As a full-service media agency that synchronizes social, content and paid marketing efforts to engage target audiences, LEAP Amp recommends that our clients consider an integrated media strategy. At LEAP Amp, we design paid and organic media strategies that work in tandem to deliver higher rankings, conversion rates, and budget efficiencies to our clients.

The Importance of Paid Media

While both paid and organic campaigns are important and provide great individual benefits, each component of your social media strategy needs to function as a team. Integrating paid and organic social media will give your business the most successful media strategy.

Organic social media posts and campaigns can build brand awareness, bring in new subscribers, and grow consumer trust simply by posting free, shareable social media content. Consistently posting photos, videos, and Reels on social platforms, sharing weekly on LinkedIn, and commenting and engaging with followers is a valuable, budget-friendly way to lift engagement and highlight your brand’s unique voice. The unfortunate reality, however, is that organic reach has been declining for many years, with organic Facebook posts reaching only 1% of target audiences. As social media platforms modify their algorithms, reaching consumers through organic posts is still useful, but difficult. And this is where paid media integration can truly shine.

Paid social media posts complement organic posts by increasing lead generation, website traffic, brand awareness, and conversions by placing paid ads directly in front of target audiences that otherwise would have missed your content because of frustrating social platform algorithms. Tracking and analyzing both paid and organic social campaign insights can provide helpful data for creating new campaigns. A few advantages of paid social media are speed to market, greater content visibility, and campaign sustainability.

Media Strategies for Paid and Organic Social

With social media ad spend expected to reach more than $230 billion in 2022 and have a projected market volume of more than $362 billion by 2026, it’s easy to see that integrating paid and organic media is the most efficient way to create a successful media strategy. Let’s look at how your brand can integrate paid and organic media:

  1. Let organic content inform paid content. Organic posts are fantastic indicators of what type of content drives the most consumer engagement. Take a look at your organic post insights across social media platforms to see which posts connect most with your target audience, and then boost those posts through paid campaigns. Paid social media allows you to take it one step further, narrowing in on specific audiences by behaviors, activities, preferences and job titles. Another benefit of paid social media is using targeting information collected for retargeted ads.
  2. Never underestimate the power of analytics. A tried-and-true method of comparing any social media content is A/B testing, which allows you to alter singular components of ad campaigns and run multiple ad versions among different demographics to see how those adjustments affect ad performance. These analytics will enable you to focus your ad budget on promoting the organic social media posts that are truly connecting with your target audience. Analytics can also help you create lookalike audiences and then retarget those consumers with similar ads that performed very well within similar demographics.
  3. Make automations work for you. Automation can make paid and organic integration even more seamless for your brand. You can use automation to schedule your organic posts, or even reach new target audiences by setting up customized triggers that boost high-performing posts with specified ad spend budgets and timelines.

The most effective media strategy for any business will rely upon a combination of paid and organic media. With paid ads, you don’t have to wait for consumers to find you – you can put your content in front of them as often as you want. See how LEAP Amp can amplify your media content to engage your target audience by reaching out today.