Paid & organic social go hand in hand

For those who work in marketing, or more specifically, social media, this won’t be the first time you’ve heard this. Or the last, for that matter. 

The roles of organic and paid social are very different but thrive on each other’s successes. Organic content helps shape the brand, building relationships with customers, as well as occasionally being the front for all customer service enquiries. Whereas paid is the driver, reaching new audiences, and promoting the brand itself. 

So, why is it so important to align the two?

  1. Cover all objectives. As we’ve already discussed, paid and organic social play different roles. They each have their objectives which businesses will be aiming for, so by combining the two, you’re more likely to achieve your goals.
  2. Understanding. Through insights and analytics, you’re able to stay informed about your audience and their behaviours, which in turn, helps you improve your overarching strategy. For example, organic social informs you how to best grab attention and speak with your audience through engagement, whereas paid allows you to use tracking, to follow the journey they take into decision making.
  3. Algorithms affect metrics. Each platform changes its algorithms almost daily, which ultimately affects the metrics on organic content. Most recently, we’ve seen a drop in organic reach, making it just that bit harder for brands to stay on top of their game. So, bringing paid into the mix should help you garner the reach you desire. 

The theme is obvious, organic and paid social help each other to attain the goals you want to see. If you want big numbers, organic just isn’t going to cut it. Social is all about pay to play. But remember, consistency is key. If paid social is being used to promote the brand, the overall ads must create the same look and feel as found on organic and beyond to link it all together.

Need some help getting started on paid? Or maybe something else? Get in touch today, we’d love to hear from you!

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