We are a content marketing business that specialises in marketing to youth and parent audiences. Within the world of content marketing our work falls into 4 pillars. Organic social, Influencer Marketing & partnerships, paid media (including social and wider digital) with content creation and production all in house.
We build full campaigns for brands, from creating the assets right through to multi-channel distribution, optimisation and reporting. In this article we focus on the harmony of organic and paid social working together. Talking about platform isolation to collaboration, the increasing similarities between the both and how we can help you build your strategies.
Previous Platform Isolation
During 2023 we noticed a spike in multiple agencies delivering varying elements of campaigns for clients. Our organic social strategists were working alongside internal teams delivering the paid elements, and collaborating with PR teams managing the Influencer Marketing. We see the value in this as long as there is communication, sharing of insights and ensuring each element of the campaign is working the hardest to achieve the objectives.
Increased Collaboration
We are now seeing more demand from brands for agencies that can handle everything ‘under one roof’. Ensuring the creative across platforms ties together seamlessly, combined reporting, one agency contact, etc.
We have a team of 4 campaign managers and execs that work across organic and paid social, and are now working closer than ever before. We’re not saying campaign managers and strategists need to be experts and implement both, but teams working closely together should understand the role both paid and organic play. Not only are organic and paid social platforms working more collaboratively to achieve results, the role of social is working smarter within the wider marketing mix.
Social has become the new search – we’ve been seeing this develop for the past few years but especially for younger audiences it really is here to stay. Audiences are using their social channels to pro-actively search for products, workouts, fashion, holidays and recipes more than ever before. We should say platforms such as Pinterest have always been the forward-looking platform for users, pro-actively searching for content rather than being served content, but TikTok, FB & IG have caught up now too.
Keywords used in captions, alt text, hashtags, image & video descriptions along with subtitles are bridging this gap between the two. It is important to ensure all audiences across social can view and understand what they are viewing, but the more context and description we give helps our content be discovered.
Success of organic content is informing the paid strategy. Showing what content is working well across each platform, where additional paid spend might help boost certain activity and is also being used as a tool for audience research and insight.
Working in Harmony
We want to help more brands figure out their next move, and begin to move towards a strategy where organic and paid social work in harmony together. With a combination of rising costs, time, lack of data to show ROI and trends we believe there is a need to streamline approach.
Hootsuite is predicting this year that brands will not try and be on all platforms, they will simply focus on 1 or 2 that work best for them. We do not disagree with this, we understand that platforms have their strengths, it’s about the timing and how you use them.
We would love to help you with a social activity audit. Looking at audiences, content, timelines and targeting across paid and organic and suggest some ways your social could be working smarter and harder for you.
With our 12 experience marketing to youth and family audience groups, we have knowledge and data to help inform our approach and would be happy to talk you through some of our predictions for 2024. Highlights include, the cost of marketing to dads and finding cheaper platforms to reach them, alongside our latest thoughts on how to be clever (and streamline budgets!) when boosting content across platforms.
If you’d like to reach out to us or a member of the team, you can email us: info@wearerocket.co.uk.
