Why paid and organic social can’t work in silos

Social has never been more powerful — or more misunderstood. Budgets keep rising, but so do CPMs. Attention is fragmented across creators, communities, and countless platforms. And yet, half of ad spend is still wasted on content that isn’t built for the feed. The result? Expensive impressions, low impact, and frustrated marketers. 

The cracks in disconnected planning 

Brands are investing more in social because it works — but too often, that investment is spread thin. Paid, owned, and earned media sit with separate teams or agencies, working to different briefs and chasing different objectives. The outcome? Fragmented brand IP, duplicated effort, and creative that fails to drive meaningful results. 

What is the Media Lift Effect? 

The Media Lift Effect is our answer to this fragmentation. It’s what happens when paid and organic work together as a single system, powered by audience insight and activated across the funnel. Instead of treating discovery, consideration, and conversion as separate jobs, the Media Lift Effect connects them — creating compounding performance that no isolated tactic could achieve. 

The proof is in the results 
We’ve seen the Media Lift Effect deliver exponential impact for brands: 

73% uplift in ROAS and 137% uplift in conversion rate by transforming static assets into full-funnel, multi-format campaigns. 

32% ROAS uplift, 27% improvement in ROI, and 69% increase in CTR after reworking creative for performance and testing organically before scaling. 

£327k in incremental revenue and 2,677 additional purchases directly attributable to paid social exposure. 

2.06× ROAS lift and 14.9% uplift in purchase intent, proven via Meta-controlled lift studies. 

Uplifts across paid and organic search, showing social’s ability to drive downstream demand. 

The results are clear: when creative, media, and audience work as one system, brands reduce wastage, build mental availability, and create content that truly performs. 

Want to learn how to activate The Media Lift Effect? 
Download the full white paper to discover how to seamlessly integrate paid and organic media to drive the outcomes that count.