Organic Social: A 7-figure Brand’s Social Media Strategy with Colin McIntosh, Sheets & Giggles (episode 173)

by April Buencamino-dy

Colin McIntosh is the Founder and CEO at eCommerce brand Sheets & Giggles, historically a brand who has done a LOT via organic social, but have been cutting back…

Colin McIntosh Sheets & Giggles Organic Social

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Dive in:

[06:11] Frustration with low engagement on social media.
[07:41] Instagram and Facebook ad platforms are complex and expensive.
[10:47] Podcast sponsor engages with targeted, fun audiences.
[13:42] Tailored content engages audiences and boosts sales.
[17:43] X (Twitter) sales in 6 figures.
[24:15] Understanding user behaviour on social media platforms is crucial for success.
[27:58] AI-driven social media nightmare: government, companies, profit-seekers.
[29:13] AI interview training could lead to unusable content.

About Sheets & Giggles

Sheets and Giggles specializes in creating bedding and bedroom products. This includes bed sheets, mattresses, pillows, and more. What sets them apart is their use of eucalyptus lyocell, a sustainable and renewable fabric made from plant cellulose.

Sustainability is at the core of every Sheets & Giggles product. Plus, they have natural cooling and moisture-wicking properties, which can help regulate temperature for better sleep.

Skepticism on ROI

Despite achieving impressive engagement, including viral moments on platforms like TikTok and Twitter, Colin remains skeptical about the ROI of organic social media in their specific industry.

Despite his personal attachment to organic social media, he decided it wasn’t worth the full-time investment. He adds that profitability increased when they focused on higher ROI activities.

Organic social might still be valuable for different industries and price categories. However, Colin says you need to evaluate the sales generated and the time invested to determine its worth.

Engaging with Podcast Communities

Part of the brand’s social media strategy is engaging with podcast communities on platforms like Reddit and Twitter. They create content that resonates with the podcast audience, even if it’s not directly related to their products. This approach has been effective for the brand and more interesting for Colin.

He also emphasizes that he personally likes the content they sponsor and actively participates in the discussions, regardless of the platform.

Twitter Success

Twitter has proven to be a valuable channel for organic sales for Sheets and Giggles. The platform has generated significant revenue for the brand, with some months reaching five or six figures in sales.

Colin says Twitter’s effectiveness is due to its hyperlink capabilities, great preview images, and copy-heavy format. Twitter’s audience is conducive to written content, making it a suitable channel for eCommerce brands focused on text-based engagement.

Two Approaches to Organic Social

Colin outlines two approaches to organic social media. 

The first focuses on optimising for conversion and brand validity. In this strategy, the content should show that the brand is active, interesting, and visually appealing. This helps build trust with potential customers.

The second is centered around optimising for growth, impressions, and discoverability. This involves creating content that can reach a broader audience, often using humor, memes, and a more lighthearted tone.

Colin advises that brands should choose one of these approaches and commit to it, as trying to blend both can be challenging.

Insider Tips

If we’ve inspired someone to take their first step with organic social media – what do they need to know to give themselves the best chance of success?

Colin’s advice is to have a deep understanding of each platform’s user base and their motivations.

Different platforms serve different purposes for users. Colin says that empathy and the ability to put oneself in the users’ shoes are important. It’s also essential to recognize the dopamine-driven nature of social media engagement. You need to understand these aspects for effective engagement and content creation on each platform.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve organic social media performance?

Embrace AI tools. Colin sees AI as a valuable resource for leveraging time and creating content efficiently. However, he cautions against overproducing or compromising quality in the pursuit of AI-driven content.

If someone listening wants to learn more about organic social media is there one cheap/free resource you’d recommend?

Immersing yourself in the different platforms as a user is the cheapest way to learn about social media.

Subscribe to niche communities on Reddit and follow content creators on platforms like YouTube. By understanding your own social media habits and preferences, you gain insights into what interests your target audience. This firsthand experience allows you to better tailor your approach to reach people who share your interests and consumption patterns.

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in organic social media?

Colin predicts that the next 6 to 12 months will see a proliferation of AI-driven content on social media, leading to a dystopian landscape. He says legislation may be necessary but knows there will be challenges in regulating AI.

He anticipates a future where AI-driven content on social media becomes widespread, raising ethical and regulatory challenges.

Interview Links

Colin on Social media:

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