It’s Scrolls #8, cruising right along.... your Friday round-up of the weird, wonderful and newsworthy corners of social media. So grab a seat, sip something strong and ease into the weekend.

This week it's all pumpkins, funky frames and big roosters 👇

Pumpkin season with Starbucks 🎃☕️

Liquid Death go large 💧☠️

Blank Street drop their rebrand 🟢🍵

Aldi vs. Lidl 🥷

Rollover ride the “wherever the wind” trend 💨🌭

Dirtea break America 🫖🇺🇸

Gentle Monster team up with Tilda 👓

Too often paid and organic are run as separate streams of work.

Different agencies. Different KPIs. Different creative.

That siloed approach doesn’t just waste budget, it dilutes impact.

Paid content is under constant pressure to convert.

Every ad is judged on clicks, sign-ups, or sales. Every ad that goes out needs to deliver like its direct response at the bottom of a warm funnel.

The result? 

Creative that leans too heavily into direct response. “Buy now.” “Sign up today.”

That isn’t how you nurture a community and increase intent to buy from your brand.

When paid and organic are run in isolation. Like they are speaking to two different groups of people.

Audiences don’t see two separate channels - they see one brand.

If the creative tone shifts wildly depending on whether they found you organically or through an ad, trust takes a hit.

There needs to be more talking

Integration between teams = efficiency. It also means consistency. One brand world, across every touchpoint.

The same person scrolling past your organic post is the same person seeing your paid ad.

Their triggers don’t change. Their preferences don’t change. Their likelihood to engage doesn’t change.

So why treat paid and organic as if they’re targeting different humans?

Test & Learn

Organic channels are a gift to challenger brands. They’re your lab 🥼

Test ideas. Experiment with formats. See what sparks shares, saves, or comments.

Then - when you find a winner - put budget behind it. Scale what already works.

This flips paid from a gamble into an amplification strategy.

And anyway, at the top of the funnel, people don’t want ads. They want stories. Insights. Entertainment.

That’s where authentic, organic-style content shines. It doesn’t feel forced. It lands naturally in the feed.

And when it’s used as the starting point in a paid journey, it softens the path to purchase.

So?

Break the silos. Align your teams. Let organic feed paid.

By blending creativity with performance, you create a brand presence that’s consistent, efficient and human.

That’s how challenger brands turn scrolls into sales. And clicks into loyalty.