Social media has become an essential part of our daily lives, and it's hard to imagine a world without it. With over 3.8 billion active users worldwide, social networks have become integral to businesses' marketing strategies. However, businesses can approach social media in two ways: organic and paid. In this blog, we'll explore the key differences between organic and paid social media and determine which is the best approach for your business.
What is Organic Social Media?
Organic social media refers to the content businesses share on their social media profiles without paying for social ads. This content includes organic posts, stories, videos, and any other content businesses share to engage with their audience. The primary goal of organic social media is to build brand awareness, increase engagement, and foster a personal connection with potential customers.
Organic social media has its advantages. Firstly, it's free for small businesses to share organic content and reach a larger audience. Secondly, organic social media allows businesses to connect with their own audience on a personal level. Businesses can respond to comments and direct messages (DMs) which engage with their followers and fosters a sense of community. Thirdly, user-generated content is a great way for businesses to create a social media presence without spending any money.
However, organic social media has its limitations. Social media platforms' algorithms prioritize content from friends and family over businesses, making it hard to cut through the news feed. Furthermore, organic efforts take a lot of time and effort to build a following, and it's challenging to scale. If your business is dependent on driving leads to your website, organic social may not be the best use of your time and effort.
What is Paid Social Media?
Paid social media refers to the content businesses share on social platforms that they have paid to promote. Paid social media includes social media ads, sponsored content, and boosted posts. The primary goal of paid social media is to drive conversions, increase website traffic, and generate leads.
Paid social media has its advantages. Firstly, it provides businesses with instant results. Businesses can reach a larger audience and drive traffic to their website instantly with a paid campaign. Secondly, paid social media allows businesses to target specific demographics. Businesses can target their social media advertising based on interests, behaviors, and specific audiences, ensuring their ads reach the right people. Thirdly, A/B testing with paid social campaigns can provide insights into the most effective tactics.
However, paid social media has its limitations. Firstly, it can be costly, especially for small businesses. Secondly, it can feel intrusive. Users on social media platforms are often bombarded with ads, making it hard to cut through the noise. Lastly, paid social media can feel inauthentic. Users may be put off by social media ads and sponsored content, reducing the trust they have in the brand.
Organic Social Media vs. Paid Social Media
Both organic and paid social media have their advantages and disadvantages. The key is to find the best approach for your business goals. Here are some factors to consider when deciding which approach to take:
Budget: If you have a small budget, organic social media may be the better option. It's a cost-effective way for small businesses to share quality content and reach a larger audience. However, if you have a larger budget, paid social media may provide the best results.
Goals: Consider your business goals when deciding which approach to take. If your goal is to build brand awareness and foster a personal connection with your audience, an organic social media strategy may be the best option. However, paid social media may be more effective if your goal is customer acquisition and driving conversions.
Audience: Consider your target audience when deciding which approach to take. If your target audience is active on social media and engaged with your brand, organic social media may be more effective. Conversely, if they are hard to reach you may want to promote your posts with a small budget.
In conclusion, organic and paid social media have benefits and limitations. Businesses must determine which approach aligns with their marketing goals and budget. To maximize social media marketing efforts, it's essential to implement best practices, such as sharing quality content, engaging with followers, and targeting specific demographics. By using the right social media tactics that fit your brand, businesses can create a robust social media presence, reach a wider audience, and achieve their business goals. If you’re unsure of what the best approach to social media would be for your business, contact us. We would love to talk to you about your business goals and the best way to reach them.
