Enhancing Organic Reach with Effective Social Media Content Strategies in 2020

Organic reach for brands on social media is going down steadily, with Facebook reach now being less than 2%, according to Hubspot. Despite these challenges, brands can still create valuable content plans. While organic content aimed at transactions has had mixed results, it works better for brand awareness through community engagement. This engagement can help answer customer questions, show how products work, and build a community of brand fans.

Hootsuite’s infographic highlights that with 3.4 billion active social media users, there’s significant potential for brands to engage. However, many users are “quitting” social media due to feeling overwhelmed, coupled with trust and privacy concerns. As people leave these platforms, brands need to diversify their marketing efforts beyond just organic social media posts. Social media should be an aspect of a broader content marketing strategy, including paid ads and search campaigns.

Engaging with audiences is key to creating valuable social media experiences. Focus on what your audience wants and needs to build genuine interactions, rather than just aiming for likes or shares. Creating a content matrix can help ensure all your content aligns with your brand and performs well. A matrix also helps you see how different marketing initiatives work together.

Start with a content audit to identify what has worked well in the past and avoid the types of content that haven’t. It’s crucial to maintain a consistent tone and message to stay connected with your audience. Inauthentic content often leads to poor engagement.

Mapping your audience’s needs to your offerings can help structure your content in a way that addresses their pain points. Take inspiration from competitor content and always use a content calendar to post consistently. Focus on when your audience is most likely to engage to maximize your reach.

Despite having a large following, many brands struggle with low engagement on individual posts. Building a community around your brand can help boost engagement. Encourage your internal teams to create content and thought leadership to build trust and authenticity.

Creating social media groups can foster conversations around your brand, adding a human element that enhances engagement. Micro-influencer marketing can also make brands seem more genuine and trustworthy. Influencers can be key in conversational marketing campaigns that build trust and influence buying decisions.

Beyond Facebook and Instagram, other platforms like Pinterest, Snapchat, and TikTok can also be valuable for brand building, especially for eCommerce businesses. Research shows Pinterest, in particular, has been significantly more effective than traditional social media platforms.

Customer support on social media is crucial for brand experiences. Brands like Fitbit and Etihad use dedicated Twitter handles for support, enhancing community building and engagement. Stories on platforms like Snapchat and Instagram offer a different experience compared to regular posts, allowing more room for experimentation and creating a more “real” connection with audiences. The trend towards raw, unedited content is strong, as users now crave genuine, behind-the-scenes glimpses into brands.