Paid Social vs. Organic Social: Creating a Hybrid Strategy
Social media marketing has evolved quite a bit over the past few years. Let's go over paid social vs. organic social and why you need a hybrid strategy.
Social media advertising is one of the most powerful tools you can use to promote your brand, connect with customers, and drive sales. With so many different ad types, features, and best practices, it’s easy to get lost in the weeds when trying to level up your social media marketing efforts — especially if you’re already familiar with tips such as “target the right audience” and “optimize your CTAs!”
Luckily, we’re here to help with these 18 lesser-known hacks for Instagram, Facebook, Twitter, TikTok, Pinterest, and YouTube.
Limit your hashtags to three to five — Instagram has said that having more than ten hashtags will not improve your distribution.
Use an Instagram bio link tool to create a landing page with multiple links rather than simply driving followers to your brand’s homepage.
Because Instagram Stories ads are disruptive, keep them as simple and to-the-point as possible — when it’s overproduced or overly busy, users may feel compelled to swipe away immediately.
Use lead ads to simplify the lead generation process by pre-populating forms with their contact information. There are also a ton of lead ad formats, including quote or demo requests, event registrations, and newsletter subscriptions.
Not getting the ad performance you hoped for? Check your Ad Relevance Diagnostics, specifically your Quality Ranking, which scores your ads’ perceived quality compared to others targeting the same audience.
Create custom or lookalike audiences by uploading data you’ve collected on your existing customers.
Add a period before you tag another user if you want all your followers to see the Tweet (and not just those following both accounts).
Tap into trending hashtags whenever possible.
Tweet often, but promote only high-performing posts with solid engagement. Putting dollars behind lackluster posts will reduce the impact of all your content. You can find high-engagement posts by visiting your Twitter Analytics account.
Grab users’ attention in the first second of the video using questions or overlays such as “watch until the end to learn more” — anything that’ll boost a sense of curiosity, suspense, or even confusion. The more people watch your videos in their entirety, the more widely they’ll be delivered.
Check out the sound partners in the TikTok Marketing Partners program — they’re available to help brands create sound and music-related strategies and original tunes.
Spend time engaging with other accounts — 77% of users read the comments on videos. Commenting boosts your account’s visibility and helps with engagement rates, which can massively help your content distribution over time.
Take advantage of Idea Pins, which use a multi-page video format, making them more engaging and actionable than regular pins.
While Pinterest doesn’t allow GIFs, you can export your GIFs as looping videos.
Keep your content vertical, ideally with a 2:3 aspect ratio. Anything else could truncate, which will hurt your performance.
Avoid adding key elements (such as CTAs) in the bottom right corner, where Pinterest’s icons go.
Adding video partners in Google’s Display Network to your YouTube ad buy can help your brand expand your audience reach by up to 20%.
To measure brand metrics, check out Google Brand Lift — a tool that can help you see how your video ads impact your audience’s perception of your product or brand in practically real-time.
If you’re unsure how to identify the best budget for your YouTube ads, use Google’s Reach Planner tool, which can also create a custom media plan for you.
Remember: Use a mix of platforms, test your creative, experiment with your audience targeting, and never stop optimizing as your results roll in. Find out how to create your paid + organic social strategy with our guides below!
Beyond these tips, check out how AdRoll’s Connected Social Ads can take your social media efforts to the next level — you’ll be able to integrate all your channels, consolidate reporting, and say hello to better performance.
Originally published on August 16th, 2022, last updated on September 20th, 2022.