Why Your Business Needs Both Organic and Paid Social Media

I wanted to take a moment to address a common question we hear from businesses: “Do we really need social media?” or “Can’t we just run ads without posting regularly?”

 

The short answer: Yes, you absolutely need social media, and yes, both organic and paid strategies are essential.

 

Here’s why:

 

Organic Social Media = Trust & Visibility

 

Think of your organic posts like your digital storefront. When someone clicks on your ad or searches your business, your social channels are often the first stop. If they see an inactive page or no updates in months, it sends the wrong message. A consistent organic presence:

• Builds credibility and trust
• Shows what your brand stands for
• Keeps you top-of-mind between campaigns
• Strengthens relationships with past, current, and future customers

 

Paid Social Media = Acceleration & Reach

 

On the flip side, relying only on organic reach is like whispering in a noisy room. Platforms like Facebook and Instagram have limited organic visibility. That’s where paid campaigns shine. 

 

Paid social:

• Gets your message in front of the right people, faster
• Drives leads, traffic, or conversions based on your goals
• Allows you to retarget interested users who didn’t take action the first time
• Pairs perfectly with organic content for a well-rounded strategy

 

Why They Work Better Together

 

Paid ads may bring people to your page, but organic content keeps them engaged. Likewise, organic followers are more likely to convert when they’re served a timely, relevant ad.

 

It’s not an either/or, it’s a power duo.

 

Social media works when you treat it like a business tool, not just a bulletin board.

 

It’s not just about posting pretty pictures or keeping up with trends. It’s about meeting people where they already spend their time, building relationships, and driving measurable actions (like clicks, calls, applications, purchases, or awareness).

 

Here’s why social media works when done right:

1. People trust what they see in their feed. Social is where people vet businesses. Before calling or clicking, they check your social. No updates? No engagement? That’s a red flag.
2. It reinforces your brand. Social media reminds your audience that you exist, what you do, and why it matters—without them having to go looking for you.
3. It shortens the sales cycle. A lead that sees consistent, helpful, and engaging content is far more likely to convert when the timing is right.
4. Ads give you data. You don’t have to guess what’s working. Paid campaigns give you real-time feedback and let you pivot based on what your audience responds to.
5. It builds long-term equity. Good content compounds. A post today might convert someone a week, a month, or a year from now—especially with retargeting.

 

Data Points That Prove Social Media Works

1. People expect you to be on social media. 
   1. 76% of consumers will look at a brand’s social media before visiting their website. (Source: Sprout Social Index)
   2. 91% of people visit a brand’s website or app after following them on social media.
      (Source: Influencer Marketing Hub, 2024)
2. Organic + Paid = Better Results.
   1. Businesses that combine organic content with paid ads see a 45% lift in conversions on average. (Source: Meta Internal Data, 2023)
   2. Retargeting ads on Facebook/Instagram can increase conversion rates by 150% or more because they reach people already familiar with your brand.
3. It’s cost-effective.
   1. The average CPC (cost-per-click) on Meta ads is still significantly lower than Google for many industries.
   2. Social ads let you reach thousands of highly targeted users for pennies on the  dollar compared to traditional media.