The power of organic social during the holidays
The holiday season is one of the busiest, most competitive times of the year for brands — and not just in paid media. While budgets ramp up and ad space gets crowded, organic social media often becomes the overlooked powerhouse quietly driving reach, engagement and loyalty.
Organic social is the place where creativity and agility come together to make real impact.
One recent retail case study showed exactly that: How staying nimble and embracing authentic moments can turn a potential challenge into one of the biggest wins of the year.
How organic social can turn an unexpected moment into a viral win
During last year’s holiday season, one retailer found itself at the center of an unexpected viral moment. A customer’s post about a small in-store mishap began to spread quickly online; it was the kind of moment that could have gone wrong fast.
Instead of reacting defensively, the brand leaned in. They saw an opportunity to turn the moment into something fun, community-driven and authentically them. Using social listening tools, the Rise team monitored the conversation in real time to understand audience sentiment and identify where engagement was happening. Those insights guided the campaign pivot, allowing the brand to join the conversation with humor and authenticity while maintaining control of the narrative.
What could have been a negative headline became one of the most talked about holiday moments for the brand. The organic content not only generated new customers, followers and press coverage but also strengthened their community. All from a single, agile response.
The results were undeniable:
- Engagements increased by over 400% during the holiday period.
- Organic impressions grew nearly 60% year-over-year.
- The brand saw a 77% jump in followers and a measurable lift in web traffic tied directly to social activity.
By quickly pivoting and meeting its audience where they were, the retailer turned everyday engagement into exponential growth.
Why organic social agility matters more during the holidays
The holidays move fast. Campaigns overlap, trends shift daily, audience attention is fleeting. The brands that thrive are the ones that listen, adapt and act quickly. Especially on organic social media.
Being agile doesn’t mean abandoning strategy; it means using strategy as a foundation to move faster and smarter. As AI continues to reshape how people discover information online, the role of organic social has evolved. Platforms such as Reddit, where authentic, real-time conversations about brands are constantly happening, are now a key data source for AI systems. This shift makes it more important than ever for brands to actively monitor and participate in those conversations.
By leveraging tools like social listening software, brands can stay informed about how audiences are talking, feeling and sharing in real time. This not only allows for quicker, more agile responses but also increases discoverability and reach among both loyal followers and new audiences in spaces where they already spend time.
When you already know your voice, values and audience, you’re prepared to pivot in ways that still align with your brand.
Pro tip: Don’t wait for a viral moment to test your agility. Build flexible processes and creative workflows early, so when opportunity strikes, you’re ready to run with it.
How to build agility into your organic social strategy
Here are a few ways to make sure your organic social team is ready for the fast pace of the holidays:
- Plan, but don’t over-plan
Have your key campaigns, creative assets and messaging ready. But leave space to respond to trends or user-generated moments. - Empower quick approvals
Streamline your internal review process. Real-time social moments move fast; if your content takes three days to approve, you’ve already missed the opportunity. - Monitor community conversations daily
Organic social media isn’t just about posting; it’s about listening. Set up alerts and track keywords relevant to your brand, industry or holiday promotions. - Lean into authenticity
The most effective content isn’t always the most polished. Share real experiences, customer stories and behind-the-scenes moments that make your brand feel human. - Connect paid and organic efforts
Use your high-performing organic content to inspire paid campaigns. Viral or high-engagement organic posts are often your best creative testing ground.
Pro tip: Your audience’s reaction can be your best performance indicator. Track which posts spark conversations, saves or shares—not just likes—to understand what resonates.
When organic social leads, growth follows
The beauty of organic social media is that it gives brands a direct line to their audience. It’s a space to test, to play and to discover what truly connects with people in real time.
When supported by a strong paid strategy, organic content can become the spark that fuels a larger omnichannel approach. The two work best together, with organic content building trust and authenticity while paid media amplifies reach and precision. This combination ensures your campaigns work harder across every touchpoint.
The holidays move fast, but authenticity never goes out of style. At Rise, we help brands navigate the noise with strategies that inspire connection, spark creativity and deliver results that last.
Looking to strengthen your organic social strategy? Let’s turn your next brand moment into lasting brand growth. Reach out to Rise to continue the conversation and learn more.
