Maximising Organic Results with Paid Social

If you’ve built a solid organic presence on social media, you will know the value of consistent, engaging content. But sometimes, organic reach alone may not be enough to get the visibility your brand deserves. This is where paid social comes in! By working in tandem with organic strategies to boost engagement, test new content, and reach new audiences, paid social can take your organic efforts to the next level.

🤝 Why Paid and Organic Social Make a Perfect Team

Paid and organic social aren’t siloed strategies - they work side by side. Organic content is ideal for building brand authenticity, engaging directly with your audience, and showcasing your product or service. Paid social, can ensure that your content reaches a broader audience at a much faster rate. Together, you can develop an overall social strategy where organic builds trust and paid drives growth.

🤦🏼‍♀️ Isn’t Paid Social Just Boosted Posts?

Paid social is much more than just boosting posts. Incorporating your organic posts within your paid campaigns should only make up a small percentage of your strategy and ad content, but it can be a great tool to maximise engagement in-platform and test how your content resonates with a larger audience.

While boosts are a quick way to give popular posts more visibility, a full paid social strategy goes beyond this and requires expertise in campaign setup, ad targeting, creative testing and optimisation driven by in-depth data and insights. 

Tip! If you're currently boosting posts from an iOS device (on the FB or IG apps), be aware that Apple takes a 30% fee, reducing the amount of money actually going towards your ad spend! We always use Ads Manager on desktop to manage campaigns (including any boosted post content) for the greatest cost efficiency for our clients.

🎯 Retarget Your Organic Audience with Paid Ads

If your organic content is already getting some engagement, retargeting those engaged users with paid ads can move them through to the next stage in their customer journey and drive conversions e.g a custom audience to retarget people who’ve interacted with your organic posts or visited your brand’s profile/page, optimised to drive them over to your website.

🎨 Creative Testing with Paid Social

Want to know what types of content resonates best with your audience, and want to know fast? Paid social is the perfect testing ground and allows you to gather data and insights at a much faster rate than organic posts alone. Run low-budget paid campaigns to test different content styles, formats, offers or messaging, then use those insights to adapt your organic strategy. 

💰 Measuring the Impact of Paid & Organic Social for Maximum ROI

Unlike organic social, which can be harder to track, paid social provides measurable insights that clearly show campaign impact. With paid social, you gain data on reach, clicks, conversions, and ROI, allowing for more informed adjustments to ad spend, targeting, and creative, so that you can grow and scale performance. By combining paid with organic, you amplify your social strategy while keeping performance measurable.

Tip! If you see that paid efforts increase your follower count or engagement on organic posts, it’s a sign that your paid and organic strategies are working together effectively. 

📈 Sustainable Growth

The great thing about having a cohesive strategy between paid and organic social is that it drives results in the short-term, but is also highly scalable for long-term growth. Paid ads provide an immediate boost in visibility, while organic posts build brand loyalty and trust and maintain steady engagement with your audience.

For brands who want to expand their reach and create a seamless social experience for their audience, integrating paid social into their organic strategy is the way forward!