Organic Social Strategies That Work

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

Report by Minda Smiley  | Jun 5, 2024
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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
EMARKETER Interviews
Sources
Media Gallery
About This Report
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.
Topics
Social Media Marketing
US
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
EMARKETER Interviews
Sources
Media Gallery

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?

Increased Investment in Brand vs. Performance Marketing Over the Next Year According to Marketers Worldwide, 2022-2024 (% of respondents)
E-Mail ChartDownload

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

    Charts in This Report

    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 AdultsFuture 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

    Interviewed for This Report

    MaryLeigh Bliss
    YPulse
    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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    authors

    Minda Smiley

    Contributors

    Jasmine Enberg
    Vice President and Principal Analyst
    Tracy Tang
    Senior Researcher
    Yoram Wurmser
    Principal Analyst