Organic Content: Why It Matters

Have you ever looked at a post on Instagram and thought “That’s clearly an ad”? Has it ever made you want to click it because of the content? Odds are good you are like majority of users and will either swipe out of it or will simply ignore it completely. Organic content is a huge resource that can actually positively impact not only your business account but also how people shop outside of the internet.

According to a research paper published by Scientific Research Publishing*, 54% of people do extensive research on social media before making a purchase. This means that they are browsing your accounts, your various posts and videos, your website if you have one listed, and even potentially your followers! Now more than ever is the best time to start taking advantage of all that your social media accounts have to offer.

Consider this: influencer marketing attracts 63% of younger consumers, and of that 63%, 42% will transition from browsing to making direct purchases. What this means is that if you have content that engages users and directs them to your page, you can expect them to make the purchase FROM your social media account! All of this is just general information, but here’s how the “organic” comes into the concept of organic content.

Traditional marketing can cost thousands of dollars to run a campaign, and odds are good if you’re a small business, you don’t have thousands to spend on a marketing campaign. Organic social media content doesn’t cost you anything, so you can’t really afford not to try! Organic content can be described as anything that gets made in house by someone in the business (or someone like us who specialize in the social media account post and management). It could be a video you get of yourself explaining what it is you do, the new special you have coming out next week, or even something as simple as “meet the team”. Social media users find user generated content to be more reassuring and less like they’re trying to be coerced into buying something. You can post less sales-focused content and instead post things that get engagement and resonate with your particular viewer base.

It does matter how the content gets viewed by a large number of people, and that’s where research comes in. At Helios, we are always informed, data driven, and people first. There is no risk involved, as the consultations are free and always specific to you and your business. 

*(zreke, S. S., & Dzreke, S. (2025). Influence of Social Media on Consumer Behavior: Investigating How Social Media Platforms Shape Consumer Purchasing Decisions and Loyalty. Open Journal of Business and Management, 13, 1154-1175.)