Updated: Mar 19, 2019
Organic reach on social media platforms continues to get harder. The algorithms change on a regular basis and your brand has to compete with so many others. In this article we take a look at ways to combat low organic reach on your social media.
1. Know the algorithms
Very generally speaking, social media platform algorithms are based on three principles:
Recency - How long ago you published a post.
Relevancy - How relevant your posts are to your audience.
Engagement - How your audience reacts to posts you’ve published (likes comments and shares).
While each social media platform has its own nuances, if you think about these basic principles, and how you can apply them, you can get quite targeted with your content and your posts. With a little bit of trial and error you may be able to work your content successfully against the three basic principles.
2. Go live
Live videos get lots of interaction and, thanks to the algorithms, more reach. This means you will tend to get more awareness from your video posts.
Let your followers get to know you and your team. Videos are a great way to introduce the behind the scenes of your brand, tease upcoming events or product releases, or even simple Q&A sessions. An added bonus of video content is you can always reuse all or some of the initial video to create other content.
3. Support your content with a budget
It obviously comes with some cost, but another quick way to combat low organic reach is to use the various ad options to give your updates an extra reach kick.
Targeting is your best friend here, in order to get the best out of social media ads, you need to know who your prospective customer is and target your ads accordingly.
There are a heap of tools out there an Facebook has its own inbuilt targeting and insights which you can take advantage of. Check out our recent article on how to create an effective Facebook ad.
Consider your audience for each update, angle the post to those users, then target them specifically with your ad options.
4. Find yourself an influencer
Collaborating with influencers isn’t exactly instant, but it can deliver results if it's done right.
The secret is to find the right influencers. Influencers who are aligned with your prospective customer and will attract the right customers for your business. You'll have to do your research, but once influencer campaigns are off the ground, you’ll open the door to more traffic, eyes, and reach on social media.
5. Quality content
This one hasn't changed in a while. You still need to create great content that gives your followers the value they seek.
Going beyond the traditional blogs, hints and tips...we are seeing surveys and opinion polls take over news feeds. You can ask questions to get to know what your audience is struggling with, what they enjoy seeing, and doing and how you can help them.
6. Be consistent
This one also hasn't changed. It's all about being consistent in your posting frequency, consistency in your messaging and the look/feel of your accounts.
And finally...make analytics your habit.
Make small changes to your campaigns and test what works and what doesn't. Then adjust things accordingly. A/B split testing is really a great way of doing things and can deliver you real results.
Organic reach is not dead, but you do need to be savy to stay on top of it.
The only true way to combat low organic reach is to build a solid following, and concentrate on engaging and serving your unique audience so more organic reach will follow.