What is Organic Value
Organic Value is a powerful analytics feature that transforms your social media metrics into clear monetary value, helping you understand the financial impact of your organic (non-paid) social media efforts.
Instead of looking at abstract numbers like "likes" and "impressions," you can now see exactly how much value your content generates for your business.
Why Organic Value Matters
Social media managers and marketers often struggle to demonstrate the business impact of their work.
While you might know that your latest post received 500 likes and 50 comments, it's difficult to translate these metrics into business value when reporting to stakeholders or justifying your social media budget.
Organic Value solves this challenge by:
Converting social media actions into dollar amounts
Providing clear insights without requiring ad spend data (since this is only for organic content)
Helping you identify which content strategies generate the most value
Making it easier to report social media success to leadership
Enabling data-driven decisions about content strategy
How Organic Value Works
The feature analyzes your organic social media performance across three key categories:
Engagement — This measures how users interact with your content. The value calculation varies by platform and includes:
Likes: Lower value but high volume
Comments: Higher value due to increased effort
Shares: Highest engagement value due to amplification effect
Saves: Indicates strong interest
Awareness Impact — This measures the value of content visibility:
Impressions: Each time your content is displayed
Reach: Unique users who see your content
Video Views: Value varies by platform and completion rate
Audience Growth — This measures the long-term value of community building:
New Followers: Value varies by platform based on typical engagement rates and audience quality
💡 Learn more about the default values from this article.
Platform-Specific Considerations
Each social media platform has unique characteristics that affect value calculations:
Instagram: Higher engagement rates justify premium follower values. Stories and Reels often generate more value than regular posts.
LinkedIn: Professional audience commands higher per-engagement values, especially for B2B businesses.
YouTube: Subscribers represent the highest value due to notification systems and longer content lifespan.
TikTok: Algorithm favors content discovery over follower counts, so engagement values are weighted differently.
Facebook: A mature platform with diverse audience types and strong sharing capabilities.
Twitter: Real-time nature and retweet functionality create unique amplification opportunities.
Note: The Organic Value feature view is available at the profile level.
Platform-Specific Data Collection
👉 Facebook: Organic + Boosted Posts
Facebook offers a unique aspect in our Organic Value calculations due to how Meta's API delivers data.
What Facebook Data Includes:
Organic Posts: Regular posts published without any paid promotion
Boosted Posts: Posts that received paid promotion to increase reach and engagement
Why We Include Both: This isn't a choice we made — it's how Meta's API provides the data. When we retrieve post performance metrics from Facebook through their official API, boosted posts are included alongside organic posts in the same data stream. Meta doesn't separate purely organic engagement from boosted post engagement in their standard API responses.
What This Means for Your Data:
Facebook Organic Value may appear higher than other platforms due to this API limitation
The value reflects total engagement as reported by Meta's systems
We display the data as Facebook provides it to us through their official channels
👉 All Other Platforms: Purely Organic
For Instagram, LinkedIn, YouTube, TikTok, and Twitter, we display only organic content data.
When analyzing your Organic Value across platforms:
Facebook results include both organic and boosted posts due to Meta's API structure
All other platforms show purely organic data through their APIs
This technical distinction explains why Facebook may show different performance patterns compared to other platforms
Understanding Your Organic Value Dashboard
👉 Value Distribution
The pie chart and percentage breakdown show:
How is your total value divided across the three categories
Which areas are performing strongest
Where you might focus optimization efforts
👉 Detailed Breakdown
The expandable sections provide:
Raw numbers for each metric type
Corresponding monetary values
Clear connection between actions and value generated
Customizing Your Value
Different businesses have unique goals and customer values, so you can customize the monetary values for each social media action:
Access Project Settings: Navigate to "Project Settings" in the Home section
2. Choose the Platform: Begin customization with a single platform
3. Adjust by Category: Set values for engagement, awareness, and growth metrics based on your industry and audience
4. Save Changes: Don't forget to click 'Save' - your custom values will automatically apply to all future value calculations in the selected project
Also, use the 'Reset values' button to return to the default values.
💡 Setting Realistic Values
When customizing values, consider:
Your average customer lifetime value
Industry standards for your sector
Cost of traditional marketing channels
Your specific business goals and conversion rates
Best Practices for Maximizing Organic Value
👉 Content Strategy
Focus on Shareable Content: Shares generate the highest engagement value
Encourage Comments: Ask questions and create discussion-worthy posts
Optimize for Each Platform: Tailor content to platform-specific algorithms
Consistency Matters: Regular posting maintains audience engagement
👉 Audience Building
Quality Over Quantity: Engaged followers are more valuable than large, inactive audiences
Cross-Platform Promotion: Use one platform to grow others
Community Engagement: Respond to comments and participate in conversations
👉 Value Optimization
Track Trends: Monitor which content types generate the most value
Test and Learn: Experiment with different formats and posting times
Platform-Specific Strategies: Leverage each platform's unique features
Common Questions and Troubleshooting
👉 Why Am I Seeing No Data?
If your Organic Value dashboard shows empty states:
Ensure you have published posts during the selected time period
Allow a few minutes for data collection after publishing new content
👉 How Accurate Are These Values?
The monetary values are estimates based on industry standards and are set according to the social platform. They provide directional insights rather than precise financial calculations. The real value lies in:
Tracking relative performance over time
Comparing different content strategies
Demonstrating general business impact
👉 Can I Compare Across Time Periods?
Organic Value shows data for your selected time period. Adjust the date picker to view data from different time periods.
Making the Most of Your Data
Organic Value is most powerful when used to:
Report to Leadership: Provide concrete business impact metrics
Guide Strategy Decisions: Invest time in the highest-value activities
Compare Content Performance: Identify what resonates with your audience
Set Realistic Goals: Base targets on actual value generation potential
Justify Resources: Show the financial return of social media efforts
Remember, while Organic Value provides valuable insights into your social media performance, it should be used alongside other metrics and business considerations to make comprehensive strategic decisions.
✨ Advice: The goal isn't to obsess over exact dollar amounts, but to better understand the relative value of your social media efforts and optimize your strategy accordingly.