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In fact, platforms are embracing AI themselves. Me italy whatsapp number ta's rolling out AI-powered creation tools, X (Twitter) is testing AI-written post suggestions, and LinkedIn actively promotes AI assistance for content creation.
The takeaway
Unless you’re in the business of making deepfakes, don’t worry about AI detection. Instead, focus on using AI strategically to enhance (not replace) your creative process.
Algorithms care about engagement and value, not whether you used AI to help craft your message. The key is using AI to create better content, not just more content.
"If you're not putting ad spend behind your posts, don't bother posting at all."
You've probably heard this one a lot lately. Scroll through any marketing Reddit forum and you'll find creators and brands lamenting their declining engagement numbers. Meanwhile, social platforms are seeing record ad revenue — almost $244 billion in 2024 — leading many to conclude that organic social media is finished.
The truth
Organic reach has evolved, but it's far from dead. Yes, platforms might prioritize some paid content — it's how they make money. But they can't survive on ads alone. Users don't want a feed full of sponsored posts, which is why platforms still reward engaging organic content with reach. They need active and engaged users to maintain appealing ad environments for advertisers, and that engagement primarily comes from organic content.
What's working organically in 2025:
Content that sparks conversation in the comments
Posts that people save and return to
Content that matches platform-specific behaviors
The takeaway
Think of organic and paid social as partners, not competitors. Use organic content to:
Test what resonates before putting ad spend behind it
