A staggering 320 million new users joined social media between January 2023 and 2024. With this number only set to rise, sharing quality content that cuts through the noise is more important than ever. 

But we get it. Social media is easier said than done and can take up lots of time and resources if you don’t have a dedicated social media manager or team. You end up rushing and posting low-quality content that doesn’t serve a purpose or do your brand justice. Then you wonder why you’re not seeing real, tangible results!

If you’re managing your brand’s social media channels and want to improve your game, keep reading. I’m going to share three common mistakes that brands make on social media, why you should avoid them, and what to do instead. 

Social media mistakes to avoid

Low-quality posts 

83% of marketers agree that it’s more effective to create higher quality content, less often. So don’t fall into the trap of sacrificing post quality for quantity. Instead, allocate time to take a variety of photos and videos showcasing your products, team, office or venue. This way, you’ll have a catalogue of content ready to post whenever. Good lighting is key, so keep creating content and the better you’ll get. 

We did this for Mysa Flowers, and now have access to a bank of professional product photography at all times. (Full case study here).

Inauthentic content

When sharing photos and videos of your team, keep them natural. People can spot inauthenticity a mile away, so your team members have to want to be on camera and feel comfortable to come across as genuine.

You could even create a montage of short employee videos and clip them together so they don’t feel like the focus is solely on them. Here’s an example of a social media video we created of our team over Christmas 2023, which really helped everyone feel comfortable and have a laugh at the same time.

Encourage your team to get involved and film their own employee-generated content (EGC) too. Research shows that 92% of consumers place greater trust in content shared by friends, colleagues and family, compared to other forms of brand messaging. So empower your team to share content through their personal social channels and give your audience a look into the ‘behind the scenes’ of your company. This will help them get to know the real people within your business, build long-term trust and loyalty. 

Sales-heavy posts 

Nobody likes being sold to, so don’t use social media as a platform to sell sell sell. Instead, provide your followers with real value, whether that be entertaining them, engaging them, or educating them. Play around with different content types and consistently analyse your data to see what gets the most engagement, from styled product shots to photos and videos of your team, to infographics and branded visuals. 

By understanding your audience and the types of content they enjoy, you can tailor your strategy and start to build a loyal community. In fact, 90% of marketers agree that building an active online community is crucial to a successful social media strategy, so focus on community building and the sales will come naturally.

But that’s not to say selling doesn’t have any place on social media. Some posts should be promotional, for example, if you’re running exclusive offers, discounts or flash sales. You could even promote these in paid social ad campaigns as well, to target different audience segments at different stages of the funnel. 

Ultimately, it’s the content types you use to promote your offering that determines their success. One example of brand that does this well is our client Castle Green Homes. Its marketing team shares engaging photos and video tours of inside their homes to give you a real feel for what they’re like inside. By sharing content that captures each room’s elegance and aesthetics, users are highly engaged and more likely to keep Castle Green front of mind when looking for a home in future.

Summary

Social media is all about being authentic, sharing valuable content and building communities. Don’t just share content for the sake of it and instead, establish what you’re trying to achieve. Is your goal to raise brand awareness? Is it to generate leads? 

Once confirmed, you can create a strategy aimed at getting you there. Use your team (they’re your biggest asset), learn as you go and listen to your audience. Do this and avoid the above mistakes, and you’re on your way to creating an effective social media strategy.

If you need social media marketing support, whether it be for your organic presence or paid ads, we can help. Simply fill in the form, and we’ll be in touch.


Overcoming the decline in organic social media engagement

If you’ve noticed a decline in your brand’s organic social media engagement, you’re not alone. On average, Facebook post engagement rates have dipped as low as 1.52%, and Instagram’s reach has plummeted more than 50% since 2015.

Several factors contribute to this decline including algorithm changes, shifting user behaviours, and content saturation. It’s challenging, and you might be questioning if it’s possible to generate meaningful engagement without paid ads, or the value of sharing organic social posts at all.  

But consistently sharing organic content is very much still worth it for your brand. In this blog, I’ll explain how to create an organic social media strategy that engages your audience, including content ideas and business benefits.

What is an organic social media strategy?

In short, your organic social media strategy is how you plan to grow your brand’s presence without spending money on ads, posts or shares. There are various types of content you can share, including:

For organic social media to be successful, your content has to naturally resonate with your audience. Think of it like a plant – nurture your audience well, and it’ll naturally grow.

