Organic Social Media vs. Paid Media

Why Organic Social Media is Essential to Your Marketing Strategy

Social media is a powerful tool for businesses across the globe. However, many people think it's only about advertising your product or service to your customers, but they don't realize all the other opportunities they miss out on!

The truth is that social media is a powerful tool that allows businesses to build relationships with their customers. It's not just about selling—it's about providing value and engaging with people who may be interested in your products or services.

People don't want you to sell anything to them. They want to be educated, informed, and entertained. Give them something valuable before you can convince them of anything else. The key lies in organic marketing. But what is it, and how does it differ from paid social media marketing?

What Is Organic Social Media?

The word 'organic' describes a process that occurs naturally in its own time. So, what is organic social media? It's the process of creating content that people want to share. Organic content consists of things like blog posts and videos that provide value to your audience rather than pushing them to buy a product or service.

It is about engagement, not sales. It involves building relationships and trust. It's about building credibility, brand awareness, and brand love. If your company doesn't have a solid foundation for organic growth, it will be challenging to develop your paid efforts on top of it.

The best way to think of organic social marketing is to create meaningful connections between people and brands through sharing content that people care about. Great organic social media triggers people's intrinsic motivations to share because it helps them improve their image in front of their network by making them look smart/funny/empathetic etc.

However, the content has to be quality and relevant for it to stand out in the marketplace and make people talk.

Organic Social Media makes it easy for a brand to create brand love by putting themselves in front of their audience, who then decide whether they like them or not based on what they share. If the content resonates with them and it's interesting enough for them to share it with their network, then you have created an opportunity for your brand to be discussed positively across many different networks, which means more exposure for your business!

The best way to get started with organic social media is by creating content that resonates with your audience and then getting it out there. The more content you produce, the more likely people will share it with their network, which means more exposure for your business!

Organic growth is the foundation of every successful paid social campaign. If your company doesn't have a solid foundation, it will be challenging to build your paid efforts on top of it.

What is Paid Social Media Advertising?

Paid social media advertising is a form of online marketing. It uses the same channels as organic social media, the difference being that companies pay for their posts to appear on your feed. Paid media leverages familiar associations with a brand to win attention, and it's common practice that companies use celebrities or spokespeople to connect their brand with people's most valued relationships and heroes, such as family members, friends, and idols.

The key here is strategically using paid social media advertising—not just because it works but because it fits your overall marketing strategy. As with any form of paid advertising (such as radio ads), knowing what you want is essential before investing in something new.

For a small business, paid social media advertising can be a great way to get started. You don't have to worry about how many followers or likes your account has when you begin; instead, focus on creating ads that will reach people who fit into your target market and make them want to click through and see what else you have to offer.

If you're an established brand, paid social media advertising can be a great way to expand your reach. With paid social ads, you can target specific demographics and locations to find new customers specifically interested in your offer. This saves time and money by removing the guesswork from traditional marketing methods.

Why Put More Focus on Organic Media

When you start talking about brands, it's essential to understand how the consumer thinks. They are overloaded with ads and messages every day, trying to convince them that they need more stuff in their life, but at the end of the day, people want something simple: products and services that work reliably.

As consumers grow tired of being bombarded with ads on TV and all over social media, they will naturally gravitate towards brands they've heard about through word-of-mouth or other organic channels. And who better to tell them about your excellent product than real people who have bought it?

Your customers are much more likely to respond positively when you engage them directly via comments or questions on social posts rather than by sending out a generic ad campaign. In addition to being more effective, this approach also saves you money. Research has shown that people are more likely to respond when they feel they're being talked to rather than receive a generic ad campaign. And even if they don't respond, it's unlikely that they'll complain or take action against your company.

Every brand believes they offer something unique and are worthy of people's attention and money. While this may be true, people also want the opportunity to choose what they pay attention to and where their money goes. If you try to force them into paying attention or spending money, you're likely to run into problems. Instead, please give them a reason to care about your brand by focusing on providing value first.

When marketing your brand on social media, you mustn't fall into the trap of thinking about yourself as just another company trying to sell products and services. Instead, think about ways to connect with people personally and make them feel like your brand is worth their time and money.

There are plenty of ways to do this, but one of the most effective strategies is to focus on providing value first. This doesn't mean that you should give away free products or services, but rather that you should focus on delivering information that people want. If someone reads your blog post and finds it helpful, they're more likely to pay attention when posting about a new product or service.

Strategies to Win Someone's Attention

When it comes to winning someone's attention, there are two basic strategies:

One strategy is through paid media. This means interrupting someone's current activity, whether browsing Instagram or reading an article, and presenting your message as relevant to their interests. For example: if you have a new product and want people to notice it on social media, you would pay for ads on Facebook or Instagram (paid platforms) or even Google AdWords ads (paid platform).

