Organic social efforts are great to start with and offer brands an opportunity to establish a robust social footprint up to the point where the performance of such campaigns plateaus out in reaching newer audiences. It is advisable to turn to paid social when such a threshold is reached. Paid social ads offer marketers an opportunity to:
1. Ensure their ads are served to the right people in the right place at the right time
2. Derive valuable insights about how users engage with their advertisements
3. Maximize the rate of user acquisition by tweaking ad / creative copies
4. Achieve cost optimisations (Cost per acquisition) through consistent A/B testing