Rethinking Social Media Marketing: Paid vs Organic

Remember the wave of so-called “social media experts” who once insisted that brands invest in organic social media? They preached that with enough posts, likes, and shares, companies would naturally grow their following, boost brand awareness, and achieve their marketing goals-no hefty ad spend required. Organic social, they claimed, was a direct, authentic way to connect with consumers. But a few years later, we find ourselves in a different landscape. Now, these voices of authority look increasingly misguided, as organic reach plummets and algorithms continue to prioritize paid content over organic posts.

The rise-and fall-of these recommendations highlights a critical issue in digital marketing: too many experts overpromise and underdeliver. Today, it’s time to call it out.

The Organic Social Media Myth

The social media “gurus” who pushed the organic-only strategy were selling brands on an idea that social media platforms actively undermined as they matured. Early on, organic reach on platforms like Facebook and Instagram was robust. For brands, this was a golden opportunity to reach audiences without spending big. However, as social networks transitioned into ad-driven powerhouses, they adjusted their algorithms to prioritize paid content. Simply put, they had to monetize, and organic…