As an artist, you might be wondering what is more effective for promoting your work: organic or paid social media. In this blog post, we will explore the pros and cons of each option and how to integrate them into a hybrid strategy that works for you.
Organic social media refers to the free content that you share with your followers and potential customers on platforms like Facebook, Instagram, Twitter, etc. Organic social media can help you:
- Establish and grow your brand‘s presence and personality
- Build relationships by sharing informative, entertaining, and/or inspiring content
- Engage customers at every stage of their buying journey
- Support your customers with customer service
However, organic social media also has some limitations, such as:
- Algorithm changes that reduce your organic reach and visibility
- High competition from other brands and content creators
- Difficulty in measuring the return on investment (ROI) of your efforts
Paid social media refers to the ads that you pay for to reach a wider and more targeted audience on platforms like Facebook, Instagram, Twitter, etc. Paid social media can help you:
- Increase your brand awareness and reach new customers
- Allows for tageted options enabling you to target specific audiences
- Drive traffic to your website or landing page
- Generate leads and conversions
- Test and optimise your campaigns based on data and analytics
However, paid social media also has some challenges, such as:
- High costs and low margins depending on your industry and niche
- Ad fatigue and banner blindness that reduce your click-through rate (CTR) and conversion rate
- Privacy changes and regulations that limit your targeting options
So, how can you balance organic and paid social media to achieve your goals as an artist? Here are some tips to consider:
- Start with a clear goal and a budget for your social media marketing strategy
- Use organic social media to build trust and loyalty with your existing followers and customers
- Use paid social media to expand your reach and attract new followers and customers
- Create content that is relevant, valuable, and engaging for both organic and paid audiences
- Test different formats, platforms, audiences, and messages to find what works best for you
- Track and measure your performance and ROI using tools like Google Analytics, Facebook Insights, etc.
Organic or Paid Social Media Conclusion
Organic vs. paid social media is not an either-or choice. It’s a matter of finding the right mix for your brand and your audience. Sometimes it is not about getting quick results. It is about building and maintaining brand loyalty. In that instance you can’t run ads to increase your customer loyalty. That will only come through organic connections that will be built over time. There will be times though when you need to get the word out about a new piece of artwork that you have finished, or an exhibition where you are exhibiting soon. That is when you need to adopt the paid social media approach.
By combining the strengths of both options, you can create a powerful social media marketing strategy that helps you grow as an artist.