In today’s digital landscape, social media platforms like Facebook and Instagram have become crucial channels for marketers to reach their target audience. Paid advertising campaigns have become a priority for many marketers, as they provide the opportunity to reach a larger audience with targeted messaging. While paid advertising can be effective, it’s important to not overlook the value of organic content in your marketing strategy.

Why Organic Content Matters

Organic content refers to the content you post on your social media profiles without any paid promotion. While organic reach on social media may not be as great as paid advertising, organic content is still crucial to building brand awareness and staying relevant in the eyes of your audience.

By creating organic content, you have the opportunity to test and learn first-hand what creative resonates the most with your audience. Use this knowledge to amplify the content that had the most reach and engagement with paid advertising campaigns. By doing so, you can maximize the effectiveness of your paid advertising while also building brand awareness through organic reach.

The Importance of Testing Creative

Testing the Creative is an important part of your marketing strategy, both for organic content and paid advertising campaigns. While it’s important to have consistency in your brand guidelines, it’s equally important to have flexibility to test and learn from different creative versions.

By testing creative, you can identify what resonates best with your target audience, allowing you to refine your messaging and creative assets to maximize effectiveness. By leveraging both organic and paid strategies and testing creative, you can create a comprehensive marketing strategy that maximizes reach, engagement, and brand awareness.

To wrap this up, while paid advertising campaigns on social media platforms like Facebook and Instagram may be a priority for many marketers, it’s important to not overlook the value of organic content in your marketing strategy. By incorporating organic content, testing creative, and leveraging paid advertising, you can create a comprehensive marketing strategy that maximizes reach, engagement, and brand awareness.

Shaun Ayala
Kitchen & Bath Marketer – Pacific Sales/ Best Buy