It's Scrolls #6, well and truly on a roll now! It's our Friday round-up of the latest and greatest in social media. So, settle down ahead of a long weekend and get your fix.

This week it's all jazz, crockery and seagull droppings 👇

Chipotle X Urban Outfitters lands on campus 🌯

Malin + Goetz drop the perfect tomato girl fridge ❤️

Ikea reveal their meatball plate 🍽️🇸🇪

...while the Brighton branch pays homage to the seagull 🕊️🇸🇪

Jake Paul knocks out a wedding cake 👊🎂

The Great British Bake Off drop their new cast 🙋‍♂️🙋‍♀️

Band crack up the Wonder during flight delay 🎷🎵

If you’re a D2C challenger brand, chances are your main route to growth is performance marketing.

Paid ads offer rapid, measurable and predictable growth. Watching sales spike is addictive.

But…

If that’s your only lever, there’s always a risk of a come-down.

Paid growth can be fragile.

Ad platforms change. Algorithms shift. Costs creep up.

You are only a platform update away from your ROAS being crippled.

For brands that rely close to 100% on paid, that’s not just a hiccup - that’s a cliff edge.

People will check you out.

Very few people see an ad, click and buy immediately. Most do a quick background check. They’ll read reviews. Google you. Scroll through your socials.

It’s smart to assume every prospective customer will look at your organic channels before hitting buy.

If they find tumbleweed, dated content or a feed that doesn’t match the slick ad they just saw - you’ve lost them. 

Paid eats margin.

Here’s the other problem: every sale you win with paid comes with a tax - the cost of the click.

That’s fine at the start, but over time it squeezes margins tighter and tighter. Which means advertising need to over-perform constantly, just to keep the lights on.

Organic doesn’t work like that. Every post, every piece of content, every engaged follower is equity you own. It builds over time and reduces your dependency on media spend for growth. But it needs patience.

Brand equity is the long game.

There needs to be a blend.

Organic social offers stability. A loyal following, a community that engages and a presence that inspires conversion naturally.

Challenger brands that last are the ones people trust and remember. That’s built through consistent and authentic touchpoints.

Of course, use paid to accelerate growth - but don’t neglect organic. It’s the only way to build resilience, protect your margins and create a brand that lasts.

Paid ads gets you started. But organic makes you sustainable long-term.