If you are investing significant time in creating engaging social media content but still struggling to capture your audience’s attention, it may be time to redesign your communication strategy and establish an effective balance between organic and sponsored content.
Since Facebook’s algorithm changes frequently, it is important to continuously monitor your performance. However, there is no universal formula for success, such as an 80% paid and 20% organic content split.
Let’s examine each approach in detail.
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Organic Content
Organic content is an effective way to maintain relationships with your audience. Because it is free, you can develop a unique strategy for your brand, including:
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How often to post
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Identifying the hours and days when your audience is most engaged
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Determining which types of content your audience prefers, such as photos, videos, links, shared videos, or status updates
You can find this information in Post Insights. As mentioned, there is no secret formula for success. Testing various approaches is essential to developing a long-term strategy for your page.
The problem with organic content is that reach is about 2% of your followers, which can be pretty disappointing.
This limitation highlights the importance of paid or sponsored content.
2. Paid Content
Paid content allows you to overcome Facebook’s algorithm limitations and reconnect with your audience. Additionally, it enables you to reach new audiences who are likely to convert.
With paid content, you can remarket to individuals who have already interacted with your business through your website or social platforms, or you can target new potential customers by:
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Matching the interests that are close to your business
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Creating lookalike audiences based on custom audiences you have previously built
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Targeting demographics
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Targeting locations
It is also important to tailor your creatives for different placements. For example, you can design specific content for story formats and separate content for feeds, search, in-article, app, and site placements.
If you find managing metrics and new information for a paid strategy challenging and want to avoid unnecessary expenses, please contact us. We are happy to assist you.
