Organic Growth

In the context of social media, organic growth refers to the increase in a brand's number of followers, overall reach, and engagement that comes as the result of natural, unpaid efforts instead of paid advertising or content that has been 'promoted. ' We often see this as the result of content that is not just consistently high-quality but also seemingly relevant, resonant, and compelling enough to make users want to 'like,' comment, and otherwise engage with a profile or brand without any explicit prompt telling them to do so. It's a growth strategy that relies on a posts getting discovered by the right people via social media algorithms, hashtags, and/or shared content that someone else has put in front of their audience.

It tends to reward pages and profiles that are genuinely engaging (and engage-able) as well as authentic and valuable. You could say that organic growth has the life of a 'word-of-mouth' strategy on social media; it's just that the 'mouths' involved are now also sometimes types and clicks in front of a screen. It's also a strategy that seems to be particularly sustainable (as long as it seems to the audience to be 'worth it') and cost-effective (as long as no one 'costs' too much in terms of actual monetary payout).