Data Proves Organic Content Outperforms Graphics On Social Media.

When it comes to social media content falls into two camps. There are organic images and then there are graphics. Organic images are things that are captured naturally during a person’s day while graphics are a multi-step process that are often planned between multiple people, created by a graphic designer, and then posted. So, when it comes to capturing your audience’s attention do you know which of the two categories works best?

The short answer is organic images work best. Although you might be inclined to think that graphics, the content that takes 10x times longer to plan and create, would bring better results to social media it is the opposite. This is because organic content is viewed by the audience as original, authentic, and trustworthy. Graphic images on the other hand, can be interpreted as “stuffy” marketing materials that are designed to push a message or hawk a product.

The proof is in the numbers

Our Shank Marketing team crunched the numbers on 2,501 posts, both of organic nature and those graphically designed, to prove that audiences respond better to organic content. For our study, we looked at a number of factors including two of the main benchmarks for social media, reach and engagement. In total, we examined 1,473 graphic posts that were shared on our client’s official Facebook pages during a set date range. We then used that same date range and studied the 1,028 organic posts that were shared during that time. Because the total number of graphic images and organic images differed, we worked with combined averages.

Read on below to learn more about how graphic content fared against organic content, specifically when it comes to the average engaged users and the average organic reach of posts.

Average Engaged Users Per Post 

Shank Marketing Has Data To Prove Organic Content Outperforms Marketing Graphics On Social Media

When we are talking about engagement on a post this means that a viewer took an action. An action, using a Facebook post as an example, can be a reaction (Like, Love, Care, Sad, etc.), share, or comment. When we looked at the total posts, it was clear that organic content earned the most interactions amongst viewers. Compared to graphic content, organic content was interacted with 304% more. On average organic content was interacted with 182 times while the graphically produced content only garnered 45 interactions.


Average Organic Reach

Shank Marketing Has Data To Prove Organic Content Outperforms Marketing Graphics On Social Media

Reach is simply defined as the number of individual people that saw your content. Again, when it came time to compare organic content to graphics, organic content came out on top. Organic content was seen 84.5% more on average when compared to graphics. On average, organic content had a reach of 2,081 while graphics had an average of 1,128 per post. That means that nearly 1,000 more people were exposed to the organic content than the content that was designed.


What does that mean for you and your business?

Obviously, this study proves that organic content is far more valuable on social media than graphic content. When it is time to start planning your next social media calendar think about the organic content that can be gathered on any given day. Make it a habit to walk around with your phone in hand, ready to grab a picture and start building a content library. There is a common misconception that gathering organic content is a cumbersome project. In reality, it is way less time consuming than designing a post using something like Photoshop or even Canva. Plus, you don’t have to hire a graphic designer to create organic content!

Easier said than done?

In case you still need some coaxing to make gathering organic content a priority, here are some easy things to consider over the course of the day to snap pictures of. For the sake of this example, we will use a casino to get your gears turning. Let us know in the comments if you want help brainstorming for another industry!


  • Walking in: What does your property signage look like? Any pretty flowers, ideally next to a sign or landmark? Outside building shots are great and can be used all of the time. 
  • Grabbing coffee: If the items are mobile, walk them around for a few minutes and grab pictures in different locations. Show the coffee cup, hopefully in a branded cup, in front of your property’s most well known features. When they are spread out on a posting schedule people won’t notice it is the same drink.
  • Eating lunch on property: Take pictures of you and your pal’s food. These can be posted separately and made to last.
  • Walking the floor:  Look around, see any advertisements for upcoming events, friendly-looking staff that can pose for a two-second pic, a well known local that isn’t camera shy? Snap away!
  • Decorations: Take all the pictures!  People love to see their favorite properties decked out for various holidays. Halloween and Christmas are especially popular.
  • Winning: If you are walking the floor and hear a machine going off either for a big win or bonus, ask the customer if you can record their screen or take pictures. You can offer to leave their face out if they don’t want to be shown. 

Time to get posting!

We hope this information helps to inform and empower you during your next social media meeting! Remember that building an organic content library has to start somewhere and you can easily work snapping a few pictures into your day. Don’t hesitate to reach out if Shank Marketing can help you achieve your social media goals!