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Have you been wondering how to go about choosing between an organic social media strategy or a paid social media strategy? This article might just be the help you need to make that determining decision for your brand’s growth. But first of all, you need to understand the differences between organic social media and paid social media. You need to also know how they can both work together for your social media marketing campaigns. Read on to explore the pros and cons of each type and discover how they can be integrated.

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Organic Social Media: Meaning

This refers to the particular type of content that a brand posts on its registered social media platforms without the use of the paid promotion. These brands set up their social profiles on any chosen platform and begin sharing content with their followers.


  • This type of marketing does not cost money.
  • It offers a more authentic way of engaging with customers.


  • Getting good visibility on your platforms might be much of a struggle.
  • Posts can get lesser engagement.
  • Requires more time and effort to build a social media account organically.

Paid Social Media: Meaning

This refers to any sponsored or promoted content that is run by a brand through its social media platforms. Paid posts cost money and can only be set up through a particular platform’s advertising management system.

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  • It is a cost-effective way of digital advertising.
  • There is the possibility of targeting a wide range of demographics.
  • Boosted engagement with the brand’s customers.


  • It requires a budget.
  • Some social media platforms lack good advertising options.
  • The content might not be easy to create and share as in the case of organic content.

Guide to Integrating Organic & Paid Social Media Strategies

On their own, organic social content and paid social campaigns are both useful. It combining them together can help your brand grow tremendously. You will gain more followers, your engagement level will increase, and you will be able to reach larger audiences.

Combining both organic and paid social media strategies will boost your top-performing content by providing it with the visibility it needs.

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If the particular post is already successful with your current followers, you can promote it with paid ads to further drive more engagement. If done properly, you may even gain new followers to your profiles.

In addition, combining both of them will help you remain in the game as social media algorithms change. To remain competitive, use organic content as well as paid content so as to gain enough visibility and keep engagement up.

Combining paid and organic content affords you the opportunity to test run content on your social media profiles. First of all, upload organic content and study how your audience reacts. This way, you can figure out which type of content resonates best with your target audience. This will help you to start building a paid campaign around any content you wish to publish in the future or any advertising campaign.

When you engage in organic tactics like social listening, you will be able to discover potential customers. Also, paid tactics like lookalike targeting can bring valuable customers your way. They are both handy when it comes to helping you gain marketing insights into what your audiences find interesting about your services.

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This article was first published on 4th June 2022


Ohia, Ernest Chigaemezu is a writer, editor, and grade teacher based in Jos, Nigeria.

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