Organic social media relies on building a community and sharing content that naturally reaches your audience, while paid social uses advertising to display your content to specifically targeted demographics.
- Advanced Targeting: Current systems include highly granular audience targeting on platforms like Facebook, Instagram, and LinkedIn, allowing you to reach customers based on location, interests, behaviours, and even life events – crucial for Australian businesses with specific regional focuses.
- Automated Bidding: In 2026, platforms now feature AI-powered automated bidding strategies that optimise ad spend for maximum return, adjusting in real-time based on performance.
- Creative Formats: Platforms support diverse ad formats, including video, carousels, collections, and lead generation forms, allowing for personalised messaging.
- Compliance Tools: Australian Consumer Law compliance is increasingly integrated; platforms offer tools to ensure ads are truthful and don’t mislead consumers.
As of early 2026, the algorithms governing organic reach continue to favour content that fosters genuine engagement, meaning consistent, high-quality posts are vital. However, relying solely on organic reach can be slow, particularly for new businesses. Paid social offers immediate visibility and allows for precise measurement of campaign performance, providing valuable data for optimising your marketing spend. The ACCC’s focus on digital advertising transparency also means careful ad copy and targeting are essential.
Instead of navigating these technical complexities and algorithm changes yourself, let ROI.com.au handle your social media strategy. We can take care of all this for you.
