Growing your business on social media can feel like spinning plates. One post takes off and gets plenty of likes and comments. The next barely makes a ripple. One month your reach looks healthy, the next your impressions dip and you start wondering if anyone is actually seeing your content at all.
So what’s the answer? Do you focus all your energy on organic posts, or put money behind ads and hope for the best?
In reality, the strongest social media strategies don’t rely on just one approach. They work because organic and paid social support each other.
What do we mean by organic social?
Organic social covers everything you share without paying to promote it. Your photos, videos, stories, updates and behind the scenes posts all fall into this category.
This is where your brand’s personality really shows. Organic content gives people a sense of who you are, what you offer and why they should care. It helps potential customers feel familiar with your business before they ever buy from you.
Done well, organic social media helps you:
- Build trust with your audience
- Keep your brand visible and familiar
- Encourage conversation and interaction
- Show what sets you apart from competitors
The downside is reach. With busy feeds and constantly changing algorithms, only a small portion of your followers will see each post. Reaching new people can be slow, even if your content is strong.
That’s where paid social starts to play a role.
What about paid social?
Paid social is exactly what it sounds like. You put budget behind content to reach more people, especially those who don’t already follow you.
You’ll see it every day in your own feed. Sponsored posts, promoted stories, carousels and videos that blend in seamlessly with organic content.
Paid social works particularly well when you want to:
- Reach new audiences quickly
- Promote a product launch, offer or campaign
- Target people by location, age or interests
- Track clear actions like clicks, enquiries or purchases
It’s fast, targeted and flexible. But it works best when it has strong organic content behind it.
If someone clicks on an ad and visits your profile, they’ll judge your business in seconds. A well maintained feed with consistent, engaging posts helps reassure them that your brand is trustworthy and worth their time.
Put simply, paid social brings people in, and organic content gives them a reason to stick around.
How to find the right balance
If you’re wondering how to make the two work together, here’s where to start.
Start with your goals
Be clear about what you want from social media. That might be brand awareness, enquiries, website traffic or building a following. Your goals should guide how you split your time and budget.
Keep your brand consistent
Paid and organic content should feel like they come from the same place. Use the same tone, visuals and messaging across everything you post.
Turn strong organic posts into ads
If a post performs well organically, it’s often worth promoting. You already know the content connects, so testing it as an ad makes sense.
Track, test and refine
Paid social works best when you experiment. Test different audiences, formats and budgets, then focus on what delivers results.
Stay present organically
Ads don’t replace engagement. Reply to comments, share updates and stay active on your feed. Real interaction is still what builds trust over time.
Finding the balance takes a bit of trial and error, but once it clicks, your results tend to feel far more consistent.
Why working with a social media agency helps
Keeping up with algorithms, ad platforms and performance data can quickly become overwhelming. For many businesses, social media turns into a time drain rather than a growth tool.
That’s where a social media agency can help. A good team plans your organic content, manages your paid campaigns and makes sure both work together instead of competing.
A full social media management service typically gives you:
- Consistent, professional content across platforms
- Paid campaigns built around clear goals
- Straightforward reporting that actually makes sense
- More time to focus on running your business
If you’re looking for social media management in Hull, working with a team like ours at Eyeweb means partnering with people who understand your local market, your audience and your business goals.
Ready to get started?
If you want help finding the right balance between organic and paid social, the team at Eyeweb is here to help. We build tailored social media strategies that focus on results that matter to your business.
Get in touch with our team today to start the conversation.
