The case for and against organic social

The dream was that someone — anyone, really — could build a brand without spending any money. All the brand marketer of the future needed was time, an idea and Final Cut Pro. Wieden+Kennedy, Super Bowl and multi-hyphenate marketers slots would soon be history.

One of the prophets of that dream was Gary Vaynerchuk, who once told a convention audience: “Shit’s changed. The ship has sailed.” That was 14 years ago. Since then, algorithms have been altered. Weird Twitter came and went. Influencers say they find it all but impossible to get in front of their own Instagram followers. But Vaynerchuk, despite having founded a successful paid social media agency, argued that organic social should be “the starting point for marketing“ to Possible conference attendees in Miami last week.

“It’s a major issue. Shit, it’s 2024. It’s time to finally take some of this stuff seriously,” he said. “Organic social is the starting point for marketing, and at this conference, it’s the 20th most important thing to brands.”

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.