Paid Vs Organic: How to Integrate Both into Your Social Media Marketing Strategy

Different social media platform logos on cubes.
Different social media platform logos on cubes.
Different social media platform logos on cubes.

Social network advertising is a powerful marketing machine, but without the right experience and exposure to the platforms available, as well as keeping up with the latest trends social media channels tend to create, it can be daunting even to start developing a strategy. Throw in deciding between paid and organic strategies, and you’re left constantly scratching your head.

To help you work through this maze of opportunity, our experts at Digital Eagles have compiled a comprehensive guide to offer insightful comparisons and integration tactics for both approaches. As one of the leading social media marketing agencies in Australia, we feel well-placed to highlight the significance of organic reach and its long-term benefits, as well as the nuances of paid advertising through various platforms like Facebook and Instagram, delving into the best social media platform to advertise on for your business.

By understanding these aspects, businesses can craft a robust social media marketing strategy, leveraging the strengths of both paid and organic methods to achieve unparalleled digital success.

What is Paid Social Media Marketing?

Paid social media marketing stands as a cornerstone in a comprehensive social media marketing strategy. Leveraging platforms like Facebook, Instagram, LinkedIn, and TikTok, this approach involves monetary investment to boost visibility and reach a targeted audience at rapid speed. You can utilise a slew of different ad types, including single image ads, video ads, carousels and more, with refined audience-targeting features to ensure your budget is well-spent. It’s an effective strategy for brands aiming to amplify their message, spearheaded by social media marketing agencies who understand the distinctions of trends in social media.

What are the Advantages of Paid Advertising on Social Media

  • Targeted Reach: Precisely target demographics based on interests, behaviours, and location.
  • Measurable Results: Track ROI with clear metrics like clicks, conversions, and impressions.
  • Speed: Rapidly increase brand visibility and reach audiences almost instantly.
  • Brand Awareness: Elevate your brand’s presence amongst potential customers.
  • Customisable Campaigns: Flexibility to adjust ads based on performance and insights.
  • Competitive Edge: Stay ahead in competitive markets by adopting the latest advertising trends on social media.
  • Diverse Formats: Utilise various ad formats to engage users in different ways.

What is Organic Social Media Marketing?

Organic social media marketing is more like an art, using social platforms without financial expenditure to grow and engage your brand’s audience. It relies on creating compelling content that resonates with your target market, encouraging natural engagement through likes, shares, and comments. The approach is foundational for businesses aiming to establish a long-term relationship with their audience and a bank of social proof behind their offerings. Organic strategies often include leveraging trends in social media, community management, and content that showcases the brand’s voice and values. It’s a crucial aspect for any business seeking to hire a social media specialist for sustainable growth.

What are the Advantages of Organic Advertising on Social Media

  • Cost-Effective: Requires no direct financial investment, making it accessible for all businesses.
  • Builds Trust and Loyalty: Fosters genuine relationships with audiences over time.
  • Long-Term Benefits: Continuously reap benefits from evergreen content.
  • Enhanced Credibility: Showcase brand authenticity and expertise.
  • SEO Boost: Regular, quality content can improve search engine visibility.
  • Audience Insights: Gain valuable feedback and insights directly from your audience.
  • Viral Potential: Exceptional content has the potential to go viral organically.

How to Devise a Social Media Marketing Strategy with Both Paid & Organic Elements

Creating a balanced social media marketing strategy that integrates both paid and organic elements can be the secret to launching modern businesses to new heights. Such a synergy ensures a comprehensive approach, catering to immediate business needs while building a sustainable brand presence. To get started with your strategy, consider:

