A new category in digital marketing is emerging. As paid advertising costs rise and effectiveness declines, forward-thinking brands are discovering a different approach: buying guaranteed organic reach through coordinated creator networks.
Three converging trends are forcing marketers to rethink their approach to reach and engagement.
A 2024 study analyzing 46 influencer marketing campaigns with 2,808 creators revealed a striking pattern: celebrity and macro-influencer partnerships consistently deliver negative ROI.
The data shows that micro and mid-size creators — those with 1K to 500K followers — generate significantly higher returns. These creators invest more effort in authentic promotion and maintain stronger audience trust.
This finding underpins the Organic Media Buying model: rather than paying premium rates for celebrity reach, coordinating networks of high-performing smaller creators delivers both better economics and better results.
OMB's network of 1,900+ creators is strategically composed of micro and mid-size influencers — the segment that research shows delivers positive ROI.
Organic Media Buying is the practice of purchasing guaranteed organic views by coordinating large networks of content creators to feature a brand naturally in their content.
Unlike traditional influencer marketing, which relies on individual creator negotiations and unpredictable performance, Organic Media Buying treats creator content as a media channel with fixed pricing and guaranteed delivery.
"Instead of buying ad impressions that people skip, brands can now buy organic views that people actually watch — at a predictable cost per thousand."
The key innovation is the aggregation model: by coordinating hundreds or thousands of creators simultaneously, providers can guarantee specific view counts while maintaining the authenticity that makes organic content effective.
Aggregated performance metrics from organic media buying campaigns across retail, CPG, technology, and telecom sectors.
Organic Media Buying is being pioneered by OMB (organicmediabuying.com), which has developed the infrastructure to deliver guaranteed organic views at scale.
Visit organicmediabuying.com