#AskTheBrandingExperts: Balancing Organic and Paid Social Media
Let’s be honest...navigating the world of social media as a small business can feel like a guessing game. Between trying to stay visible, engage with your audience, and actually grow your business, many of our clients ask the same thing: Is organic content even worth it anymore? Or should I just focus on paid ads?
The truth? You need both, because they serve different purposes.
Organic social media is your foundation. It’s where you build relationships, develop your brand voice, and tell the story of your business in real time. This is where people get to know you—not just what you sell, but who you are. Whether you're posting behind-the-scenes content, sharing helpful tips, or highlighting client wins, organic content helps your audience feel connected to your brand on a deeper level.
“Organic content is where the trust happens,” says Sav, our Content Strategist. “It’s where your brand voice shines, your story gets told, and your people feel like they know you—not just what you offer. That’s what keeps them coming back, even when they’re not actively shopping.”
On the flip side, paid advertising is your fuel that powers the growth. It’s what helps you reach new people - those who haven’t followed you yet, or maybe visited your page but didn’t take action. Paid ads are incredibly useful for things like promotions, product launches, or driving traffic to a specific landing page. They’re designed to get in front of the right people, quickly and efficiently.
But as Robi, our Project Manager, puts it: “You can run the best ad campaign in the world, but if someone clicks through and your feed is empty or outdated, it’s not going to convert. Paid ads bring people in, but your organic content is what convinces them to stay.”
That’s why we never recommend choosing just one. The most effective social media strategies blend both organic and paid efforts. Organic content builds connection and credibility. Paid content drives action and growth. They work best when they’re working together.
To help our clients understand this balance, Sav often uses an analogy we love: “Think of organic content as your daily conversation and paid ads as your billboard. A billboard might catch someone’s attention, but it’s the conversations—the consistent, authentic posts—that build a real relationship.”
If you’re just starting out or your budget is tight, don’t stress. You don’t have to throw thousands of dollars into ads to make progress. A thoughtful organic strategy, paired with even a small, well-targeted ad spend, can move the needle in meaningful ways. The key is knowing what your goals are and building a plan that reflects them, something we help our clients with every single day.
So yes, organic content still matters. And yes, paid advertising does too. But the magic really happens when they work together—intentionally, strategically, and in a way that supports your growth without burning you out. If you’re not sure where to start, or you’re feeling stuck trying to manage both on your own, we’re here to help. Whether you need a full content strategy, ad management, or just someone to walk you through what’s actually worth your time, we’ve got your back.
