Social media marketing isn’t one-size-fits-all. Whether you’re building a community through organic content or driving results with paid ads, understanding the role of each is key to a comprehensive advertising strategy. Let’s break down the basics of organic vs. paid social – what they are, how they differ, and when to use each.
What is Organic Social?
Organic Social is a foundational digital marketing strategy that helps brands build community, foster engagement, and maintain a consistent presence across major social media platforms like Facebook, Instagram, LinkedIn, X, BlueSky, and more. This marketing type is centered around authentic content that resonates with a brand’s existing followers and encourages sharing, comments, and interaction to reach new users. While Paid Social requires a budget, Organic Social gives you the opportunity to post from your brand’s handles for free, making it a cost-effective way to stay visible and engaged.
What is Paid Social?
Paid Social advertising is a powerful digital marketing strategy that enables businesses to reach targeted audiences across major social media platforms. Unlike organic social efforts, which are mostly limited to a brand’s existing followers, Paid Social allows advertisers to extend their reach using sophisticated targeting tools and a wide range of ad formats—including video, static images, carousels, and lead generation forms.
While Paid Social is often viewed as an upper-funnel tactic for awareness and engagement, it can effectively support the full funnel. Social campaigns can drive mid- and lower-funnel outcomes such as website traffic, conversions, and lead generation, fueling business growth.
Organic vs. Paid Social Media
Organic Social |
Paid Social |
|
| Overview | Engage your existing follower base and attract new users | Use advanced targeting options to reach users outside of your current follower list |
| Use cases | Foster meaningful relationships with your audience | Increase brand visibility, drive website traffic, and generate conversions |
| Cost | Share content for free | Requires advertising budget |
Social Platforms Overview + Ad Details
Meta (Facebook, Instagram) Overview
- Elevator Pitch: Facebook and Instagram are platforms that help people connect, share, and discover content through social networking and visual storytelling.
- Userbase: Facebook: 3 Billion and Instagram: 2 Billion
- Best for: A wide variety of businesses across different industries: E-commerce, online businesses, retail, subscription-based businesses, DTC, and entertainment.
Meta Ads Details
- Campaign objectives: Sales, Leads, Engagement, Traffic, Awareness, App Promotion
- Popular ad formats: Static, video, carousel, instant experience
- Recommended creative ratios: 1×1, 4×5 and 9×16
LinkedIn Overview
- Elevator Pitch: LinkedIn is a professional network for job searching, business connections, and sharing industry knowledge.
- Userbase: 1 Billion
- Best for: B2B, Software, Professional Education, Recruiting
LinkedIn Ads Details
- Campaign objectives: Awareness, Consideration (Website Visits, Engagement, Video Views), Conversion (Lead Generation, Job Applications, Website Conversions)
- Popular ad formats: Image, Video, Document, Carousel, Message, Text
- Recommended creative ratios: 1×1, 1.91×1, 16×9
Pinterest Overview
- Elevator Pitch: Pinterest is an inspiration platform where users plan, discover ideas, and curate boards for future goals.
- Userbase: 553M
- Best for: DTC, Fashion, Home Decor, Beauty, Seasonal advertising
Pinterest Ads Details
- Campaign objectives: Brand Awareness, Video Completion, Consideration, Conversions, Catalog Sales
- Popular ad formats: Standard Image, Standard Video, Max Width Video, Quiz Ads, Catalog Sales, Carousel Ads, Shopping Ads
- Recommended creative ratios: 2×3 (standard image), and 1×1, 2×3, 4×5 or 9×16 for videos
X (f.k.a. Twitter) Overview
- Elevator Pitch: X is a microblogging and social media platform where users share their thoughts and various content.
- Userbase: 611M
- Best for: Large established brands, Sports, Entertainment, Tech
X Ads Details
- Campaign objectives: Awareness, Consideration, Conversion
- Popular ad formats: Promoted Ads (image, video, carousel, text), Takeovers, Collection Ads
- Recommended creative ratios: 1×1, 1.91×1
Reddit Overview
- Elevator Pitch: Reddit is a social forum where users share content, engage in discussions, and seek advice through community-driven boards.
- Userbase: 49M
- Best for: E-commerce, B2B, Retail, Tech, Niche audiences
Reddit Ads Details
- Campaign objectives: Brand Awareness and Reach, Traffic, Conversions, Video Views, App Installs
- Popular ad formats: Free-form, Image, Video, Carousel, Conversation, Takeover (Reddit and Category)
- Recommended creative ratios: 4×3 (cross-device), or 1×1, 4×5, 4×3 and 16×9 (mobile)
TikTok Overview
- Elevator Pitch: TikTok is a popular short-form video app where users consume, create, edit, and share videos, with a focus on entertainment and creative expression.
- Userbase (US): 2 Billion
- Best for: Fashion, Beauty and Lifestyle brands, e-commerce, retail, DTC, Gaming
TikTok Ad Details
- Campaign objectives: Awareness, Consideration, Conversion (including app promotion)
- Popular ad formats: In-feed, Top View, Spark, Brand Takeover
- Recommended creative ratios: 9×16
Snapchat Overview
- Elevator Pitch: Snapchat is a mobile messaging app popular with younger audiences, offering communication through text, photos, and videos, along with unique features like Stories and Lenses.
- Userbase (US): 453M
- Best for: Companies with young audiences, Fashion, Beauty, Entertainment, Retail, Consumer Goods
Snapchat Ad Details
- Campaign objectives: Awareness, Lead Generation, App Installs, Online Sales
- Popular ad formats: Single Image, Single Video, Story Ads, Collection Ads, AR Lenses and Filters
- Recommended creative ratios: 9×16