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Organic Social Media vs. Paid Advertising: Where Should Your Budget Go?

Organic Social Media vs. Paid Advertising: Where Should Your Budget Go?

The Design Board, by UpSpring, is a proud member of SANDOW Design Group's SURROUND Podcast Network, home to the architecture and design industry’s premier shows.
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Did you know that 90% of marketers report that social media marketing has increased their business' exposure?¹ Yet, many businesses still grapple with a critical question: Should we allocate more of our marketing budget to organic social media or paid advertising?

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The answer isn’t one-size-fits-all. For architecture firms, interior designers, real estate developers, and product manufacturers, marketing isn’t just about being seen—it’s about establishing credibility, generating leads, and fueling long-term growth. Both organic social media and paid ads play a pivotal role, but knowing when to prioritize each can determine your marketing success.

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And if you’re wondering just how powerful paid advertising can be, consider this: our client Soake Pools, a luxury home product brand, generated $1,712,108 in revenue from just $17,139 in ad spend—a staggering 99.89X return on ad spend (ROAS). With results like these, the right strategy can take your business to the next level.
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soake pools generate $1,712,108 in revenue from just $17k in a spend

Understanding Organic Social Media

Organic social media refers to the content you post for free on platforms like Facebook, Instagram, LinkedIn, and Pinterest. It includes everything from project showcases to behind-the-scenes insights and client testimonials.

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a stylish person reading their phone in front of a business building
When to Focus on Organic Social Media
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  • Building Brand Awareness & Thought Leadership: Regularly posting high-quality content helps establish your brand as an industry leader. Sharing design trends, expert opinions, product features, and project highlights can position your firm as the go-to source in your niche.
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  • Nurturing Relationships: Engaging with followers through comments, messages, and community discussions fosters trust and loyalty. Social media isn’t just about broadcasting—it’s about creating meaningful conversations that can turn followers into clients.
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  • Showcasing Portfolio & Expertise: Organic posts allow you to highlight past projects, design philosophies, and craftsmanship. For real estate developers, this means virtual tours and progress updates. For product manufacturers, it’s about demonstrating quality and innovation.
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  • Driving Sales Through Authentic Engagement: Organic social media isn’t just about awareness; it can also lead directly to conversions. In fact, 79% of people say that user-generated content on social media highly impacts their purchasing decisions.2 When your audience sees real customers using your products or services, they are more likely to trust and invest in your brand.
  • Proven Lead Generation Potential – Organic social can be a powerful driver of leads. For example, in 2024, organic social ranked as the fifth overall contact source for Soake Pools, demonstrating its ability to generate high-quality leads. This proves that while organic reach may be slower, it remains an essential pillar of a strong digital marketing strategy.
When to Focus on Organic Social Media
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  • Building Brand Awareness & Thought Leadership: Regularly posting high-quality content helps establish your brand as an industry leader. Sharing design trends, expert opinions, product features, and project highlights can position your firm as the go-to source in your niche.
    ‍
  • Nurturing Relationships: Engaging with followers through comments, messages, and community discussions fosters trust and loyalty. Social media isn’t just about broadcasting—it’s about creating meaningful conversations that can turn followers into clients.
    ‍
  • Showcasing Portfolio & Expertise: Organic posts allow you to highlight past projects, design philosophies, and craftsmanship. For real estate developers, this means virtual tours and progress updates. For product manufacturers, it’s about demonstrating quality and innovation.
    ‍
  • Driving Sales Through Authentic Engagement: Organic social media isn’t just about awareness; it can also lead directly to conversions. In fact, 79% of people say that user-generated content on social media highly impacts their purchasing decisions.2 When your audience sees real customers using your products or services, they are more likely to trust and invest in your brand.
  • Proven Lead Generation Potential – Organic social can be a powerful driver of leads. For example, in 2024, organic social ranked as the fifth overall contact source for Soake Pools, demonstrating its ability to generate high-quality leads. This proves that while organic reach may be slower, it remains an essential pillar of a strong digital marketing strategy.
a stylish person reading their phone in front of a business building
When to Focus on Organic Social Media
‍
  • Building Brand Awareness & Thought Leadership: Regularly posting high-quality content helps establish your brand as an industry leader. Sharing design trends, expert opinions, product features, and project highlights can position your firm as the go-to source in your niche.
    ‍
  • Nurturing Relationships: Engaging with followers through comments, messages, and community discussions fosters trust and loyalty. Social media isn’t just about broadcasting—it’s about creating meaningful conversations that can turn followers into clients.
    ‍
  • Showcasing Portfolio & Expertise: Organic posts allow you to highlight past projects, design philosophies, and craftsmanship. For real estate developers, this means virtual tours and progress updates. For product manufacturers, it’s about demonstrating quality and innovation.
    ‍
  • Driving Sales Through Authentic Engagement: Organic social media isn’t just about awareness; it can also lead directly to conversions. In fact, 79% of people say that user-generated content on social media highly impacts their purchasing decisions.2 When your audience sees real customers using your products or services, they are more likely to trust and invest in your brand.
  • Proven Lead Generation Potential – Organic social can be a powerful driver of leads. For example, in 2024, organic social ranked as the fifth overall contact source for Soake Pools, demonstrating its ability to generate high-quality leads. This proves that while organic reach may be slower, it remains an essential pillar of a strong digital marketing strategy.

