How to Marry Paid and Organic Social

By
Bailey Hopp
29 Sep 2022
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By understanding how to best use paid and organic social to set intentional goals, you actually can have them work together in your favor while creating brand consistency across the board for your audience.

If something is performing well on organic social, do you know when it makes sense for you to put some dollars behind it on the paid side? Do you know what you need to do in order to create an authentic experience for your audience, no matter how they discover you? 

To learn how your brand can improve how you marry paid and organic social media channels, explore these tips and insights below from some of Bamboo’s Growth Marketing Social Media Experts. 

Kayse Brunell, Growth Marketing Manager, Social

“The world of social is a huge one! Make sure to collaborate across paid and organic social teams in order to get a better understanding of your audience. Take a look at which types of posts drive the most engagement and share those learnings with one another. You can also repurpose organic social posts or UGC content in paid media. Make sure that the paid ads you are creating from organic content resonate with the audience on that platform.”

Christina Guo, Sr. Growth Marketing Manager, Social

“UGC should not be a new concept to everyone now, but it's still never fully leveraged for ROI for all advertisers. We have been seeing a strong lift in performance when repurposing [organic] UGC videos for Snapchat, TikTok, FB & IG Reels, and now YT shorts are available as well. Best practices to consider 1) native feel of content helps video retention 2) it should be relevant about the product/brand 3) add strong CTA to drive conversion 4) safe zones on each platform are different.”

Himanshu Arora, Growth Marketing Manager

“With organic reach continuing to shrink as social platforms monetize reach, advertisers can integrate paid and organic social strategies with specific different goals for both. While paid content KPIs should center around CAC and CVR, tracking engagement and reach should be the focus for organic social strategy. An integrated strategy can facilitate awareness, engagement, and branding, as paid social allows you to reach larger, more tailored audiences while driving conversions for the business.”

Ariana Munroe, Growth Marketing Manager, Social 

“Ensure your brand's voice on both organic social media and paid are consistent. This is often overlooked, but it really helps to create a sense of trust with the brand when who they portray themselves to be on organic is the same as on paid. If your tone is playful on organic, don't be afraid to test some playful copy out in your ads!”

A solid paid and organic strategy can help you test, learn and ultimately, grow. Don’t be afraid to get creative, see what resonates with your audiences (and where), and take a good look at performance analytics to help guide your future tactics and campaigns. To learn more about putting your paid social efforts towards building a more profitable growth program, reach out to our team today to request a no-cost strategy call or paid social audit.

Bailey Hopp

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