Have you noticed on your Facebook Business Page that anytime you post, your organic reach doesn’t match up to how many people have liked your page? Organic reach on social media has been declining for the past couple of years.
According to MarketingLand.com, from January 2016 through mid-July 2016, publishers’ Facebook Pages have experienced a 52-percent decline in organic reach. The challenge for many brands is understanding how the algorithm’s work. Creating content and organically getting it to your audience can be a struggle. So what do you do?
Here are four ways to increase organic reach.
1. Feature content from others in your industry
Marketing is not about YOU. It’s about your audience and being able to help them efficiently solve their problems. One of the best things you should do is to study your audience. Find out 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.
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.
Here is an example from Ashley Mason of Dash of Social.
Curating and scheduling out content that caters to your readers positions your brand as one they can trust—and one that cares about what they want. If you’re scheduling your social media content, make sure you follow the 80/20 rule. 80% of others content, 20% of yours.
2. Create unique content for each platform.
Each platform serves a purpose. That means the content you share should be unique and should cater to your WHY.
Make sure that each of your social media channels features unique content that differs from one another.
For example, The Social Butterfly Gal’s Instagram is where I get the most reach and engagement, so I tailor my strategy to focus on all aspects of the platform. My Instagram Stories is meant to showcase behind-the-scenes content. It’s a backstage pass to what I’m doing each day.
This is a lot different from my Twitter—which tailors to promoting my blog and a few of my personal thoughts.
Meanwhile, on Facebook I share pictures, articles and broadcast live video.
A good exercise is writing out missions statements for each platform
3. Understanding how the Algorithm’s work
Here’s a quick run down on what to expect from some of our favorite social media platforms:
- Facebook: Posts in your News Feed will rank with friends and family first, information second, and entertainment third.
- Twitter: Your feed will focus on helping you catch up on the best Tweets that you missed while away from the app.
- Instagram: Photos and videos in your feed will be ordered by how likely it is that you’ll be interested in the content and your relationship to the user posting.
4. Influencer Marketing
More businesses/brands are gravitating towards influencer marketing. If done correctly, influencer marketing can organically reach far more users than a billboard or flyer could ever do. If you’re thinking about gravitating towards influencer marketing, start by identifying influencers not just by the number of followers they have on social media, but by the kind of engagement they have with their followers. Do they receive a lot of comments? Are they posting engaging and high-quality photos? Do they have a consistency to their postings? One of the most organic ways to create social media buzz is through influencer marketing, especially during an event. One of my services, “The Butterfly Effect” is meant to do just that. For example, I hosted a private influencer event for a client of mine named “Suck it: The Restaurant.” Over 32 influencers came to the event, and during the two hours, their hashtag reached a total of 69K users on Instagram. Since the event, the restaurant doubled in sales, maintained relationships with the major influencers and has organically reached over 1K followers within 90 days.
If you’re in need of a solid social media strategy, or just want to learn more about my services, click the button below!
About The Social Butterfly Gal: I’m Christina, an event + social media strategist helping local businesses & lifestyle brands strategize + generate a buzz online! In between the sips of coffee, social media notifications and writing, you will find me living up to my brand name-being a social butterfly; attending various networking and local events around San Antonio, TX. You can follow my adventures on Facebook, Twitter, Instagram.