Why your organic content needs your creative team (if you want real results)

Mental note: publishing organic content without involving your creative team is like trying to bake bread without flour. It might look like something… but it lacks all flavor.

The algorithm this, the drop in likes that, engagement is not what it used to be. But what if the problem isn’t the content itself, but how you’re thinking about it?

Organic content without a creative team involved is just visual noise. Sometimes pretty, rarely effective.

In a world where brands fight tooth and nail to appear in users’ lightning-fast feeds, having a creative team deeply embedded in your organic content strategy is no longer optional. It’s your only way to stand out. Here’s why and how to do it right.

TABLE OF CONTENTS

• Organic + Creative: when the whole is greater than the sum of its parts

• It's not just design: it's creative intention

• Brand = what you do and how you communicate it

• The formula: creativity from minute one

Organic + Creative: when the whole is greater than the sum of its parts

Think about it: you're investing time and money to create organic content for your brand. You're posting on Instagram, updating LinkedIn, publishing stories. All good. But… is it really working? Is it aligned with your brand identity? Is it having any real impact?

If the answer is “meh,” you’re probably leaving out a key player: your creative team.

Bringing paid and organic together isn’t about being polite between teams. It’s a strategic decision with real business impact. Here’s what happens when you don’t:

• Brand confusion.
• Disjointed messaging.
• Lost leads, traffic or followers.

And when you do it right? Magic:

• Total brand consistency.
• Better use of data.
• Smarter adaptations.
• And most importantly: a brand that speaks with one voice across all channels.

It's not just design: it's creative intention

Too many brands still treat their creative team as the final step: “just make this look nice.” WRONG. The creative team doesn’t just decorate. They translate ideas, insights and brand values into visuals, formats and content that actually connect.

When involved from the start, they can:

• Offer better content ideas.
• Adapt messages to each platform's visual language.
• Ensure everything breathes brand personality and coherence.

👉 A quick-and-dirty reel can outperform a big-budget video... if it has insight and a creative spark.

Brand = what you do and how you communicate it

A brand isn’t what’s in your brand book. It’s what shows on your socials, how you reply to a comment, the vibe of your stories, and the feel of a random Tuesday post.

If your organic content lacks creative care, you'll:

• Lose consistency.
• Break your storytelling.
• Look like you’ve ghosted your own feed.
• Miss out on priceless qualitative data: comments, DMs, mentions.

And all of that will absolutely impact perception, engagement, and conversion.

📌 Real example: Mirador Torre Glòries

In this campaign, Adsmurai worked the full funnel with a smart, creative and coherent paid + organic strategy:

• Awareness with bold OOH and paid visuals of Barcelona’s skyline: “Barcelona starts here.”
• Organic posts showing real moments: family visits, sunset views, emotional experiences.
• Conversion with GIFs, CTAs and organic posts offering special deals.
• Loyalty through post-visit content: giveaways, cava, and user stories.

Need proof? Here's what happened:

• +140% website traffic.
• +115% social interactions.
• +154% profile visits.
• 80M impressions.

All because paid, organic and creativity worked together from the start.

The formula: creativity from minute one

There’s no magic here. Just solid process:

1. Shared brief: goals, tone, audience, platforms.
2. Joint ideation: copy + design + strategy.
3. Creative production per channel.
4. Measure and iterate: pivot what doesn’t work (with purpose).
5. Organic that responds, not just posts.

And above all: create from your brand truth, not from “what works on Instagram.”

What about day-to-day?

Here’s your checklist for creative–organic harmony (Spotify Premium vibes included):

• ✅ Briefs that share intent, not just format.
• ✅ Ideation sessions with designers included.
• ✅ Transparent, accessible performance data.