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Social Media Marketing – go organic or pay to promote?

Social media is one of the most frequently used online environments in the world. How often is it used?  it is said that more than half of Australia’s population are using it, therefore this should be a good enough reason for businesses to gradually move their online headquarters to social media. It’s obvious that when accessing any social media network it’s a good idea to research and to see that what other businesses / companies are there already. Businesses of all sizes and types are exploring the potential this environment offers to increase profits and exposure. Being on social media networks is a must for every business this year, although many companies query if they should pay for the advertising, or to do it organically.

To see which network is best, we need to take a look at the characteristics of each.  In the case of organic advertising, there is no need to pay for the posts you make. Only the people on your list will see what you post or update, as will their friends, should  they consider the update interesting enough to share. Small businesses are the ones that use organic posts most frequently, as their budget is not large enough to support a paid marketing strategy. So, developing the business profile on social media through organic methods will not consume huge finances, but will consume a lot of your time, until results start to pay.

Concerning paid posts, there are many social media networks that allow businesses to do so. Facebook, Instagram, SnapChat, Twitter, or Pinterest, all allow various types of content to be promoted to viewers. What is the advantage of a paid post? If you are willing to pay the price, you can choose who will see the post, because every platform has its filtering options. So, organic posts can indeed be cheaper, but you will never know who will see it and who won’t. The biggest downside of paid posts is that they will cost you money. The more competition you have in the advertising area, the more money you will have to pay to be visible.

So, in the end, which one is better to use? Well, fortunately, you don’t have to pick between the two. The best way to do it is to combine them and take the benefits of both methods.  Bear in mind, that when you create a profile on social media, you will have no followers initially, and it will take a while to get them. Using a paid option means that you will get a good number of followers from the beginning, in a short period of time. Once you have a few hundred, you can continue with organic posts, as you will already know who to share them with in the network. Also, use paid posts if you have offers that are time-sensitive, so they can reach as many people as possible in the shortest time period, thus ensuring that they will generate income.

If you visit the social media profile of any business in Australia, especially start-ups, you will see both the paid and organic posts there. To get an idea of how important social media is for clients, you should know that 4 out of 10 people end up purchasing a product after sharing it on social media previously. Also, about 78% of people using social media state that the posts made by various businesses in this environment, influence what they choose to buy.

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