The greatest ways to use paid and organic social media are for distinct purposes. The key is to balance conversion and awareness by understanding each’s advantages and disadvantages.
2022 is a fascinating year to begin paid social marketing if you’ve never done it before. Due to the pandemic’s confinement, social media usage increased globally, dramatically expanding the audience that advertising could target.
So here in this article, we will focus on paid social media advertising and organic social media marketing and make a comparison as well. So let’s get started!
Organic social media: What is it?
The free content (posts, photographs, videos, memes, Stories, etc.) that all users, including businesses and brands, exchange with each other on their feeds is referred to as “organic social media.”
When you post anything naturally to your account as a brand, you can anticipate that:
- The proportion of your fans
- The followers of your followers
- Individuals who follow any hashtags you employ
It may seem obvious, but organic social media is the cornerstone of every digital marketing plan since it allows you to cultivate a relationship with your audience on a large scale.
What are social media ads?
Paid social media is also known as advertising. By “boosting” their organic content or creating original advertisements, businesses can reach new targeted audiences on platforms like Facebook, LinkedIn, Twitter, and YouTube by paying them to promote their content.
Paid posts are the best way for marketers to reach new audiences on social media and turn them into consumers, even more so than organic content. Businesses and organizations use paid social media promotion to:
- increase brand recognition and draw new customers
- market their most recent offer, article, event, etc.
- produce leads
- conversions of drives (including e-commerce sales)
Social media advertising: organic vs. paid
A natural social media strategy fosters your connection with customers or clients. It facilitates:
- Create and expand your brand’s presence where consumers are currently consuming media
- Maintaining and attracting current clients
- Convert new clients by demonstrating your values.
Organic, despite being technically free, is frequently slower to achieve business objectives and requires a lot of effort, experimentation, and/or expertise to perfect.
In the meantime, your paid social media plan is how you reach out to potential clients or viewers. It facilitates
- More effectively connect with people
- Target your ideal client with greater precision
- Reach your business objectives quicker
In conclusion, while organic participation is essential for establishing relationships, it’s also clear that pay-to-play is now a reality on social media due to network ranking algorithms.
How to combine an organic and paid social media strategy?
The bulk of established social media strategies is built on utilizing organic content to satisfy and satisfy your current consumers while bringing in new ones with paid advertisements. How to proceed will be discussed here.
1. Not all advertisements must be paid for
First things first: only invest in advertising when it will truly assist you in achieving your KPIs and, eventually, your business objectives. On social media, ads aren’t always the solution.
2. Promote your top organic content
Your best-performing posts serve a purpose beyond just boosting your vanity stats. Choosing content that has struck a chord with your audience and paying to promote it to new audiences is perhaps the simplest approach to dipping your toes into the world of paid advertising.
3. Use A/B testing to optimize each of your content.
Run test copies of the advertisement in front of a smaller audience to determine its viability before allocating your overall social media investment to it. Test the CTA, the text, the graphics, the placement, the format, and even the audience targeting of the advertisement.
Which type of social media is best for your company—organic or paid?
Both free and paid social media have advantages for businesses. Since they each fulfill various needs and priorities, it is difficult to tell which is better than the other because they each have their own goals.
Relying on your company’s demands, they each have advantages and disadvantages. Consider concentrating on more organic activities, such as creating intelligent content or filling out social media profiles, if you don’t have the funds for paid social media.