Master the algorithm and optimize your social media marketing strategy

In the age of social media dominance, businesses must answer one critical question: Why is your audience on social media in the first place?

The answer to this question is what guides their digital journey. Whether the goal is community engagement, driving website traffic, boosting brand awareness, showcasing subject matter expertise or increasing sales, your approach to social media should match your marketing objectives.

It’s not just about being on social media; it’s about making it work for you.

Organic vs. paid social media: When to invest

Before taking the algorithm and individual platforms into account, you need to understand your purpose for being on social media. If it’s merely for a presence, organic content may suffice. However, if you seek tangible results, investing in paid social media marketing becomes essential.

Organic social media is all about building and sustaining a loyal following, whereas paid social media advertising can be instrumental in reaching new audiences and conversion goals. If you’re just diving into the world of social advertising, check out these tips.

The algorithmic landscape

Social media algorithms wield significant influence over the visibility of your content. They reward engagement because that’s what keeps users on the platform. Content that sparks conversations, whether positive or controversial, takes the spotlight.

Both organic and paid content are subject to algorithms. When you invest in social media advertising, you’re essentially fueling the algorithm. With paid ads, you’re buying the ability to drive the algorithm to your advantage. You dictate who sees your content based on specific demographics, interests and behaviors, ensuring it reaches the right audience. By hand-selecting this audience, you’re essentially boosting the likelihood of relevancy and engagement.

One important thing to note: Just like with all things social media, the algorithm is ever-changing. You’ll likely never fully understand how and why it works the way it does, but that’s why paid social media can give you a leg up.

The art of integration

A successful strategy involves merging organic and paid content. Repurposing your organic posts within advertising campaigns can be efficient and cost-effective. However, there are instances where standalone ads, known as dark posts, are more appropriate, preventing niche, irrelevant or misdirected content from cluttering your organic feed.

You can also use advertising tools within platforms to create look-a-like audiences and reach people who may share similarities with your current audience but aren’t engaged with your brand yet. Organic posts may assume that the audience knows who you are and what you offer on some basic level, whereas social media ads give you the opportunity to take a step back and educate new audiences about what you bring to the table.

Now that newsfeeds are no longer simply chronological, organic posts can easily get lost in the algorithmic shuffle. Organic and paid social media should coexist harmoniously to ensure your content is seen, engaging the right audience at the right time.