‍Long-Term SEO Benefits: Platforms like Pinterest and LinkedIn contribute to searchability, driving website traffic over time. When your content is consistently shared and engaged with, it can continue to attract potential customers long after being posted.


Challenges of Organic Social
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  • Limited Reach: Algorithms often prioritize paid content, meaning your organic posts may not reach your entire audience without a dedicated strategy.
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  • Slower Growth: Building an engaged audience takes time, effort, and consistency. It’s a long-term play rather than an instant results strategy.

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The Power of Paid Advertising

Paid advertising allows you to amplify your reach through targeted campaigns on platforms like Facebook, Instagram, Pinterest, LinkedIn, and Google Ads. Unlike organic content, paid ads guarantee exposure to a larger, highly specific audience.
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When to Invest in Paid Advertising
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  • Driving Immediate Traffic & Leads: If you need fast results, paid ads can generate website visits, inquiries, and sales in a short amount of time. For example, a real estate developer launching a luxury property can use LinkedIn ads to target investors and high-net-worth individuals. Four out of five LinkedIn users drive business decisions, making it a powerful platform for B2B advertising.3
  • Promoting New Product Launches: Whether it’s a new line of sustainable lighting or a high-end flooring collection, paid ads ensure your products get in front of the right audience immediately.
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  • Targeting Specific Audiences: Paid ads let you reach high-net-worth homeowners, real estate developers, or commercial architects with precision. Platforms like Pinterest and LinkedIn allow you to target based on industry, job title, interests, and even project intent.
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  • Retargeting Website Visitors: Stay top-of-mind by serving ads to users who have already engaged with your content. Website visitors retargeted with ads are 70% more likely to convert compared to those who aren’t.4
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  • Potential to Unlock Unmatched ROI: The power of a well-optimized paid campaign is undeniable. Additionally, 85% of weekly Pinterest users make a purchase based on Pins they see, making it a strong platform for product manufacturers and designers.5

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website visitors retargeted with as are 70% more likely to convert

Challenges of Paid Ads
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  • Requires a Budget: Unlike organic content, paid ads require ongoing investment. However, strategic spending can yield a strong ROI if campaigns are well-optimized.
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  • Needs Optimization: Running effective ads involves testing, tweaking, and analyzing performance metrics. A set-it-and-forget-it approach won’t work—ongoing adjustments based on data are essential for success.

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Finding the Right Balance

So, should your budget go toward organic or paid? The best strategy often combines both. Here’s how:
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  • Use organic social to build trust and showcase expertise. High-quality, consistent content keeps your audience engaged and nurtures long-term relationships.
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  • Leverage paid ads to scale and accelerate results. When you need immediate exposure, strategic advertising ensures your brand gets in front of the right people at the right time.
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  • Test and adjust. Track performance to find the right mix for your brand. What works for an interior designer may differ from a building product manufacturer, so refining your strategy is key.
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graphic of phones showing mock-ups, informations about leveraging paid ads and social meia

The Right Strategy, Tailored to You‍

Navigating the balance between organic and paid media can be complex—but you don’t have to do it alone. At UpSpring, our team of experts specializes in crafting customized strategies that align with your unique goals. Whether you need to establish your authority, grow your audience, or drive high-converting leads, we have the expertise to execute and optimize a plan that works.
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From content creation and engagement strategies to precision-targeted paid campaigns, we’ll help you maximize your impact and ROI.
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Ready to elevate your paid and social strategy?
LET'S BUILD A STRATEGY TOGETHER

[1] OptinMonster, Social Selling Statistics
[2] Stackla, Consumer Content Report
[3] LinkedIn, Marketing Solutions
[4] WordStream, Retargeting Statistics
[5] Pinterest, Business Insights 2023