In the current digital landscape, many brands are quietly waving the white flag on organic social media. Data shows that 64% of marketers are slashing their organic budgets, shifting their focus entirely toward paid advertisements. However, this shift highlights a fundamental misunderstanding of how the game has changed.
The brands currently winning organic reach aren’t simply posting more; they’ve realized that social media is no longer just a feed—it’s a TV network.
The Death of “Post and Pray”
For most brands, the middle ground has disappeared. If an organic post doesn’t go viral, it’s essentially invisible. While people are spending more time than ever on platforms like TikTok (35 hours/month) and YouTube (28 hours/month), they aren’t seeing traditional brand content.
Many companies respond to this by pouring money into paid ads. While ads provide reach, they are becoming increasingly expensive. Relying solely on paid media creates a “race to the bottom” where customer acquisition costs climb and margins shrink. The brands that dominate their categories will be those that figure out how to earn attention organically, leading to lower costs and higher customer loyalty.
From Billboards to Co-Creation
Social media has evolved through several eras:
- 1950s: One-way communication (TV).
- 2000s: Two-way interaction.
- 2012: The influencer era.
- 2020: The community era.
- Now: The Co-creation era, where brands build with their audiences rather than at them.
Most brands are stuck in the past, treating social media like a digital billboard. But with 94.4% of purchase journeys involving multiple touchpoints, a single “cute” product photo won’t cut it. Consumers are emotionally exhausted and overwhelmed by content; if your post looks like marketing, it will be ignored.
The TV Network Strategy
The secret to organic success today is to stop thinking like a social media manager and start thinking like a TV executive. Instead of one account that dumps random content (memes, products, and culture), successful brands create “shows.”
A “show” is a renewable, repeatable format that builds a viewer habit. Examples include:
- Ramen on the Street: A food brand that created a separate series where a host shares ramen and conversation with strangers.
- Roomies: A fintech company that produced a mockumentary sitcom about life in New York.
- The Cheese Store of Beverly Hills: Created episodic series featuring customer reactions and tasting sessions.
By creating specific formats, you stop confusing the algorithm and give your audience a reason to tune in regularly.
The Four Elements of a Great Social Show
To build a successful social “show,” you need a consistent framework:
- Recurring Format: The structure of every episode should feel familiar.
- Recurring Theme: A central idea that connects every story.
- Recurring Characters: Recognizable faces that the audience can trust and expect.
- Recurring Set: A predictable location (a counter, a car, a studio) that allows for scalable, on-demand filming.
When your content is recognizable within the first three seconds, you’ve successfully built a format that cuts through the noise.
Organic as an Ad Accelerator
Organic social media isn’t a separate silo from your paid strategy; it’s the engine that makes your ads work better. Organic content warms up the audience, building trust and familiarity.
When a customer sees your organic “show” on TikTok and later encounters your paid ad on Instagram, they aren’t seeing a stranger—they’re seeing a brand they already know. This reduces acquisition costs and improves conversion rates because the hardest part of marketing—building trust—has already happened for free.
Conclusion
Organic social media isn’t dead, but the old way of doing it is. The brands that will own the next era of marketing are those that move away from “marketing” and toward “programming.” By building a network of shows that provide real value and foster habits, you create an asset that no amount of ad spend can replicate.
Avid hiker, bicyclist, motorcyclist and long-time advertising pro. Founder of Skyworks Marketing, Nonprofit Fire and Our Ventura TV (cable TV). One career highlight was working on a small team that built a business from nothing to over $100 Million in 3 years. Skyworks Marketing provides lead generation and video advertising services. We create custom marketing funnels that provide the highest-quality leads and sales.