Paid and organic reach have a common goal, and that is to get people to see your content.
In this new normal economy, you need to have a competitive edge since most businesses, from small businesses to big enterprises, are moving online. But which one is best for you? Which one should you be focusing on?
There is a continuous evolution of both organic and paid social media landscapes. The pandemic actually changed the social media landscape even further.
Organic Reach vs Paid Reach
Organic reach is the number of people who see your content on social media or search engines without any advertising or promotion. This occurs when your content appears in their news feed or search results based on its relevance to their search query or interests.
Organic reach is driven by the quality and popularity of your content, and how well it aligns with the algorithms of the social media platform.
On the other hand, paid reach is the number of people who see your content because you have paid for it to be promoted or advertised via one or several paid campaigns. This includes options such as boosted posts, sponsored content, or pay-per-click advertising. Paid reach is based on your advertising budget, your targeting options, and the performance of your ad campaign.
Your choices for ad placement and targeting affect your paid reach. It can affect your organic reach, as well. While organic reach is generally considered a more desirable outcome as it represents a genuine engagement with your content, paid reach can be a valuable tool for reaching a larger audience, increasing brand awareness and driving conversions.
Ultimately, a combination of organic and paid strategies is often the most effective approach for reaching your marketing goals.
A Shift in the Difference Between Organic vs Paid Reach on Social Media
Facebook’s organic reach is on a decline by up to 52 per cent. It is a steady and rapid decline.
Facebook posts are down by 2.2 per cent as of last year, meaning “brands could reasonably expect their posts to be seen by about 5.5 per cent of their Page’s followers. Big brands can expect even lower averages.’
Facebook’s organic reach is experiencing this decline because of the influx of content. There are approximately more than 30 billion pieces of Facebook content every month. Because of this, Facebook now curates only the most relevant content for its users. Thus, further diminishing the organic reach of Facebook posts, even for big brands.
We also see unexpected social media platforms rise to massive fame, especially during the height of social distancing and stay-at-home sanctions.
TikTok, for instance, became a viral social media platform with a phenomenal 800 million monthly active user base increase during the heat of the pandemic. TikTok has a record of 115 million app downloads in March 2020 alone.
It makes TikTok the leading social media platform today. Its popularity is still rising and goes beyond its original supporters of teens or millennials. For this reason, different brands add TikTok brand positioning as part of their SEO campaign.
It is an excellent example of how you can start with organic reach and shift to paid reach just as quickly.
Is organic reach better than paid reach?
Whether organic or paid reach is better depends on your marketing goals and budget.
Organic reach is generally considered better because it represents a genuine engagement with your content. It means that people are actively seeking out and finding your content, rather than being served it through advertising.
Organic reach is a long-term strategy that can help build brand awareness, establish brand credibility, and create a community of loyal followers.
However, the organic reach can be limited by the algorithms of social media platforms and search engines. With so much content being produced every day, it can be difficult to stand out and get noticed by your target audience. Additionally, organic reach takes time and effort to achieve, and it may not produce immediate results.
Paid reach, on the other hand, can be a valuable tool for reaching a larger audience quickly and effectively. By paying to have your content promoted or advertised, you can reach people who may not have found your content otherwise. Paid reach can also be highly targeted, allowing you to reach specific audiences based on demographics, interests, and behaviours.
However, the paid reach can be expensive, and the results may not always be guaranteed. Additionally, the impact of paid reach may diminish once the campaign ends, making it a short-term strategy.
Ultimately, the best approach is to use a combination of organic and paid strategies to achieve your marketing goals. Organic reach can help establish your brand and build a loyal following, while paid reach can help you reach a wider audience and drive conversions.
Does paid reach affect organic reach?
Paid reach can indirectly affect organic reach, but the relationship is complex and depends on various factors.
On the one hand, paid reach can increase your overall visibility and reach, leading to increased engagement and shares of your content. This increased engagement can send positive signals to the algorithm of social media or search engines, leading to higher rankings and visibility in organic search results.
Additionally, paid reach can help to amplify your content and drive more traffic to your website, leading to higher engagement and improved SEO metrics.
