Marketing on a budget: Achieving organic reach on social media

In today's digital landscape, marketers are constantly seeking cost-effective ways to market their product or service and organic reach on social media platforms is a good way to do that

Marketing on a budget

The good news is that you can now boost your online presence without the need for hefty media spends. By adhering to four key pillars—authenticity, relevance, short, and episodic content—you can create compelling content that resonates with your audience.


Authenticity is the cornerstone of successful social media marketing. People are drawn to content that feels genuine and relatable. The shift toward authenticity has made it easier for marketers, as you can now create content using just your mobile phone, eliminating the need for expensive production equipment. Keep it real, share your brand’s story, and connect with your audience on a personal level.


Relevance is the key to capturing your audience’s attention. Your content should either entertain or provide value to your target demographic. If it doesn’t do one of these two things, it’s unlikely to perform well. Understand your audience’s needs, interests, and pain points to tailor your content to their preferences.


Short and snappy content often outperforms longer, drawn-out pieces. Shorter content is not only easier to create but also more engaging. Your audience is more likely to consume and share brief, impactful messages. Focus on delivering your message concisely and effectively. It’s also much easier to produce short content. For example, offering short pieces of advice about your industry works well and is easy to do.

Episodic content

Think of your content as an ongoing series, much like a TV show. Posting regularly and branding your content as a cohesive narrative allows your audience to become familiar with your brand and eager for the next instalment. This consistency keeps your audience engaged and coming back for more.

In order to make regular videos it’s best to put as many processes in place to simply your content creation. It’s a bit like gym membership, you get no results of you don’t go so make sure you make it as easy as possible to be successful. You can outsource your editing, find someone on your team who can edit or 

Tools like ShoutOut can automate the process of creating branded content. You can quickly record video clips on your phone then automatically add them to your branding, and share them on social media. Achieving organic reach on social media doesn’t have to break the bank. By focusing on authenticity, relevance, short, and episodic content, you can connect with your audience in a meaningful way, all while maintaining a budget-friendly approach to marketing.

Dan Gable
Dan Gable

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