Why 90% of Brands Fail at Social Media Strategy | The 505 Podcast PART 1

Why Organic Social Is The Growth Engine Most Brands Ignore

Conversation about social strategy often starts with paid media and dashboards, but the real lever for sustained top-line growth is organic social. This discussion reframes social not as a distribution channel to be rented, but as a living brand asset that multiplies business value when treated like a daily muscle. The most successful creators and companies treat organic content as the first priority, then use paid media to amplify proven winners rather than to hide weak creative.

From Interest Graphs To Attention Markets

Platforms no longer guarantee distribution based on follower counts. Instead, content finds interested audiences across an interest graph — people who care about topics, not just personalities. That shift means brands should mix consistent, recognizable content with exploratory, risky pieces that can unlock new audiences. A balanced content mix often looks like 80% reliable, on-brand material and 20% experimental work that aims for breakout reach.

Document Don’t Create And The Value Of ‘Sawdust’

Documenting real work, behind-the-scenes moments, and low-stakes production—what some call sawdust content—produces authentic signals that resonate more than staged photoshoots. Filming store daily life, unvarnished production moments, and candid staff interactions creates more touchpoints for discovery than expensive, staged assets. Treat every production day as a harvest of dozens or hundreds of pieces of content rather than a single ad deliverable.

Practical Platform Playbook: More At-Bats, Better Creatives

Frequency matters. Posting multiple times per day across platforms increases your chances of finding the right audience at the right moment. The goal is to get more at-bats: iterate, learn, and double down on the creative that wins. When something performs organically, move budget behind it—don’t spend to prop up underperforming creative.

Measure What Matters: Post Creative Strategy

Beyond vanity metrics, the most useful intelligence comes from reading the comments, DMs, and qualitative feedback. These signals tell you what content hits emotionally and commercially. Spend time reviewing audience responses weekly and use those learnings to shape future creative and product positioning.

You Are The Niche—and You’re Also Broad Enough To Break Out

There’s tension between being niche and going broad. Narrow focus helps conversion and predictable audience behavior, but experimental, offbeat content can open entirely new markets. The modern creator-brand plays both: a core identity anchors trust while occasional divergent content creates discovery opportunities that can change growth trajectories.

How To Talk To Leadership And Build Internal Buy-In

Large organizations often default to paid-first thinking and rigged measurement models. Effective social strategy conversations translate creative outcomes into business terms—how organic attention reduces friction in retail media, strengthens brand equity, and amplifies conversion-ready campaigns. Speaking the language of returns and operational models makes creative-first recommendations actionable for executives.

Humility, Authenticity, And The Inbox

Direct engagement is still a competitive advantage. Reading DMs and comments, and personally responding where possible, yields insights no dashboard can. That humility builds credibility—public behavior aligned with private actions shows that a brand or creator is committed to their community, not just to metrics.

Brands that prioritize organic social as the primary growth lever, treat production days as content factories, and mix disciplined, repeatable work with bold experimental plays will continually increase their odds of breakthrough attention. Frequent posting, close listening to audience signals, and amplifying proven creative with paid spend convert daily content work into long-term revenue growth.