Organic Social Strategies That Work

Brands Prioritize Community-Building, Social Search, and Comments Sections

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.

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    Table of Contents

    1. Executive Summary
    2. Organic tactics are helping brands craft holistic social media strategies
    3. Several factors are driving organic marketing’s comeback
    4. Community-building is now core to social strategies
    1. Social search is putting more focus on SEO
    2. Brands are embracing ad-free features on social media, like comments and DMs
    3. Takeaways for social marketers
    4. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    MaryLeigh Bliss
    Chief Content Officer
    Interviewed April 12, 2024
    Juliana Constantino
    Pereira O’Dell
    Executive Creative Director
    Interviewed April 19, 2024
    Lia Haberman
    UCLA Extension
    Instructor, Social Media Marketing and Influencer Marketing
    Interviewed April 19, 2024
    Jason Mitchell
    Movement Strategy
    Co-Founder and CEO
    Interviewed April 17, 2024
    Holly Stair
    Giant Spoon
    Group Director, Social Strategy
    Interviewed April 25, 2024

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    Minda Smiley


    Jasmine Enberg
    Principal Analyst
    Tracy Tang
    Senior Researcher
    Yoram Wurmser
    Principal Analyst