You’ve probably already know the basics: organic social is all about natural growth, while paid social involves boosting your reach through advertising.
But how do you choose which approach is best for your business?
Should you stick to organic, invest in paid ads, or maybe combine the two?
This guide will help you figure out the right strategy based on your goals, resources, and desired outcomes.
What is Organic Social Media?
Organic social media is all about the content you share without paying to boost it. It's the regular posts, photos, videos, reels and updates you put out to engage with your followers naturally.
When you post organically, you're connecting with people who have chosen to follow your page because they're interested in what you have to say.
It's like having a chat with your customers in a café rather than advertising on a billboard. While it won’t cost you money upfront, it does take time and effort to see results.
That said, platforms like Instagram and Facebook have drastically reduced the organic reach of posts, with only about 2% of your followers now seeing your content without paid boosts.
But when done right, you’re building relationships and trust, sharing stories, and creating a community around your brand. Organic social media lets you showcase your personality, respond to comments, and engage in conversations that matter to your audience.
What is Paid Social Media?
Paid social media is exactly what it sounds like; you're paying to get your content in front of more people. It could be ads, boosted posts, or sponsored content, and they give you the chance to reach people who wouldn’t see your page otherwise.
Unlike organic posts, which rely on your existing followers, paid social can target specific audiences based on their interests, location, and even behaviours.
The advanced targeting capabilities on Meta platforms and LinkedIn allow businesses to reach the right people at the right time, making paid social media a powerful tool for driving immediate results.
It’s a quick way to get noticed, drive traffic, and see results, but you’ll need a budget to keep it going.
Key Differences Between Organic and Paid Social Media Marketing
The main difference between organic and paid social media comes down to reach and speed. Like we mentioned earlier, organic social media takes time; you’re building relationships and growing your audience naturally.
It’s more of a long-term investment, where you engage with your followers and develop trust over time. In contrast, paid social gives you instant visibility. With the right budget, you can target specific audiences and get your content in front of them immediately.
Another key difference is cost. Organic social media doesn’t require as much financial investment, but it does take a lot of effort and patience.
Paid social, on the other hand, requires an ongoing budget for ad spend, but you can track return on investment (ROI) almost immediately and adjust campaigns based on real-time data.
You also need to consider how much control you have. With paid social, you have more control over who sees your content, thanks to precise targeting options. Organic posts rely on your followers' engagement and platform algorithms, which are always changing and can sometimes limit your reach.
When to Use Organic Social Media
Organic social media is great when you’re focused on nurturing a community around your brand, building long-term engagement with your audience, and offering value without the pressure of selling.
If your goal is to increase brand loyalty, encourage conversations, or grow your following over time, organic is your best bet.
It works particularly well for businesses with a strong brand voice that wants to maintain a consistent presence without relying heavily on ads. While it may take time to see results, the payoff is a loyal, engaged audience that values your content.
Here is Why we use Organic Socials at Mira Marketing
Increases brand visibility through consistent content.
Builds lasting, genuine relationships with your audience.
Improves organic reach without the need for paid ads.
Enhances your brand's credibility and trust.
Allows direct interaction and feedback from customers.
Creates opportunities for user-generated content.
Boosts website traffic through shared links.
Strengthens community engagement around your brand.
Supports brand storytelling and reputation management.
When to Use Paid Social Media
Paid social media is perfect when you need quick results and want to reach a wider or more targeted audience.
If you’re launching a new product, running a limited-time promotion, or need immediate traffic to your website, paid ads can get your message in front of the right people fast.
It’s also a great option when you want to target specific demographics, behaviours, or locations that organic posts might not reach.
When you have a clear goal, like generating leads, increasing conversions, or boosting brand awareness, and a budget to support it, paid social gives you the control and leverage on time that organic strategies can’t always provide.
Why Do We Love Paid Social Media?
Reaches a highly targeted audience based on demographics and interests.
Delivers quick, measurable results with specific objectives.
Increases brand visibility beyond your existing followers.
Offers scalability by adjusting ad spending to suit your budget.
Provides immediate traffic boosts to your website or landing pages.
Allows precise control over campaign duration and budget.
Enables A/B testing for optimisation of ad performance.
Re-engages past visitors through retargeting campaigns.
Drives conversions with clear calls to action in ads.
Provides detailed analytics to track campaign success.
The Benefits of Combining Organic and Paid Social Media
Organic posts help you build real connections with your audience, while paid ads give you that extra push to reach people who might not know about your brand yet. By combining the two, you can nurture relationships with your existing followers and still attract new ones.
Plus, you can test what works organically and use paid ads to give those successful posts more exposure. This mix lets you stay authentic while also benefiting from the precise targeting and quick results that paid social offers. It's a smart way to cover all your bases and see better results over time.
Need to integrate both paid and organic social media into your brand strategy?
Talk to Mira Marketing! We can help you create a balanced social media strategy that combines the best of organic and paid efforts. Whether you're looking to build long-term engagement or drive sales, our social media team has the expertise to tailor a plan that fits your goals and budget.