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Organic Social Strategies That Work: Brands Prioritize Community-Building, Social Search, and Comments Sections

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    Report

  • June 2024
  • Region: Global
  • Emarketer
  • ID: 5979325

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