Everyone wants video right now. And most businesses are producing it.
But here’s where the confusion starts: a good video on your feed does not automatically translate into good business results.
Visibility feels like progress. Engagement feels like momentum. But neither guarantees return.
Good video doesn’t mean good business.
I know, I know, confusion again. Brings me back to the “I want a viral video” days, and this confusion is costing businesses real money.
BWCI has been running paid ads since 2015, and trying to explain why a successful organic video won’t automatically work as a paid ad has been the bane of my marketing existence. Then there’s the IG purists who want no branding, no text, no CTA, and feel that it will convert. My answer is always the same: “Convert Who”. And then I remind them that they are paying for every one of those conversions.
These days, with all the noise, it's even more important to be clear and precise with your strategy. Just like a ship on the ocean, charting it out can be the difference of a ship lost on the rocks or arriving in a port of plenty.
Organic video does one primary job:
It builds familiarity.
It signals relevance. It keeps you present. It trains the algorithm to recognize your brand.
But organic reach is unpredictable. It is built for retention and engagement — not controlled distribution.
Paid video does something different entirely.
Paid controls:
That’s not entertainment. That’s infrastructure.
My tourist boat example: We cleaned up the organic feed and moved the emphasis to paid, timed ads. Result: Increased the revenue by 74% in 60 days.
When businesses expect organic content to convert like paid media, disappointment is inevitable.
To remove confusion, assign video a job before you create it.
1. Awareness Video Designed to be seen. Built for clarity and recognition. Optimized for watch time and retention.
This lives primarily in organic.
2. Consideration Video Explains, educates, positions. Often boosted or lightly paid. Bridges' interest to intent.
3. Conversion Video Specific audience. Specific timing. Specific action.
This lives in paid.
If every video is expected to do all three, none of them will perform well. Currently, I have a client where we do simple info videos for his feed, then we re-edit with clear text and CTA’s for the ads. Efficient and effective.
One of the biggest misunderstandings I see is this:
A business posts a video organically. It performs “well.” They boost it.
That’s not strategy. That’s reaction.
A paid campaign should be built intentionally to define the audience, offer a clear objective, to the right people at the right time.
Paid is not about amplifying popularity. It’s about controlling outcomes.
What This Means in Tahoe–Truckee
In a seasonal market like ours, timing matters more than volume.
An organic Reel showing conditions, experience, or local energy builds familiarity. That’s valuable.
But if you need:
Paid is the lever. Think of your own behavior. When you see something you want or need, you either purchase it or you quickly validate. One of two things happens: I purchase, or I may do a quick search to see if they are who they say they are. Their organic feed, if aligned, will quickly give me the confidence to purchase. Clear message and brand wins. Our day travelers just want to get from one experience to the next, having a clear path and a well placed ad respects their journey and puts a white hat over your door.
Organic builds the story. Paid drives the response.
When you align the two, momentum compounds.
Video is powerful. But only when you know what job it’s doing.
If your feed looks good but your revenue hasn’t shifted, the issue isn’t creativity. It’s alignment.
This year isn’t about producing more content. It’s about producing content with purpose.
Next week, we’ll break down how the Trophy Drop fits into ROI-driven strategy — and when culture can outperform ads entirely.
If there is a topic you’d like to hear more about, by all means comment below or direct message, and I’ll do my best.
Nothing better than a good question to jump into.
Reach out for a talk over coffee or a hike. tgold@bigwaterci.com
Comment below or share.
Trina Gold
Master Creator
