5 minute read
Opinion - Generation Media
The Great Social Showdown: paid vs organic
In a world of ever-changing algorithms and shrinking attention spans, Benita Marwaha and Becky Evans, both associate directors at Generation Media, ask if brands should prioritise paid social to stay visible, or rely solely on organic to deliver results.
Once upon a time, brands could post a great piece of content and watch it go viral organically. But those days are largely over, especially on platforms like Facebook and Instagram, where organic reach has been on a sharp decline. With tight budgets and growing competition, marketers must strike the right balance between paid and organic efforts to get the most out of their social strategies.
Organic social is still the heart of a brand’s personality. It’s where audiences build trust, see your tone of voice and connect with brand values – which is especially important for brands selling to parents and gifters looking for safe, inspiring, and educational options. But in reality, unless you already have a significant following or hit the viral jackpot, reach is often incredibly low. On platforms like Instagram and Facebook, organic reach can be as little as 2%, as reported by Meta. So, the amazing launch video you made? Impact may be limited - unless you give it a little paid push. Organic social is a powerful tool for telling a brand story over time, allowing brands to build long-term relationships with fans through consistent, authentic content. It’s the perfect space to showcase behind-the-scenes moments, creative play ideas, or user-generated content, while also creating opportunities to interact directly with communities and foster genuine engagement.
Paid social allows brands to be strategic, targeted and measurable. You’re not just hoping people see your content - you’re making sure they do. Whether you’re targeting new parents, gift-givers, or fans, paid media provides access to audiences your organic posts can’t reach. And it’s not just about reach - it’s about results. Want to drive traffic to your retail partners? Increase pre-orders? Spark buzz around your hero line? Paid can deliver - if you know how to use it.
The most effective brands aren’t choosing between paid or organic - they’re using both in tandem to get the best results. Organic content helps build brand credibility and authenticity, creating a consistent presence that audiences can connect with, while paid media ensures that key messages reach the right people at the right time. A smart hybrid strategy starts with testing a variety of organic content - from playful and educational to emotional - to see what naturally resonates with your audience. From there, the strongest-performing posts can be boosted to maximise their reach and impact. Paid media can then be used to retarget users who have already engaged, whether they’ve watched a video, saved a post, or clicked a link. Throughout the process, it’s essential to optimise every paid piece with a clear goal in mind, whether that’s driving clicks, boosting awareness, or converting to sales.
So how do you stand out? Not all social platforms are created equal - each has its own unique audience behaviours, content formats and media opportunities. Understanding the role of some of the newer format's play can help brands make smarter decisions when it comes to content creation and budget allocation.
TikTok is where trends are born, and brands can unlock huge organic reach - but only if they’re willing to play creatively and authentically. It’s a space where lo-fi content, humour and genuine play moments win over polish and perfection. While organic virality is still very much possible, the real magic happens when brands put paid spend behind content that’s already showing strong signs of traction. This can supercharge momentum and help spark the next big craze.
YouTube Shorts is fast becoming a must-watch space for brands. Short, engaging videos can work well organically, especially when showcasing product demos, unboxings, or fun how-to-play moments. For brands investing in longer-form storytelling - like animated content or behind-the-scenes features - supporting those Shorts with paid ads on YouTube can create a full-funnel journey, leading viewers from a quick snackable intro to deeper brand engagement.
So let this not be an advert for the easy way out; throwing money at boosting videos instead of throwing yourself into making engaging creative is a cautionary tale in the making. It’s a mistake to think paid content is an easy way out, or that organic is free. Both require time, creativity and strategy. Paid content still needs strong creative to stop thumbs from scrolling. Organic content still takes time to plan and produce - and when you break it down, “free” social media can cost more in time than budget.
If you’re investing time and budget into highquality content - whether that’s influencer partnerships, branded videos, or gorgeous product shots - don’t let it fizzle out on your feed. Amplify what works. Build consistency. Get to know who is consuming your content and think about what might hook them in. Who else do they follow? What do they watch? And use paid to support your organic, not replace it. Social media isn’t just a place to show up. It’s where brands are discovered, trusted and bought. In a crowded category, the brands who blend heart (organic) with horsepower (paid) are the ones that win.
Our creative team at Generation Entertainment help brands craft creative strategies that cut through. From social-first campaigns and innovative content ideas to influencer partnerships and trend-reactive moments, we blend insight with imagination to make content that earns attention. Whether you need help shaping a long-term strategy or want to inject some fresh thinking into your plans, we’re here to make sure your content doesn’t just show up — it stands out.
