Debating whether organic or paid social media should be part of your strategy? Here’s the truth: you’ll almost certainly want a mix of both. Below, we’ll break down organic vs. paid social media, the pros and cons of each, and how to build a blended approach that delivers the strongest results.
Key takeaways
Organic social media is about building relationships. It allows brands to connect with their audiences without leading with a hard sell.
Paid social media is about scale and performance. It helps you grow faster, reach new people, and drive specific actions.
The most effective strategies combine both. Organic fuels consistent, long-term growth, while paid gives you an extra push when you need it.
The right tools are essential when you’re running both. Platforms like Hootsuite help you plan, publish, boost, and measure all your social content from one dashboard.
What is organic social media?
Organic social media is any unpaid content that people and brands post on social platforms to engage their audiences without using ads or direct sales tactics.
Examples of organic social media activities include:
- Posting non-boosted content to your social feeds
- Encouraging employees to share company posts on their personal profiles (employee advocacy)
- Interacting with your audience by replying to comments and DMs
- Reposting user-generated content (UGC) that your community has shared with their own followers
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