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I’d argue the real controversy isn’t organic vs paid—it’s whether we’re honest about what “organic success” actually means in 2025. Most viral accounts today either: (1) had early-mover advantage on a platform, (2) crossed over from another established audience, or (3) got algorithmic luck on their first few posts that created momentum.
Saying “just make better content” to someone starting from zero is like telling someone to “just be taller” in basketball. Sure, skill matters, but structural advantages matter more. The question isn’t whether to use distribution tactics—it’s whether we’re transparent about using them.
