From people to the planet: explore our strides in social and environmental impact in 2023
🌟 Read Our Impact Report 🌟
You may be thinking “that sounds crazy” knowing how involved the creative investment is, the delicate nuances of measuring ROI, and how to convincingly share the benefits of organic social to your leadership team in a way that ties back to direct sales.
But let’s frame it this way: brands that advertise without the support of an organic presence are only offering a one-way street relationship, which is like having a friend that only ever needs something from you and not the other way around–ick.
If we’ve learned anything from advertising in the past few years, it's that consumers are seeking more genuine connections to brand values before they invest. That's why I’m here to tell you that building a strong community with shareable organic content is a worthy endeavor for the sake of your brand's longevity.
According to Mintel's 2025 Global Consumer Trends, “Social groups have become a necessary part of how people plan for the future… [and] consumers will perceive brands as part of their support system for navigating physical and digital connection.”
Brands need to take a more active role in helping people belong, but it must not be forced.
In order to build a holistic brand community, organic social strategies need to involve a mix of:
Posting a mix of this type of content allows for a flywheel approach of listening and responding to community conversations happening around your industry. Over time, this content creates shareability and attracts the right audience which will lead to amplifying your brand.
The biggest advice I would give is never to assume you know what your audience is interested in on social media but rather to do some research. Analyzing corresponding industry influencer and creator content, and UGC culture around your product can give your brand a deeper understanding of how your audience actually behaves on social vs. who you may think they are. This is crucial as it can be the difference between speaking AT your audience and missing out on creating long-lasting relationships by emotionally engaging them.
In fact, Mintel’s Multicultural American Report on Brand Loyalty 2024 says “Brand loyalty may be built through many methods, but maintaining consistent interactions with consumers through social media engagement and marketing communications are key tactics.”
While moderation does happen with paid content as well, organic community management provides a more intimate experience for people to consistently communicate with the brand, with direct access to consumer feedback, questions, and sentiment. Most importantly, organic community moderation provides a moment of real connection and can make or break a customer’s experience with your brand.
A community I’ve really enjoyed growing happened while I was working on Rinna Wines. With many of us already-huge Real Housewives of Beverly Hills fans, it was important for our team not just to rely on our own knowledge of the show and personal community, but to tap into more conversations already happening out there. We found soundbites, dance videos, and just overall fandom for the spontaneous, sassy, and bold lifestyle the founder embodied, and we used this to drive the type of glamorous yet humorous content we’re creating.
Take this simple example below of a comment that turned into a meme and generated an exciting amount of engagement.
These important interactions to show the community that we’re listening, engaging, and having fun with it in a human way left these fans with a fulfilled, joyful brand experience that they’ll remember. And who knows, maybe stiletto-inspired stemware is a fantastic branded swag idea ;)
Especially during economic downturns, consumers start exploring more cost-effective options. It's more important than ever to start building future-proof loyalty. Developing a community that shares your content because they connect with it, believe it, and love it is earned awareness, and, frankly, exponentially beneficial.
Short-Term Metrics (0-6 months): Since organic is more of a lower funnel tactic- use mid to lower-funnel metrics.
What isn't a good short-term metric? Followers. Here’s why:
Which brings us to…Long-Term Metrics (6 months-over years):
According to Vogue, “The research phase is crucial for brand trust: 70% of Gen Zs and 69% of millennials only trust a brand after carrying out their own research.” That means if you don’t have content to be discovered- you’re missing out on the ability for others to learn about your brand and eventually join your community.
When this same audience was asked what makes a brand “cool,” it was quite clear. “For many Gen Z customers, simply selling a product isn’t enough — brands need to build a universe. 54 percent of Gen Zs say that their favorite brands are the ones that make them feel like they’re part of a community.”
Organic is not just important; it is as foundational as having a website and as experiential as tuning into your brand journey’s newest episode. It’s a moment to humanize your brand by sharing it with a community and fostering real relationships that align with deeper values and purpose. Don’t be afraid of playing the long game; the loyalty is worth the wait.
