Social media can sometimes feel like a wild guessing game. One minute, your post is going viral; the next, it’s crickets.
In fact, in 2024, some platforms (ahem TikTok) saw organic engagement drop by 50%, while others had slight bumps. So, does that mean you should throw your entire budget into paid ads to guarantee reach? Not so fast. It’s all about understanding how to leverage organic vs. paid social media.
Both strategies play an important role in your social media success. Organic content helps build community, trust, and long-term brand awareness, while paid social ensures your message gets in front of the right audience quickly. The key is knowing how to balance both to maximize ROI.
To help you out, we’re breaking down the differences between organic and paid social media and when to use each.
What Is the Difference Between Organic And Paid Social?
While organic and paid social media exist on the same platforms, they operate very differently — especially when it comes to reach and impressions. Let’s take a more detailed look.
What Is Organic Social Media?
Organic social media is unpaid content that brands share on social media platforms — think regular posts, comments, and interactions. It’s how businesses engage with their audience naturally, relying on likes, shares, and comments to expand their reach.
The biggest advantage? Authenticity and cost-effectiveness. Organic social content is a great way to showcase brand personality, provide value through educational or entertaining content, and genuinely engage with followers. And, aside from the time and effort invested, it’s free to post.
There are some cons to organic social, though. Unlike paid ads, organic content isn’t boosted with ad dollars, meaning visibility depends on platform algorithms and audience engagement. With opaque social media algorithms calling the shots, you have little to no control over whether your posts are shown to your target audience (even those who follow you).
Still, while organic social requires patience and time to build momentum, it can lead to serious success. It’s all about playing the long game and prioritizing connection over promotion. A great example? Duolingo.
Instead of flooding feeds with product-focused content, the language-learning app leans into humor, pop culture, and trending conversations to keep its audience entertained and connected to its brand.
Duolingo’s TikTok marketing strategy stands out for its memorable brand personality, authentic interactions, and creative tie-ins with popular culture. For instance, when Squid Game Season 2 was released, Duolingo wasted no time posting TikToks tied to the show’s massive hype. The videos were a hit, with two Squid Game-related TikToks making it to the top ten of Duolingo’s most engaging posts within the past 90 days.
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Joining in on trending topics isn’t just fun — it’s a social strategy that works. As we can see above, Duolingo’s TikToks from the last 90 days achieved an average engagement rate of 5.59% — more than double the 2.6% median for brands! That’s the power of organic social done right. By focusing on audience connection rather than constant selling, Duolingo has turned itself into a must-follow presence on social media.
What Is Paid Social Media?
Paid social media is exactly what it sounds like — any content brands pay to promote on social platforms. This includes boosted posts, display ads, sponsored content, and even influencer collaborations.
The big benefit of paid social is greater precision and visibility. It’s a way for brands to avoid being buried by the algorithm, get in front of their ideal audience quickly, and potentially drive more traffic, leads, and conversions. Most social platforms offer advanced targeting based on demographics, interests, and behaviors, so you can be confident that your content will be displayed to the right people, whether they follow you or not.
An example of paid social in action is this sponsored Instagram post promoting Jumpspeak’s limited-time 75% off deal. With a clear CTA button to “Get offer,” this ad is designed to grab attention and drive conversions fast. Since the goal is to attract new customers — not just engage existing followers — it makes perfect sense to put ad dollars behind it, allowing it to quickly reach the right audience beyond Jumpspeak’s current base.
Of course, paid social has its challenges. Costs can add up quickly and ad fatigue is real, with users regularly swiping past overly promotional content. Plus, relying too much on paid efforts without a strong organic presence can make a brand feel inauthentic. While paid social can drive quick wins, combining it with a solid organic strategy is essential.
Which Is Better Organic Or Paid Ads?
There’s no clear winner between organic and paid social media. Which one works best will depend on what you’re trying to achieve, who you want to reach, and your overall game plan. Before determining which approach will deliver better social media ROI, you need to understand what you’re aiming for.
Organic content is great for building lasting relationships and brand authenticity, while paid ads get you quick, targeted visibility. Let’s explore when each strategy works best.
When to Use Organic Social Media
Organic social media is the backbone of brand trust and community-building. It’s how you create authentic connections with your audience, foster engagement, and keep your brand top-of-mind.
So, when is organic social the way to go? If your goal is to build brand awareness, nurture customer relationships, or cultivate a strong community. Of course, there’s no one-size-fits-all approach. Some brands (like Duolingo) thrive by leaning into humor and entertainment. Others, like Ben & Jerry’s, take a more purpose-driven route, using their platforms to inform, empower, and rally their audience around social change.
Posts like the one below communicate Ben & Jerry’s brand values, cementing it as not just an ice cream brand but a company that thousands are proud to support, as reflected in the 283K likes and comments.
Whether your brand is here to make people laugh or make an impact, organic social is all about creating meaningful connections that go beyond just selling. Here are a few quick tips to improve your organic reach:
- Post consistently and at times when your audience is most active.
- Use hashtags strategically to increase discoverability.
- Share content that encourages engagement (like polls or questions).
- Engage with your audience. Reply to comments and share user-generated content.
- Stay agile and incorporate current trends to keep your content fresh.
Remember to approach organic social like a marathon, not a sprint. Stay consistent, monitor your performance over time, and adjust your strategy based on what resonates most with your audience.
When to Use Paid Social Media
Sometimes, organic social media just isn’t enough to get your content in front of the right people. That’s where paid social comes in. Whether you’re launching a new product, running a limited-time offer, or trying to reach a highly specific audience, paid social helps you cut through the noise and get immediate visibility.
Paid social is ideal when you need to:
- Drive traffic fast, like promoting a sale or event
- Target a specific audience using demographics, interests, and behaviors
- Retarget website visitors to bring them back and convert
- Scale successful organic content by boosting high-performing posts
To get the most out of paid social, start small and test different creatives to see what works well. Keep a close eye on performance metrics, refining your targeting and budget as needed. When done right, paid social can work hand-in-hand with organic efforts to maximize your brand’s reach and engagement.
Pro tip: Want to know if your competitors are putting ad dollars behind their posts? Rival IQ offers boosted post detection, showing whether engagement is organic or ad-driven. You can also compare your organic and paid performance side by side, giving you the data to justify additional budget and make smarter decisions.
The Wrap Up
The best social media strategies don’t choose between organic and paid — they use both to maximize impact. Find the right balance based on your goals and budget, and don’t forget to measure your success. Keeping an eye on industry benchmarks can help you see how your efforts stack up and where you might need to adjust. With the right mix of organic engagement and strategic paid efforts, you can craft a strategy that leads to greater results.
