{"id":18244,"date":"2022-09-27T13:30:20","date_gmt":"2022-09-27T13:30:20","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/?p=18244"},"modified":"2022-11-23T09:53:58","modified_gmt":"2022-11-23T09:53:58","slug":"the-power-of-community-and-organic-content-during-a-recession","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/the-power-of-community-and-organic-content-during-a-recession","title":{"rendered":"The power of community and organic content during a recession"},"content":{"rendered":"\n<p><strong>In my last post, <a href=\"https:\/\/thesocialelement.agency\/recession-marketing-social-campaigns\" target=\"_blank\" rel=\"noreferrer noopener\"><em>How a recession will shape marketing and social campaigns<\/em><\/a><em>,<\/em> I looked at the impact recession has on how brands communicate, the importance of organic content and the power of community building.<\/strong> <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">In this post, I\u2019m going to take a closer look at why your brand should invest in building communities and developing organic social content during a recession.<\/h3>\n\n\n\n<ul><li><strong>Communities spread organic content\u00a0<\/strong><\/li><\/ul>\n\n\n\n<p>Nielsen\u2019s 2021 Global Report found that 89% of consumers trust the recommendations of <a href=\"https:\/\/mediashotz.co.uk\/new-global-nielsen-study-reveals-who-trusts-what-in-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">people they know<\/a> more than anything else, particularly from peers. This trumps paid advertising.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">When people engage with content on social media, it appears in the feeds of their friends, family and followers. So when we see a brand post a friend has liked or commented on, our interest is piqued.<\/h4>\n\n\n\n<p>The impressions you get from organic social posts are more valuable than those you get through paid media, because they\u2019re reaching people who already care about you, have a connection to your brand, and share their joy with their network. It&nbsp; stands a much better chance of resonating with people when it\u2019s authentic, rather than artificially placed in their timeline.&nbsp;<\/p>\n\n\n\n<ul start=\"2\"><li><strong>You can\u2019t pay for a campaign to \u2018go viral\u2019, you have to create content people want to share organically\u00a0<\/strong><\/li><\/ul>\n\n\n\n<p>Viral impressions from people who engage with content positively or neutrally are worth three times that of organic or paid.&nbsp;<\/p>\n\n\n\n<p>\u201cGoing viral\u201d isn\u2019t easy &#8211; growth and sharing only comes from consistent investment in organic content. Nobody looks at a brand\u2019s feed in August, scrolls through its feed and decides to follow because the last Christmas campaign was catchy. But they do look at regular, high-quality content. And sometimes that catches the public imagination.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Getting the format right matters. <\/h4>\n\n\n\n<p>We\u2019re seeing that full-screen vertical video shorts bring in a lot of views from people who aren\u2019t following the brand. There\u2019s a clear trend for people to scroll through video after video on an app\u2019s home tab.<\/p>\n\n\n\n<p>I\u2019ve seen from my own company that Reels can regularly reach 10x our number of followers, because our content\u2019s great, and we post regularly. If we only posted once every few days, and only used image posts in feeds, our organic content would fall flat because that doesn\u2019t work in today\u2019s social landscape.<\/p>\n\n\n\n<ul start=\"3\"><li><strong>Organic content helps to create a passionate community<\/strong><\/li><\/ul>\n\n\n\n<p>If you\u2019re a big brand with a big budget, the impressions your brand gets from organic and viral content will be dwarfed by paid reach. But the organic content will give you better value, and the community you build from that content is priceless.&nbsp;<\/p>\n\n\n\n<p>A community that loves the brand will create its own <a href=\"https:\/\/thesocialelement.agency\/social-media-services\/social-media-content\" target=\"_blank\" rel=\"noreferrer noopener\">community-led content<\/a> around it without needing encouragement (just look at entertainment and gaming franchises and their fans who create and share cosplays, artwork and fan-fiction, for example). All of these things help to keep people engaged in the community and keep shows, games and their characters trending, sometimes years after their initial release.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>We also find that a community will defend the brand when, for example, detractors appear in the comments of paid social posts. The brand often doesn\u2019t have to get involved at all.<\/strong><\/h4>\n\n\n\n<p>In some cases, stopping paid social won\u2019t damage the brand if it has a strong and passionate community &#8211; stop organic social however, and your community suffers. Fans won\u2019t do all of the work for nothing, they want engagement and responsiveness from the brand (as well as things like original content and sneak peeks).<\/p>\n\n\n\n<p>Organic social and community building doesn\u2019t have to take up all your resources. It does need someone who can really get under the skin of your brand, though. It is a lot harder to build and nurture a community than it is to develop paid social campaigns. It\u2019s a different skill set and approach, and it takes creativity and a detailed understanding of what your community wants from you. If you\u2019re exploring your options for community-building, community-led content or organic social media, do <a href=\"https:\/\/thesocialelement.agency\/get-in-touch\" target=\"_blank\" rel=\"noreferrer noopener\">get in touch<\/a>.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In my last post, How a recession will shape marketing and social campaigns, I looked at the impact recession has on how brands communicate, the importance of organic content and the power of community building. In this post, I\u2019m going to take a closer look at why your brand should invest in building communities and&hellip;<\/p>\n","protected":false},"author":61,"featured_media":18243,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","transcript_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"categories":[699],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The power of community and organic content during a recession - The Social Element USA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thesocialelement.agency\/us\/the-power-of-community-and-organic-content-during-a-recession\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The power of community and organic content during a recession - The Social Element USA\" \/>\n<meta property=\"og:description\" content=\"In my last post, How a recession will shape marketing and social campaigns, I looked at the impact recession has on how brands communicate, the importance of organic content and the power of community building. 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