Organic vs. paid social media marketing

Abstract

Organic social media marketing is a digital marketing strategy that allows a company to promote their brand or product without the need to invest money. Paid social media marketing is another strategy a company can use to promote its business and product, but unlike organic social media marketing, paid social media marketing requires an initial investment.

This thesis aims to determine whether paid marketing provides better results when it comes to followers and views per post than organic social media marketing for Cyfin. Cyfin is an online persona of a music creator. The goal of Cyfin is to reach the right audience on the social media platform known as Instagram to engage with the content shared on the account.

To achieve this, both organic and paid social media marketing methods are used on Cyfin's Instagram account. Both social media marketing methods are given 14 days to gather the necessary results, which will be turned into graphs and compared.

This research indicates that paid marketing provides better results in followers, accounts reached, and views per post. The organic social media marketing method can reach the right audience but requires much more time and effort. Meanwhile, the paid social media marketing method provides a higher number of followers and views per post at a faster pace.

A suggestion for future research would be to have a more extended testing period to gather more accurate results. In addition, keeping up with the trends is an essential aspect of this research and should be considered in future research. Furthermore, in future research, the amount of money used to promote the content could be higher, which will play a significant role in the results.