Regularly posting high-quality, engaging content helps establish a strong presence on social media as well as a loyal base of customers who are interested in your products or services.
But will organic posts on Instagram actually result in conversions? An organic social media strategy on its own will likely not be enough to boost your sales, however, an effective approach that combines organic and paid social media should send you in the right direction!
What is organic content?
Organic content refers to content that is created and shared on social media or other online platforms without being paid for or sponsored by a company. Organic content is typically created by individuals or organisations to share information, ideas, or experiences with their audience, and it is not intended to promote or sell a specific product or service.
Unfortunately, due to the number of brands competing for attention on social media, organic content’s reach has been declining. The average organic reach for a Facebook post is 5.5% of your follower count, with even less for larger brands. To maximise the benefits of organic content, it should be used in conjunction with paid social media.
Benefits of organic content
Increased credibility
Potential customers perceive organic content as more authentic and genuine as it doesn’t push a particular product or service. This can help to build trust and credibility with your audience and it’s a free way to connect with your audience whenever you want to. Unlike paid social media, the only cost for organic social media is time spent, making it ideal for businesses with a limited budget or those who lack a team to manage a social media campaign.
Cost-effective
With organic content, there’s no need to invest any money as it is not paid for or sponsored by a company. This can make it a more cost-effective way to reach and engage with your audience.
What is paid social media?
Paid social media involves the use of social media platforms, such as Facebook, Instagram, Pinterest, TikTok, and LinkedIn, to promote products or services through paid advertising. Paid social media allows businesses to reach specific audiences based on demographics, interests, and behaviours, and to target their ads to those users who are most likely to be interested in their products or services.
Integrating a paid and organic social media strategy
If you use a combination of the two to achieve different goals, you’re more likely to achieve better results. Organic content should be used to encourage engagement and sharing while paid content has more specific goals such as brand awareness or selling a particular product.
Boost your best organic social content
A great way to boost your reach is to identify your top-performing organic content and pay to show it to new eyes. Boosting your organic content also helps to effectively blend into the landscape of social media and appear less like sponsored content.
Utilise retargeting ads
Retargeting ads allow you to reach out to people who are already interested in your business in a cost-effective manner. The right ads can encourage people to come back and convert.
Target your ads to people similar to your organic audience
If you’ve taken the time to grow your social media presence organically, you’ll have plenty of information about your ideal customer that you can capitalise on as you build your ads. You should be able to identify key demographic information about them as well as what problems they are facing and how you can address them.
Ready to Elevate Your Instagram Ads Strategy
Our digital team of experts will help you balance organic social content and paid social media strategy to maximise engagement and boost conversions.
Get in contact with us at hello@omdigigroup.com to find out how we can help.
