Why your promoted content needs to be different from your organic content

If you’ve been reading our blog for a while you know that we always recommend tweaking your content for each platform you’re posting it on, both for maximum performance and to keep your audience from getting bored from seeing the exact same content over and over across their social feeds.

This is also true of your paid and organic content, even if you’re using your promoted content to target new audience members and don’t expect those following your organic feeds to see it.

Here’s why.

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Content fatigue

We’ll keep this point short and sweet since we already mentioned it in the introduction and it’s a pretty straightforward one; basically, how interested would you be in following a brand that repeated itself over and over in exactly the same way across social platforms, both in its organic posts and in promoted posts that might target you?

Chances are you’d want to unfollow that.

But if you were presented similar content around the same products and ideas in new and interesting ways, you might eventually see one that caught your attention enough that you wanted to learn more.

Calls to action

The other thing that should be different between your paid and organic content? Your CTAs. Most likely you have different goals for each content stream; promoted content might be to capture new members of your target audience to get them interested in your brand, while organic content might be there to reinforce your existing brand with your established audience and keep them coming back for more.

Be clear in your calls to action for each type of content, laying them out in your strategy. Organic content will often reinforce, but not mimic, promoted content, particularly if the promoted content is part of a current campaign.

Both should always be identifiable as your brand voice and reiterate your brand values.


As we’ve mentioned, you should have different goals for paid and organic content; promoted content might draw your audience in, but solid organic will keep them interested in your brand over time.

No matter how clever or snappy a promoted tweet is, for example, scrolling down an otherwise dull organic timeline might turn a potential customer off of your brand.


It’s impossible to know which of your content is performing well- and should therefore be used as a template and inspiration for your other content going forward- unless you measure.

We’d love to help with that, so let us know if you’d like to see a personalized demo showing you exactly how our analytics can help with your brand’s progress on social.

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Featured image by Thought Catalog on Unsplash