DOES ORGANIC STILL WORK ON SOCIAL MEDIA?

Since audiences vary across social media platforms, a one-size-fits-all approach may fall short of expectations. Blending a strong organic message with a paid approach, will help you come out on top.
April 25, 2024

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THE STATE OF THINGS

Organic reach on social media can often feel like a frustrating puzzle for brands crafting their content strategies. Despite investing time, research, and effort into creating and sharing brand content, it can be disheartening to see posts reach only a fraction of the intended audience, no matter how many “algorithm-hacking” tactics are employed.

After managing countless campaigns annually, Buzzhive Marketing has witnessed the gradual decline of organic reach firsthand. On Facebook, the dominant social media platform, organic reach has steadily dwindled over the years. Research indicates that a mere 0.07% of a page’s fans typically engage with organic posts. Instagram and Twitter are grappling with similar challenges.

With the continuous decline in organic visibility, one might wonder if the era of organic social media reach has come to an end.

What’s Behind the Decline in Organic Reach? The prevalence of paid content is eclipsing organic content across various platforms, primarily due to financial motives. Instagram alone generates an estimated $43 billion in ad revenue, while Meta, encompassing platforms like Facebook, amassed $113 billion in advertising revenue last year.

It’s understandable to feel disheartened about the prospects of garnering organic views, even with top-tier content. However, organic social media reach isn’t obsolete. It’s about striking a balance between organic and paid content to reach the widest and most engaged audience possible.

STILL ALIVE, BUT EVOLVING.

Maximizing social reach requires understanding which content resonates best on each platform. Since audiences vary across platforms, a one-size-fits-all approach may fall short of expectations.

HERE ARE SOME ADDITIONAL STRATEGIES TO OPTIMIZE YOUR ORGANIC CONTENT:

  • Provide value: Move beyond brand-centric content and flashy gimmicks. Today’s social media users crave genuine value—whether it’s insightful advice, compelling storytelling, or authentic testimonials. While incorporating trending elements can enhance engagement, ensure that your content stands on its own and enriches your audience’s experience.
  • Maintain consistency: Tailor your approach to each platform while preserving your core message and value proposition. Whether it’s Facebook, Instagram, TikTok, or another platform, consistency reinforces your brand identity and fosters trust with your audience.
  • Integrate organic with paid: Blend organic efforts with paid boosting and advertising to amplify your reach. By synchronizing these strategies, you can maximize the impact of your social media initiatives.

The Sad Truth

Organic social media content is how many companies going strong today got their start…with almost no cost (other than sweat equity and lots of time). Now, with so many players and equalizers (like AI), there is more content out there than ever. Consumers are also more educated then they’ve ever been. That education lets them know that there could always be a better solution out there for them. The goal of online marketing in 2024 is to build trust. Quantity will always be a huge needle mover, but quality (value, consistency, etc.) will help you stand out more than anything in this dense and crowded social playing field. If you want Meta to work for you, you’re going to have to add paid advertising to reach your audience.

Want to talk about it? Reach out today…