Organic marketing is experiencing a comeback on social media. The resurgence is due to trends like community-building and social search that are helping brands resonate with audiences.
Social marketers are using organic tactics to build engagement as consumers spend more time in ad-light environments. Community-building, social search, and even commenting will become more important in 2024.
Key Question: How can marketers build effective organic marketing strategies and communities in 2024?
Key Stat: This year, over a third (36%) of marketers worldwide plan to increase investments in brand-building - which often involves organic tactics - up from 31% in 2023, per WARC.
Key Report Features:
- 3 Exportable files for easy reading, analysis and sharing
- 7 Charts - Reliable data in simple displays for presentation and quick decision making
- 5 Insights from industry and company leaders.
Table of Contents
- Executive Summary
- Organic tactics are helping brands craft holistic social media strategies
- Several factors are driving organic marketing’s comeback
- Community-building is now core to social strategies
- Social search is putting more focus on SEO
- Brands are embracing ad-free features on social media, like comments and DMs
- Takeaways for social marketers
- Sources
- Media Gallery
Charts
- Increased Investment in Brand vs. Performance Marketing Over the Next Year According to Marketers Worldwide, 2022-2024 (% of respondents)
- About Half of Customers Say They Engage With Brands Via Online Communities
- State of Dedicated Online Brand Community According to Marketers Worldwide, Nov 2023 (% of respondents)
- Gen Z Prefers Social Media Over Search Engines When Looking Up Brands
- Commenting Is The Most Preferred Social Feature Among US Adults
- Future Channels Used for Marketing by CMOs and Executives Worldwide to Engage With Customers, by Frequency, Oct 2023 (% of respondents)
- Consumers Expect Prompt Responses From Brands on Social When It Comes to Customer Support
