Marketers can effectively use paid and organic pathways on the same platform to offer different brand narratives.
Even when operating within the same channel, paid and organic media can be two different channels. For example, sports equipment company Under Armour features collaborations and promotions around specific product range for paid content. The brand narrates stories of athletes who use their products without explicitly mentioning the brand name itself for its organic posts.
Brands must leverage channels that target audiences are most active on, strike meaningful conversations with users and integrate messages across platforms. Footwear and apparel brand Allbirds maintain its core messages of sustainability and comfort, irrespective of channel and occasion.
Even their Christmas-themed newsletter, the brand’s content spoke about how its products are light and comfortable. Brands must also understand demographics and user behaviour specific to platforms to offer relevant content. Instagram, for one, skews females, while Twitter has a larger male audience.
[10 minute read]