In recent years, marketers have been noticing a worrying trend: the organic reach of their social media posts has been on a steady decline. But before you start panicking, let's make one thing clear - this doesn't mean that your audience is losing interest in what you have to offer. What it does mean is that the algorithms that social media platforms use to determine what content to show in their users' feeds are constantly evolving, and currently, they seem to favor paid promotional content over organic content. But don't despair - there are strategies you can use to fight this decline and increase your organic reach. Here are three core strategies to help you in this battle.
1. Focus on Quality over Quantity
The first, and perhaps the most important, strategy is to shift your focus from quantity to quality. In the past, posting frequently was seen as a good way to keep your brand at the top of your audience's feeds. But with the changes in social media algorithms, this strategy is no longer as effective as it used to be. Now, it's more important to post high-quality, engaging content that your audience will find valuable. The more engagement a post receives, the more likely it is to be seen by a wider audience.
Engagement Metrics that matter:
- Clicks on the content
- Time spent on the post
2. Utilize User-Generated Content
User-generated content (UGC) is any type of content - text, videos, pictures, reviews, etc. - that has been created by users of an online platform, often about a brand or a product. UGC has been proven to increase engagement rates and boost organic reach. Why? Because it's authentic, relatable, and more trustworthy than branded content. Encourage your followers to create and share content about your brand, and make sure to engage with this content by liking, commenting on, and sharing it.
3. Leverage the Power of Community
Building a community around your brand is a long-term strategy that can greatly improve your organic reach. A community is a group of users who engage regularly with your brand and with each other, creating a sense of loyalty and trust. They are more likely to share your content within their own networks, extending your reach organically. Build your community by fostering discussions, asking for feedback, and providing value through your content.
Remember, combating the decline of organic reach on social media is not about finding a quick fix. It's about adjusting your strategy to align with the changing algorithms and user behaviors. By focusing on quality over quantity, leveraging user-generated content, and building a community around your brand, you can boost your organic reach and keep your audience engaged.