<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa1249a26e8b03456bf0d5_651d3d5cf7c2dc5affd47764_63808bb62a33786319acea2b_Event%252520Headers%252520-%252520organic%252520social%2525202023.png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>News</span> <h1 class="gn-title">Round-up: Organic Social 2023 - Trends and Opportunities for your Growth Strategy</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>24 November 2022</span> <span class="pip"></span> <span>7 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">Social Media is undoubtedly having a <strong>significant impact on consumer behaviour</strong>, with <strong>75% of internet users</strong> exploring social channels to research products – and <strong>27.9% to seek inspiration</strong> in the form of <strong>reviews or recommendations</strong>.</p> <p class="gn-reveal">Therefore, having an effective organic social strategy that targets these users can help <strong>establish your brand presence, build long-term customer loyalty, and maximise lead generation efforts.</strong></p> <p class="gn-reveal">However, with <strong>new platforms like TikTok challenging industry giants,</strong> and brands across various sectors beginning to compete in the wave of organic marketing – <strong>how do you build your social strategy to stay on top?</strong></p> <p class="gn-reveal">In our latest workshop, 'Organic Social 2023 – Trends and Opportunities for your Growth Strategy', we asked our panel of experts <strong>Emma Eden</strong>, Senior Strategist at <strong>Finn</strong>, <strong>Fiona Leatt</strong>, Social Strategist at <strong>krow group</strong>, <strong>Sarah Jayne Adams</strong>, Head of Social at <strong>Visualsoft Ltd</strong> and <strong>Amy Airey</strong>, Communications Director of <strong>CreativeRace</strong> share their guidance on:</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>Topics covered in this session</h4> <ul> <li><strong>Industry changes</strong> and ways audiences are engaging with brands across organic social</li> <li><strong>The latest updates across various platforms and the challenges these present</strong></li> <li><strong>The major risks, considerations and advice for brands looking to drive their social presence in the new year</strong></li> <li><strong>Refreshing your existing organic social strategy/exploring new channels</strong></li> </ul> </aside> <p class="gn-reveal"><strong><em>Want to catch up on the full session? </em></strong><a href="https://www.thegonetwork.com/resources/organic-social-2023-trends-and-opportunities-for-your-growth-strategy"><strong><em>Watch the full playback here</em></strong></a></p> <div class="gn-reveal"> <figure id="" class="w-richtext-figure-type-video w-richtext-align-fullwidth" style="padding-bottom:56.33802816901409%" data-rt-type="video" data-rt-align="fullwidth" data-rt-max-width="" data-rt-max-height="56.33802816901409%" data-rt-dimensions="426:240" data-page-url="https://vimeo.com/774809445"><div id=""><iframe src="https://player.vimeo.com/video/774809445" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></figure> </div> <div class="gn-stats gn-reveal"> <div class="gn-stat"><span class="gn-stat__num">75<em>%</em></span><span class="gn-stat__label">of internet users explore social channels to research products.</span></div> <div class="gn-stat"><span class="gn-stat__num">7</span><span class="gn-stat__label">different social networks the average user bounces between per month.</span></div> <div class="gn-stat"><span class="gn-stat__num">1.8<em>bn</em></span><span class="gn-stat__label">TikTok users expected to be reached by 2023.</span></div> <div class="gn-stat"><span class="gn-stat__num">71<em>%</em></span><span class="gn-stat__label">of consumers who had a positive brand experience on social are likely to recommend them to others.</span></div> </div> <h2 class="gn-reveal"><span class="num">01</span>Getting Started: Best practise advice for video-based content</h2> <p class="gn-reveal">With new platforms like <strong>TikTok witnessing extraordinary user growth rates year-on-year</strong> – expecting <strong>to reach 1.8 billion by 2023</strong>, and the average user bouncing between <strong>7 different social networks per month</strong>, marketers need to <strong>be more flexible in their platform usage</strong>.</p> <p class="gn-reveal">Often getting started on these on new platforms can be simpler than first thought, as <strong>Sarah</strong> says, "you don't need anything fancy – just a smartphone. <strong>TikTok and Instagram have inbuilt video editing capabilities, so you can do everything from your smartphone</strong>."</p> <p class="gn-reveal">She adds that with short video content, "it's about working a bit <strong>smarter</strong>, not harder. TikTok and Instagram Reels are very similar, so you can take one bit of content and upload it to both platforms."</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">02</span>Round-up: 8 industry-level changes impacting your organic social strategy</h2> <p class="gn-reveal">Organic content can help nurture relationships with audiences and <strong>ultimately support your paid campaigns by developing brand loyalty and creditability.