On the other hand, some studies suggest that too much paid reach in your marketing campaigns can lead to a decline in organic reach over time. This is because social media platforms and search engines prioritize content that is authentic and engaging, and they may reduce the visibility of content that appears too promotional or is not relevant to the audience.
Additionally, relying too heavily on paid reach can lead to a lack of focus on creating high-quality content, which is essential for building an engaged and loyal audience.
Ultimately, the relationship between paid reach and organic reach is complex and depends on various factors, such as the quality of your content, the targeting options used in your paid campaigns, and the algorithms of social media platforms and search engines.
It is important to use a balanced approach and focus on creating high-quality content that resonates with your audience, while also leveraging paid reach to amplify your reach and drive traffic to your website.
New Technology Enhances User Engagement
Another reason why organic and paid reach platforms are ever-changing is the new technology. New technology enhances user engagement and real-time content.
An example of this is Facebook and other existing networks like Twitter, Pinterest, Instagram, and YouTube. The BUY buttons are now a normal occurrence and are even taking off on social media platforms. Automated retail is revolutionizing the digital space.
Check out this video now to learn how to add BUY buttons on your site:
As the leading brands ramp up their paid campaigns on social media platforms, the more they monetize platform investment. It, in turn, diminishes organic scope.
What is the difference between organic and paid reach?
Organic reach and paid reach refer to two different ways of getting your content in front of an audience.
The key difference between organic and paid reach is that organic reach is based on the quality and relevance of your content, while paid reach is based on your advertising budget and targeting options. Organic reach requires a long-term strategy of producing high-quality content, while paid reach can produce quicker results and allows you to target specific audiences based on demographics, interests, and behaviours.
Organic reach is a natural way of getting your content in front of an audience, while paid reach is a more direct and targeted approach that requires a budget. Both can be effective in reaching your marketing goals, and the optimal approach may depend on your budget, goals, and target audience.
Social Commerce Blurring Organic Reach
Social media statistics show that 29.6 per cent of US respondents use social commerce to complete a transaction. Almost 70 per cent of those respondents are buying on Facebook.
So being on social media nowadays is no longer just about content and conversations. What used to be a place where organic reach is put to optimal use for branding is receiving a fresh wind of income thru ads and paid reach strategies.
Marketers investing in SEO (Search Engine Optimization) also invest in SMO (Social Media Optimization) as well. SMO is using social media networks to monitor and increase an organization’s content and online presence.
Social media is now a proven platform to help retention programs for getting leads and clients, remarketing, and engaging current fans or customers.
It is why social media marketing is blurring organic reach. Compared to search and email marketing, it may be relatively new, but it’s a platform through which most eCommerce teams are ramping up investment (workforce and tools).
What is Paid Reach?
Paid reach or paid advertising gives money to an advertisement site (a web page or a social media platform), so its users see your content first.
For example, paid ads are the top suggestions on Google search results. Every 10th post on Facebook is also an ad. You will also see paid ads via sidebars, headers, or footers on your favourite sites and forums.
There is no escape from online marketing ads, even though you are using an ad blocker. Social media sites are also finding more ingenious ways that users cannot avoid paid ads. To compound this, it is now much harder to notice any paid adverts.
Paid content disguises itself as List-Content. If you see content like “Top 10 Sweaters You Can Afford” or posts like “Just found the MOST Awesome sweaters ever!” Those are paid content. These kinds of content surge around the web and social media platforms today.
Let us look at the pros and cons of a paid reach.
The Pros of paid reach
There is a lot to enjoy when it comes to paid reach or paid ads. It is quick and versatile, there are many choices, and it is easy to calculate outcomes.
A quick way to advertise is through online advertising. After setting the parameters, your ads can go live quickly, and results will begin to come depending on your budget at the same hour.
It means that if you see something that is not working, you can immediately adjust your ad or strategize what can do better. It is effortless to produce any results and adjust targeting, strategies, target keywords, and the like.
