Organic reach is on the decline, but is it all doom and gloom?
If you work with social media regularly you will know that we’ve been talking for some time now about how organic reach is on the decline on platforms like Instagram, Facebook and Twitter. What this means is that if you want your posts to reach your target audience you are going to have to throw a bit of cash behind them.
However, there are a few ways to get your content seen without spending heaps on ads.
If you want to beat the algorithm, know the algorithm. Simple.
Here are the essentials:
- Instagram: organises photos and videos in your feed by how likely you are to be interested in the content, your relationship to the user and how timely that post is.
- Facebook: posts in your News Feed will rank with friends and family first, information second and entertainment third, according to Hootsuite.
- Twitter: the focus is on helping you catch up with what you missed while you were away.
How often do you look at the analytics on the social media platforms you’re on? Develop a habit of tracking your analytics often. They provide loads of information about how your posts perform. Make that data work for you. As you learn from the data apply that knowledge to your news posts until you have something that beats the odds. A word of caution though: algorithms change constantly … keep up with the changes by checking out your analytics and adapting your approach habitually.
I have spent the last six months studying organic reach on my own social media platforms. I have social media accounts on which I have not spent a cent in an attempt to understand how I can make a low budget work for me. My most important takeaway from this exercise comes back to one word … quality. Quality content must be unique, well thought out and relevant. Whether you boost a post or not, if it is of value your audience will share it. They will comment on it.
Beating the algorithm is an intricate dance. It takes a lot more of a slog but it can be done.
Like what you read? Look at more of my musings here.