Lead with Facebook and Instagram, and ignore the noise. The evidence is unambiguous about where the brand's organic social audience actually is. Facebook is the dominant organic social driver and Instagram is second, together accounting for the overwhelming majority of organic social visits. The effort goes where the audience is, not where the trend cycle says it should be. Measure it as a top-of-funnel channel. We hold organic social to the metric that matches its job: new-visitor rate, engaged sessions, and the quality of the landing experience, not last-click revenue. At roughly a nine-in-ten new-visitor rate it is the brand's purest discovery channel, and framing it that way protects it from being starved by a scoreboard it was never meant to win. Let the content that resonates do the work. The posts and pages that pull people in are not ads, they are stories. Customer-generated content from the Styled in Alpaca photo contest turns real owners into the brand's most persuasive voices and is one of the top destinations organic social sends people to. Editorial positioning content, like the alpaca-versus-cashmere piece, gives newcomers a reason to choose alpaca. Seasonal and product storytelling on throws and outerwear rounds it out. This is resonance you earn, not reach you buy. Build relationships with interior designers and the trade. The home-design community is both audience and amplifier. There is real trade engagement flowing through the funnel, from the design-professional ecosystem to professional-network referrals. We treat these relationships as a content and reach engine, designers and tastemakers styling and sharing the product, generating earned imagery and word of mouth the brand could never have manufactured on its own. Feed the rest of the funnel, and nod to paid without becoming it. A strong organic top of the funnel makes everything downstream work better. The new audiences organic discovery and designer relationships create are exactly the warm, qualified pools that paid and influencer programs can later scale against, which is how organic de-risks and seeds paid rather than competing with it. We keep that adjacency strategic and deliberately separate, because conflating organic, paid, and influencer is how a clean acquisition story turns into a confused one.