Another strategy is through organic social media community building. This means being so intriguing or valuable that people come to you on their own accord and stay engaged with your brand because they believe in what it stands for. You can achieve this by creating content around topics your audience cares about, employing tactics like live streaming events where people can interact directly with creators, etc.

Combining the two strategies can be a good move, as long as you keep their respective strengths and weaknesses in mind.

The advantage of growing an organic social media community is that it is scalable and sustainable. Unlike paid ads, you don't need to pay for each visit or follower. If people like your brand, they will recommend it to their friends. If you keep creating relevant content, they will follow your brand and use your products. While paid platforms like Facebook, Instagram, and YouTube are easy to use and have large audiences, they are also highly competitive.

This means that the only way to stand out is by spending a lot of money on ads. However, this could be a problem if you don't have much of it to use. On the other hand, organic social media communities take time to build but tend to deliver more reliable results. An excellent example to emulate is Tesla.

Tesla Case Study

Tesla has built a strong presence on social media by interacting with its customers and sharing relevant content. They have created their communities on Facebook, Twitter, and Instagram that allow users to interact with each other and share experiences. Tesla regularly shares updates about their company and highlights the stories of their customers using electric vehicles (EVs). Tesla's social media presence is an example of how a business can build a strong community and provide value to their customers. Their content is relevant and engaging, and they actively engage with their users.

Regarding social media, Tesla has the most robust organic engagement among automakers: they don't spend any money on paid advertising on social media. For Tesla, Twitter accounts for 11% of its total activity (not including Musk's account), while Instagram is responsible for 55%.

In addition to its impressive presence on social media, Elon Musk's personal Twitter account has over 26 million followers—which adds to Tesla's substantial social media presence. The company can generate high organic engagement in social media because it attracts people—both supporters and skeptics—who are highly engaged.

Brand Love vs. Brand Value

If you love your brand, you've got a great start building your brand value. But if you don't know what exactly a brand is and how you can measure it, then let's take a moment to explain the difference between these two terms.

Brand love is a feeling of loyalty or affection for a company or product. Brands that inspire customer loyalty are more likely to have higher customer retention rates and increased sales over time. This is because loyal customers are more likely to recommend products or services to their friends and family than non-loyal customers (which means more people buy those products!).

Brand value refers specifically to the monetary worth of anything—from an actual house to supernatural entities like ideas and concepts. You can calculate it by summing up all its assets (what it owns) plus liabilities (what it owes).

Brand value can be tricky to measure and is often subjective. It can also refer to your reputation and how much people value your brand. Organic media can help you build your brand value by improving your reputation and increasing your company's overall worth. Organic media can also help you create a loyal customer base that will stick with you through thick and thin—and maybe even recommend your brand to others!

How Can Crant Help With Organic Social Media?

Grant's marketing automation platform helps brands assess their online performance. The Brand Tracker is a social media monitoring tool that uses artificial intelligence to help brands gather insights about their brand from the chatter on Facebook and other channels.

It gathers public data from sources like social media, analyzes if the brand is relevant to its audiences, and uses actionable steps organizations can take to improve their online presence. Brands can use these new tools to take advantage of changing social media trends.

The AI also provides a dashboard interface that allows brands to track their metrics, set performance standards, and generate real-time analytics.

What Kind of Insights Can It Generate?

The AI tool has a broad set of features that allow it to generate insights into the brand's performance. You can use it to identify the most effective way of reaching your target audience, find out what content resonates most with them and identify other brands performing well in your niche.

Some insights compare your brand with other brands in the same industry. This lets you see how your brand performs against competitors and benchmark brands. It also helps you identify areas you can improve or focus on to boost performance.

The tool also provides insights on a brand's Brand Love, the share of voice, share of engagement, sentiment, and other key performance indicators. With this information, brands can set goals and create strategies that will help them improve their performance.


Understanding how consumers interact with your brand and what they like and dislike is the best way to increase brand love. Marketers can then use this data to make data-driven decisions on effectively nurturing relationships with consumers, ensuring their loyalty and long-term​investment in the brand.

By leveraging this data and insight, companies can make data-driven decisions on effectively nurturing consumer relationships, ensuring their loyalty and long-term​ investment in the brand.

With Crant's brand tracker tool, you can track your social media profiles and campaigns from Twitter, Instagram & Facebook, among others. If you want to get more out of the time spent on social media today, then Crant will help make this happen. Contact us today for more information on our brand tracker and how you can use it to grow your business.

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