</strong> However, changes within industries, rising trends and new platforms force businesses to adapt the way they are engaging with audiences across organic social.</p> <h3 class="gn-reveal">#1 – The need to build strategy into your socials</h3> <p class="gn-reveal">As <strong>Amy</strong> reiterates, <strong>businesses often pay less attention to their organic social strategy</strong> in comparison to paid channels that show visible results and ROI.</p> <blockquote class="gn-blockquote gn-reveal">"The biggest mistake we're seeing brands make at the moment with their organic social strategies is not having an organic social strategy. As well as trying to be everywhere, be everything and having different tones of voice, which lead to different messaging going out."<cite>Amy Airey · Communications Director, CreativeRace</cite></blockquote> <h3 class="gn-reveal">#2 – A growing aversion to 'obvious' advertising</h3> <p class="gn-reveal"><strong>Emma</strong> states, "I've seen brand after brand go on their Instagram feed and just post conventional ads encouraging viewers to buy their products or services. Then they wonder why they're not seeing engagement or channel grow. Instead, brands need to ask themselves – <strong>what content works on each platform? And how are we going to get this content to build growth for our business?'</strong></p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="'It's not seeing it as this siloed channel that sits completely separate to the rest of your marketing.'" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa1249a26e8b03456bf0c2_638f501073ce2a258a7364ab_Webinar%2520-%2520Quotes.png" width="auto" height="auto" loading="auto"></div> <figcaption>Panel quotes from the Organic Social 2023 workshop.</figcaption> </figure> <h3 class="gn-reveal">#3 – Longer periods of 'consideration' before purchasing</h3> <p class="gn-reveal">According to a recent study, <strong>71% of consumers</strong> who have had a positive experience with a brand on social media are likely to recommend them to others, highlighting <strong>the importance of</strong> <strong>interacting with audiences at every touchpoint</strong> – from responding to direct messages to 'liking' comments.</p> <p class="gn-reveal"><strong>Fiona</strong> says, "we are seeing a much longer consideration phase before purchase on b2b, and we'll see the same from social. It is becoming more about the engagement and the messaging in between, as opposed to a direct convert."</p> <p class="gn-reveal">She adds in terms of audience behaviour, "we expect to see less reception to a real brand lead approach, and more seeking out value. And so, it's really about value exchange for the audience, much more so than what the brand is, but more about what actually the content of that piece delivers for them and what they see in it."</p> <h3 class="gn-reveal">#4 – The rise of organic platforms for search and discoverability</h3> <p class="gn-reveal"><strong>Fiona</strong> also highlights the increased popularity of search and discovery on socials, "we're starting to see more of SEO integrated into social strategies and we expect more of a diversification of search overall.</p> <h3 class="gn-reveal">#5 – The importance of values-led, 'human' content on organic social channels</h3> <p class="gn-reveal"><strong>Emma</strong> states the importance of value-led content with support from research by Hootsuite, which analysed the main reasons audiences engage with particular brands, "from that the things that stood out were brands that help society or a positive contributor to society and toward this common goal.</p> <p class="gn-reveal">She also adds, "if we look particularly at the Gen-Z audience you'll find they are no longer looking for that perfect brand who hides behind every little mistake that they make. <strong>They want brands to be open and honest about every little thing.</strong>"</p> <h3 class="gn-reveal">#6 – A bias towards video content on social platforms</h3> <p class="gn-reveal">As mentioned, an organic social platform is all about building a community, creating conversations that engage users and nurture relationships, these fundamentals haven't and probably won't ever change.</p> <aside class="gn-quote gn-reveal"><q>The main changes that we've seen across the platforms is how the audiences digest content.</q><cite>Sarah Jayne Adams · Head of Social, Visualsoft Ltd</cite></aside> <p class="gn-reveal">However, <strong>Sarah</strong> highlights, "<strong>the main changes that we've seen across the platforms is how the audiences digest content</strong>, for example Pinterest, TikTok, and YouTube are now all about that short format video. Even Instagram made a massive statement to cement they are no longer a static image space.</p> <p class="gn-reveal">I think a real challenge is if you're not investing in that short video content, I think you will fall behind next year."