VaynerX, a leading modern communications company, and Ipsos, a global market research leader, have released key insights on the growing significance of Organic Social Media for marketers. This research highlights how Organic Social is transforming consumer engagement, building brand awareness, and influencing creative strategies.

1. Increased Investment in Organic Social

• 79% of marketers have increased their investment in Organic Social over the last three years.
• Half of the surveyed marketers plan to allocate more budget to Organic Social in the upcoming year.

2. Organic Social’s Versatility Across Marketing Funnels

• 87% of marketers agree it supports upper-funnel objectives like brand awareness.
• 84% see its value for mid-funnel objectives like engagement and consideration.
• 48% recognize its potential for lower-funnel objectives, including conversions.

3. Organic Social as an Insights Engine

• 72% of marketers believe it validates hypotheses before larger investments.
• 65% use Organic Social to inspire and guide product innovation.

4. Social-First Thinking: Beliefs vs. Practice

• 84% of marketers agree Organic Social determines winning content for scaling to other platforms.
• 68% view social media assets as the “new TV commercial.”
• However, only 47% prioritize designing campaigns specifically for social channels.

5. Barriers to Adoption: ROI and Executive Buy-In

• 42% of marketers cite difficulty in demonstrating ROI and securing executive buy-in as major challenges to expanding Organic Social efforts.

The research conducted by VaynerX and Ipsos underscores Organic Social Media's transformative potential in the marketing mix. As a versatile tool for all stages of the marketing funnel and a driver of insights and creativity, Organic Social offers immense untapped potential. While barriers like perceived ROI remain, the growing investments and belief in social-first strategies signal its role as a key growth driver for modern marketers.