Tencil Trends: Organic vs Paid Social Advertising

BACK TO BASICS SERIES by Francesca Gold

Social media is constantly changing and evolving, and the digital landscape evolves alongside this. To begin with, social was measured by engagement and was centralised around content. Now, however, acquisition and conversions are more valued. Social commerce is also on the rise compared to retail ecommerce as more of us make the transition to make purchases on social.

Organic social is when the social community share posts, publish your tweets and so on. Paid social uses sponsored content or adverts on social media platforms. Forms of paid social advertising included Facebook, Instagram, LinkedIn, Pinterest, and YouTube. It will usually be bought on a PPC (pay-per-click) model, meaning the advertiser will only pay if the user takes the action they want. This makes it a very cost-effective way to promote business.

Using paid social in your marketing strategy allows you to target the specific audience using segments, ensuring your campaign is seen by the right people. It allows you to identify specific audience segments to tailor and deliver the ad to. For instance, a campaign on LinkedIn will be tailored to a specific business, industry or job title compared to delivering this ad across all forms of social. Social also allows you to consider your target audience based on the social platform, as Instagram will be more used amongst millennials and Facebook an older generation.

Not only can you target successfully with paid social, having a coherent marketing strategy maintains brand awareness across all platforms. It allows you to target users and expose them to your brand which may have been more difficult to do before social. Another advantage of paid social is that it leads to conversions quicker than organic marketing. Having a CTA on the social creative will turn those soft prospects into hard leads through your copy and direct link to the basket, to equal a measurable ROI.

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