Organic vs Paid Engagement


Social media is one of the best ways to grow your sphere of influence. There are different methods to grow your number of followers, but the two most important are organic (free) versus paid.


Organic, or natural followers, connect with you as a result of your activities on the network. However, it does take time to execute to see the results of your efforts. The number of followers you can get using these methods can deliver slow but steady growth.


Paid engagement costs money, but you can see instant results. Set up your ad once, and it will keep on running until the stop date, or when you manually pause it. You can gather hundreds of followers in one day, as compared with growing your following organically over weeks, months or even years. The drawback is that it will cost money. However, social media ads are usually highly targeted, and cheaper than Google Ads. The systems are also easier to use than Google, and there is less of a steep learning curve.

Organic methods

Organic methods are easy to implement once you have built a page on the social network of your choice and optimized it to make it look as attractive as possible.

Shareable content

Produce a range of content that will be of interest to your target audience. The content should include:

  • Brief written content
  • Images
  • Memes
  • Infographics
  • Video
  • Free ebooks
  • Free handouts

The free items can serve as an incentive to get people to sign up for your email marketing list.

Remind to share. Tell your audience to feel free to pass the information along to others who might be interested.

Brand each piece of content you would like to share by including your URL. In this way, those who receive it from others online will know to go to you for more information.


Hashtags (#) are a useful way to join in trending conversations and encourage people to interact with you. If they click on the hashtag, they will be able to see all content published about that topic.

Paid methods

Most social media site ad systems are similar to one another, and will allow a few basic ads.

Page promote

Promote your page in order to get people to like it, so you will get more followers.

Post promote

Promote a popular post to get even more people to see it and, hopefully, like your page as well and begin to follow it.

Ads from scratch

You can create an ad from scratch using an image, interesting headline, useful content and a URL to send them to for more information.

Goal-based ads

On Facebook, you can create an ad from scratch in Ads Manager using one of the goals they have set. It will then give you a template to help you create an ad that will meet your marketing goal.

If you have a budget, start with Page promote and goal based ads and see what a difference it makes to your traffic.