Organic Reach on Social Media is Declining—Here’s What to Do About It. Call someone, because this is changing the way businesses use social media. This also means your beloved social media content strategy isn’t reaching as many people as before. Create unique content for each platform Be where your audience is. Recognize that social media is about being social. We also publish any content that we as a social media company find useful and engaging. For a more detailed report on what the Facebook algorithm entails, check out The Facebook Algorithm: What You Need to Know to Boost Organic Reach. We took a look at popular paid channels like Facebook Ads (the same tools as Instagram Advertising), LinkedIn Ads, and Twitter Ads. Create ads easily—Use ad formats to create ads quickly. At Hootsuite, our social team uses social advertising to boost content that’s already doing well organically.
Organic reach is in decline. Call the authorities. Call the doctor. Call someone, because this is changing the way businesses use social media.
Organic reach for Facebook Pages fell 52 percent in 2016. That’s one of many statistics that speak to how both algorithms and competition—in terms of the amount of content that’s being shared—are drastically changing the way we consume media.
This also means your beloved social media content strategy isn’t reaching as many people as before. What to do? Here are four ways to deal with the decline in organic reach.
4 ways to tackle a decline in organic reach on social media
1. Create unique content for each platform
Be where your audience is. More and more users are consuming media in the same place they’re doing their networking—it makes sense to deliver content to them directly and to not take them away from their favorite online communities.
This is known as a distributed content strategy. Instead of driving visitors back to a blog or landing page, produce content that allows your audience to remain on the platform they’re using. Make sure that each of your social media channels features unique content that differs from one another. This strategy also works in tandem with platforms like Snapchat and Instagram that work to keep users contained in the app.
We use the same kind of content strategy here at Hootsuite.
For example, Hootsuite’s Snapchat channel is meant to showcase behind-the-scenes content. It’s a backstage pass to what it’s like working at Hootsuite.
This is a lot different from our Twitter handle—which is tailored to promoting the Hootsuite blog, thought pieces from our CEO, and articles circling the industry. Twitter is also where we fuel online discussion—it’s where our Twitter chat #HootChat is hosted every Thursday.
2. Feature someone else’s content
Contrary to popular belief, when it comes to marketing—it’s not all about you. It’s not all about pushing out your content over and over again, hoping that your audience will become obsessed with everything your brand has to say.
Recognize that social media is about being social. That means sharing other people’s content and not just your own. Take the time to monitor your audience. Find out what engages them, what they want to learn, and what could be helpful to them. Use these insights to start curating content that you know will suit their interests.
By catering to your readers, you position your brand as one they can trust—and one that cares about what they want.
Sharing relevant content also positions your brand as a thought leader who knows what’s happening in the industry and is happy to share that information with its customers.
Serve real value to your readers—it’s not always about them knowing what…
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