There are about 2.82 billion social media users worldwide. This figure is growing and is expected to reach 3 billion by 2021. It’s clear why many businesses see a lot of marketing potential in social media platforms. Companies employ various social media marketing strategies depending upon their brand, targeted audience, ROI, and expected results. Expert brand builders like Eyal Gutentag will tell you that social media is an effective modern approach to grow a company. However, the million-dollar question is, which is the most successful method of social media marketing?
Breaking Down Social Media Marketing
Social media marketing generally follows two different approaches – Organic marketing and paid social advertising. Organic marketing refers to all the strategies used to attract, grow, and engage natural audiences on social platforms. Paid social advertising involves sponsoring marketing content on social platforms using paid marketing tools such as pay-per-click (PPC) ads.
Why Paid Social Marketing is Better than organic marketing
Growing a relevant organic audience is a challenging task that takes a lot of time and effort. Besides, social platforms are now focusing on promoting more social content to their users than marketing material. Organic search results for branded companies and businesses are plummeting on social media.
A recent update on Facebook’s News Feed metrics has seen a significant decline in the visibility of branded posts. In some cases, posts from branded pages only reach 2% of the intended audience. This just goes to show that organic social marketing is no longer sustainable.
With paid social advertising, marketers can target audiences more precisely than with organic marketing, and content has much higher chances of visibility and conversions. The average Click-Through rate (CTR) of paid ads is about 2%. Although this may seem like a low figure, a 2% CTR on PPC ads actually has a high conversion rate and ROI.
Across the board, paid social media marketing is the more successful strategy compared to the organic approach. It is sustainable, dependable, trackable, and has a quick turnaround time. Organic audiences are essential in building a strong social presence, but when it comes to marketing, paid adverts are far more effective than organic strategies.
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