Organic Social Posting: Still Worth It in a Pay-to-Play World

Organic Social Posting: Still Worth It in a Pay-to-Play World

With paid ads driving most reach and traffic, it’s fair to wonder if organic posting is still worth the effort. The truth is, without boosting or ads, organic posts are only seen by a small percentage of your followers and by anyone actively checking your feed. But those impressions still matter—because prospects often look at your social feeds as part of their research process.

What they see there shapes their perception of your business. A consistent, well-curated feed builds credibility, tells your story, and reinforces the trust established through your website, ads, and other marketing.

Why Organic Still Matters

Even if a prospect first discovers you through ads, Google search, or word-of-mouth, chances are they’ll check your social feeds before reaching out. An empty or outdated feed can raise doubts. A consistent one shows professionalism and authority.

What Works Now

Across the landscape and outdoor living industry, the strongest organic performers are focusing on:

• Short-form video that shows personality and process

• Project spotlights that highlight craftsmanship

• Proof posts like reviews, before-and-after photos, and client stories 

This content builds trust, showcases your expertise, and makes your company feel active and approachable. 

How Organic and Paid Work Together

Organic content lives on your social feed and can be repurposed directly into ad campaigns. Posts like project spotlights, reviews, or short videos can become retargeting content or ad creative, giving your paid campaigns a more authentic feel. At the same time, a steady stream of organic posts builds credibility when prospects click over to your feed after seeing an ad. Together, ads drive reach and leads, while organic posting reassures prospects that your business is active, trustworthy, and worth contacting.

Posting With Purpose

At Halstead we curate organic social content that connects directly to the rest of your marketing system—SEO, paid media, email, and more. Every post is designed to communicate authority, trust, and relevance, so your social presence reinforces the same story your website, ads, and other channels are telling.

If you’re already running core programs like SEO and paid campaigns but aren’t yet using social posting, it may be time to add it. Consistent, intentional posting ensures that when prospects click over to your feed—whether they came from ads, search, or referrals—they see proof of your credibility and a business that feels active, professional, and worth contacting.

Want to make your organic and paid efforts work harder together? Reach out to your Project Manager to talk through the best strategy for your business.

Until Next Week,
Lauren Cullnan
Director of Client Happiness and Project Management