How can I build a sustainable social media following organically?

In the hyper-competitive landscape of social media, organic growth feels like a mythical beast. But it’s not impossible.

Marina Iakovleva, the founder and owner of Dating Beyond Borders, a popular YouTube channel with over 1 million followers, recently shared valuable insights at an Affiliate World event for marketers looking to build authentic, long-lasting followings without blowing up their ad budgets.

Define & Refine Your UVP

Before even thinking about content, marketers must crystallize their brand’s unique value proposition (UVP).

  • What specific problem do you solve?
  • What unique perspective do you offer?
  • Why should anyone care?
  • What emotional connection do you aim to foster?

Instead of simply being a “travel company,” for example, define yourself as “the travel experts for adventurous solo female travelers.”

Find Your Format And Stick To It. Mostly.

Experiment to find a format that aligns with your brand and resonates with your audience. Consistent formats build anticipation and make your content easily recognizable. Marina recommends a 70/30 split:

  • 70% of your content should adhere to your core format.
  • 30% allows for experimentation and keeps your content fresh.
Examples of the 70/30

Prioritize Reels

Reels are currently favored by Instagram’s algorithm and offer higher visibility than static posts or image carousels.

To activate your own Reels’ creation, start with a compelling question, a surprising statement, or a hint of controversy to grab attention.

Also, remember to always show, not tell. Visuals are paramount. Showcase the process, the behind-the-scenes, and the human element of your brand.

Engage With Your Audience, Not Trends

Respond to comments, ask questions, and run polls to foster a sense of community.

Stories offer a more intimate and authentic way to connect with your audience. Share behind-the-scenes glimpses, run Q&As, and use interactive features.

On that note, it’s important not to obsess over trends if you’re pursuing organic growth and audience connection.

Engage in Trends If...

Chasing trends can dilute your brand identity and alienate your core audience. Focus on creating valuable, authentic content that resonates with your target demographic.

Key Takeaways

  • Build a foundation for sustainable growth by focusing on audience engagement and brand authenticity.
  • Regularly publishing high-quality content is crucial, but consistency in format and messaging is equally important.
  • Show the faces and personalities behind your brand to build trust and connection.
  • Track your performance, analyze your audience, and use data to refine your strategy.

By implementing these strategies, marketers can build strong, organic followings that translate into real business value: increased brand awareness, higher engagement, and ultimately, more conversions.