When to Use Paid Social to Amplify Organic Wins

Should you utilize paid social? Isn’t organic content enough to get you noticed? When do you need the power of paid social posts to amplify your organic content?

The perfect social media post to increase your audience reach and showcase your products can only go so far on its own. Sometimes, only a fraction of your followers actually see some of your posts, which can be frustrating. At other times, you want your audience to see your post right away, which means you can’t wait for organic content to do its thing, making paid social important.

How can you boost your organic social posts using paid methods? Here are a few suggestions:

Analyze The Data

Numbers don’t lie, and your reports will tell you which social posts are showing signs of success. These posts deserve your attention and should be the first that you boost you use of paid advertising. More than 60% of businesses use paid channels to boost content distribution and improve the reach of organic content that’s already showing significant signs of success. Social media requires some recency, which means your company should boost the content that’s already resonating with your audience.

Targeted Posting Matters

In general, your posts aren’t likely to resonate with your entire audience. This is why many companies rely on audience segmentation, which leads to targeted posts and messages that attract specific segments of their audience. Using paid ads can amplify your organic content and promote more viewers for your organic content, which should attract various segments of your audience. If you haven’t divided your audience into specific segments, you need to do so. This allows you to target ads to specific groups, giving you a great way to promote your posts.

Each Platform Is Different

The ad you pay for on Facebook won’t work on LinkedIn or TikTok. You might not be able to utilize the same ads on Facebook and Instagram despite the two platforms being linked. It’s important to understand the benefits of each platform to ensure you match the ads to the correct social media audience. In addition to the variety of ads required, each platform charges different feeds for clicks involving the posts and content. This is important to know when planning your advertising budget.

Adjust For Paid Ads

Using paid social to amplify your organic content requires much more than simply hitting the “boost” button. In most cases, your content requires some strategic modifications to perform well in the paid version of the social channel. By making adjustments to your content, your posts could perform as much as 20% better when using paid methods on various platforms. This helps improve your posts and gives your content a fresh and revitalized feeling for those members of your audience who have seen the content previously.

Employ Sequential Retargeting

It’s important to guide your customers along the journey from discovering your products to buying them. This is called the sales funnel, which works well alongside a content funnel. Along the journey, you could see them stray away from your company, and using sequential retargeting in your paid social will help improve your organic content and bring your customers back into the funnel. Building a content funnel helps you create the path that your customers should logically take to get to the sales funnel.

Timing Is Everything

Social media posts must be current and presented at the right times of the day and week. This means understanding the best times to post on each platform and making use of that time. Typically, Sundays are the worst days to post on any platform, but weekdays are great for most posts. Each platform has a specific time when its users are most active and could benefit the most from your posts. If you understand these times and capitalize on them, you have a much better chance of getting the most out of your advertising budget.

Create Structured Test Plans

If you think of your tests as an investment into your advertising future, using structured test plans makes perfect sense. Many advertisers call this A and B testing, in which two nearly identical approaches are used, but the small differences allow companies to learn which post approach has the right message and impact. These structured tests allow for improved exposure and allow marketers to learn which posts resonate with their audience.

Using paid social to boost your organic content is a great way to get more views, more clicks, and ultimately, more sales. Which strategies will you employ to improve the reach of your social media posts?