Should your company be using organic or paid content to reach your social media objectives? Well, it depends on your marketing objective. Are you trying to engage your current audience or reach new users? While organic reach could have been possible a couple years ago, the algorithm changes on social media make organic reach success more difficult. Reach is not free anymore.
An anonymous interview with a UK social media agency executive reveals the truth behind brand’s views on organic vs. paid reach. The reality of reach not being free anymore hasn’t sunk in for most brands. If you want something to be seen, odds are it needs to be paid. Organic content is essential for talking to people who already know your brand. Times have changed, and if you’re looking to expand your audience, paid media is a necessity.