Speaker 1: Social media marketing has evolved over the years. In the past, it was all about engagement and creating a more authentic and personal online presence. But now, social media is used for customer acquisition, remarketing, retention, and service. And when combined with today's customer desires for transparency, direct contact with companies, authenticity, shared values, and personal connection, social media marketing strategies are a huge opportunity to engage customers across the buying journey. Hi, I'm Keaton from Ad Roll, and in this video, we're discussing the differences between paid and organic social media strategies, why it's important to have a hybrid strategy in place, and a couple of example companies who use social media successfully. Let's get started. There are two main social media marketing strategies, paid social and organic social. Paid social is when a brand pays for advertising on social media platforms, while organic social is when a brand uses free social media tools to build and engage with their online following. Paid social is a great way to break through algorithms and connect with audiences that are unlikely to discover you otherwise. It's especially useful for promoting content that's converting well and reinforcing the messaging you convey through organic social. You can also use paid campaigns to tap into the precise shoppers you want to reach through audience targeting. On the other hand, organic social posts are a great way to engage directly with customers, manage your reputation, and encourage user-generated content. It's also free and provides an incredible opportunity to promote your company and products to a loyal audience while extending your network through social sharing. It's important to note that paid and organic social strategies work best in tandem. To make your marketing dollars go further, use organic social and other marketing efforts to determine which content is most popular with your audience before running it as a promotion. For both paid and organic social posts, keep track of analytics to determine the most effective days and times to post. Companies like Casper and Dollar Shave Club are great examples of digital native brands that give more established companies a run for their money. These brands are savvy when it comes to using social media to their advantage and understanding how to effectively target their audiences while managing acquisition costs. Another example is Headspace, an app for meditation, which uses a combination of paid and organic social media to spread its message. The company's organic social strategy aims to build a community through helpful tips and inspiration, and its paid social campaigns further solidify the brand's personality with engaging graphics that speak to customer pain points. Social media marketing is all about finding the right balance between paid and organic strategies. Paid social can help you reach a broader audience, and organic social is necessary for ongoing success. By combining the power of both, you can effectively grow, engage, and nurture your followers. And that's a wrap. If you enjoyed this video, leave a like or comment below. And if you want to see more content like this, make sure to subscribe to the AdWorld YouTube channel. Thanks for watching.