When we talk about social media marketing, “organic” and “paid” are often treated as two separate lanes. Organic is the content posted to a show's social channels without paid promotion, while paid social uses advertising dollars to reach targeted audiences. Both apply to content posted on a show’s official account.
In the simplest terms, that’s true, but these days, the labels cover much more than that.
For a theatrical campaign, organic and paid social should work in tandem toward the same goals, each bringing different strengths to the campaign. While the paid and organic social teams are different and sometimes in different departments, their work together leads to the strongest campaigns. Organic builds the world and a community people want to be part of. Paid helps introduce that world to new audiences.
Understanding what each does best — and, more importantly, where they overlap — can make both sides of a campaign stronger.
