Unpopular opinion: organic content is dead. Let us explain. Organic content is nice, is useful for brands that already have a strong community, and is ideal to have on social media channels like Instagram or Pinterest (that many users go to when researching a brand). But if you make great content and you upload it constantly, but your engagement is very low, it means just a few people get to see it.
So, why waste the effort? Well, let’s see why organic content has become increasingly inefficient for brands.
Algorithms change.
We know, we know, everybody blames the algorithm. But social media platforms like Facebook, Instagram, and Twitter have significantly altered their algorithms over the years. These changes prioritize content from friends and family over business pages, drastically reducing the organic reach of branded content. This means fewer of your followers see your posts, limiting your ability to engage with your audience naturally. And think about it, as users, we also prefer that. So are we really upset about that?
Saturated market.
The digital space is saturated with content from countless brands and influencers. Standing out in this crowded environment is challenging, and organic content often gets lost in the noise. With so many voices vying for attention, brands find it difficult to make an impact without additional support.
Time-consuming efforts.
As we said before, building a following and driving engagement through organic content takes a significant amount of time and consistent effort. Thinking about smaller or even local brands, they need to post regularly, interact with their audience, and continuously produce high-quality content. Despite these efforts, growth can be slow and incremental.
Unpredictable results.
Organic content does not guarantee predictable results, and in marketing we aim for results. A post that performs well one day might fail to reach a substantial audience the next, due to the ever-changing nature of social media algorithms and audience behavior. This unpredictability makes it hard for brands to rely solely on organic strategies to achieve their marketing goals.
The advantages of paid content.
Marketing efforts need a monthly budget. We all know that. But sometimes we get annoyed by the fact that we have to spend a big part of this budget on Facebook, Google and TikTok. But it has become essential, if you really want to reach your target audience.
Why? Because paid content bypasses the limitations of organic reach, placing your message directly in front of your target audience quickly through social media ads, sponsored posts, and search engine marketing. Also, advanced targeting options allow brands to tailor ads based on demographics, interests, behavior, and location, leading to higher engagement and conversion rates.
But the biggest benefit of paid content is that you have a report of the results. Paid content provides clear metrics such as click-through rates and return on ad spend (ROAS), offering valuable insights for optimizing future marketing strategies.
The middle way.
While organic content alone may be inefficient, it still plays a crucial role in a well-rounded marketing strategy. Organic content builds authenticity and fosters a loyal community, while paid content amplifies reach and drives immediate results. Here’s how to integrate both effectively:
– Use organic content to showcase your brand’s personality, values, and story. Engage with your audience through authentic interactions, behind-the-scenes looks, and user-generated content.
– Boost high-performing organic posts with paid promotion to extend their reach. Utilize paid ads to target new audiences and drive traffic to your website, online store, or social media profiles.
– Continuously monitor the performance of both organic and paid content. Use insights from paid campaigns to inform your organic strategy and vice versa. By understanding what resonates with your audience, you can refine your content and marketing approach for better results.
Our conclusion.
Our biggest advice to our clients is: don’t rely solely on organic content, because it has become increasingly inefficient for brands over the years. While organic strategies are essential for building authenticity and fostering community, they cannot match the reach, precision, and measurable results offered by paid content. By integrating both approaches, you can create a powerful, effective marketing strategy that drives growth and engagement.
If you need help in crafting the perfect strategy for your brand, leave us a message.
