Organic vs Paid Social Media: Where to Start

Social media is a critical part of any marketing strategy, but choosing between organic and paid content isn’t always clear cut. Each plays a different role, and the right mix depends on your goals, budget and resources.

Here’s a breakdown of what organic and paid social media are, when to use them, and how to prioritise your efforts.

What is Organic Social Media?

Organic social media refers to any content you share for free on your social media accounts including posts, stories, reels or comments. It’s used to build trust, engage your audience, and keep your brand top of mind.

Best for:

• Brand awareness and community building

• Customer engagement

• Showcasing company culture or values

• Ongoing relationship with current followers

Limitations:

• Reach is often limited by platform algorithms

• Results are slower to build

• Harder to target new audiences at scale

So, Where Should You Start? Start with Organic if:

• You’re building a new brand or audience

• Budget is limited

• You want to establish credibility and brand personality

• You need content for your website or email campaigns to link to

Organic gives you the foundation. It helps validate your messaging, refine your tone of voice, and show your audience who you are before you spend to reach more people.

Start with Paid if:

• You have a clear offer or campaign to promote

• You’re launching a new product or service

• You want to drive short-term results (clicks, leads, sign-ups)

• Your organic content is performing well and ready to scale

Paid social is best when you have proof of concept and want to amplify it. It works best alongside strong organic content that builds trust and depth.

Final Takeaway:

You don’t have to choose one over the other – the most effective social strategies combine both. Start where it makes the most sense for your business and build a balanced approach from there.

Need help building a social strategy that works?

We help brands plan, create, and manage high performing organic and paid content.

LET'S CHAT