Social media marketers are likely to use both paid and organic reach tactics to connect with customers, according to a new study from technology researcher Clutch. The survey found that 86% of social marketers combine paid and organic approaches on social media. Among those combined users, nearly half use organic and paid social media equally, stats true for both B2B and B2C.

“A majority [of marketers] not only share content on their company’s profile organically, but also pay to distribute the content more widely to a carefully curated group of people,” the study says.

While paid and organic methods are used, social media marketers say one generates better results than the other. “Paid social media is believed to be more effective than organic for nearly 60% of social media marketers,” according to the study.

Given that success rate, it’s surprising that 13% of larger companies still only utilize organic social media reach. For companies that are investing in paid, the most popular platform is Facebook (66% of respondents). Other preferred channels were YouTube (34%), Twitter (33%), LinkedIn (30%), Instagram (24%) and Google+ (22%).

“Every company is suited for a paid social strategy,” says Sean Standberry, CEO of LYFE Marketing, a social media marketing agency. “If you aren’t using paid social media tactics, then your social media presence will most likely be ineffective.”

In the promotional products industry, 27% of distributors say they used social networking to obtain new business in 2015 – up eight percentage points from 2014.