Organic social DOES drive sales

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Organic social DOES drive sales

Have you heard this one before?

“Organic social is great for driving awareness, but it doesn’t lead to sales.”

Well…

Case in point… Tubby Todd.

If you’re a parent, this is a brand you know and love.

If you’re not a parent, let me tell you a secret…

Babies get rashes. Crazy rashes. Persistent rashes.

Tubby Todd makes the rashes go away.

This is key No. 1…

🔑 The product is good.

The best social media in the world can’t fix a business if the product is bad.

Sure it might drive sales in the short term, but it can only do so much.

Tubby Todd doesn’t have that problem. The product works exactly as advertised.

This is good news because they’re targeting parents, a vocal and influential audience.

When a mom or a dad finds the solution to a problem, what do they do?

The post about it!

🔑 The product lends itself to UGC.

In the last 24 hours alone, Tubby Todd has been tagged on Instagram in 7 different pieces of content, all of which are performing incredibly well organically.

So what does Tubby Todd do?

They share the UGC.

Then what does the creator do?

They share their shared content back to their own profile!

This cycle gets the raving reviews and real-life demonstrations in front of their target demographic more effectively than the brand account could ever do alone.

🔑 Organic/Paid Synergy

Random fun fact… did you know you can see exactly what ads any brand is running through Meta?

Check out Tubby Todd’s ads.

It’s obvious that they’re using what the learn from organic social to inform their paid strategy.

Technically this isn’t organic social leading directly to sales, but it is using organic social to acquire customers cheaper and quicker.

🔑 Balanced Funnel

Stealing Tommy Clark’s analogy here…

Tubby Todd has an incredibly balanced content funnel.

What does that mean?

They know their audience and they know what’s going to get shares, reach, and new followers.

Example:

What does this do?

It gets the brand in front of more people! But not just any people… the right people.

So posts like this get in front of a lot of people and drive an influx of new followers.

Then what?

Posts like this are pinned at the top. They educate the new audience on who the brand is and what they do.

Normally I push hard for brands to avoid the “hard sell,” but when your audience is full of raving fans it makes a lot of sense to make the product front and center.

Look at the comments on this post… 🤯 Parents saying “Best product ever!” over and over again.

The only drastic change that I’d recommend…

🚨 Copyright Issues

With a brand that’s this successful, I’d personally not take the risk on celebrity imagery.

Is Taylor Swift gonna sue them? Prolly not.

Is it worth the risk? I don’t think so.

It’s one thing if there’s a brand new brand that’s scrapping and clawing for their first 100 followers.

But Tubby Todd is already so successful that in my opinion there’s no need to risk this.

—

So… next time you hear “Organic social is great for driving awareness, but it doesn’t lead to sales”…

Send them this. 😎 

-Jacob

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