PAID VS ORGANIC SOCIAL MEDIA

PAID VS. ORGANIC SOCIAL MEDIA BEST PRACTICES

PAID

Reach a larger audience Target ideal customers Drive leads and conversations

Gain new customers and followers

ORGANIC

Brand awareness Customer service Relationship building Organic social media is a great way to cultivate existing audiences and tell brand stories — while paid social ads are a great method to attract new audiences and generate desired actions.

It is important to support organic content across social channels with ad dollars in order to increase reach and ensure your content is placed in front of your desired target audiences. This happens by boosting organic posts.

Creating social media ad content can help reach a larger audience, target ideal customers that may not have any awareness of your brand and drive people in the door. This is done by intentional ad creation that would then be implemented through social media.

Additionally, seeing what ads perform well with your audiences — through social ads and boosted posts — can help inform organic content messaging and deployment.

A combination of Facebook ads and boosted posts allow for messages to stay fresh and relevant. Ads can include a more evergreen message that can run for a longer period of time to targeted audience segments, while promoted posts will reflect more timely content that is boosted for shorter windows to amplify the message beyond current followers.