</p> <h3 class="gn-reveal">#7 – The need to make your strategy work smarter</h3> <p class="gn-reveal"><strong>Emma</strong> says, "the main thing to consider is that when we're looking at social strategy, <strong>it's not seeing it as this siloed channel that sits completely separate to the rest of your marketing</strong>, but as one tool within the entire piece."</p> <p class="gn-reveal">She adds that, "the social audiences built organically are invaluable and can transfer through to your PPC or Paid Social campaigns - you'll find your paid channels will begin perform a lot stronger, because you're tapping into these lovely audiences."</p> <h3 class="gn-reveal">#8 – Tighter purse-strings, and the importance of buy-in</h3> <p class="gn-reveal"><strong>Amy</strong> says, "in-house marketers should look at what they can do with one piece of content across multiple channels, that's not saying post the same thing across all platforms <strong>but consider how can you chop it up? So, you're not investing in so many different content types.</strong></p> <p class="gn-reveal">Ask yourself:</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>Questions to guide your organic social strategy</h4> <ul> <li><strong>Why are you on social?</strong></li> <li><strong>Why are you on each channel?</strong></li> <li><strong>What is it that you want to get out of this?</strong></li> </ul> </aside> <p class="gn-reveal">Brands should now understand it doesn't matter how many followers you have, it is the engagement within that community and that base, that's important."</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">03</span>Why and where to invest in specialist support for your organic social strategy</h2> <p class="gn-reveal"><strong>Emma</strong> says, "often businesses have the perception that working with agency means you're not going to have control anymore. In reality, <strong>agencies are partners that can help with the 'upfront bit' of your organic social</strong> - making sure your brand guidelines are outlined and your tone of voice is defined."</p> <p class="gn-reveal"><strong>Amy</strong> adds that, "agencies can support with the strategy side of things, <strong>looking at what performed best month-on-month</strong> and helping businesses apply this information into their content plans and strategies moving forward."</p> <p class="gn-reveal">Building on this point, <strong>Fiona</strong> highlights that "<strong>agencies tend to have a wider visibility of the category or industry you specialise in</strong>, so they're able to pull key metrics from your own brand or social insights and reflect those imbalances against trends seen across the industry."</p> <p class="gn-reveal"><strong>Sarah</strong> says, "brands can leverage the partnerships agencies have themselves, for example partnerships with social platforms, which allows agencies to obtain updated channel insights, and share immediate best practice guidance for your social strategy <strong>to gain a head start on your competitors.</strong></p> <p class="gn-reveal"><em>If you're investing in Organic Social Strategy in the new year, make sure you're getting the most from your time. The GO Network offer cost-free agency recommendations, pitch management, and more,</em> <a href="https://www.thegonetwork.com/get-in-touch"><strong><em>get in touch</em></strong></a> <em>to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/organic-social-2023-trends-and-opportunities-for-your-growth-strategy" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Organic Social 2023 - Trends and Opportunities for your Growth Strategy</span> <span class="gn-related__excerpt">Agency experts break down platform algorithm shifts, TikTok&#39;s explosive rise, and the risks and opportunities shaping organic social strateg</span> </a> </li> <li class="gn-related__item"> <a href="/articles/how-to-reach-your-audience-with-organic-content-in-2022-by-the-experts" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">How To Reach Your Audience with Organic Content In 2022: By the Experts</span> <span class="gn-related__excerpt">Agency experts from RICH, Punch Creative, and Curated break down algorithm shifts, the changing content funnel, and what your organic strate</span> </a> </li> <li class="gn-related__item"> <a href="/articles/round-up-organic-vs-paid-social-media-the-case-for-a-hybrid-approach" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: Organic vs. Paid Social Media - The Case for a Hybrid Approach</span> <span class="gn-related__excerpt">Agency experts break down how to balance organic reach and paid budgets, with a practical framework for integrating both to maximise ROI in </span> </a> </li> <li class="gn-related__item"> <a href="/articles/round-up-investing-in-organic-growth-maximising-your-channels-in-2023" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: Investing in Organic Growth - Maximising your Channels in 2023</span> <span class="gn-related__excerpt">SEO, social, and content experts share 8 ways to boost organic performance, frame it within wider strategy, and avoid the misconceptions slo</span> </a> </li> </ul> </aside>