In the realm of social media, the term "organic" pertains to the unpaid content—such as posts, images, videos, memes, and Stories—that users, including businesses and brands, freely exchange on their timelines.
For brands, when you share content without any paid promotion on your account, anticipate that those who will come across it include:
A portion of your followers, often referred to as your 'organic reach.'
Individuals connected to your followers who decide to pass along your post.
Users tracking any hashtags you incorporate into your content.
"Paid social media" essentially translates to advertising. This involves brands investing money in platforms like Facebook, LinkedIn, Twitter, YouTube, and others to ensure their content reaches specific, newly targeted audiences likely to find it interesting. This can be achieved by either enhancing their existing organic content or creating distinct advertisements.
Paid social is making a comeback following the uncertainties of 2020. Users not only spend more time on social media but have also become increasingly comfortable with online shopping through e-commerce or social media stores. As a result, well-crafted ads now blend more seamlessly into the social media experience than ever before.
Organic can help with building brand awareness, relationships with your customer base & even customer service.
Paid can target your ideal customer base, potentially reach a much larger audience & drive leads through your sales funnel.
What are your thoughts on Paid vs Organic?
With Meta introducing a subscription to rid of ads, are we entering a new age? Or are we simply going to have to think outside the box when it comes to paid advertising strategies?
How to integrate both:
Don’t boost every post on socials!
Do boost your best performing organic content.
A/B test every post.
For paid ads, target an audience similar to your organic audience.
Use retargeting to stay front of mind for organic audience.