Is organic reach on the decline?
It’s no secret that many social media platforms operate a paid advertising model for brands, which could mean organic reach is declining…
When it comes to organic reach, not a lot of things have changed. The average number of social media users who see posts on social media that aren’t backed by paid advertising is low.
Most platforms operate a pay to play model for businesses. Over on Facebook, the average reach of an organic post hovers around 5.20% https://wearesocial.com/blog/2020/04/digital-around-the-world-in-april-2020
This means one in every 19 followers sees the page’s non-promoted content. The easiest way to boost distribution and direct sales is to boost your ad budget.
BUT, paid advertising sometimes outshines the importance of organic marketing. Organic marketing is the foundation of your ad or social media strategy. Behind every successful social media strategy is a consistent and creative presence that strengthens the brand, relationships and trust.
At Office Owls we have put together many ways to improve your organic reach
What is organic reach?
On social media, organic reach is the number of people who have seen your content through unpaid distribution, for example, you don’t have a budget towards reaching a specific audience.
- Master the best practices for each social media platform
Having a varied amount of knowledge of how to write a caption or how to create a video is good, never take a one-size-fits-all approach to social media marketing. To reach the most people organically, posts need to be optimised. To optimise content, you need to understand the platform and audience you are optimising for.
The best advice we could give you is to focus on the platforms that make sense for your business and grasp every detail.
- Don’t forget to develop a content strategy
You need to put thought into your content, if you want your socials to organically increase, learn about your audience. What are they interested in? Where are they located? How do they vary by platform? It’s important to establish realistic goals with your audience in mind.
Social listening is a great hack to use!
- Employees, engage
An engaged community consistently interacting with your posts and sharing your content on social media can improve organic reach. Your own team should help with this!
Apparently, studies show that potential customers trust a business’s employees more than journalists, advertisers, and CEO’s. https://www.edelman.com/sites/g/files/aatuss191/files/2019-02/2019_Edelman_Trust_Barometer_Global_Report.pdf
- Focus on value
Always offer something of value when it comes to posting organic content. Give people a reason to follow your business on social media, when it comes to creating valuable content think about the five pillars of content marketing.
- Post consistently
We all know the drill by now, post regularly and at the right time. It’s important to note when your audience is online and active. Check your analytics accordingly, with Instagram you can dive deeper into your insights and see what day/time is best to post.
It’s best to post consistently to maintain and establish your social presence. But remember, when it comes to organic reach on social media, quality will overrule quantity. Create a quality content strategy and social media content calendar in the hope to prevent a burn-out but keep the routine sustainable and creative!
Want a better engagement rate on organic posts? Include calls to action or call for engagement. Questions are a great prompt, ask questions to your followers about something you’re interested in hearing about, it will give you a chance to learn more about your audience.
- Keeping up with the algorithms
It’s important to stay in the loop on the changes social media platforms like to make (if you are like Instagram, this can be on a regular basis.) Algorithms use ranking signals to sort the order of organic content in their timelines and newsfeeds.
These factors will typically include timeliness, relevance, and the relationship someone has with your business account.
At Office Owls, we mainly use LinkedIn and Instagram. Check the ins and outs of both social platforms here thanks to Hootsuite: – https://blog.hootsuite.com/instagram-algorithm/ https://blog.hootsuite.com/how-the-linkedin-algorithm-works-hacks/
We hope this blog will help you achieve more organic reach and create quality social media content for your business!
Oscar the Owl x