Organic social media is a form of social activity, like posting content on your Instagram feed or story, that doesn’t involve paid promotion.  Paid social media or PPC (pay per click) channels like Google ads (search advertising) is putting spend behind your message and actively choosing target markets that you want to see your message and running these in campaigns. The core purpose of advertising is to drive high quality traffic towards a goal, whether that be to make a sale or become a lead – or even simply to drive awareness.  When it comes to the likes of Facebook ads (Facebook & Instagram) as well as TikTok ads, you won’t see the ads as posts on your feed. Bear this in mind, as paid social media is not interchangeable or a replacement for organic management.