The Power of Organic Content: Insights from the Glossy E-Commerce Summit
At the recent Glossy E-Commerce Summit, industry leaders in beauty and fashion discussed the changes in digital marketing.
One key theme emerged clearly from these discussions: the power of organic content. With rising costs in paid advertising on platforms like Google, Meta, and TikTok, marketers find that focusing on organic content saves money and yields better results. Here’s an in-depth look at why organic content is (again) gaining traction and how brands can effectively leverage it.
Organic Content Over Paid Advertising
Organic content is more effective and affordable than ever. Oshiya Savur, Chief Brand and Marketing Officer at Maesa highlighted this during the summit. She pointed out that organic content performs significantly better than paid media. For instance, Maesa has seen organic content garner 150,000 views without the hefty price tag associated with paid ads. Moreover, these views are of higher quality since organic content resonates more deeply with audiences.
However, creating successful organic content comes with its challenges. With platforms like TikTok seeing 34 million new videos daily, standing out amidst the noise is a significant hurdle. Despite this, the benefits of organic content make it a worthwhile investment for brands.
Influencers and Creators: Amplifying Organic Reach
One effective strategy to enhance the reach of organic content is leveraging influencers and creators. Jenn Volk, Head of Digital for H&M in the Americas, emphasized the importance of influencers in today’s marketing landscape. Influencers have built-in, engaged audiences that brands can tap into, significantly boosting organic content.
Volk explained that H&M ensures that influencer themes and products are reflected on their sites and brick-and-mortar stores. This strategy ensures that if an influencer’s content takes off, the product is readily available for purchase, maximizing the impact of the organic campaign.
Cutting Through the Noise
A major challenge for brands is cutting through the plethora of content and communication channels to reach the right customers. Volk noted that with so many platforms available, it’s increasingly difficult for brands to make their messages resonate. This is where a strategic approach to organic content becomes crucial. Brands need to create compelling, high-quality content that attracts attention and engages and retains their audience.
Caution with Virality
While the allure of viral content is tempting, Aila Morin, CMO of Merit, warned against relying too heavily on viral products. She pointed out that the peak of viral products, especially on platforms like TikTok, is often short-lived. Overextending resources to capitalize on a viral moment can disrupt supply chains and lead to significant risks.
Morin advocated for focusing on viral content rather than viral products. Viral content can boost visibility and engagement without the operational risks associated with viral products. Brands can achieve sustainable growth by maintaining a balance between reliable, safe marketing strategies and opportunistic trend-based actions.
Strategic Use of Trends
Jumping on trends and viral moments should be a component of a brand’s marketing strategy, but it should be done in moderation. Morin suggested that marketing should be 80% safe bets and 20% jumping on opportunities as they arise. This balanced approach allows brands to stay relevant and dynamic while minimizing risks.
Predicting Virality
While predicting what content will go viral is challenging, brands can make educated guesses by staying close to their customers. Understanding what captivates their audience and what makes them stop scrolling can guide content creation. This customer-centric approach helps brands create content that is more likely to resonate and potentially go viral.
Final thoughts…
The insights from the Glossy E-Commerce Summit underscore the importance of organic content in today’s digital marketing industry.
By leveraging the power of influencers, maintaining a strategic balance between safe and opportunistic marketing, and focusing on creating engaging high-quality content, brands can effectively cut through the noise and achieve better results.