Organic vs. Paid Social Media: Which One Suits Your Business?

What is organic vs. paid social media?

Social media is an excellent way to build a business’ presence. But it may be unclear if you should use paid or organic social media, or a mix of both?

Social media and communications specialist Susan Cruz-Rodriguez is often asked what the differences are between the two.

“I like to emphasize that both are powerful, just in different ways. Paid social focuses on reach, targeting and conversions. You control who sees the content, and the goal is usually tied to sales or lead generation. Organic social focuses on community, brand presence and trust. You don’t control reach as directly, and the value is in long-term engagement and connection,” said Cruz-Rodriguez.

The answer to which social media approach is right for your business depends on your goals. Do you want more visibility and reach — driving clicks, purchases or booked consultations with paid social media services? Or, do you want to educate, build awareness and create connections with your followers through organic social media?
In traditional marketing terms, paid social media is more like a traditional advertising bucket. Its purpose is to generate action from targeted audiences, and you’re paying to show up in someone’s feed. In contrast, organic social is more like earned media; it plays a major role in brand and reputation management and, at times, crisis communication. It can also be a safe space for your followers to feel comfortable reaching out in comments or through direct messaging, serving as a customer service hub.

Understanding both types of social media services can help you choose which is right to meet your goals. Before diving into either service, start by asking what you’re trying to achieve and what resources you have.

Which approach works for your goals?

Cruz-Rodriguez recommends when you’re deciding which type of social media to invest in, you first need to determine what you want to achieve. “Misalignment leads to missed goals, so it’s crucial to choose wisely,” she said.

If you have budget to invest, want to expand your reach, quickly build an online presence, launch a new product or drive sales, paid social media is a great fit.

If you have the time to build customer loyalty and trust, organic social media is a great option since it allows you to form connections and reinforce brand values.

But to get the best growth and follower base possible, you still need a strong organic presence to back it up. That’s why both organic and paid social media often work best hand in hand.

Cruz-Rodriguez suggests if you’re going with organic social media, you should start small with one or two platforms that best match your audience and build from there. Knowing when you should invest in one platform or the other is also important, so you don’t get lost in the storm of viral trends.

Tips to build your organic social media presence

If you want to improve your business’s social media presence, Cruz-Rodriguez says you need to start by finding the right content balance. Rather than sounding like an ad or a full-time meme channel, your business’ social media pages should feel like your authentic brand. Does your content reflect your company culture and values?

“Your page should feel like a resource, a point of contact and a real reflection of who you are as a business,” said Cruz-Rodriguez. For example, if you have 100 followers on your business page, you should focus on nurturing that relationship with those followers. “Don’t get caught up in chasing trends or trying to go viral, mimicking content that has nothing to do with your goals or your brand voice. Build a content strategy that makes sense for your brand,” said Cruz-Rodriguez.

Keeping your content straightforward, posting consistently and avoiding complicated graphics builds a strong foundation. If you believe you’re posting content just for the sake of it or are making posts that don’t feel aligned with your brand, don’t do it. Your audience will notice, and they will move on to other companies with content that feels more authentic to them.

While social media platforms are always changing, organic content always comes back to human connection. People want to feel like they’re making connections; that’s why it’s called social media. Over time, organic social media’s audience has increasingly demanded more authenticity. Now, there’s less pressure to have a picture-perfect feed; it’s more about being real, relatable and timely.

To know if your content is working for your page, conduct a content audit to gauge audience interest and see how your content compares to your competitors. Once completed, find examples of what other brands are doing right in your industry specialty and use that knowledge and inspiration to help shape your company’s social media direction.

Most importantly, stay flexible. Organic social isn’t just about making your page look aesthetically pleasing. “It’s also a way to learn from your audience, build relationships and even respond in real time during a crisis. It’s more than marketing. It is a comprehensive communication tool that can support your brand across every part of your strategy,” said Cruz-Rodriguez.

Social media in a changing digital landscape
Social media is constantly evolving, but critically important to business success.

“We’re seeing that a social presence is no longer just one piece of your brand, it is your brand. A brand’s feed is its storefront, voice, customer service, and essence all rolled into one. It’s how people will figure out who you are and whether they want to connect with you,” said Cruz-Rodriguez.

While paid social media is growing fast and being utilized more often by various companies, organic social is growing into something larger than just a community hub. “It has become a space where people get their news, discover brands, learn new things, build movements, and shop. It’s a full ecosystem that continues to grow,” said Cruz-Rodriguez.

Advancing technologies like artificial intelligence are also influencing social media, making audiences more aware than ever when content feels robotic or disconnected. This is pushing brands to be more intentional with what they are posting. Using more casual, conversational language, reflecting how people actually talk, can help separate your brand from AI-generated content that algorithms flag.

One constant with social media platforms is that they will keep changing. What’s trending today may be gone tomorrow, and new apps will come to steal audiences’ attention. “That’s why flexibility is key. You cannot approach organic social media like it is a checklist. You must approach it like it’s a living part of your brand that grows and changes with your audience,” said Cruz-Rodriguez.

Whether you are looking for quick growth to sell your latest products or want to build your brand presence or connections with key audiences, leveraging social media services will help strengthen your business. Contact SA’s social media teams to build momentum for your brand.

Susan Cruz-Rodriguez is a social media and communications specialist at Strategic America (SA), an integrated marketing and communications agency in West Des Moines, Iowa. Learn more about our social media marketing services.