Social Media usage is continuing to grow exponentially, with no signs of stopping. With 4.8 billion social media users worldwide, representing nearly 60% of the global population, it’s no surprise that brands are increasingly prioritizing social media to stay top-of-mind with consumers. Brands can – and should – use both, but what’s the difference between organic vs. paid social media?
Understanding the Basics of Organic vs. Paid Social Media
Organic social media is content shared on a brand’s page without any sort of paid advertising behind it. For example, in-feed posts, stories, and videos on a brand’s social platform would all fall under organic social. On the other hand, paid social is content that is promoted or boosted with a budget behind it. Examples include sponsored posts, display ads, and banner ads on social.
Key differences include: cost (organic social does not require additional budget to advertise), reach (paid social allows more control over reach), targeting (paid social allows you to set specific parameters to build a custom audience), and control over content (paid social often has greater creative limitations).
Advantages of Organic Social Media
- Building relationships/Community Building: Organic allows you to build relationships and a sense of community with your target audience through repeated interaction.
- Cost-Effectiveness: Organic social has limited barriers to entry and no additional budget required to boost posts.
- Long-term benefits: Organic also has long-term benefits including the potential for sustained growth and brand loyalty.
Disadvantages of Organic Social Media
- Limited reach: A “good” reach is never guaranteed with organic social.
- Time-consuming: Creating and maintaining high-quality content requires a time investment. Additionally, staying on top of trends and platform updates also requires constant attention.
- Algorithm changes: Platform updates can require a shift in social strategy.
- Slow growth: It can take months of consistent posting and optimization to see positive results with organic social. Paid social results are nearly instant.
Advantages of Paid Social Media
- Targeted reach: With paid social, you can precisely target specific demographics and interests.
- Quick results: Paid social allows for rapid growth and visibility.
- Measurable ROI: Tracking and optimizing campaign performance, including cost, is simple with paid social.
- Flexibility: Paid social campaigns can be adapted in real time based on performance data
- Case studies: Real-world examples of successful paid social media campaigns.
Disadvantages of Paid Social Media
- Cost: The financial investment required for advertising.
- Short-term benefits: The need for ongoing investment to maintain results. No budget = no results.
- Lack of authenticity: The potential for perceived inauthenticity compared to organic content. Promoted posts on platforms such as Instagram and TikTok are often ignored or receive negative feedback.
- Algorithm changes: Similar to organic, platform updates can impact paid ad performance.
When to Choose Organic vs. Paid Social Media
- Business goals: You should align your choice with your specific objectives. Are you looking to sell tickets to an event that starts in a week, or are you looking to expand your brand presence over the next year? Different objectives have different considerations.
- Target audience: Understand your audience’s preferences and behaviors.
- Budget: Consider your financial resources and ROI expectations.
- Resources: Assess your team’s capabilities and time constraints. What is the best use of time and budget?
- Hybrid approach: Exploring the benefits of combining organic and paid strategies.
Best Practices for Both Organic and Paid Social Media
- Content quality: Create engaging and valuable content that resonates with your audience.
- Consistency: Maintain a regular posting schedule and consistent brand messaging.
- Engagement: Actively respond to comments, messages, and mentions. Community management cannot be overlooked.
- Analytics: Track key metrics and use data to optimize your strategy.
- Platform-specific best practices: Understand the unique features and algorithms of each platform.
Although organic and paid social differ in their unique benefits, both services are important tools for brands to leverage when optimizing their marketing strategy. Interested in learning more about how we help Elevate our clients’ social channels? Check out Matter’s social media marketing services!