Do I Need to Run Ads or Can I Grow Just Using Instagram/TikTok?
If you’ve been consistently posting on Instagram or TikTok but your follower count isn’t moving, you might be staring at your phone wondering, should I just start spending money on ads? It’s a valid question, and one we hear a lot.
Here’s the tea: you can grow without ads, but whether that’s the right move depends on your goals, your business stage, and your strategy. Let’s break it down so you can make a confident choice.
The Power (and Limits) of Organic Growth
So, what does “organic growth” even mean in the Instagram and TikTok world?
Simply put, it’s growing your audience naturally, without paid promotion. This happens when people discover your content through hashtags, the For You Page (on TikTok), shares from others, the platform’s algorithm to reach the right people.
Why it works:
It’s Free (Initially): Besides your time and creative energy, organic growth doesn’t require you to pay..
Builds Trust & Community: People connect with real creators and brands, not just paid content. When people find you authentically, they’re more likely to trust your expertise and brand
Strengthens Your Brand Voice: Sharing your story (content) consistently helps your audience know, like, and trust you. Consistent organic content allows you to clearly define and showcase your unique brand personality..
The challenges:
It Takes Time: Organic growth is a marathon, not a sprint. Building a following takes consistent effort and patience.
Relies on Ever-Changing Algorithms: The algorithms of Instagram and TikTok are constantly being tweaked, which can impact your reach and visibility. What worked yesterday might not work today
Requires Consistent, High-Quality Content: To stand out in a crowded space, you need to consistently create valuable and engaging content that captures attention.
Think about those creators or smaller brands you follow who have scaled to thousands, even millions of followers without ads. The common thread? They focus on content that resonates with the community that they’ve built. They have found their niche and capitalized on content that works. Organic growth works, but it requires patience, time, energy, and strategy.
What Ads Actually Do for Your Business
Ads aren’t magic, but they are a powerful tool when used strategically. They allow you to cut through the noise and get your message in front of a more targeted audience, faster.
The Benefits of Running Ads:
Amplified Reach: Ads can allow your brand to reach a larger pool of your ideal audience, potential followers, and customers beyond your existing following.
Laser-Focused Targeting: Both platforms offer sophisticated targeting options, allowing you to reach specific demographics, interests, and behaviors – ensuring your message reaches the right people.
Accelerated Growth: Ads can speed up your brand awareness and follower growth quicker compared to organic efforts.
Measurable Results: You can track the performance of your ads in real-time to see exactly how many people you're reaching and who is converting. This data helps you refine your strategy.
Faster Testing of Offers: Ads allow you to A/B test different messaging, content formats, and offers to see what resonates best with your target audience.
The Limitations of Ads:
Cost: Running effective ad campaigns requires money, and costs can vary depending on your industry and target audience. Keep in mind that poor targeting or messaging can waste your budget.
Requires a Solid Strategy: Simply throwing money at ads without a clear strategy and understanding of your goals is a recipe for wasted money
Ads Won’t Fix Bad Content or Unclear Branding: Ads can get your content seen, but if your content isn’t engaging or your branding is unclear, you won’t see the results you’re hoping for.
Ads don’t replace effort, they amplify what’s already working (or has the potential to work). That’s why even brands with big ad budgets still post consistently on Instagram and TikTok.
Signs You’re Ready for Ads
Not everyone should run ads from day one but here are some ways to know when it’s the right time to start investing.
Your Organic Content is Already Getting Engagement: If your posts are consistently getting likes, comments, and shares within your existing audience, it suggests your message is resonating. Ads can help you amplify that success to a wider audience.
You Have a Clear Understanding of Your Target Audience and Messaging: You know who you’re trying to reach, what their pain points are, and how your product or service solves their problems. This clarity is crucial for effective ad targeting and messaging.
You Have an Offer or Product That’s Ready to Sell: Whether it’s a digital product, a service, or physical goods, you have something concrete to offer your potential new audience.
You Have a Dedicated Budget You Can Test With and Track Results: Start small with a defined budget you’re comfortable with and commit to closely monitoring your ad performance to learn and optimize.
