Should You Quit Using Organic Social Media?

Sep 19, 2023

I’ve heard a lot of business owners talk recently about abandoning organic social media growth as a marketing strategy.

Organic social media marketing And I get it!

  • It can be a time suck.
  • You may not be converting customers there.
  • It can be exhausting to create content week after week.

However, before you throw in the towel on your social media marketing strategy, have a look at the data and see what you might be giving up.


A Case Study on Organic Social Media

I recently completed a marketing assessment for a local technology company. They were not posting on any social media channels for all the reasons listed above. During their discovery call, we talked about how they didn’t find value in social media. “We never close deals from Facebook or Instagram,” they said.

As I dug into their marketing assessment, the first part of that work focused on building our their customer personas. The data showed that a majority of their customers are likely between the ages of 26-50. Within that range, their customer is more likely to be in the 36-50 range than 26-35.

A 2021 Pew Research study found that 81% of adults between the ages of 30-50 use social media and 77% use Facebook. So, while the company was not using social media, the bulk of their target customers likely are.


Organic Facebook Growth

As we dug a bit deeper into the marketing assessment, we discovered that the tech company’s Facebook analytics saw a 44% increase in page visits over the previous year.

Organic Facebook Growth

Client’s Facebook reach year over year.


Without posting any content on the platform, the page traffic had grown significantly year over year. This indicates that people are using the search function to find the company’s Facebook page (since they were not being driven there by posts in their feed.)


Should They Use Organic Social Media Marketing?

According to the data, absolutely yes.

The tech company’s audience is using Facebook specifically to seek them out. And their customers are 77% likely to use the platform, giving the company a great opportunity to serve potential customers with valuable attract and nurture content. By avoiding Facebook as a marketing tactic, this company is missing out on quality engagement opportunities with their target audience.


What About X?

The artist formerly known as Twitter

Twitter Marketing Strategy In the current climate, there are lots of political and social reasons to have an opinion on Twitter. However, whether or not to use this platform for marketing comes down to the data.

That 2021 Pew Research study indicates a very small subset of people are using Twitter. The study found about 30% of 30-49 year olds were using that platform (remember, 77% of that demographic are on Facebook), and it goes down quickly from there. And the study was completed before Elon Musk took over and controversy ensued.

What is even more telling is that current estimate indicate the lifespan of content on Twitter is less than 17 minutes. 17 minutes! And people say Instagram content has a short shelf life, estimated at 48 hours. Yikes!

Given the low percentage of active Twitter users, coupled with the incredibly short lifespan of content, I do not generally recommend Twitter as a place to spend a lot of energy. Your target audience is not likely to be using the platform and an old episode of Friends will last longer than your post.

Having said that, it really relies on the data. For the tech company referenced earlier, a subset of their highly technical customers are using Twitter. Competitive analysis also demonstrated their competitors were using Twitter to post tailored, technical content to that audience.

So, in this case, Twitter moves up the list as a good option.

Should You Use TikTok For Marketing?

Same answer as above. TikTok’s largest age group is 18-24, so if your target customer falls into that group you might consider it as part of your overarching marketing strategy.

Side note: If doing TikTok dances makes you want to crawl under your bed and hide, you’re not alone. If TikTok fits into your social media strategy, spend some time researching companies similar to yours who already use the platform. Look for channels creating content that aligns with your brand voice and message. You don’t have to dance to be relevant on the platform.

Ultimately, like everything in your marketing strategy, you have to really know your customers and have a detailed customer personaHow to Create Customer Personas outlined for each group. This will give you unbiased information about where to spend your marketing efforts.


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