Why You Need Both Organic and Paid Social Strategies (Video Replay)

Let’s talk about something I know a lot of small business owners are struggling with—social media marketing. You’re putting in the effort, creating content, posting consistently, and still wondering, is this actually working? I get it. It feels like an uphill battle, especially with all the noise online.

In my recent LinkedIn and YouTube live session, I broke down the reality of organic vs. paid social media—why organic reach is declining, how paid ads can help, and why you really need both to succeed. Let’s recap some of the key takeaways.

The Decline of Organic Reach

For years, organic social media was the backbone of small business marketing. But the numbers today? Not so great.

• Facebook's organic reach is only 5.2%, meaning only a fraction of your followers see your posts.
• Instagram's organic reach is around 4%.
• Engagement rates are even worse—0.7% on Instagram and a shocking 0.15% on Facebook.
• TikTok, on the other hand, is sitting at 2.65%, which is much stronger.

Even though the reach is low, 73% of marketers still say social media is effective. So, does that mean organic social is dead? No. But it does mean you need to be smart about it.

Why Organic Social Media Still Matters

Organic social is still valuable for a few key reasons:

1. It builds trust and credibility – You’re showing up consistently and sharing valuable insights.
2. It’s cost-effective – You’re not paying for ads, though it does require time and effort.
3. It helps build relationships – Engagement, community-building, and brand loyalty all come from organic content.
4. It supports long-term growth – Organic efforts add up over time, creating a strong brand foundation.

That said, if you’re only relying on organic content, you’re missing out on a big piece of the puzzle.

Social Media Algorithms & Why Engagement Matters

Here’s the deal with social media algorithms: they prioritize engagement. If people aren’t interacting with your content, the platform assumes it’s not interesting and won’t show it to more people.

What does this mean for you?

• You need content that sparks conversation. Likes are good, but comments and shares are better.
• Video is king. Platforms love video because it keeps users engaged longer.
• Original content wins. Stop reposting generic content—make it personal and unique.
• Platforms want users to stay. Posts that drive people off-platform (like links to your website) won’t get as much visibility.

The Role of Paid Social Media

So, if organic reach is declining, where does that leave us? Paid social.

• In 2023, businesses spent $219 billion on social media ads.
• Retargeting ads can increase conversions by 70%.
• Video ads generate 3x more engagement than static images.
• Businesses using both organic and paid strategies grow 30% faster.

The bottom line? Paid ads help you reach the right people faster. They’re not magic, but they do amplify your brand’s visibility and bring new people into your world.

What’s Working in Paid Social Right Now

If you’re thinking about running paid ads, here are the key trends you need to know:

1. Retargeting Ads – These re-engage people who’ve already interacted with your brand.
2. Lead Generation Ads – Collect emails straight from the platform.
3. Short-Form Video Ads – Video continues to dominate, so use it in your ads.
4. Local Targeting – Perfect for brick-and-mortar businesses and events.
5. AI-Powered Personalization – AI is helping businesses serve the right ads to the right people.
6. Social Commerce – Platforms like Instagram and TikTok are making it easier to sell directly from your profile.

How to Make Paid Social Work for Your Business

To get the most from your paid ads, keep these things in mind:

• Set Clear Goals – Know what you want to achieve (brand awareness, leads, sales).
• Know Your Audience – The better you understand them, the better your ads will perform.
• Use Strong Visuals – Clear, high-quality images and videos matter.
• Test and Optimize – Start with a small budget, test different messages, and refine your approach.
• Align Ads with Your Marketing Funnel – Use ads strategically at different stages of the buyer’s journey.

How Much Should You Spend?

If you’re new to paid ads, start with $5 per day and test what works.

• Facebook & Instagram: $2-$5 return per $1 spent.
• LinkedIn: Expect to spend $1,000–$3,000 per month for real results.
• Pinterest: 2.3x lower cost per conversion than other platforms.
• TikTok: $2 return per $1 spent.

The key is to test, measure, and adjust as you go.

Final Thoughts: The Power of a Balanced Strategy

So, what’s the takeaway? You need both organic and paid social media.

• Organic helps you build relationships and trust.
• Paid helps you reach more people faster.

If you’re feeling overwhelmed by your social media strategy, let’s chat. I offer a free 30-minute marketing assessment where we’ll review your current efforts and I’ll give you some actionable tips.

You can also check out our Marketing Momentum Workshop—a four-hour strategy session that helps you refine your brand, identify your audience, and create a focused marketing plan.