Organic vs. Paid Social Media
How often are you scrolling on your social media feed and there’s a sponsored ad? Every business should be using social media to grow brand knowledge and maintain brand retention. It is important for companies to understand how to use social media though. Let’s explore if using organic or paid social media is right for you and your business.
Let’s start with the goal. The goal of using either organic or paid is to convert strangers into customers. Bringing awareness to drive them into having purchase intent.
The marketing funnel - let’s talk about it. Paid social media begins at the top of the funnel making users gain awareness, while organic social media targets those at the bottom of the funnel.
In simple terms, paid social media is just advertisement. Paid social media targets specifically new users who are likely to be interested.
Using paid social media can become very expensive very fast. Usually companies that are looking to reach a target audience, attract ideal, new customers. To use paid social media effectively, define your audience.
Organic social media can build awareness, but more than often, it is to build retention. Organic is free content that is pushed out on socials to engage with the audience and build a brand’s voice and tone. Organic social media mainly satisfies those who already follow you. However, there is a platform that is amazing for growing organic social media to a wider audience - a mix of both?
Tiktok is the greatest platform for growing your organic social media, while having the chance to outreach to a wider target audience. Short form videos are the main attraction on social media and with just one viral video, the attention of your brand can skyrocket. Using trendy, relevant content to engage with your audience is so important today. Thinking out of the box and keeping up is the only downside. Once the content becomes boring, the traffic of the page starts to decrease.
My recommendation is for businesses to start by trying organic social media. Use different types of content like short form video to engage with the audience. Use trendy, relevant content to really attract the desired target market. It is important to try and build up content. Paid social campaigns need to be planned strategically. Using social media is key to growing a company, but knowing how to use it will be the separation between you and your competitors.