In the ever-evolving world of social media, the battle for reach and engagement is a never-ending struggle for businesses. In this blog post, we'll explore the key differences between organic and paid reach on social media, their advantages and disadvantages, and help determine the best social strategy.

Organic reach refers to the number of people who see your social media content without paid promotion or advertising. It's essentially the result of your content's quality, relevance, and the engagement it generates. Let's look at the benefits of organic reach:

1. Authentic Engagement: Organic reach allows you to connect with your audience on a more personal level. When people engage with your content naturally, it often means they genuinely appreciate what you're sharing.

2. Building Credibility: When your content gains organic traction, it can enhance your brand's credibility. People are more likely to trust content that others are engaging with and sharing.

3. Long-Term Benefits: Building organic reach takes time and effort, but the results are often more sustainable in the long run. Your organic audience can become loyal followers who stick around even when you're not actively promoting content.

Paid reach, on the other hand, involves investing in advertising to promote your content to a larger, targeted audience. Let's examine the advantages of paid reach:

1. Instant Visibility: With paid reach, your content can appear in front of a broad audience almost immediately. This is especially useful when you have time-sensitive promotions or announcements.

2. Precise Targeting: Social media advertising allows you to specify your audience based on demographics, interests, behaviour, and more. This precision can be highly effective in reaching your ideal customers.

3. Scalability: Paid reach can be easily scaled up or down to fit your budget and objectives. You have control over how much you spend and who sees your content.

So, which is better, organic or paid reach? The answer lies in finding the right balance between the two, depending on your goals and resources.

1. Set Clear Objectives: Determine your goals for social media. If you're looking for immediate results, consider allocating a portion of your budget to paid reach. If you're focused on long-term growth and credibility, invest more in organic strategies.

2. Experiment and Analyze: Be bold and experiment with both organic and paid approaches. Use analytics to evaluate what's working best for your specific audience and adapt your strategy accordingly.

3. Content Quality Matters: Regardless of whether you're aiming for organic or paid reach, high-quality, engaging content is essential. Create content that resonates with your audience and encourages natural interactions.

Both approaches have their advantages and disadvantages, and the best strategy for you will depend on your goals, budget, and target audience. Ultimately, a well-balanced combination of organic and paid reach can help you maximize your social media presence and achieve your desired results. Remember that social media is a dynamic environment, so staying adaptable and informed is your key to success!

​In an era where social media dominates the digital landscape, businesses must continually evolve their strategies to stay relevant and engage with their target audience effectively. One crucial aspect of this evolution is the choice between hiring a content creator or a photographer to curate your social media presence. While photographers undoubtedly play an essential role, there are compelling reasons why you should consider hiring a content creator for your social media needs.

Content creators are adept at generating a wide range of content beyond just photographs. They can produce engaging written content, design eye-catching graphics, and even create videos that tell a compelling story about your brand. This versatility ensures that your social media remains dynamic and adaptable to ever-changing trends and platforms.

Content creators excel in storytelling, a critical element of successful social media marketing. They can craft narratives that resonate with your target audience, helping them connect emotionally with your brand. Whether it's through blog posts, captions, or video scripts, content creators can convey your brand's message effectively and authentically.

Social media success depends on maintaining a consistent presence. Content creators can help establish a content calendar that ensures a steady stream of posts, keeping your audience engaged and interested. They are skilled in planning and scheduling content in advance, relieving you of the constant pressure to produce fresh material.

The digital landscape is ever-evolving, with new trends emerging regularly. Content creators are often more attuned to these trends, enabling them to incorporate popular hashtags, challenges, and formats into your content strategy. This adaptability keeps your brand current and in touch with what's relevant.

​While photographers are essential for capturing stunning visuals, content creators offer a holistic approach to managing your social media presence. They bring versatility, storytelling expertise, and a deep understanding of audience engagement to the table. If you're looking to elevate your social media game and create a lasting impact, hiring a content creator like the team at T Squared is a strategic move that can take your brand to new heights in the digital realm.

My very initial experience with Nuit Blanche was the first year it happened in Riversdale. As a former art student, I was super curious to see what the festival had in store. One of the memories that stuck with me through the years was when a stranger approached me from behind a darkened doorway and offered me a photocopied zine. It was about ten pages long, and it had all kinds of collaged art, photography and poetry printed on multicoloured pages. I'm pretty sure this had nothing to do with the organized festival, but it set the tone for an immersive experience. It prepared me to be on the lookout for unusual and exciting events, fleeting moments of brilliance. The city I knew, for one night, would offer me new and vibrant experiences. 

The zine aesthetic became one of the core visual directions that I pitched to the communications committee. I was glad that most of the board was old enough to remember what a zine was, and the rest caught on quickly with a few visual references.

​One of the main challenges we face with event-based campaigns is that the previous years are often not always consistently documented. Thankfully we had some great photos from @jaekimphotography to use in our collage art for the pre-promotion of the festival. We also did some interview-style videos with a few board members and the curator to add depth to the online presence. We focused on a few key areas, including volunteering and the history/purpose of the festival. 

This year, one of the committee's main goals was to grow the festival beyond the core group of supporters who had come to love NBYXE. This required moving back to some 100 level conversations and getting into the fundamental DNA of the event. When we look at the barrier to entry for people new to the festival, it's always a question of how we can remove anxiety and guesswork. The goal is to create a sense of empowerment, safety and comfort. Video was the best way to do this.

​One of the big wins this year was the introduction of curated experiences. The committee developed five routes that were based on how people may want to experience the festival. Each route included an approximated time frame and a stop-by-stop guide. Beyond being a practical tool for many attendees, it was also a way to express the festival's values. For example, the Family route mapped out the most interactive kid-friendly exhibits and the Emerging Artists route, highlighting the newest artists joining Nuit Blanche.

We also worked with a few of the artists to create short pieces about their work. We made a series of video portraits using footage we created and photos/videos provided to us. Check out Monique Martin's video talking about her installation. 

​Through our coaching sessions with NBYXE, we discussed and developed many tactics to capture the fleeting nature of the festival. There was a lot of talk about how at Nuit Blanche, people felt if they blinked, then they might miss something. So education was vital to preparing attendees with the tools they needed to enjoy their experience. And with the addition of the 33rd Street district and bus service, the festival really became city-wide. 

We filmed the entire festival with two videographers to capture all the exhibits. Documenting the event was important for many reasons, including creating assets to speak to future sponsors, artists and community partners. 

Overall the experience of coaching the communications committee and managing their social media for the event was an absolute pleasure. As a long-time fan of Nuit Blanche, this project was really a dream come true for all of us at T Squared. Thank you.

Nuit Blanche Saskatoon is a free, night-time arts festival that showcases and celebrates art and culture. The festival gives attendees of all ages a chance to enjoy and engage with Saskatoon’s thriving arts scene. It offers the unique experience of exploring Saskatoon's public spaces late into the night in a safe and fun environment. For more information about Nuit Blanche visit www.nuitblanchesaskatoon.ca.