  1. Define Your Objectives: Start by outlining clear goals. Whether it’s increasing brand awareness, driving sales, or building a community, your objectives will guide your strategy. Understanding why advertisements are important in your specific context is crucial.
  2. Understand Your Audience: Dive deep into your target audience. This will inform your content strategy and help you target your ads effectively. Utilise insights from social media marketing agencies to refine your audience understanding.
  3. Content Creation & Curation: Develop a content calendar that blends organic content – which resonates with your brand voice and showcases your expertise – with strategic paid advertising content. Focus on creating content that aligns with the latest trends in social media.
  4. Choose the Right Platforms: Not all social networks are equal. Determine which social media is best for advertising your brand and where your organic efforts will flourish. This might involve consulting with a specialist Facebook or Instagram advertising agency.
  5. Allocate Budget & Resources: Decide how much of the budget to allocate to paid campaigns. Simultaneously, plan for resources needed for consistent organic content creation.
  6. Implement & Monitor: Launch your strategy with both organic and paid elements. Use analytics tools to monitor performance, understanding both the advantages of advertising on social media and the strengths of organic outreach.
  7. Adjust & Optimise: Regularly review your strategy. Use data-driven insights to tweak and improve both paid and organic efforts, ensuring they complement each other and drive towards your overall business objectives

Which Social Media Channel is Best for Advertising Your Business?

Selecting the right social media platform for advertising is pivotal for the success of your digital marketing strategy. Each platform offers unique advantages and caters to different audiences and objectives. Here’s a breakdown:


  • Broad Demographics: Appeals to a wide range of age groups.
  • Advanced Targeting Options: Utilise detailed user data for precise targeting.
  • Versatile Ad Formats: Offers a variety of ad formats, including video, image, and carousel ads.
  • Robust Analytics: In-depth insights for campaign tracking and optimisation.

Ideal for businesses seeking a comprehensive Facebook advertising agency.


  • Visually Driven: Perfect for brands with strong visual content.
  • Younger Audience: Popular among millennials and Gen Z.
  • High Engagement Rates: Notably higher engagement compared to other platforms.
  • Influencer Collaborations: Ideal for influencer marketing.

A key platform for any Instagram advertising agency focusing on lifestyle and consumer products.


  • Professional Audience: Best for B2B marketing and professional services.
  • Content-Driven: Effective for thought leadership and industry-related content.
  • Networking Opportunities: Excellent for building professional relationships and brand credibility.


  • Trend-Setting Young Audience: Dominated by Gen Z and younger millennials.
  • Viral Potential: Creative, entertaining content with a high potential for virality.
  • Innovative Ad Formats: Offers unique formats like branded challenges and filters.


  • Niche Audiences: Particularly effective for fashion, home decor, and DIY brands.
  • High Purchase Intent: Users often use Pinterest for shopping inspiration.
  • Visual Discovery: Great for brands with strong visual appeal and storytelling.


  • Real-Time Engagement: Ideal for timely content, news, and trends.
  • Conversational: Great for brands looking to engage directly with their audience.
  • Hashtag Utilisation: Effective use of hashtags can significantly boost reach and discoverability.

When Should You Hire a Social Media Specialist?

Hiring a social media specialist becomes imperative when scaling your business’s online presence demands expertise beyond basic posting. Without the right skill and industry knowledge, navigating complex advertising platforms, tapping into emerging trends in social media, and crafting a cohesive social media marketing strategy can prove difficult, and often waste both time and resources.

Consider hiring when you must consistently engage your audience, analyse performance data effectively, and stay ahead in the competitive social network advertising landscape. A specialist transforms your social media campaign from a routine chore to a strategic asset.

Partner with One of the Leading Social Media Marketing Agencies in Australia

The leading social media marketing agencies (SMA) in Australia bring a wealth of experience, innovative approaches, and a deep understanding of why advertisements are important in various social media channels. At Digital Eagles, we can effectively navigate the nuances of platforms like Facebook and Instagram, ensuring your brand not only resonates with your target audience but also stands out amidst the competition.

Experience tailored strategies that leverage the best social media to advertise, driving significant growth and engagement for your brand. Speak with a specialist today to learn more.

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