Social media marketing used to be about engagement and creating a more genuine and personal presence online. Now, social media is used for the entire consumer journey, including customer acquisition, remarketing, retention, and service. Let’s explore paid social vs. organic social media and why it’s crucial to have a hybrid strategy in place.

1. Paid Social vs. Organic Social:
Creating a Hybrid
Strategy

2. Paid Social vs. Organic Social: Creating a Hybrid Strategy
Let’s explore paid social
vs. organic social media,
why it’s important to have
a hybrid strategy in place,
and some
for each.
tips and tricks

3. What is organic social?
Organic social is any social
media activity without a
paid promotion. It uses
free social media tools to
build and engage with an
online following.
Paid Social vs. Organic Social: Creating a Hybrid Strategy

4. What is paid social?
Paid social refers to anything on
social media that’s influenced by
advertising dollars. In other words,
advertisements or sponsored
posts that brands pay a social
network to display to audiences
beyond their followers.
Paid Social vs. Organic Social: Creating a Hybrid Strategy

5. Benefits of paid social
As organic reach continues to plummet, paid social
enables brands to break through algorithms and
connect with audiences that are unlikely to discover
them otherwise
say they use social media to
find shopping inspiration, meaning that the majority of
your audience could be receptive to your promotional
messages
If you’ve developed a content offering that’s converting,
use paid social to spread the offer to your ideal audience
and get an instant boost in conversions.
64% of people surveyed
Paid Social vs. Organic Social: Creating a Hybrid Strategy

6. Benefits of organic social
Organic social is a free and long-term solution
While paid efforts help to spread awareness of your
brand, organic efforts further connect you with your
audience, which can reap long-term benefits
If you’ve developed a content offering that’s converting,
use paid social to spread the offer to your ideal audience
and get an instant boost in conversions.
Paid Social vs. Organic Social: Creating a Hybrid Strategy

7. Why you should use both
As organic reach continues to diminish across social platforms,
to reach a broader audience.
However, to avoid spending every last dollar on paid social and to better connect
with your audience,
Complete marketing approaches to social media are less about paid social vs.
organic social. Instead,
to boost brand awareness, move new customers into the funnel, and create
additional touchpoints with existing ones.
it’s increasingly
important to invest in paid social opportunities
organic social is necessary for ongoing success.
they combine the power of these two strategies
Paid Social vs. Organic Social: Creating a Hybrid Strategy

8. Paid social tips
Use social media ads such as FB/IG
ads, YouTube ads, Twitter ads, etc.
to make your
with new customers.
on FB/IG.
Use social media to
first point of contact
Set up full retargeting campaigns
retarget to
customers who have abandoned
their shopping carts.
Publish sponsored posts that
link to educational blog posts or
customer case studies.
Write social copy that doesn’t
come off as too “sales-ey.”
to post about your products on their
feeds for maximum exposure.
Consider working with influencers
Paid Social vs. Organic Social: Creating a Hybrid Strategy

9. Organic social tips
Don’t use every social channel if you don’t have to. Many businesses
think that to build a social presence, you should be on everything from
Instagram to Pinterest, but it depends on your industry and
Create a robust editorial calendar. Decide what types of campaigns
you’ll push out for different channels. It’s best to have a
depending on what your target audience likes
Engage with your followers. Schedule a bulk of time each day to engage
with them, whether this means commenting, liking, or even sharing their
posts. Try to be on top of answering questions and responding to feedback
target audience.
mix of content,
so that followers feel heard.
Paid Social vs. Organic Social: Creating a Hybrid Strategy

10. Organic social tips (cont.)
Use hashtags to optimize for discovery.
Use hashtags when posting about
promotions, events, product launches,
cross-channel discussions, etc.
Be creative. It’s not always about the
money. Sometimes, the most effective social
media accounts are the ones with the most
original content.
Paid Social vs. Organic Social: Creating a Hybrid Strategy

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Paid Social vs. Organic Social: Creating a Hybrid Strategy