Organic Social Media Retargeting

Introduction 

Let’s take an in-depth look at the advantages of social media retargeting and how it can play a huge role in improving your business or life! Don’t worry I am not talking about costly click campaigns, I am talking about organic social media retargeting.

What is organic social media retargeting and why is it so effective?

Organic social media retargeting is the ability to target your consumer audience or clients while they are scrolling ( consuming ) media on social media platforms. We are talking about hacking the social media algorithms to enable you to retarget your customer base without needing to blow the whole marketing budget on paid for advertising. Organic social media advertising can actually be a much more effective way of retargeting your customers rather than doing it via a paid advertising campaign. The reason why organic social media retargeting could give you an even bigger advantage than paid for advertising is because you're actually producing content your customer base is genuinely interested in rather than just trying to promote what you would like them to purchase. You're adding real value to their day and therefore your customers are engaging more naturally with you or your brand building an even stronger customer relationship. As they love, like and comment more it’s making it even more likely social media will  promote your content to them again and again, hence the free retargeting.

Why does this loop hole exist?

Surely the Alphabet Group who own Google and Youtube only want you to use the paid for Google Ad campaigns and would never allow you to reach so many people with your business without paying? You might be surprised to hear the Alphabet Group put content above all else whether that be a blog post or a high production youtube video, what they Alphabet Group primarily want to do is provide users with the information they are looking for whether that be in text or video format… So if you produce engaging content that’s relevant to the search the search you are going to show up within search results or even be promoted to them on Youtube via the homepage or thumbnail column on the right that’s promoting the videos on youtube. So what if it’s not the Alphabet Group but rather Instagram & TikTok? 

Then you're relying more heavily on the algorithm to promote you to your consumers rather than search results. I will give you an example to best understand how this organic social media retargeting works. If Bob is interested in classic cars and one of Bob’s local car garages called “Tony’s Workshop”  is producing videos on classic cars then Bob is likely to be served  with a video from “Tony’s Workshop” Bob might like or better yet comment on one of Tony’s Workshop video’s, then Tony’s Workshop produces 10 Instagram Reels per month and Bob likes 3 of them then TikTok and or Instagram knows to promote Tony’s Work Shop videos to Bob and all of a sudden Tony’s Workshop has a new loyal customer called Bob who might have a life time value of a million aed to Tony’s Workshop and this is all thanks to organic social media retargeting. Back to the question: why does this loop hole exist onTikTok & Instagram? It’s because TikTok and Instagram are wanting Bob’s attention and by showing him Tony’s Work shop video’s they are more likely to have Bob come back and spend longer on the platform allowing them to sell advertising space to a major brand like Nike who will attempt to sell Bob some new trainers or T-shirts. It’s a Win, Win, Win, Win, Bob got the media he enjoy’s, Instagram got the eyeballs they need, Tony’s Workshop got a new lifetime customer and Nike sold some trainers.

My experience with organic social media growth

The Dubai Real Estate market is ruthlessly competitive and there is a combined marketing budget of billions being pumped into the market by real estate developers and agencies. I joined an agency in 2023 expecting to receive generic leads generated through paid for advertising campaigns but rather found I was given the back end of the chewed up marketing leads dating back 5 years. I knew I had to do something in order to connect with real buyers. Thankfully I knew a great deal about organic social media retargeting thanks to friends who work for META as data science analysts, they kept me in the loop. 

I knew that if I created a library of videos across Youtube, TikTok and Instagram I could compete and beat the billions in marketing budget that these developers and agencies had. I set to work and I was the one who was receiving the real enquiries for off-plan property purchases, I was the one who was really connecting with the real buyers in the market and it was because I tapped into the organic social media retargeting! This is not my first time that I have proven for this method to work, I will tell you of two other scenarios. My UK auto based business tapped into this retargeting model that led me to the world's most expensive & exclusive buildings allowing me to build relationships with people I never previously would have met! My second scenario is during the lockdowns in the UK I took to the social media platforms to share my views on the grave situation we were facing and this enabled me to connect and influence millions across the UK and USA. 

It was at this point I understood the real power of organic social media retargeting because I was quickly threatened with my life by organizations who have vested interest in the success of the pharmaceutical companies profits along with other goals they were trying to achieve on the global stage and my influence was having an impact.

How is organic social media retargeting so effective? 

It’s thanks to big data, absolutely everywhere you go and every tap you make is recorded and cookie crumbs are collected. It’s said Google knows more about you than any significant other does. With access to big data they know you're very interested and what media they should serve you next in order to keep your attention hooked. You can flip the script and take advantage of this, you can be the person to create that media that’s served to that particular group or person and then if that group or person interacts then you will trigger the algorithm to start the organic retargeting of your content.

Allow access to your phone calendar to retarget your contacts

Something as simple as allowing Instagram access to your phone’s contact list can have a huge impact on your social media retargeting. Picture this scenario, you haven't spoken to a client or customer in years but that client or customer sees your social media post providing useful information, then they think, I really must follow him! Another 4 weeks go by and they choose to contact you in regards to your business or product, this is the most subtle and effective way to retarget your customers with useful information rather than spamming them on email each week. 

How to organically find your new social audience that will be retargeted 

So you're starting fresh and you have no one who’s following you so you can not yet retarget anyone, a thing you must in 2025 in order to take advantage of the social media retargeting and win. Firstly contact the people you know and tell them about your new social media page, ask them to follow you. This way you will start to get traction. Another great step would be to send out an email informing people of your new fresh and useful content you're adding to social media. Let’s say by just asking old and existing clients you amass 60 followers and 120 likes across 10 posts. At this point the algorithm will start to pick up your video’s and share it to 100 people who don’t yet follow you but rather purely watch similar content, then they follow you thanks to your useful information. 

You will then enable the organic social media retargeting to start promoting more videos to the contacts in your phone book and now we are retargeting clients who date back years. Another incredible tool for finding new audiences and reaching tens of thousands more in your field is to use the collaboration tool on Instagram, I will do another blog post for this topic.

Thank you for reading

I appreciate you taking the time to read and learn about organic social media retargeting and I hope you find this information useful. If you would like any of our online services please visit the website and make a booking.

Thank you,

Benjamin Mossman.