Paid Social vs. Organic Social: Creating a Hybrid Strategy
Social media marketing has evolved quite a bit over the past few years. Let's go over paid social vs. organic social and why you need a hybrid strategy.
From Snapchat to TikTok, there are many short-form video platforms for social media users to spend their time on. Younger generations have flocked to these apps, enjoying the thrill of limited-time content and snackable pieces of entertainment.
Of course, the pivot from traditional media forms to mobile-only, 30-second video clips should come as no surprise, considering how millennials and Gen Zers are labeled the “instant gratification” generations.
To cement themselves as a major player in the field (or, in other words, compete with TikTok’s capacity to achieve 1 billion global downloads in 18 months), Facebook launched Instagram Reels in August 2020. Capitalizing on TikTok’s woes — namely privacy concerns and a potential federal ban — was a strategic move for the tech behemoth. Now, young digital natives have two platforms that offer similar creative features that allow them to create and binge on 15 to 30-second video clips.
With the digital media landscape no longer resembling what it was 12 months ago, marketers must make an effort to keep up. Here is everything you need to know about Instagram Reels:
By providing tools to create fun and engaging content, Reels is a great way for brands to increase their Instagram reach and develop their communities. Given its relative newness, it’s a prime opportunity to cement your company as one of the platform’s early adopters (less competition for views!).
If your brand already has a strong and savvy Instagram presence, hopping onto Reels allows you to test out short-form content while guaranteeing engagement from your existing followers. Or, if you’re not quite an Instagram pro yet but don’t want to spend the time and resources to learn and flesh out a TikTok content strategy, trying out Reels won’t hurt either.
Ultimately, even though there aren’t advertising opportunities on Reels yet, it is owned by Facebook — the king of social media monetization. As the platform develops and the user base grows, we’ll likely see it become a playground for marketers. When this happens, it helps to have already mastered the features and functions.
For more on connecting with customers through social media:
For the uninitiated, Reels may sound indistinguishable from Instagram Stories — short-form videos, text effects, filters, and stickers can be found in both. But here’s what makes Reels unique:
For more on Instagram stories:
Unsure of how you can effectively convey your value proposition, brand identity, and call to action in less than 30 seconds? It’s not easy, but here is some inspiration:
For more social media content ideas from powerhouse brands:
Stuck on what effects or audio to add to your Reel? Here are the ways you can easily search for trends:
For more social media resources:
Ready to join the likes of Sephora and Walmart? Before you hit the record button, you’ll want to take a moment to review your Instagram presence. Great Reels can rack up hundreds of thousands of views, and you’ll want your viewers to click onto a profile that is optimized. Ultimately, your account should sell the idea that following it is worthy of people’s limited time and attention.
If you’re trying to gauge how your social media efforts contribute to ROI, check out how AdRoll's Instagram advertising platform can help you gather reliable and comprehensive data to make better decisions.
Last updated on May 22nd, 2023.