Paid vs. Organic Social Media: Kyle Lorber Explains What You Should Be Using and Why

Kyle Lorber

December 22, 2020

Social media marketing is essential to stay competitive in today’s world. 73% of marketers say that social media marketing has been effective or very effective for their business. 54% of customers use social media to research products before they make a purchase. Kyle Lorber has years of experience in managing social media. Today he’s here to explain the difference between paid and organic social media, and what you should be using.

What’s the Difference Between Paid and Organic Social Media?

Kyle Lorber says that In simple terms, organic social media is free to post. Paid social media costs money like other types of advertising. A key difference is that organic social media will show up in the feeds of the people that follow you. Paid social media will show up in the feeds of the demographic or audience that you choose to target with your campaign. 

Kyle Lorber explains that the two types can also be combined. If you have a well-loved organic post, you can pay to “boost” it, which means that it’s shared with a wider audience. 

Generally, organic social media will target existing customers. These consumers already know about your brand. They will either already be customers or they will be considering becoming customers. Kyle Lorber says paid social media targets consumers who don’t have an interest in your company. It puts you in front of potential new customers. 

Kyle Lorber Explains the Benefits of Paid and Organic Social Media

Organic social media allows you to interact with your customers and show your appreciation for them. It’s a great way to build your brand and learn more about your customers. Kyle Lorber says that user-generated content can also be beneficial. This creates social proof and takes a little pressure off your marketing team. Organic social media is also free to post. There can be costs associated with content creation itself, but it should still generate a high ROI. 

Kyle Lorber says paid social media allows you to run a highly targeted ad or campaign. Reaching a large number of people isn’t nearly as important as reaching the right people. You can target your ads based on location, age or gender, or by particular interests. Each advertising dollar spent goes to reaching exactly who you want it to.

Kyle Lorber notes that paid social media isn’t bogged down by algorithms that can prevent your followers from seeing your content, which increases your visibility. Organic posts only reach 2% of followers due to algorithms. 

What Should Your Strategy Look Like?

When it comes to organic vs. paid social media, Kyle Lorber says the right answer is both. Organic social media allows you to build a better relationship with existing customers. Paid social media allows you to reach new potential customers.  Both are an important part of your overall marketing strategy.