Instead of viewing organic social media as just a top-of-funnel tool, Vaynerchuk positions it as the central engine for all marketing. He advises brands to create high volumes of organic content, identify what resonates based on views, and then use that winning creative as the foundation for paid ads, TV commercials, and even experiential events.

Five years ago, a B2B organic strategy meant SEO. Today, it's about social channels. A company's organic presence is defined by what its CEO, employees, and users are posting on platforms like X and LinkedIn, making "building in public" and community engagement the new pillars of organic growth.

Use organic social as a mid-funnel testing ground. When a post wildly overperforms, don't just celebrate the viral moment. Repurpose that proven creative for lower-funnel performance ads and upper-funnel brand campaigns to maximize its impact across the entire funnel.

Apply the traditional marketing funnel framework to your social media strategy. Posts can be categorized as top-of-funnel (broad, motivational), middle-of-funnel (tactical, educational), or bottom-of-funnel (direct calls-to-action for demos or calls). This provides a simple yet effective structure for nurturing an audience.

Marketers mistakenly believe social is only for passive consumption. In reality, algorithms now reward deep engagement. The key metrics for achieving organic reach are actions indicating focus, such as a user zooming in, pausing on text, or re-watching a video.

Social media is dead; it has been replaced by "interest media." In this new paradigm, algorithms prioritize serving users content they are interested in, regardless of who they follow. This means content quality, not follower count, is the key to achieving organic reach.

Treat organic social as a testing ground to identify high-performing creative. Only content that proves its relevance through organic reach should earn paid media dollars, shifting budget from guessing on ideas to amplifying proven winners.

Encourage employees to "build in public" and share their work. This builds authentic trust and connection with customers in a way that corporate accounts or paid ads cannot. It turns your entire team into a powerful, organic marketing engine.

Counterintuitively, dedicating budget to campaigns optimized for engagements, follows, and shares can be a powerful brand-building tool. This approach reaches more people less expensively than conversion campaigns, building an audience and 'searing memories' that lead to future demand, complementing direct response efforts.