Organic Vs. Paid Social Media Marketing. Which One Do You Need in 2020?

12 min read

Organic Vs. Paid Social Media Marketing by IKF
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Role of Video Ads in Fostering your Brand Image. People are spending more than a billion hours watching Youtube videos. It comes to around 100,000 years, which is more than all of human history in a single day. That’s startling, isn't it? In addition to YouTube, video content on Facebook, Instagram and other social media platforms too have made a breathtaking leap. Whether it’s a makeup tutorial or a trailer for an upcoming blockbuster, people are more connected with the online world than ever before. The context here is to highlight the growing power of video content. As a PPC agency in India, the IKF believes video content to be a potential marketing tool for establishing connection with the customers. It’s an effective way to capitalize media platforms and gain business advantage. Creating awareness and building confidence through video ads. Seeing is believing, the adage is perfectly relevant in today's digital era. Videos are more engaging to a user than mere text. You can use video ads to explain a brand new product that’s hard to describe or even show why your brand is better than the competitor’s. Building customer trust is important for all businesses but is alo the trickier part. You need strategic and consistent brand messages to move closer to your marketing goals. Offering PPC services in India, we look at the rising popularity of video content as an opportunity to create meaningful interactions with the audience and to make your brand more approachable and genuine. As it's clear that video ad campaigns are key to your business growth, let’s take a look at some of the essential elements that define a good quality video. Professional grade presentation: Be it your website blog, videos, imagery or more, the quality of the content determines how well the viewers ingest your message. It is a reflection of the company’s standards. So, make an excellent first impression by displaying professionalism and competence with top quality content. Specifically, when talking of video ads many different factors come into play that define the quality of the content. A good script, smooth visuals, and perfect sound design are elements that can’t be missing. Just remember that users are very choosy, they won’t take a second to skip your ad or, worse, ignore it if it doesn’t match their expectations. Working as one of the PPC companies in Mumbai & Pune, we recommend our clients to focus on producing pieces that have a professional finish and meet the expected quality standards. Demonstrate your expertise through explainer videos: People when browsing online are usually trying to find a solution, the best one, to their specific problem. Therefore, when you offer useful and relevant content you set up yourself as a reliable source of information that prospects can trust. Off all the approaches adopted for sharing knowledge online, explainer videos stand as the most effective one. These are very short, usually animated pieces that are specially designed to illustrate complex business ideas (or concepts) in simple and engaging ways. What makes these videos stand out is that they are neither too promotional nor a persuasive sales pitch. Instead, they introduce the company’s products/services that subtly addresses the audiences’ pain points or needs. The ad is built around a captivating storytelling that resonates with the experiences of the prospects. They help create a personal connection and foster trust of the prospects. Humanize your brand: Brands are meant for humans, so why do some marketing messages seem so robotic? The difference between marketing that leaves an impact and the one that is easily forgotten is the ability to create a relatable and humanized message that sparks an instant rapport. To ensure lasting relationships with your prospects, you need to convince them that your brand actually cares about them and their problems. Real branding goes beyond flashy logos and display of products. Some intangible, emotive and narrative elements are what really give your brand a leg to stand on. A video content that’s relatable, interesting, empathetic, and, above all, humans serves the purpose. Company story videos and customer testimonial videos can do the magic! Company story videos are perfect channels to convey your brand’s culture, core values and/or story. The central idea is to show the “human element” side of your company and bring the audience closer to your brand. Here you need to be honest and genuine with your narrative. No other company will understand your journey better than you, so take the opportunity to tell your audience what drives you and what you stand for. Customer testimonials where people actually share their experiences with the brand’s products and services can serve as a motivating factor for others to follow the suit. It’s a culmination of small efforts and new ideas that finally contribute to a successful marketing campaign. So, don't overlook these suggestions. Even the leading agencies, offering digital marketing services in India would reinforce the above statements. If you successfully implement the above tips for your marketing campaign, there are good possibilities of bridging the gap between your brand and respective audience. Now you know the importance of video ads so what next? You need to promote your videos rightly on the most suitable platforms. Be it Youtube, Facebook or more, we can help you reach your marketing goals with our digital marketing solutions. As a PPC company in Pune and Mumbai, we can guide you through the ins and outs of the digital landscape. So, don't miss the opportunity. Take advantage of our experts and get ahead of your competition! For more information about our online marketing services, call us today on +91 88888 66110 or e-mail at

Today, social media marketing in India has become an industry in itself. It offers a multitude of tools to get your campaigns across your target audience.  Every option it offers is so dynamic and rich in its functioning that an entire campaign strategy can be formulated around it.

