Organic Marketing Shift From SEO to Social
by Elena Verna on December 18, 2025
Organic marketing has shifted dramatically from SEO to social media, particularly for AI companies experiencing rapid growth. This transformation represents a fundamental change in how companies build awareness and drive adoption.
At Lovable, one of their biggest growth strategies is "building in public" - having founders and employees regularly share product updates, features, and milestones on social platforms. This approach creates constant "noise in the market" that keeps the product top-of-mind and demonstrates rapid evolution. For B2B audiences, Twitter/X and LinkedIn have proven particularly effective channels.
The key insight is that this isn't just corporate announcements - it requires authentic, human communication. As Elena explains: "You cannot just have ChatGPT write your copy and post it. You need to show personality, there needs to be humanity... it's not natural for everybody and it feels very awkward sometimes to start, but it's important to people to see who's building the company."
This approach serves multiple purposes simultaneously:
- It acts as a resurrection strategy, bringing back users who see new capabilities
- It works as re-engagement, with people checking social media to see what's new rather than waiting for newsletters
- It creates a sense that the product is constantly evolving and improving
- It helps users feel heard when they see their feedback implemented quickly
The velocity of shipping is critical to this strategy. At Lovable, they've made shipping marketable features their number one core value in development. This requires distributing marketing responsibilities beyond the traditional team - engineers announce features they've shipped rather than funneling everything through marketing.
This shift from SEO to social represents a broader "consumerization" of B2B marketing. As Elena notes: "I've been always, especially in B2B, so focused on search, and now I feel like it's been completely pushed even further into consumerization territory and it has become all about social, no matter how B2B you are, because that's where eyeballs are at."
The ultimate goal is to create products worth talking about - experiences that make users feel empowered and eager to share their accomplishments. When this happens, your customers become your most powerful marketing channel through authentic word-of-mouth.