First of all, what is organic reach? As described by the Digital Marketing Institute, “organic reach is the number of people who have seen your post through unpaid distribution.”
It’s not uncommon knowledge now that organic reach is in the decline whilst SME’s battle against ever changing social media algorithms. There is data on the web from many different sources that shows organic reach fell by 52% in 2016 on Facebook alone!
There are two major reasons for this:
1. More and more content is being published by more and more people. There are more than 30 billion pieces of content published every month on Facebook. Fortunately, not all of it can fit on our news feed.
2. In order to increase engagement and optimise user experience Facebook provides only the most relevant content to each user, this content is then tailored to each user’s individual interests.
The real question is, can businesses keep growing their social following with this decline in organic reach? Absolutely.
What’s the secret? You need to attract the right kind of people to your social media pages. Random followers are not what you want. They don’t engage and they don’t have a positive influence on your marketing campaigns. You want people who are finely tuned to your business interests. This way, the content you publish will be more relevant to them. In turn, it will have a greater chance of showing up in their news feed and an even greater chance of getting the engagement that we’re all after.
How are you going to attract the right people to your social media?