era in Organic reach rewarding community-centered content and social strategies.
In this space, platforms filter posts according to a complex algorithm which takes into account the reception of a post by a user’s network to decide whether to serve it to the user. The 2016 US presidential election brought these filtered out “bubbles” into sharp relief. People went onto Facebook believing they were getting an accurate sample of their network’s views when, instead, they were receiving pre-filtered views through the algorithm. (This led KIND snacks to create a “Pop Your Bubble” App which connects you to 10 people on Facebook with different opinions than your own.) Regardless of the pushback, however, Facebook knows that it’s doing something right. It just hit the 2B user mark and Instagram which also debuted an algorithm last year, is now at 700M users. Most significantly, this past July Google entered the personalized algorithm fray with the introduction of personalized search results based on your interaction with various Alphabet properties.
Social Influencers represent another key group of actors in the organic Community-focused approach. Influencers derive their power from cultivating a strong follower-base and building a unique community. They are driven by the desire to set themselves apart for personal branding purposes and building power niche audiences- such as black vegan bloggers– that brands can appeal to. Influencers work to get their communities to engage with them, which in turn sends a powerful signal to the platform algorithm to continue to deliver the same type of content to those users. Influencers + Algorithm means that suddenly, there could be a whole dedicated group of social media users engaged with the #BlackVeganBlogger hashtags.
Brands embarking on an organic community strategy should assess all of the niche communities that relate to their messaging/product. Every piece of content, and corresponding social posts, should be created with the goal of generating interaction with one of those communities. For example, a brand selling Kale Chips could market to: Black Vegan Bloggers, Mom Vegan Bloggers, Urban Vegan Bloggers, LGBT Vegan Bloggers, Parent Vegan Bloggers, College Student Vegan Bloggers, you get the point- right? Content highlighting these niche communities tends to get shared more simply because it’s less common. This tactic is first and foremost about making sure that your content is geared to speak to target communities with the aim of getting picked up and re-shared.
According to this model, tactics such as influencer marketing and employee advocacy are part of a larger overall community-strategy geared towards increasing social media organic reach. It follows therefore, that the smallest unit of social media marketing is not the influencer or the individual. Rather it’s the niche community through which social media marketing derives relevance.