In a digital world full of paid ads and algorithm tricks, it’s easy to question the value of organic social media. But here’s the truth – organic content (which refers to free content like posts and stories on social platforms like Instagram, Facebook, and LinkedIn) is the foundation of your brand’s online identity. It builds trust, nurtures community, and directly impacts the performance of your paid campaigns.
So, why should businesses still care about organic social? Let’s break it down.
People connect with people, not logos
Scroll through LinkedIn or Instagram, and think about which posts stop you mid-scroll. Chances are, they’re personal, relatable, and authentic, not corporate press releases.
That’s because people engage with people, not faceless brands. Organic social media gives your business a chance to show the humans behind the product – the culture, the story, the wins, and even the challenges. It’s where you build real relationships and brand personality.
Tip: Don’t just share links. Share stories.
Personal vs company accounts – where’s the real reach?
Let’s talk about LinkedIn specifically. Company pages often get modest reach unless you boost posts. But personal accounts? That’s where the magic happens.
When founders, employees, or thought leaders post organically from personal profiles, the reach and engagement are far more impactful. Why? Because LinkedIn favours human content in its algorithm and audiences trust people more than brands.
That’s not to say company pages aren’t important – they absolutely are – but they should support and amplify the voices of your people, not replace them.
Want better ads? Start with better organic
Here’s a secret … strong organic content improves your paid performance.
Social platforms reward consistency and relevancy. If your organic page is active and engaging, your ads often perform better. Users who click through from an ad to a lively, authentic profile are more likely to convert, follow, or engage.
If your page looks abandoned or robotic, you’re losing warm traffic and wasting ad spend.
Paid gets you reach – organic builds the relationship
Let’s be clear – paid social is essential. It allows you to reach new audiences, scale your message quickly, and target precisely.
But here’s the key: paid grabs attention, organic earns trust.
Organic content typically reaches those who already follow you or actively seek you out, including people who click through from your website, email campaigns, or even ads. It plays a critical role in the broader customer journey. It’s what people see when they land on your profile and ask: ‘Is this brand for me?’
Here’s how they work together:
- Paid brings people in.
- Organic gives them a reason to stay.
If your organic presence is strong, consistent, human, and engaging, your paid campaigns will almost always perform better. Every click has more weight when it leads to a page that feels alive and trustworthy.
Paid = quick wins. Organic = sustainable growth.
Think of paid social as turning on a tap. You’ll get leads and clicks, but the moment you stop, the flow stops too.
Organic, though? That’s your long-term growth engine.
The more you show up, the more brand equity you build. It compounds over time, deepening relationships and positioning you as a go-to in your space. You’re not just renting attention, you’re owning the relationship.
Humanise your social strategy
If you’re still posting like it’s 2015 (e.g. only product launches and industry links), it’s time to evolve.
Humanised content performs better across the board. Share behind-the-scenes clips. Let your team speak. Tell stories. Be relatable. Be real.
👉 Here’s why humanising your brand on social media is essential – 5 Reasons Why You Should Humanise Your Business on Social Media
Keep it organic
Organic social isn’t just a nice-to-have; it’s the heartbeat of your brand online. It creates trust, drives long-term value, and supports every other channel, including paid.
So yes, invest in paid ads. But don’t forget to be human. That’s what makes people follow, trust, and buy.
