Organic reach on social media is how well your posts perform when you don’t boost them. As we all know, organic reach has been on decline for some time, especially on Facebook.
“You’ll see less public content like posts from businesses, brands, and media,” Mark Zuckerberg said at the start of 2018. “And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”
Personally, as a consumer, this is great! Facebook can go back to what it used to be for me - a way to connect with my friends and family from around the world. But as a business owner, I must stop and ask myself, ‘how do I deal with one of my greatest marketing tools being changed so drastically?’
The consistent piece of advice I hear from social media and marketing experts is that in order to be heard I should publish quality content that resonates with my audience. Well, of course this makes complete sense! Why else would my audience want to hear, or buy, from me?
However, users still complain about noise and not being able to see or find content they care about, and business owners are reporting that their content, which they spend a lot of time creating, is not being seen. One of our clients, a very successful user of social media platforms for her growing business shared that she is always afraid that when she puts her content on the Facebook people won’t see it.
Thus, I propose that once you have you built a strong, loyal audience that wants to hear from you, it’s time to take them to a dedicated platform tailored for your brand. This way, they can connect with the content they value, and you can stop spending so much time trying to make sure your content is seen.
As people spend more and more time on their phones, our advice is to go mobile. But whether you choose a website or a mobile solution, private tools that filter content and help users stop the endless scrolling to find the information they want will slowly, but surely, become the norm.