Emilio GarciaManaging Partner, Boundify · Demand Gen Advisor

Organic vs Paid: Incentives & Reach

27 Feb 2026 · 1 min

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1:14

In this video, Emilio Garcia explains that social platforms share a common incentive: they aim to capture and retain user attention so they can grow their audience and sell advertising. For brands using organic reach, the key is to align with that platform goal by producing content that is engaging, relevant, and attention‑grabbing—whether entertaining, educational, intriguing, or otherwise compelling. When a brand consistently creates such content, the platform rewards it with greater reach and a larger audience, effectively expanding the brand’s organic visibility without paid promotion.

Chapters

The incentives for brands on the organic side, you need to always think about what the platform wants to accomplish, which is almost the same across all of them, which is capturing and retaining attention of the users so they spend more time on it, so they have a larger audience or crowd that they can rent out advertising to. So that being the case, When you think about organic for your brand, you always have to think about what can I make there that is engaging so it can have larger reach. And a lot of that has to do with being relevant and capturing attention. It doesn't have to be only entertainment, although it always works. It can be educational, it can be intriguing, it can be Anything that can capture people's attention and engage helps. But if you are the kind of brand that is capable of producing engaging content, then you will be rewarded with reach and you will be rewarded with a larger audience.