Organic shifts in social media

5 Major Shifts in Organic Social Media and Which Strategies Are #Trending


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Over the last 18 months, organic social media has seen some major shifts. Today’s audiences crave authenticity, transparency, and a sense of community, moving away from the highly polished content of the past. We can look to the brat movement created by Charli XCX as an example. After all, didn’t we all crave a #bratsummer? 

Let’s explore five key changes in the organic social landscape and what marketers can focus on to drive better organic engagement: 

The Rise of User-Generated Content (UGC) as a Brand Driver

User-generated content (UGC) has proven to be one of the most impactful trends in social media. According to Nielsen, UGC is 50% more trusted by consumers than traditional media, and it can drive up to 28% higher engagement. Additionally, TINT reports that 93% of consumers say UGC influences their purchasing decisions, showing the power of authentic, customer-created content. 

Check out the Crocs TikTok page or the ever-iconic video of the Ocean Spray skateboarder as excellent examples of UGC.  

Why It Matters: Authentic content from real users builds trust and credibility with your audience. Sprout Social points out that consumers today want brands to be more genuine and relatable, and UGC offers a direct way to achieve that. 

Focus for Marketers: Encourage your audience to share their experiences and repost their content to amplify reach. UGC not only increases engagement but also builds social proof, making it easier to win over potential customers.

The Shift from Public Posts to Private Communities

As public social media feeds lose reach, private groups and communities are seeing a rise in engagement. Sprout Social notes that the shift to private, exclusive spaces such as Facebook Groups, Instagram’s Close Friends list, and Subscription tools has created more intimate, focused environments for brand interactions. These communities allow for deeper conversations and more personal connections. 

Check out this list of the top 71 Facebook groups for some examples. While not specifically private, they require you to join and agree to group rules to see their content. 

Why It Matters: According to TINT, engagement in private Facebook groups has surged by 40%, highlighting the growing preference for more private interactions. Private groups foster stronger brand loyalty, as members feel a closer connection to the brand and community.

Focus for Marketers: Start creating value-driven, exclusive spaces for your most loyal followers. Private groups allow for deeper engagement and provide a unique opportunity to offer tailored content, build a sense of community, and strengthen relationships with your audience.

Social Commerce and Shoppable Posts Gaining Traction

Social commerce is rapidly growing, with platforms like Instagram, TikTok, and Pinterest increasingly integrating shoppable posts into their user experience. Sprout Social reports that 79% of consumers are more likely to purchase from a brand after engaging with it on social media. Platforms now offer seamless shopping experiences that allow users to discover and purchase products directly from posts, reducing friction in the buying process.

Take a look at Old Navy’s Pinterest for a shoppable post example. 

Why It Matters: Social commerce bridges the gap between discovery and purchase. The ability to buy products directly from social platforms has significantly improved conversion rates, especially among Gen Z and millennials, who are accustomed to quick, easy transactions.

Focus for Marketers: Optimize your social media posts for shopping using features like Instagram’s shopping tags and direct product links. This will create a seamless shopping experience for your audience, turning social engagement into direct sales.

Algorithm Prioritization of Video Content

Short-form video content continues to dominate social media, with platforms like Instagram, TikTok, and Facebook prioritizing video over static images in their algorithms. According to Comscore, video content garners 53% more engagement than static posts. Short-form videos like Instagram Reels or TikToks are now crucial to maintaining visibility in users’ feeds.

Look no further than Scrub Daddy for an example of the power of organic video on social media. 

Why It Matters: Social media algorithms heavily favor engaging video content, making it essential for brands to incorporate video into their strategies. Brands leveraging video content, particularly short-form, see higher organic reach and deeper audience engagement.

Focus for Marketers: Invest in creating short-form video content that captures attention quickly and authentically. Behind-the-scenes glimpses, product demos, and relatable storytelling are all effective ways to engage your audience with video.

Increasing Emphasis on Authenticity and Transparency

As consumers become more skeptical of overly curated content, they are demanding more authenticity and transparency from brands. According to TINT, authentic content generates 35% more engagement than highly polished promotional posts. Audiences, especially millennials and Gen Z, are increasingly drawn to behind-the-scenes looks and unfiltered stories that humanize brands.

Brands might want to avoid scenarios like #mascaragate, which showcased influencer loyalty gone wrong — or did it? Mikayla Nogueira has 15.9 million followers, so we’ll let you decide. 

Why It Matters: Authenticity builds trust, which in turn fosters brand loyalty. Analytics company Insense reports that consumers are more likely to engage with brands that show their human side through raw, transparent content.

Focus for Marketers: Share real-time updates, behind-the-scenes content, and personal stories that offer a glimpse into the people behind the brand. This will help your audience connect with your brand on a more personal level, ultimately driving stronger engagement.

BONUS: Recent Trends to Watch 👀

  1. AI-Generated Content and Filters
    In the past few months, AI-driven content tools and augmented reality filters have grown in popularity. According to Insense, brands using AI to create personalized content and interactive experiences are seeing higher engagement levels.
  2. The Growth of ‘Niche Influencers’
    Micro- and nano-influencers are becoming more valuable as brands look to engage smaller, more focused audiences. Sprout Social highlights that niche influencers tend to have higher engagement rates, making them a powerful tool for reaching specific target audiences.
  3. Enhanced Collaboration Features
    New collaboration tools on Instagram and TikTok have allowed brands and creators to co-create content more easily, leading to increased visibility. Sprout Social points out that these features are helping brands reach new audiences organically.

Organic social media has shifted dramatically over the last 18 months. From the rise of user-generated content and the shift toward private communities to the explosion of video content and social commerce, it’s clear that marketers must adapt to these changes. By focusing on authenticity, community-building, and the latest trends, brands can navigate this evolving landscape and continue to thrive. If your team needs help creating dynamic organic social media content, just give us a shout! 

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