So, you’ve decided to revamp your marketing strategy, but you’re considering both paid ads and organic social — and you have no idea which to focus on first. This is a common predicament for marketers, businesses, and brands, but if you’re looking for some guidance, you’ve come to the right place.
We’ve chatted to a leading social media marketing agency to get a handle on which strategy is going to work best for you and your business. So let’s get into it, paid ads or organic social – which should you be focusing your budget on?
What’s the Difference Between Paid and Organic Social Media?
If you’re completely new to the social media marketing world, it might be helpful to take you through exactly what paid social media is when compared to organic social media. This is a quick rundown of what paid and organic social media encompass.
1. Paid Social Media
This refers to ads or sponsored posts you might see on your social media feeds for which businesses or brands pay a fee. They’re becoming increasingly common and you will find them on just about every social media platform, including Facebook, Instagram and TikTok. Normally, these paid ads and campaigns are targeted towards specific audiences, and they use social media algorithms to target individuals with the right interests in the right demographics. It’s a surefire way to get your business or your brand in front of the right people, at the right time.
Paid social media has some solid advantages, the most prominent of which is that you’re able to reach people who aren’t currently following your business. It’s a quick and effective way to improve your reach and your engagement without having to constantly push out organic content.
2. Organic Social Media
Organic social media, on the other hand, doesn’t technically require any financial investment from your side. Instead, it involves making high-quality content that speaks to your viewers, which can be organically shown to your audience in their feed. Organic social relies on engagement, meaning if your posts don’t get pushed by the algorithm or shared by your audience, it’s unlikely you’ll reach anyone new.
Of course, there are some serious benefits to organic social media. The biggest, of course, is that it’s much cheaper than paid social media. A common misconception is that organic social is completely free, and that’s not strictly correct. Whilst it may not need the upfront monetary investment, to see success, you do have to invest a substantial amount of time and energy into your campaigns.
So, Is One Strategy Better Than the Other?
In terms of which is better, it really heavily depends on your business goals and the current marketing strategy you have in place. Paid social is ideal for those wanting quick results with specific goals in mind, whether it’s bigger reach or more conversions. If you want them quick, paid social might be the go.
Organic social, on the other hand, is for those brands and businesses that are willing to work a little bit harder, but for good reason! Organic social helps to build a strong brand presence, loyal followers and a sense of community, so it’s the perfect foundation for sustainable growth. Whilst you might not see any super quick wins, you will reap the rewards of a loyal community and a sense of credibility when you opt for organic social.
Can I Use Both?
Absolutely, in fact, many successful social media marketing strategies incorporate both paid social and organic social. When you invest time and money in both strategies, you reap the rewards of both immediate reach, whilst also building a strong online presence in the background.
Using both paid and organic in your business strategy ensures a well-rounded approach that allows you to focus on both quick wins and more long-term, sustainable growth. And who doesn’t like the sound of that?
To Summarise
In summary, paid and organic social media are both beneficial for different things, and the strategy you choose will largely depend on your goals and what you want to achieve from your social media presence. Neither is inherently “better” than the other, and using a combination of the two is always going to garner the best results.
If you’re still feeling stuck, though, or you really want to focus all your energy into the one channel, you can chat to an expert marketer to find out whether paid or organic social is going to be best for you and your business.
