The discussion on social media marketing is incomplete without the mention of social media reach. Almost every social media platform has taken a hit when it comes to organic reach and this is a big concern for brands and businesses.
While some of you may opine that there is always paid reach to go for but to gain the most out of social media marketing there has to be organic reach too. Not to forget, paid reach also requires spending which might be another hurdle for small businesses.
Most marketers blame the changing algorithm of social media platforms for the fall of organic reach. Initially, marketers also blamed the content for the decrease in key metrics but with time, it is clear that content is not the only thing that drives social media insights.
In this blog, we will explore all the reasons that might have an impact on your social media reach. Be it Facebook, Instagram or Twitter, marketing professionals have to be extremely tactful if they want to see a rise in reach.
Social media platforms have shifted their focus on user engagement and are less concerned about reach. The platforms want the users to interact with the content and that has changed the way posts perform on these platforms. Social media reach and engagement are two sides of the same coin. Before we move ahead and dissect the reasons for low reach let’s understand these metrics thoroughly.
Reach vs Impressions
Reach is a key social media metric that tells you the total number of people who have seen your content.
Impressions, on the other hand, is the number of times your content has been displayed on the feed.
Well, the impressions and reach both do not mean that the audience has engaged with your content.
But for the users to engage with the content, it is necessary for the content to be visible on their feed and that is why reach and impressions are so crucial.
The social media platforms are constantly coming up with new content curation features which means engagement is now the ultimate goal.
Now that we have cleared the basics let’s take a look at the reasons as to why social media reach metrics is dropping.
1. You are not understanding the platform’s functioning
Every social media platform works differently and to gain a good reach, it is necessary to understand its overall functioning. What works on Instagram might not give you similar results on Facebook and hence, brands must throw away the one-size-fits-all approach when dealing with low social media reach.
Choose the platform wisely depending on your brand’s target audience and content needs. Apart from Facebook, Instagram and YouTube, brands must also consider Twitter, TikTok, LinkedIn, and Snapchat.
Learning to get the most out of platforms can help you increase your post reach to a great extent.
2. Not taking social listening seriously
Social Listening enables you to understand your audience and helps keep a track of what the audience is interested in. With the help of social listening, you can detect whether your content is in sync with your audience’s interests. Platforms like Unbox Social offer brand listening and influencer listening solutions to help you keep a check on the kind of branded posts your chosen influencers are creating. Moreover, this feature also tells you which influencers your competitors are collaborating with.
These factors may not have a direct impact on your metrics but it does influence your social media reach indirectly.
Once you start posting content based on your audience’s preferences you are likely to see an increase in reach.
3. Posting too much or too less
Consistency is quite important on social media platforms. Social media reach metrics can fluctuate if you are posting too much or too less. Posting too much content that has no value will eventually lead to a low social media reach and similarly, posting content in long breaks will also harm your organic reach on social media. See to it that your content calendar is created strategically and is balanced enough to help your brand reach.
4. Too much content on social media to choose from
The biggest reason why brands and businesses are finding it difficult to increase social media reach metrics is content overload. Users are overloaded with content on social media platforms and only a few posts succeed in featuring in the feed. This cutthroat competition amongst brands and businesses has made high organic reach on social media almost unachievable.
5. Lack of connection with the users
You cannot run your brand in a vacuum on social media. Responding to queries, comments and encouraging user-generated content can positively impact your social media reach and engagement. These minute tasks can help you reach a wider audience base on social media platforms thereby solving your low organic reach problem.
6. No video content
Remember, video content is the most preferred form of content on social media platforms. Most platforms have changed their algorithms in a way that posts that have the potential to garner higher engagement are given higher visibility. Videos can garner a lot of audience attention and the popularity of Instagram Reels and YouTube Shorts makes it all the more evident. Having quality video content in your content strategy is a must to increase organic reach.
7. Not posting at the right time
Platforms like Unbox Social tell you when your audience is most active on a particular platform. This will help you time your posts well. Timing is very important on social media because it can help you increase your organic reach. See to it that you analyse your audience activity and post at the right time.
8. Posting only when your competitors are posting
Social media is all about digging out the right moments to post. Most brands follow a similar approach when it comes to this. Posting when others are posting will not do much for you, it only leads to a crowd of content. Make sure you find out when your rivals are not active and that is the best opportunity to post.
9. Ignoring tags and hashtags
While hashtags look like mere add-ons in a post they can do a lot to help you with organic reach on social media. Likewise, geotags, location, shoppable tags, etc. can also help increase organic reach. See to it that you don’t overdo the tags and strike a balance.
10. Not following the trends
Social media platforms work on trends these days. While it’s not necessary to blindly follow them, it surely helps in generating organic reach metrics. Make sure you keep an eye on what’s trending in your niche and curate content on the same. Brands and businesses already having a huge fan following can create their own trend for others to follow!
Focusing on curating relevant and engaging content can help you increase your organic reach. Make sure you regularly check social media metrics because that will help you measure the effectiveness of your content. Brands and businesses must concentrate on increasing reach because that helps improve other metrics.
Here are a few more blogs to help you with social media marketing and analysis-