Are you wondering what to opt for between paid and organic social media? Here is a quick answer: you may want to do both.
Organic and paid social are used for different goals. If you want to balance conversion with awareness, you should know the advantages and disadvantages of both.
People are using social media platforms more during the current pandemic. Ad spend, however, is not keeping up. Social media networks have reported revenue ups and downs. Many brands have paused advertising as a moral stance or because of the economic downturn.
Everything is a little complicated at the moment but ad prices seem to be going down. So, which way should your social media marketing strategy lean? That depends on your goals.
Organic Social Media
This includes the free content that you post on your feed—stories, memes, videos, photos and posts. When you post, the people that will see the content are:
- Some of your followers (this is your organic reach)
- Followers’ followers (when your followers share the post)
- If you use a hashtag, people who are following that hashtag
This may sound simple but organic social media is the best way to create a connection with your audience. It should be the foundation of every business’s marketing strategy.
Organic social is used to:
- Offer customer service
- Engage customers in their buying journey
- Nurture relationships
- Establish a brand’s voice and personality
Paid Social Media
Paid social media is advertising. Businesses pay money to social media platforms so their content can be shown to specific audiences.
Paid social is used to:
- Drive conversions
- Generate leads
- Promote a new product, event, etc.
- Raise brand awareness
Paid Vs Organic Social Media
Each one has its own pros and cons. Check them out.
Organic Social Media Pros
- Convert new customers
- Support existing customers
- Establish the presence of your brand
- It is free
Organic Social Media Cons
- Takes time to get it right
Paid Social Media Pros
- Reaches more people
- You achieve your goals faster
- You reach your target audience
Paid Social Media Cons
- You need money
- Requires some level of expertise
How to Integrate Both Organic and Paid Social Media Strategy
Most social media marketing strategies use organic social to engage existing customers and paid ads to attract new ones.
- All promotional posts don’t have to be paid. A well-thought-out organic post can be just as powerful as a paid ad. Only opt for paid social if your organic social is not doing well.
- Promote your best organic content. If there’s a post that existing customers seem to love, you can pay for new people to see it.
- Use A/B testing to optimize your posts.
- Your ads should be targeted to people who look like your organic audience.
- Maintain a connection with your organic audience using retargeting ads.
- Monitor your data to measure your results. This lets you know where you need to make changes.
- Make good use of automation.