Organic Content Only on Instagram and TikTok: What Google Analytics Data Really Says

In recent months, agencies have been emerging in Bergamo (and elsewhere) that propose a very clear strategy: growth only through organic content on Instagram and TikTok , often accompanied by explicit criticism of agencies that use advertising.

The message is simple and seductive:

• “the ad doesn't work anymore”

• “Today, whoever creates content wins”

• “just publish well and customers will come”

The problem isn't that content doesn't work. The problem is confusing attention, engagement, and business results .

In this article, we don't want to defend advertising or attack social media. We want to do something different: look at what's really happening in data.

Summary

Database used

Organic social vs. total traffic

Engagement by channel

Conversions per channel

Practical example

Conclusions

The method: what we analyzed (and why it's different from an opinion)

We didn't use industry benchmarks or online research to write this content. We looked at real, active GA4 accounts from our clients.

Scope of analysis:

• homogeneous period: July 2025 – January 2026

• 3 B2C companies

• 3 B2B companies (services, products, utilities, even with significant advertising budgets)

• different sectors

• no company with a “pushed” or creator-led social strategy

Observed metrics:

• sessions per channel

• engagement rate

• average duration

• events per session

• key events (leads, contacts, relevant actions)

👉 We didn't look at likes, views, or followers. We looked at measurable behavior on the site.

How Much Organic Social Media Really Involves in Total Traffic

Let's start with the simplest data: how many people actually reach the website from organic social media ?

Distribution of sessions by channel (observed pattern)

Channel	Impact on sessions
Organic Search	13% – 59%
Paid Search	5% – 36%
Direct	14% – 67%
Referral	2% – 9%
Organic Social	0.5% – 6%

Even when a brand has a lot of visibility on TikTok or Instagram , the traffic that actually reaches the site through organic social media remains marginal compared to other channels.

i contenuti organici non sono un canale di volume.

But does organic social media "engage"? Yes. And this is where the misunderstanding arises.

Looking at quality metrics, the picture changes.

Traffic quality by channel

Channel	Engagement Rate	Average duration
Organic Social	High (70–90%)	Good
Organic Search	High	Good
Paid Search	High	Good
Direct	Variable	Often low

Organic social traffic:

• stay on the site

• interacts

• it doesn't "bounce" right away

👉 This explains why many organic-only strategies seem to work: the engagement metrics are good.

But engagement doesn't automatically mean intent. Key phrase (which sums it all up): social media brings attention. Search captures a need.

Where the Promise Is Broken: Key Events and Business Actions

The real difference comes when we look at what people do , not just how long they stay.

Key events by channel (observed pattern)

Channel	Key events	Real contribution
Organic Social	Low or zero	Marginal
Organic Search	Medium	Constant
Paid Search	Medium–High	Strategic
E-mail	High	Not very scalable

The same pattern is observed in multiple accounts (both B2B and B2C):

• organic social media generates “curious” sessions

• search and adv generate intentional sessions

• key events (leads, contacts, requests) almost always come from there

Organic content works great for getting noticed. It's much less effective for getting clicked.

The classic case: "We get tons of views on TikTok."

In one of the cases analyzed, an account has:

• lots of organic views on TikTok

• excellent engagement

• Enjoy your stay on the site

But in GA4:

• the sessions remain few

• key events do not grow proportionally

This doesn't mean TikTok is "useless." It means it's working at a different stage of the funnel . The problem arises when:

• attention is mistaken for question

• reach is mistaken for growth

• content is seen as a substitute for everything else

The real limit of the "organic only" strategy

A strategy based exclusively on organic content presents some structural risks:

• unpredictability (total dependence on algorithms)

• difficulty downshifting when you need to accelerate

• lack of leverage in times of decline

• growth illusion , based on visibility metrics

It's not a question of "ADV yes / ADV no." It's a question of the role of the channels .

Where organic content really works (if used well)

One thing is clear from the data: organic content works very well when:

• build brand familiarity

• prepare the ground for the question

• support other channels (search, email, remarketing)

• they work on trust, not on direct conversion

The problem isn't the content. The problem is thinking it's enough .

Conclusion: attention, intention, decision

The data shows one simple thing:

• organic social media triggers attention

• search intercepts intention

• the adv allows control and acceleration

A mature strategy doesn't choose a channel "based on ideology." It chooses based on the role that channel plays in the decision-making process .

If you're considering an organic-only strategy, the right question isn't:

“Does it work on social media?”

But:

“where and how does this attention become a measurable decision?”