Self-Audit:
Are my organic posts consistently performing well? (Yes/No)
Do I have a clear picture of my ideal customer? (Yes/No)
Do I have a product or service ready for promotion? (Yes/No)
Do I have a budget allocated for testing ads? (Yes/No)
If you check these boxes, you might be ready to explore the world of social media advertising. If not, you might just be throwing money at a problem.
How Much of an Investment Do Social Ads Need?
One of the biggest questions we get: “How much money do I actually need to run ads?” The truth is, it depends, but you don’t have to break the bank to start seeing results.
Start small, test often: You can begin with $5–$20 per day per ad to test what works. Think of it as market research, you’re learning who responds and what message converts.
Budget grows with confidence: Once you see what’s working, you can scale. A business might move from $100 a week to $500+ weekly once the campaigns producing proven results.
Don’t overspend on untested campaigns: Throwing money at ads without clear messaging, a target audience, or a good offer rarely works. Again ads amplify what’s already working, you need your content and strategy in place first.
Time vs. money tradeoff: Organic growth costs time and effort. Ads cost money but save time. Choose what aligns with your goals and resources.
You don’t need a huge budget to start, but you do need a plan. Even a small, strategic investment can move the needle if done right.
When Organic Growth Can Be Your Primary Focus (For Now)
There are definitely scenarios where focusing solely on organic growth makes sense, especially in the early stages:
Early-Stage Founders Testing Their Ideas: If you’re still validating your product or service and gathering initial feedback, organic content can be a great way to connect with potential early adopters and learn what resonates.
Entrepreneurs Building a Strong Personal Brand: For coaches, consultants, and creators whose personal story and expertise are central to their brand, organic content allows for deeper connections and the establishment of authority.
Local Businesses or Community-Focused Projects: If your target audience is primarily local or centered around a specific community, organic engagement within those circles can be highly effective.
When Budget is a Significant Constraint: If you have a very limited marketing budget, focusing on creating consistent, high-quality organic content is a smart way to build a foundation.
Tips for Making the Most Out of Organic Growth:
Content Consistency is Key: Stick to a regular posting schedule to keep your audience engaged and attract new followers.
Content Consistency is Key: Stick to a regular posting schedule to keep your audience engaged and attract new followers.
Master the Art of Storytelling: Craft compelling narratives that connect with your audience on an emotional level.
Engage Meaningfully: Respond to comments, answer DMs, and participate in relevant conversations to build relationships. Engage meaningfully with your audience—it’s better to have 500 engaged followers than 5,000 passive ones.
Creating the Best Strategy for You
Ultimately, the decision of whether to run ads or focus solely on organic social isn’t always black and white. The best strategy often involves a combination of both, tailored to your specific circumstances and goals.
Factors to Consider:
Your Timeline: How quickly do you need to see results? Ads can accelerate growth, while organic efforts take more time.
Your Growth Goals: Are you aiming for rapid follower growth, increased brand awareness, or direct sales conversions? Your goals will influence your strategy.
Your Content Resources: Do you have the time and resources to consistently create high-quality organic content?
Your Budget: How much are you willing and able to invest in paid advertising?
Ask yourself: do I need fast growth, or can I build slowly?
Do I have the systems in place for leads if I do run ads?
Can I stay consistent on Instagram/TikTok for at least 6 months?
Our Recommendation: Consider a Hybrid Approach
Many successful businesses start with a strong organic foundation and then strategically layer in paid advertising once they have a better understanding of their audience and what content resonates.
Quick Tips for a Winning Strategy:
Track Your Analytics: Pay attention to what’s working (and what’s not) with both your organic and paid efforts.
Repurpose Your Content: Get the most out of your content by adapting it for different platforms and formats.
Stay Consistent: Whether you’re focusing on organic or paid, consistency is crucial for long-term success.
The Takeaway
You don’t always need to throw money at ads to grow on Instagram or TikTok. Building a strong organic foundation is key for long-term growth and when used strategically, ads can amplify your message to reach the right people faster. The real question is: which approach fits your business right now?
Ready to figure out the strategy that fits your business and start seeing real results? Book a strategy call with us at Gleaux. We’ll help you map out a plan for Instagram, TikTok, or both without wasting time or money.