For example; Like-Ads.  Like-Ads is a Paid Marketing feature on Facebook which allows increasing the number of likes on your page, as there is an actual like button embedded in your ads.

But to fully reap the benefits of every feature, you need to understand them at a fundamental level, the main purpose of it and the results that can be expected from it. Generally, all features are categorized under 2 main types; Paid marketing and Organic marketing. These 2 terms categorize different features from a spending perspective.  But there’s a lot more to it than you think. Both categories have their own unique benefits and purposes, which needs to be well understood in order to attain optimum engagement on social media.

So let’s understand Organic Vs. Paid marketing in detail

Organic Marketing:

Organic, like the word suggests, means natural… letting things happen on their own. Organic marketing entails the use of free tools on social media to make ad postings and interact with people who respond to it, to build a community. This is the most basic of all digital marketing agency in Mumbai.

The purpose of Organic Marketing:

Organic allows you to build an image for your brand in a slow and steady manner. Ideally, you would be required to make ad postings that contain highly informative, engaging or inspiring content that can naturally grab the attention of the viewers. These ads will automatically appear in the feeds of everyone who are following your page.  Once people start liking your content, you can start posting more specific content that boasts about your brand and highlights the USPs.
As the content engagement increases, you can also start interacting with your followers via comments made on your posts or via personal DMs as they would probably be interested in learning more about your product.  Organic stands as an exciting opportunity because people usually get irritated by sponsored ads [paid posts] or boosted ads on their feeds. They love seeing something appearing on their feeds naturally for a change.

What kind of Organic Marketing ads can you run?

Organic allows you to do a variety of fun stuff. You can create informative posts, trivia posts related to your brand or industry, awareness posts, videos etc.  You can also create posts that promote your blogs [posted on your website or elsewhere] via simple posts with eye-catching visuals.

The results of Organic Marketing

Natural brand building. People get to see your creativity; the exciting ideas you share that makes them curious or intrigued to try your product/service.  Plus, people always trust something that they voluntarily react to, unlike paid ads. This generates a lot of genuine interest in your page and helps in creating a strong social community of brand loyalists and increasing brand awareness.


Also Read: How to Use Hashtags?

Paid Marketing:

Paid marketing happens when your brand is ready to take the next step or go a step further.  Paid ads are basically ads that are forced into people’s feeds so that they don’t miss it. These are ads that can be targeted towards specific people based on different demographics, for a specific amount of money.

The purpose of Paid Marketing:

Paid marketing works best for boosting sales, acquiring more leads in smaller timeframes and ad-hoc promotions. As the ads are sponsored, you don’t have to work too hard on creating creative content. People will be engaged anyway as they will be repeatedly targeted [depends on your ad run settings] with the ads.

The ads are helpful in generating a large number of leads or increasing conversions, as they are clickable. You can link your websites or e-commerce pages with your ads. The money charged depends on the ad model used by the platform.  Most platform use a pay-per-click model i.e. you pay for the amount of clicks your ad gets.

What kind of Paid Marketing ads can you run?

You can run a plethora of ads.  For starters, you can run boost ads for your existing organic ads on a platform like Facebook. This will boost your brand’s presence on the platform. Then you can go for lead-generation ads which can be developed from a very straightforward perspective i.e. content that says exactly what you want like “50 % off on shoes”, “discount on all new products” or “try the best Italian in town” etc.

You can also go for the video ads which are typically 10-15 seconds long.  You can plan for such video ads separately, or even re-use existing video ads by shortening/editing it to fit the social media platform’s video ad guidelines. Any established social media marketing agency in Mumbai will offer you this service.

The results of Paid Marketing:

Quantified results!  If you have goals or targets that are quantified in nature, then paid marketing is the way to go. With advanced paid marketing tools on all social media platforms, it is very easy to track and monitor all your ad spends, engagements and ad clicks. This, in turn, makes it very convenient to measure your ROIs and offers adequate data to deem paid marketing worthy of the spends.

So, paid or organic marketing? Which one do you need!  Actually, you need both. You need both at different times and at different scenarios.  The more important choice you need to make is, the platform you choose for ads.  You need to find out where can you easily find a target audience and make a strong community/following out of it.
I Knowledge Factory is a leading social media marketing company in Mumbai that offers full-fledged social media marketing services.  To know more, visit IKF @