Social media has changed a lot over the past few years. Organic reach is harder to achieve, AI is transforming content creation, and B2B buyers now spend more time researching online before contacting a company.

Paid social gets you reach, organic builds trust. Here’s how to think about the relationship between the two and where to focus first.

Most brands focus on going viral. The ones that actually grow are the ones that show up every single day with content worth engaging with.

With more platforms competing for your ad spend than ever before, knowing where to focus, and where to stop wasting money, has become one of the most important decisions a marketer can make.