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What Is... Paid Social?

What Is… Paid Social? - A must-have in every Digital Marketing Strategy

Keeping your follower base up to date is great, but not all platforms are created equal, and picking the wrong platforms can definitely tank your social media strategy. Your choice depends on who the audience is, when and where they’re likely to spend their time, and what message you want to get across.

As you’ll know, there are a multitude of platforms available to you, but the most popular (and sophisticated, when it comes to advertising) are Facebook, LinkedIn, Instagram, Twitter, Pinterest, and TikTok.

The unfortunate truth is that organic reach on social media is at an all-time low, thanks to a combination of social media feed algorithms and the ever-rising popularity of using the platforms for business instead of taking transactions to your own website. This means that you can no longer get by with organic posts alone; for example, with an unpaid or organic post, Facebook limits your reach to only about 5% of your followers. In pretty much every case you need to supplement a social media campaign with paid ads or else your message will only reach a fragment of its intended audience.

Paid Social refers to advertising on social channels and paying to target very specific audiences, increasing your content’s visibility and exposure among those busy social feeds. Using Paid Social can be a super effective way to increase brand awareness, lead generation, and traffic to your website; so we say what they say - You gotta pay to play!

How can we help?

At Potting Shed, we work with you to identify the social platforms that will yield the best results for your business. We then create and deliver a social media toolkit, which makes it quick, easy and cost effective to run social campaigns that help grow your business. We’ll also post the content on your page/profile, so that your followers don’t miss out.

What we do

➔ Identify key social channels

➔ Categorise content types

➔ Build a Social Media Toolkit 

➔ Build custom audiences

➔ Post on your social platform(s)

➔ Set up and run paid campaigns to aid your objectives

➔ Meet regularly to report on performance and plan future activity

Here’s what you can expect from us

Project Management

Our PM team will organise and schedule all of the content required for the month. We will liaise with your team each month to discuss what content to promote, ensuring that you are kept up to date of any progress.


Potting Shed will create graphics for all of the posts based on the toolkit. All we will need from you is the post copy.

Posting & Boosting

Potting Shed will handle all of the posting and boosting required for the campaign, so you won’t have to worry about a thing.


We will analyse and report the performance of the posts, providing recommendations for optimisation of the campaign when required.

Regular Meetings

As well as the day-to-day communications, we will hold a monthly meeting to plan future activity, discuss the performance of the campaign, and agree on the content for the following month.

Author Potting Shed

So... what are you waiting for? Make Potting Shed your Paid Social agency of choice and let us help you elevate your social presence.

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