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Legal & Marketing
This should include: dependent on whether they can create an organic
experience for users.
• Increasing brand awareness.
• Driving website traffic. Organic reach determines how many of your fol-
• Increasing website engagement to generate lowers will see your post without you paying.
leads and drive sales. This concept of organic reach is prevalent on
• Increasing customer retention, engagement, Instagram since the algorithms used to determine
and followers. who will see your content at any given time are
based primarily on engagement.
How can a brand stand out in an increasingly com-
petitive market? Tips to Get More Organic Reach:
• Quality products, first and foremost. • Feed your audience with more value.
• Upload at least two posts a day.
• Great marketing. • Make use of all the features (posts, stories,
comments, hashtags).
After that, tell your brand story through photos, • Use attention-grabbing headlines.
partnerships, video and human interaction. Think • Use paid sites like Sprout Social to understand
about what separates your product from others in the industry atmosphere and create an ongoing
the market. This isn’t something that’s achieved dialogue with your audience.
by one post, but over time, and means connecting
your product to something much wider than the Paid Distribution
drink itself.
Due to changes in organic reach over the years,
For example, Mexican brand, Corona, understands companies have been forced to rethink their social
the appeal of their beverage isn’t just the beer media strategies, and in many cases begin exploring
itself. A Corona and lime brings to mind vacations, other avenues to reach their users on social media,
beaches, relaxation and sun. specifically through paid distribution.
They’ve fully embraced this as their brand, tying Utilizing paid channels has a number of benefits
the image of plunging a fresh lime into a cold because it can target users based on demographic
Corona to diving headfirst into the waters of a clear information, behavior and interests. Because of
blue ocean. this, marketers are able to drill down to specific
audiences.
Organic Media vs. Paid Media
Seven Steps to Success
In the past, the goal of most marketers on
Instagram tended towards growing a big following, Gaining followers and engagement isn’t about
then continuously publishing content that’s rele- simply posting once a week and hoping for the
vant to their brand and audience. One important best. In fact, a successful strategy on Instagram
point to realize, however, is that just because you should include concrete goals, an ongoing content
have 1000 followers doesn’t mean every time you calendar, a scientific approach to who you’re trying
post all 1000 of them will see that post. to reach and how many people you expect to inter-
act with.
In fact, the reality is a much smaller percentage of
them will ever see your post and that’s where the The following are seven important steps to grow
term “organic reach” comes in. your brand on Instagram.
Organic 1. Be consistent: It’s important to define a core
strategy for your brand. It should be consistent
One of the most important things to understand across all channels and the narrative should be
about social media marketing is that the way com- easy to follow. You’ll need to balance product
panies can succeed on social media will be entirely content, campaign content and brand content
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