By 2024 paid ads spending on social media will surpass the 200 billion dollar mark. Regardless of your budget, if you want to be competitive in the market you will need a solid strategy in order to compete, after all, a marketing survey which had over a thousand respondents showed that around 80 percent of people are “more likely to purchase from companies that run personalized ads

Organic content distribution as well as paid advertising and PPC are often the marketing tactics implemented when creating a digital marketing strategy for a business. You may already understand how important they can be individually but when integrated together they can be used to grow your brand and business in several ways. This article will offer some guidance on how you can leverage both paid ads and your organic content campaign. 

Businesses which achieve growth effectively strive to leverage both methods of reaching their target audience. There are several factors to consider when using organic content and paid campaigns to make the most out of marketing efforts such as keyword research and engagement data.

In this article we hope to breakdown the best digital marketing tips and tactics which would help integrate your paid ads to your organic content campaign aiming not only to complement each other but also inform and enhance themselves individually.

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What is Organic Content?

Organic content distributed through social media platforms or your website refers to content that has no attached costs. 

Common organic content on social media can include:

  • Newsfeed posts
  • Photos 
  • Videos and Reels
  • Stories

Some advantages of using organic content on social media:

  • Creating and nurturing a community around your brand
  • Nurturing brand loyalty online
  • Strengthening the online presence of your brand
  • Obtaining insight and feedback from your audience

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Organic content on social media is seen by your direct audience also known as your followers and people who find your content whether it is directly, through search engines or hashtags. The people following your page is your main ‘organic reach.’ However, if your followers choose to share your content it can reach your followers’ followers too. 

Organic content is contrasted with paid advertising which usually involves paying the platform so your content can reach a wider or more specific audience. 

If you want to increase the reach of your content beyond your followers you can invest some resources into marketing that is paid:

What are Paid Ads?

Paid advertising refers to the various methods a business can use to attract more customers to their offerings. This is done by paying for ad space on SERPs (Search Engine Results Pages) but ads can also appear on other websites or social media.

Paid Ads is known as a form of marketing that introduces more customers to your products, services, or offerings by spreading brand awareness on search engines or websites. It is also possible to guarantee someone will see your ad but all of paid advertising requires payment.

There are two types of most common paid ads:

  1. Social Media Advertising: Ads that are run on social media networks. This type of ad varies depending on the platform. 
  2. Paid Search: This is where businesses bid to appear on top of search results pages when specific keywords are searched. Some types of paid search ads include PPC, display, and responsive ads.   

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In 2021 there has been over 153 billion dollars invested into paid advertising in America alone. It is one of the most effective methods of targeting a specific audience segment. Social media is one of the more popular platforms to use paid ads. On social platforms, advertisements are often referred to as “paid social”.

Here is a list of some the most popular platforms for social media advertising:

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Some of the advantages of using paid social media:

  • Increasing your audience reach
  • Increasing audience type
  • Results can be looked at and analysed much quicker
  • Content can be optimised for specific goals eg: brand awareness, website traffic

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Why Integrate Paid Ads Into Your Organic Content Campaign

When committing to a social media organic content campaign many brands can find success utilising Instagram and Twitter to maintain an audience and grow brand awareness. 

There are disadvantages to relying on organic social media content alone. For instance, all the major social media networks have ranking algorithms which means only a percentage of your following will see your organic posts. For some platforms like Facebook most organic posts gets only 5.2% reach meaning only one in 19 followers actually view the content from the page unless it is promoted. 

For most social media, organic reach has been steadily declining. Social media platforms are transitioning into a pay-to-play model where organic content alone struggles to be found by its target audience. One of the reasons is the saturation of content paired with platform CEO’s calling for a need for catered content which would be “responsible” and “meaningful.” It doesn’t look like the algorithm will change from this pattern in the near future.

Some key cons of organic content campaigns are:

  • It can take time before tangible results are achieved 
  • Some algorithms on social media can limit the reach of certain topics
  • In many cases on only your social media followers are targeted with your content

This leads to businesses underestimating organic reach and instead turning to promoting content with ads. 

On the opposite end is the reliance on paid social media while neglecting organic social media. Although paid social media seems like an expedient solution when aiming to grow brand awareness or reach it is not without cons.

Some cons of paid social media are:

  • Can get expensive over time
  • Higher risk involved to produce results 
  • To remain effective paid social media needs to be monitored and refined 
  • Only effective temporarily

Much like paid ads, organic content campaigns should not be underestimated. They are a foundational structure an ad strategy is built upon. Behind every social media ad campaign with high reach lies a creative and consistent social media presence which empowers the brand’s voice online while building up trust and relationships with the audience. 

Combining both organic and paid content effectively could prove to nullify the current disadvantages of both methods and amplify the advantages. Using a strong social media presence as a foundation to build your ad strategy around could prove effective in reaching marketing goals such as conversions, reach, or brand awareness.

But how do you combine this foundational online presence with a high reaching ad strategy. Check out the examples of methodology below including some tips on how to use these methods best:

Methods to Combine Paid Ads and Organic Content 

1. Integrate Research and Analytics people analysing data graphic

Focus on investing in research and analytics especially when starting out your campaign. Setting up an organic campaign first and tracking data from your target audience can mean you can adjust the content approach for your paid ads providing content which is more optimised for your target audience. You can also integrate a content calendar which would use the data to schedule relevant, quality, and informative content seamlessly combining organic and paid content.


2. Boost Organic Engagement

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Combining paid advertising with your organic content is one of the most effective ways to boost engagement and conversions from your content. If a particular organic post is performing well and getting engagement from your target audience you can boost it using PPC or Pay-Per-Click advertising. When you boost organic posts they can not only reach a wider audience but also provide data about your audience you may not have had before.


3. Connect with Customers

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Organic social media is the foundation of many brands operating online. The way organic social media benefits the digital marketing strategy of brands is through the establishment of connections to their audience and target market. When PPC ads are combined with analytical tracking it makes targeting a specific audience easier. Combining organic and PPC advertising can create an environment to not only nurture connections with your organic audience but build relationships with a target audience that would otherwise have not been reached. Nurturing loyalty in your followers can then lead to more engagement them influencing a new audience and cultivating brand exposure.


4. Repurpose Well Performing Content

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Some organic content performs more well than others. This can be a good opportunity to repurpose it to other channels. This can be done a few ways to maximise ROI:

  • Organically, such as a TikTok video repurposed as a reel or an Instagram post shared on Facebook. This can take your content further and expand your reach
  • Using paid ads by reposting well performing organic content as an ad. The organic content can now be easily analysed making it safer bet to post to a wider audience. Since the content is tried and tested it will be easier to appeal to the target market

Tip: But remember to build a consistent story when cross posting on different platforms which will aim to build up your brand image and reputation online. This is done when organic and paid posts online have the same imagery, branding, and a unifying message which brings the brand together while providing consistency. 


This article aimed to provide some clarity on how paid ads and content marketing can not only coexist as part of your digital marketing strategy but also compliment each other when done effectively as part of your marketing campaign.

There are a multiple strategies you can implement to use paid ads effectively on social media. With a strong social media presence and great content as a foundation for a paid ad campaign you can quickly boost your ROI in many cases. 

It is our aim that through utilising these tips and strategies mentioned in the blog that you can bring your paid ads and organic content campaigns to a higher level.