This is a recording of a talk given at the International Social Summit Barcelona 2023. Historically, organic and paid social have been viewed as two separate channels with independent objectives and run by disjointed teams. However, recent changes in the market, such as the rise of TikTok and video-led content, have blurred the lines, and the two channels now complement each other more than ever. In this talk, Andreea Popa and Kenny Metham from Connective3 explain why organic and paid social should have integrated strategies and work together. Learn actionable points around strategy, creative and measurement to help you take your accounts to the next level and prove the value of social.