Paid and organic social are very different and best used for different goals. It is very common to use a holistic approach and use both in your social media execution. Let’s get started with organic social media that refers to the free content (posts, photos, video, etc.) that all users, including businesses and brands, share on their feeds. Organic social can be used by brands to establish their personality, build relationships through sharing informative, entertaining, and inspiring content, and engage customers at every stage of their buying journey.
As we mentioned above, there is a lot of competition regarding organic social. Declining organic reach is well known as the world’s biggest social media platforms reach saturation, attention spans shorten, and platforms prioritize best user experiences. This is where paid social comes to the fore. Paid social media is another way of saying social media advertising. Here you and your brand pay money to Facebook, LinkedIn, Twitter, YouTube, etc., to share your content with specific new targetted audiences who are likely to be interested in your business.