How do organic and paid social efforts help your brand succeed?
Organic social media refers to the free content that you share on your company’s social platforms. It can include posts, photos, video, memes, or anything that users share with each other on their social feeds. Both individuals and brands post organically every day.
When you post organically, your reach is somewhat limited. But you can expect that these followers will see your content on their feed:
- A percentage of your followers (experts call this your organic reach)
- People who follow your followers (if they share your content)
- People following any hashtags you use
Paid social is a form of advertising that allows you to reach specific new audiences that you wouldn’t be able to reach organically. It puts your content directly into the feeds of more users who are likely to be interested in your brand. Typically, there are two methods for advertising to these audiences.
Boosted posts. A promoted or boosted post is an existing organic post that you make more visible by paying the social media platform. It’s a great way to ensure that your organic content reaches a wider audience. Many platforms offer boosted posts, including Facebook, Instagram, and Twitter. Generally speaking, boosted posts are used to extend the reach of an already well-performing organic post or create an ad from a post without having to design a whole campaign around it. If you’re struggling to find and grow your audience on a particular platform, boosting a post is a great way to introduce yourself to new people. It gets your content in front of people who may never have seen it organically. But the real benefit of boosting a post is that this type of advertising is so easy to use. You have already created the content, and the platform automatically formats it into an advertisement that appears in people’s feeds.
Unique advertisements. Unlike a boosted post, paid social ads are unique content developed specifically for an advertisement or campaign. This includes any advertising on social media platforms that you pay to have shown to the target audience, such as pay-per-click ads, influencer partnerships, in-feed ads, display ads, and more. One of the main differences between these paid social ads and boosted posts is the level of customization available. Paid social ads allow you to determine where your ads will appear, customize your audiences, optimize your ads according to your performance goals, and set a call to action, which tells your audience exactly what you want them to do when they see your ad.