Have a large family and a ton of friends? Great! That means they’ll see your social media posts. But what about businesses trying to promote themselves organically? Or rising stars in the digital world looking for more views and interaction? The reality is, things are getting tougher in the world of social media.
The Decline of Organic Reach
Organic reach is the number of people who see your content without you paying to promote it. Sadly, it’s on the decline across most social media platforms. Facebook, once the king of organic reach, is now predicted to see a shocking drop to less than 5% (some even say as low as 2%) for business pages in 2024. These statistics come from trusted sources like We Are Social, Hootsuite Digital, and Semrush.
Instagram isn’t faring much better. The same studies show that organic reach for Instagram business profiles is averaging around 12% for posts and a dismal 2% for stories. Reels and stories are the only bright spots for Instagram, at least for now.
The Growing Importance of Paid Promotions
What’s happening? Well, social media platforms prioritize content from users’ friends and family over business page content. This makes it significantly harder for businesses to reach their target audience organically. The bottom line? If you want more reach, you need to pay for it.
The Complexity of Social Media Algorithms
Another challenge businesses face is the complex algorithms that govern social media platforms. Facebook, Instagram, X (formerly Twitter), LinkedIn – they all have their own algorithms that determine what content is seen by users. These algorithms consider factors like content type, posting frequency, engagement levels, target audience, description, copy, and even posting time.
While understanding these algorithms is crucial for success, exploring them further would require an entire article on its own!
Strategies for Navigating the Changing Landscape
So what can businesses do to survive in this new era of limited organic reach? Here are a few tips:
1. Target Your Audience
First and foremost, know your audience! If you don’t have a specific target audience in mind, you’ll end up talking to everyone and no one at the same time. Use the targeting options available on each social media platform to reach people who are genuinely interested in your content.
2. Consider Paid Advertising
Paid ads and boosted posts are a powerful way to reach a wider audience. While it’s tempting to rely solely on organic reach, it’s wise to explore paid options as a way to supplement your organic efforts. Consider promoting a call to action in a later post to reach specific demographics and interests. However, it’s a good idea to start with organic reach and gauge its performance before committing to paid promotions.
Conclusion
The landscape of social media marketing is changing rapidly, and it’s crucial for businesses to adapt. While organic reach is becoming increasingly limited, there are strategies you can employ to ensure your content gets seen. By targeting your audience, creating compelling content, and considering paid options, you can navigate these challenges and continue to grow your online presence.
