Social media has become a platform that many businesses use for marketing, engagement, and audience outreach. An important part of understanding your social media strategy is knowing when to use organic and paid media.
Organic content is free for you to post and your audience to view. This could be content from your website or social media pages. These are posts that happen naturally between people when there are no 'boosters' to promote your posts. Your organic reach is how many people are seeing your posts without promotions. This includes interacting with other users that are online around the time you post, or that follow your page, so they see your content naturally.
Paid content can be helpful for reaching a larger or broader audience. Unlike organic posts, paid posts are promoted, or 'boosted.' Paid social media uses sponsored messages or ads targeted toward users based on their profile, interests, demographics, and other information. For example, if you are trying to promote snow shovels, you wouldn't want that post to target users in states where it never snows. You can target your distribution to people that live in winter weather areas by using paid content.
Organic content is great for creating customer loyalty. When using social media organically, you can develop your business's personality and interact deeply with your audience. By using organic marketing, you are interacting with your users and engaging with your audience without spending any of your marketing budget. Keeping up with this type of media is important for building your brand.
Paid content is great for directing target users to the product or service you are trying to promote. It can also attract the audience you are trying to reach by being time-sensitive and visually appealing. User interests are an important part of ads and promotions, and if you can manage paid content well, you will draw the attention of a large and specific group of consumers.
The best way to manage your social media is by finding a balance between organic and paid content. If users only see ads promoting a business, they won't feel that connection you create by interacting with consumers online. On the other hand, if you don't take steps to promote your business, you may not reach your target audience on a level that can help your company grow.
Kacie Schechter is a Marketing intern at Atwill Media. She is working toward a bachelor’s degree in Marketing from the University of Arkansas Walton Honors Program.
In her free time, she enjoys spending time with friends and family, going on lake trips, coaching young cheerleaders, and online shopping.