More than 4.48 billion people are currently active on social media. Facebook, Instagram, and YouTube are the top 3 most popular social media networks. That is why a social media agency Hong Kong highlights the importance of social media as an important element of an online marketing strategy. Even a digital marketing speaker Hong Kong and video marketing agency Hong Kong never questioned the power of both organic and paid social media posting.
Social media is no longer about conversation and content. It has evolved to be an established channel for customer acquisition and growth. Many eCommerce brands and businesses are now ramping up their social media investments. Below, let us discuss the reasons why organic and paid social media work well together.
ORGANIC SOCIAL MEDIA POSTING
Organic social media refers to free content published on free tools provided by a social media network. When a brand or business uses organic social media posts, they expect to build a community, connect with followers, and expand its reach. The most common types of organic content shared on social media are memes, quotes, photos, stories, videos, and user-generated content.
PAID SOCIAL MEDIA CAMPAIGNS
Paid social media refers to paid adverts or sponsored messages based on target audience segmentation. They can either be under a cost per click or a cost per impression payment scheme. Cost per click means a brand or business paying for each click made by social media audiences. While the cost per impression means paying each engagement made per 1000 impressions. They can either be a click, comment, like, save, or sharing of the content. Google ads, Facebook ads, Instagram ads, etc., are some examples of paid social media campaigns.
REASONS WHY ORGANIC AND PAID SOCIAL MEDIA WORK WELL TOGETHER
Organic and Paid Social Media Target Equally Important Goals
Organic and paid content play different roles in a social media strategy. But their goals are equally important to the success of a brand or business.
- First organic goals focus on building social media followings and consistently interacting to nurture such communities. Their main focus is to boost customer satisfaction, engagement, and loyalty.
- Second, paid content promotes a brand, business, event, product, or service. Their main focus is to boost brand awareness, conversion, reach, and sales.
So, one of the reasons why organic and paid social media work well together is because they uniquely contribute to every step of the customer journey.
Organic Reach Can Influence Paid Initiatives
Organic social media posting can gather valuable insights to help brands and businesses decide how to advertise on each social media platform. They can show how visitors found your content together with the demographics of page visitors. These demographics are very essential to audience segmentation. Together with other data, they can make paid adverts more effective. It is because they can lay down statistics that support what ad format and content to promote, plus who to target.
Paid Social Media Can Boost Organic Reach
Organic reach in social media is getting more and more challenging. With more competition between brands and businesses, organic reach today is almost next to nothing. Yet, with the help of paid advertising, the organic reach can be a very valuable marketing asset. Brands and businesses need organic content to post on social media pages consistently. Paid advertising can help organic content land on the feeds of their target audiences. Overall, organic reach and paid content can boost brand awareness and content reach.
Using Both Organic and Paid Social Media Content Gives Marketers More Confidence in ROI
More than 65% of social media marketers are confident in getting a positive return on investment (ROI) as they combine organic and paid social media posting. They recognize the role that each type of content plays in the sales funnel. All in all, they complement each other and lead a brand or business to succeed in social media marketing.