Social media has become one of the most effective ways for manufacturers to connect with contractors, distributors and more. But one question always comes up when planning a content strategy, should you focus more on organic or paid social media?
Each plays a different role in building awareness and engagement, especially in the trades.
Organic Social
Organic social media includes everything you post for free, updates, project photos, employee spotlights, how-to videos and customer stories.
For manufacturers, organic content builds trust. It helps you stay visible to your existing audience, show thought leadership and nurture relationships over time. When a contractor sees your posts regularly, they begin to associate your brand with reliability.
The challenge is that organic reach has declined across nearly every platform. Algorithms now favor content that generates engagement, so only a small portion of your followers might see each post. You can’t simply post, you must stay active, respond and create content your followers want to see and share.
Paid Social
Paid social media consists of ads, boosted posts or sponsored campaigns, which lets you reach new and highly specific audiences. You can target by region, job title or even interests, ensuring your message gets in front of the right people.
For example, if you’re launching a new tool or promoting a training event, paid campaigns can generate awareness quickly and drive measurable results. They can also help you test different messages and visuals to see what resonates most with your audience.
However, without strong creative, a clear goal and ongoing optimization, it’s easy to spend money without seeing much impact. Successful paid campaigns require planning, testing and refining to make sure every dollar is working hard for your brand.
Why You Need Both
Organic and paid social work best when they support each other. Organic content builds credibility and trust, it shows who you are and why you matter. Paid content amplifies that message, helping you reach new people and drive traffic to your page or website.
For example, a contractor might first learn about your brand through a sponsored post, then continue to engage with your organic content to learn more about your products and expertise.
Finding the Right Mix
The best strategy depends on your goals and audience. Start by developing strong organic content that reflects your brand’s voice and provides real value like educational tips, behind-the-scenes looks or customer success stories. Then, use paid campaigns strategically to boost high-performing posts, promote new product launches or highlight trade show appearances.
Paid campaigns can help you reach new audiences fast, but your organic presence is what keeps them engaged for the long haul.
When you strike the right balance between organic and paid social, you build more than awareness, you build trust, credibility and long-term brand loyalty.
