A new study finds that organic content shared on Facebook performs just as well as sponsored ads.

After Facebook allowed brands to sponsor posts on the social network, marketers might have worried that their organic social media content would get lost in the noise. However, organic content is still neck and neck with promoted posts for social media impressions without the added reach and visibility that sponsorship provides, according to a recently released WiseMetrics study. This proves that natural content is still one of the best ways to drive results and engage customers.

The number of organic impressions for promoted and un-promoted posts were roughly the same on a large scale. A purchased ad receives around 1,000 impressions for every 1,000 impressions an un-sponsored post earns.

Brafton previously reported that social media users are more open to promoted content than internet users performing search queries (44 percent said they think it’s important that social media content be personalized). Therefore, brands may not alienate their prospects by pushing content on their newsfeeds, but it’s wise to approach with caution.

A purchased ad receives around 1,000 impressions for every 1,000 impressions an un-sponsored post earns.

WiseMetrics data indicates that Facebook’s algorithm does not punish brands for sharing spammy content on users’ newsfeeds, but the social network recently updated its ranking signals. To remain at the surface of constantly churning social discussions, businesses must share information that’s timely and relevant. Facebook says it will now filter out updates that do not receive clicks and engagement – a sign that users deem these posts valueless – as a way to improve its user experience.

Due to Facebook’s algorithmic changes, marketers may find that brand content that previously hovered at the top of screens quickly falls to the bottom if it does not entertain, educate or offer viewers exclusive access to products and services.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.