Global spending on social media advertising is expected to reach $138,412 million by 2025. Ensuring your business has a share of that ever-increasing online market is going to be vital in 2021 and using paid social media is just one way to do this.

Social media channels have quickly become the backbone of business strategies and are key to building meaningful connections with customers to drive long-term brand loyalty. Paid social media refers to posts or special placements on social media platforms that are supported by advertising budgets, unlike organic or free content.

A major part of social media marketing is knowing the two different types: paid vs. organic. The challenge lies in understanding the specifics – how to get started, what to spend, and how each social platform operates.

Organic Versus Paid Social Media

Organic and paid social media are different marketing tactics used to obtain different goals. Organic social media is cost-effective as it does not cost to publish. The purpose of this method is to build a community of loyal followers and customers by posting relevant content and interacting with your audience on a regular and consistent basis. Connecting organic and paid efforts can ensure a streamlined user experience for your existing customers while attracting new users with paid ads. It is like diet and exercise – one works fine on its own, but when paired, the duo helps you reach your wellness goals much faster.

With organic content, you can tell stories, educate, inspire and show people behind-the-scenes content. In addition, an organic strategy can assist with word-of-mouth marketing as people will visit your social media page to see what others are saying about your brand.

Without research and careful planning, paid social campaigns can be ineffective. That is why developing a strong social strategy is key to reaping the benefits of paid social media. Remember, it is not just about being on the trendiest network but knowing and understanding where your target audience hangs out and how best to reach them. Once you figure this out, you can tailor your message and produce better ads. If you’re still unsure about paying for social media advertising, the average person spends 135 minutes per day on social media. Something to consider for your next strategy.

If you need help creating your next social media marketing strategy, click here.

While you are here: Brand storytelling: how to engage your target audience on social media

Benefits of Paid Social Media

  1. Increased Reach

The key to any paid campaign is the ability to target people based on their interests and demographics. Given the massive audience size on social media, there are plenty of opportunities to reach more people than you would with organic content. To achieve the greatest reach, find out where your audience spends most of their time online.

  1. Expand Brand Awareness

Social media advertising can be a great way to broaden your brand awareness beyond traditional marketing channels. Whether it is introducing someone to your business or re-targeting people who are already familiar with your brand, social media ads are a prime way to get in front of relevant customers. If your business page appears regularly in the news feeds, audiences will start to recognise your brand and recognition enhances credibility which will ultimately drive more engagement.

  1. Achieve Faster Results

One of the main advantages that paid has over organic is the ability to quickly generate results. With organic posts, you are limited to showing your message to those who already follow your page. Depending on your budget and objectives, paid social media can get your business in front of people at the right time and at a greater scale than you can organically.

  1. The Ability to Measure Success

For marketers, it is crucial to know how well your social media ad campaigns are doing. With paid social media, it is easy to measure the performance of your ads – whether you are measuring clicks, reach, or engagement you will be able to easily assess ROI and the overall success of your social media ad campaigns.

The benefits discussed above are merely the tip of the iceberg when it comes to the potential of paid social media. To be successful it takes a lot of creativity, skill, and training to master some of the complex advertising practices. There are several advertising formats available to choose from allowing you to convey your advertising message in different ways such as video, text, image, or carousel. Here’s an example of a Facebook carousel ad:

Source: Hootsuite

Further reading: How brands can market to millennials

Is Paid Social Media on Your Radar?

Not all social media users are the same, and how a potential customer uses social media will vary based on their age, region of the world, and even the types of accounts they follow. The same is true for the ads they want to see. As competition grows in the social space, paid ads are often the best way to ensure your brand and content are always at the forefront of your audience’s mind.

When it comes to paid social media, the key is to spend money on the platforms where your audience spends the most time. Now, over to you!

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