What You Really Need To Know About Social Media: Paid vs Organic
Author: Liron Avrahami
Every time we open our Facebook or Instagram accounts we're scrolling through our timelines one minute and seeing an ad the next. They're everywhere! Whether it's subtle with an influencer showing off a product or an advertisement merging into our timeline, the possibilities are endless. No one can scroll or watch a video without being bombarded by ads.
Social media just can't quit. It's a big part of our lives. 42% of the world's population uses social media, which equals 3.2 million users. With this many users, it's no wonder companies are always looking to grow and find their audience to build a following.
Growing a fan base on social media not only gives you greater brand awareness, but it also solidifies your legitimacy. More than 40% of digital consumers use social networks to research new brands or products.
But how can you build that following and maximize your potential in such a competitive market?
There are two routes: paid or organic social media.
What's the difference?
When we say organic social media, we are referring to non-paid growth. We achieve this by posting valuable content, using hashtags, and engaging with followers. Organic growth relies on creating and maintaining relationships with new and existing customers.
With paid social media, we are talking about paying for your brand awareness through campaigns. These campaigns are a great way to boost yourself beyond your followers. You can adjust the number of people you want to reach and the demographics of your target audience.
Which is better?
Well, both are. Confusing right? Well, there is a reason behind it. You shouldn't choose one over the other. One strategy may work with your business while the other may not work so good. It really depends on the type of business you have and how its industry behaves like. Although, combining both organic and paid marketing strategies can give you an advantage.
If all your business does is pay for platforms to boost your brand, you're not going to be authentic. Sure tons of people will see and notice you but they won't stay if you don't have a solid brand image. Without a real following or interaction going on, people will think your brand isn't genuine. Customers want to see that a brand is more than just a business looking for a transaction.
Instead, by incorporating organic efforts you can avoid looking dishonest. Customers will be able to see that you're a brand that values your followers and cares about their image. Use paid social media to boost content, promotions, and brand awareness. From both, you can keep track of the analytics and decided from there which post works best.
To make sure you're optimizing paid social media, promote more successful content to reach more followers and keep repeating the same methods that work for your business. Understand which method serves your target demographic best. To organically reach customers, use relevant hashtags and interact with others who use the same hashtags. Post content that shows off your brand and change content for each platform. Keep your brand image in mind. Not every social media has the same type of followers.
No matter which social media you use they can be great ways to reach customers and show off your brand personality. Make sure to bring customers to your landing page and drive traffic to your site. Social media is completely free unless you pay for it. Try to see where getting organic growth will get you and ease your way into paying for ad space.