Organic and paid social media: the perfect combo

Why should you combine organic and paid social media?

Many businesses wonder if they should focus on organic posts or paid ads on social media. Can one work effectively without the other? The truth is, the best results come from using both together. Organic content builds trust and engagement with your audience over time. Paid ads allow you to quickly reach a targeted group and boost sales.

For example, if you only run paid ads without organic posts, your business might seem less authentic. People trust brands with a lively social media presence. On the other hand, organic posts alone face limited reach due to platform algorithms. Facebook shows your posts to just about 5.2% of your followers. That means only 1 in 19 people might see your content. LinkedIn’s feed is also crowded with paid ads, editorial content, and their own promotions, which reduces visibility for organic posts.

Combining both methods means you reach more people while maintaining an authentic relationship. Organic posts nurture your audience with useful, entertaining, or inspiring content. Paid ads amplify that message by targeting the right people at the right time.

‍

How often should you ask followers to buy?

How often should your social media posts focus on sales? Studies suggest no more than 1 in 7 posts should directly ask people to make a purchase. Too many salesy posts can turn your followers off quickly.

Instead, aim to mix in benefit-driven posts, storytelling, user-generated content, and behind-the-scenes glimpses. For instance, a bakery might share a post about their ingredients (organic content) then boost a paid ad around a new cake special. This mix keeps followers interested without overwhelming them.

What does organic social media look like?

Organic social media means posts you create regularly to grow your audience and engage with them. These posts might include tips, stories, questions, photos, or videos that fit your brand. For job seekers, organic content offers a peek into your company culture.

Take a fitness brand, for example. They might share workout tips, success stories, and motivational quotes organically. This helps build a community that trusts their expertise before any paid ads promote specific products.

What benefits do paid social media ads offer?

Paid social media advertising targets specific audiences based on demographics, interests, or behaviours. This precise targeting helps businesses bring in sales more predictably. For instance, a new fashion store can run ads aimed only at women aged 18-30 in certain locations. This focus avoids wasting budget on uninterested users.

Paid ads also provide measurable results. They let you test offers, creative styles, or calls to action quickly. You can then refine your approach for better results over time.

How to create the perfect combo?

Start by developing a steady stream of organic content that builds your brand story and engages followers. Complement this with well-planned paid ad campaigns targeting segments ready to buy. Track your results and adjust as needed.

For example, a travel agency might post organic content showcasing destinations, travel tips, and client testimonials. Then, they run ads promoting holiday packages to users who recently searched for flights or hotels.

This combination maximises both trust and reach, essential for long-term growth.

‍