Paid vs. Organic Social Media: What’s the Difference, and What’s Worth It?

Social media isn’t just for selfies and cat videos anymore—it's a real lead generator for home improvement businesses. But if you've ever wondered what the difference is between paid and organic social media—and whether one is better than the other—you're not alone.

Let's break down the differences, the strengths of each, and what Treehouse is doing to help you get the most out of your social presence.

 

Paid vs. Organic: What’s the Deal?

Organic social is the content you post for free on your business’s social media accounts—before-and-afters, team photos, jobsite videos, and those quirky behind-the-scenes moments that help humanize your brand. It's all about building relationships with your audience, boosting credibility, and staying top-of-mind.

Paid social, on the other hand, refers to running ads. You choose the message, set the budget, and put it in front of a specific audience—whether it’s homeowners in a certain ZIP code or people searching for basement waterproofing in your area. These ads look like regular posts but are strategically designed (and targeted) to generate leads.

 

Why Use Both? They Work Better Together

Think of organic content as your digital handshake. It gives potential customers a sense of who you are, what you do, and why they should trust you. But it only goes so far—thanks to modern platform algorithms, only a small percentage of your followers will see your posts, depending on how consistently they interact with you.

That’s where paid social steps in. Paid ads break through the noise and get your message in front of the right people, whether they follow you or not. They’re great for generating leads, promoting seasonal offers, and building brand awareness in new territories.

The real magic happens when paid and organic strategies support each other. A strong organic presence boosts your credibility, while paid campaigns ensure you’re consistently reaching new prospects. One builds trust, the other builds traffic.

 

What is Treehouse Doing? Strategizing, Testing & Scaling

We’re constantly testing different paid strategies across platforms like Facebook and Instagram, to see what drives the most leads for contractors. From creative testing to audience targeting, we know which levers to pull—and when—to get you results. (And we track everything.)

Our social media team also helps clients develop content calendars for organic posting—making it easier to stay consistent and show off your team, process, and workmanship. No more posting just for the sake of posting. Your content should reflect the quality of your business, over the quantity of posts on your page. 

 

What Can You Do? Show Up & Stand Out

You don’t need to be on every platform, and you don’t need to post every day—but you do need to be present. That means having a professional-looking profile, sharing real examples of your work, and responding to comments or messages from interested homeowners in a timely fashion. In the same way your website is a living organism; your social profiles are alive too, tend to them frequently. 

And if you're running ads, make sure they’re supported by organic content that proves you’re the real deal. A polished ad might drive clicks, but your profile—full of reviews, photos, and personality—is what convinces people to pick up the phone.

 

What’s Next?

Social media is always changing, but one thing stays the same: people want to hire businesses they can trust. Whether you're posting organically, running paid campaigns, or both, Treehouse is here to make sure your efforts work together to drive real results.

We’ll keep testing, analyzing, and staying ahead of the curve—so you can keep building, fixing, and growing your business with confidence.