What is better for your business: paid or organic social media campaigns?

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Organic social media
These are posts that appear in the feed of users who follow an account. Therefore, it is content that is Social media campaigns vs organic mediashared for free. As it is a type of self-promotion, since it is a channel of its own, it is important for brands to create valuable content that really catches people's attention.

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Increase brand awareness . A consistent organic social media campaign strategy can make your business familiar to current and future customers.
It offers longer lasting results , as it has the ability to last over time.
Boost your social customer service strategy. It allows you to offer an instant and free channel for people to get in touch with your brand.
It helps to connect more with customers , since the content focuses more on their needs than on selling something.
It requires little investment . Being free, the costs are concentrated more on the staff that will create the content and on the investment of time.
Create a brand identity , since it allows customers to see who the company really is.
Disadvantages
It is an intensive job . Generating quality content and interacting with the find your mobile numbers list audience is a time-consuming process, as it is not something that can be achieved overnight.
It offers less flexibility . Organic social media isn’t as precise in targeting specific demographics.
The content is shown almost exclusively to the brand's followers , making it difficult to reach other people.

The reality is that there is no one strategy that is better than another. Both offer benefits for companies, they just adapt to different needs and priorities. While paid social networks allow you to reach a wider audience to increase conversions, organic social networks aim to reach the public that already follows the brand to create a connection with them and retain them. To cite an example, imagine a network of dental clinics that has built an organic audience thanks to their before and after smiles. Does it resonate with their audience? (Check out a guide on how to build a marketing strategy for dental clinics here: dental marketing strategy ).

In this sense, depending on your business objectives, you should choose to implement a paid campaign or use organic content to position yourself. In addition, they can be used together to get the most out of both strategies. Here are some recommendations for doing so.


If you have organic content campaigns in different formats that have performed very well, such as a video or photo that has gone viral, you can pay to increase its reach across different social channels. Viral content is valuable, and paid posts give you the opportunity to capitalize on successful organic efforts.