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Organic Vs. paid ads: how to integrate both into your strategy

Choosing between organic and paid posts? We’ll save you time to make a decision: you’ll probably want to do both.

Paid and organic posts are different things and need to be used for different purposes. But for a holistic approach that balances consciousness with conversion, it pays to know the pros and cons of each.

Creative Work

If you’re new to paid advertising, 2022 is interesting to begin with. During a pandemic, people use social media more.

But at the same time, spending on ads doesn’t keep up with that increase in traffic.

The largest social networks report ups and downs in their revenue as many brands pause their advertising, either to save money during an economic crisis or to take a moral stance against hate speech.

Organic posts refer to free content (posts, photos, videos, etc.) that all users share with each other on their feeds.


When you organically post for your brand, you can expect the people who will see it to be:

- a smaller percentage of your followers (aka your "organic reach")
- followers of your followers (if people choose to share your post)
- people who follow any hashtags you use

It sounds pretty simple, but the reason that organic posts on social media are the foundation of any digital marketing strategy today is that it is the best way to nurture a relationship with your customers.

For example, brands use organic ads to:

- establish their personality
- build relationships by sharing informative, entertaining and/or inspiring content
- engage customers

Image by Prateek Katyal

Paid ads on social media is just another word for advertising.


Brands pay Facebook, LinkedIn, Twitter, YouTube, etc. to share their content with a specific audience they are likely to be interested in, “encourage” their organic content, or design unique ads.

Paid posts are the best way for brands to find new audiences on social networks and turn them into customers.


Brands use paid social networks to:

- raise brand awareness and attract new followers

- promotion of work, content, events, etc.
- Create the potential to drive conversions.

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