There are several platforms you can optimize for paid reach, whether directly or indirectly. You can do direct advertising via the following platforms:
- Google Ads (Formerly AdWords)
- Waze Advertisements
- Google Display Network
- Bing Ads
- Mobile Ad Networks
If you prefer indirect paid advertising, you can try the following:
- Privately Sponsored Instagram posts / Facebook posts / Tweets
- Co-written or guest-written blogs
- Sponsored blogs
- Product placements
- Social shoutouts
Although you and your team manage the direct ones, the indirect ones are sourced to an entity or network with a broad following that you want to target.
For example, you can pay an Instagram influencer to post three stories about either using your brand or talking about it. These influencers can also choose to produce a video or some original content where your brand is prominently featured. It is a very effective way to optimize your website too.
Indirect advertising would be a little more challenging to measure. On the other hand, paid ads results are also very straightforward to measure. Analytics from direct advertisement sites can connect to your website. You will quickly see the exact number of leads, conversions, engagements, and so on.
The Cons of paid reach
The breadth of usability and upfront cost are the two biggest inhibitors to using paid reach for your advertising. Expense is the most significant disadvantage of a paid reach. But it is only a disadvantage if your paid campaigns do not work.
If your paid campaigns work, the expense can be considered a good investment. Ads can run as little as $5 a day, while for a series of videos, Instagram shoutouts can easily cost $10,000 or more.
Another disadvantage of paid reach is its sheer degree. You can set options for a paid reach, which is, again, great if your ads work. But if the settings you have chosen are not optimal, it can be the very limitation of your paid campaign.
There is such a broad network of paid reach that you can cast and so many different ways to optimize recent emerging trends. You need to be in charge of several additional items all at once. You also need to determine which ads to commit to trends can change as quickly as they begin.
It can be daunting, but you can develop a solid understanding of what works best for you and your brand over time.
Which is better: Organic or Paid Ads?
All organic posts are work-in-progress images, random thoughts, exchanging posts with other accounts, and links to blog posts as long as you don’t pay to boost them (more on ‘boosting’ later). Unless it happens to go viral, organic content can normally hit far fewer eyes than a paid post.
But you cannot dismiss them altogether. Brands can still use organic posts to engage daily with followers. Brands can stir conversations through trending questions, share brand photos, highlight user-generated content (UGC), and more.
But if you want to reach your target market more efficiently and quickly, then revert to paid reach. Announcements, sales, and other major information need to be within paid reach.
Therefore, it is not one over the other, but knowing when to use one to optimize your site. The end goal is connecting with your audience for conversion. If both paid reach and organic reach are not bringing conversions, you need to adjust your digital marketing strategies right away.
Effectively using digital technology for your business in this global economy is how digital marketing strategies take flight. So instead of just going with one strategy, optimize both paid and organic reach to boost your online presence even more.
What is a good organic reach?
It is difficult to define a specific number for what constitutes good organic reach, as it can vary depending on your industry, target audience, and social media platform.
Generally speaking, a good organic reach is one that is higher than the average for your industry or niche. To determine what is considered a good organic reach for your industry, you can look at benchmarks and data provided by social media platforms or industry reports.
It’s also important to consider the engagement rate, as a high reach doesn’t always equate to high engagement. Engagement measures how many people interact with your content, such as likes, comments, and shares. A high engagement rate indicates that your content is resonating with your audience, and it can help to improve your organic reach by signalling to algorithms that your content is high-quality and relevant.
Another factor to consider is the size of your audience. If you have a smaller audience, your organic reach may be naturally lower than that of a larger account. However, a small but engaged audience can be more valuable than a larger but less engaged audience, as they are more likely to convert and become loyal followers.
Ultimately, what constitutes good organic reach depends on your individual goals and circumstances. It’s important to track your organic reach over time and focus on producing high-quality content that resonates with your audience.
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Mayleen Meñez worked for seven years in TV and Radio production, and also as a Graphic Artist/Editor. Finding her true passion, she devoted 15 years to NGO and community development work, where she experienced being a coordinator and teacher, traveling both in the Philippines and countries in Asia. She homeschools her three kids and reinvents Filipino dishes in her spare time. Writing has always been a hobby and pursuit, and she recently added content writing with Softvire Australia and Softvire New Zealand up her sleeve, while preparing for her next adventure in the nations.