Why do I need an organic social media strategy? 

It’s a cost-effective way to reach your audience

Generally speaking, organic social media costs less than paid advertising because you don’t need an ad budget to share posts and engage customers. You can leverage existing resources and start posting whenever, making it a powerful way to gradually build your brand online. 

You can showcase your brand’s personality

Organic social is the perfect opportunity to promote your brand’s personality, team and culture. You can shape your brand’s narrative, tell your story and become more relatable. As a result, you’ll connect with your audience and build a community, leading to increased sales and customer loyalty.

You’ll stay front of mind

I’ll use an example of a new burger place that opened down the road (because it’s front of mind). When the restaurant opened they followed me on Instagram. I followed them back because they have an excellent Instagram game. They pack their feed with high-quality photos of tasty burgers and sides, team photos and local stories.

After a couple of weeks I booked a table and the meal didn’t disappoint. Can they say my booking is a direct result of organic social media? Probably not, but without it, I’d be missing out on awesome burgers and they’d be missing out on a loyal customer.

This is just one example of a small, local restaurant but the same logic applies for B2B and B2C brands. Nurture your followers, stay front of mind, and keep them coming back for more.

How do you create an organic social media strategy?

Now I’ve explained why organic social is important, here’s how to create a social media strategy that gets meaningful engagement.   

Set realistic goals

Choose your social media channel(s) and set realistic SMART goals to measure and justify success. ‘Going viral next week’ is unlikely, but ‘Increasing Instagram engagement rate by 5% this month’ is more doable. This will motivate you too because it gives you something to aim towards and hold yourself accountable to. 

Also remember that social media engagement measures shares, likes and comments, so consider these when setting your SMART goals.

Plan and schedule content 

Plan, create and schedule your content ahead of time. There’s plenty of platforms you can use including Hootsuite, Loomy and Canva, each with different features and pricing. You can even schedule content using some social media platforms themselves, like Facebook and Instagram. This will save you time and stop you pushing organic social media to one side.  

Share content your audience wants to see

Consistency is key to generating organic social media engagement. But there’s no point in posting every day unless you know who you’re posting to. Find out what your customers like, what matters to them and what they really want for your brand. Share engaging posts that align and make them want to follow you.

Example: If you’re an e-commerce brand selling make-up, your followers only want to see photos of mascara and foundation, right? Wrong. They want to see how your make-up looks on real people. They want to watch videos of customers applying your make-up so they can learn how to do it themselves. 

Here’s three organic social media content ideas to help boost engagement

Short and snappy videos

Over 54% of marketers say that video is the most valuable content for social media success, so lean into it. Film short videos of your product or service, and what goes on ‘behind the scenes’. You might find filming challenging, especially if you’re not used to it, but video is the future and a great way to drive engagement. 

User-generated content (UGC)

Build trust by sharing UGC such as photos, images, and reviews about your brand on your company page. Showcasing real customer experiences will make your audience more likely to engage and ultimately, convert.  Here’s a great example of UGC on our client Dcypher’s Instagram page:

Reactive ‘on trend’ posts

Share reactive content to engage your followers and expand your reach. From jumping on Instagram Reels and TikToks to writing thought-leadership articles, getting involved keeps your brand relevant. If your followers enjoy your content, they’re more likely to share it on their own profiles too.

Engage engage engage

You can’t just post on social media, you have to engage too. Get involved in conversations by commenting on other posts and sharing your followers’ content on your own channels. Ask questions to spark conversations and encourage audience engagement. This is the perfect opportunity to shape your brand’s tone of voice and personality, so make sure it’s consistent.

Report, learn and go again

Create a social media report to keep track of your organic growth and measure your performance against your goals. Analyse and build on the data, pivoting your activity, content types and strategy accordingly.  

You can access key metrics like engagement rates, reach, mentions and shares within most social media platforms. You’ll soon learn which content types resonate and the best days and times to post. 

So hopefully now you have a better understanding of how to increase organic social media engagement. Just remember to be consistent, relevant, and have fun with it!  Nail that, and you’re well on your way.

A bit about Reckless
We’re an e-commerce digital marketing agency with offices in Liverpool, Chester and Manchester. We help brands grow through custom websites, bespoke software development, paid media, SEO and online marketplaces. If you need a hand taking your e-commerce brand to the next level, get in touch.

Let’s talk