Social media has become one of the most powerful marketing tools for businesses. With the rise of social media platforms like Facebook, Instagram, X (Twitter), YouTube, and TikTok, brands and businesses quickly realized the enormous opportunity of reaching customers where they're already hanging out.
But there’s an elephant in the room: the decline in organic reach.
Fact is, organic reach on social media peaked somewhere between 2007 and 2012. Since then, it's been on a steep and steady decline. Take Facebook – today, the average engagement rate for an organic Facebook post sits at a measly 1.52%-2.58%, a far cry from the 12% average we saw a decade ago.
Increased competition, algorithm updates, and platforms pushing paid advertising have all taken their toll – and the shift has many marketers pronouncing organic reach well and truly dead.
But what does that mean, exactly? Is organic social reach really dead? And if it is, how can brands and content creators stay visible?
Let’s dive in and break it down.
What is Organic Social Reach?
Before we take a pulse on organic social reach, let’s first understand what it means.
Organic social reach refers to the number of people who see your content naturally (without you paying for ads) on social media platforms. This can happen in several ways, such as:
- A post being shared by followers
- A post appearing in someone's feed because they follow you
- A piece of content going viral through engagement (likes, shares, comments)
- A post being discovered by new people through the platform’s algorithms
In the early days of social media, organic reach was the gold standard. Brands posted content and reached thousands and millions of people without spending a dime. This was because platforms like Facebook, Instagram, and Twitter prioritized users' content from pages and accounts they followed.
But in recent years, this has changed.
Why Are People Saying Organic Reach is Dead?
There are a few reasons why we’re talking about organic reach being dead before it’s even had an official obituary:
1. Algorithm Changes
One of the biggest changes in the social media landscape is the shift from chronological feeds to algorithm-driven ones. In the early days, users saw posts in the order they were shared or posted, with the newest content appearing first and on the top. But now, these social media platforms use algorithms like user intent to decide what content should appear in a user’s feed.
These algorithms try and only show users the content they are most interested in and are likely to engage with. These algorithms are based on their interests, past behavior, and interactions. This means that even if someone follows your page, your content may not show up in their feed unless it is highly interesting and relevant to them. Hence a significant drop in the number of people who naturally saw their posts.
2. Increased Competition
As social media has grown tremendously in the past decade, the number of users and businesses has also increased, all vying for attention.
Every day, millions of unique posts are created and are being shared across all platforms, which in return increases the competition for eyeballs.
With so much content being uploaded, it is harder for any individual post to stand out, especially if you are not spending money on ads to boost visibility.
3. Platform Prioritize Paid Content
Social media platforms are also businesses, and like any business, they also need to make money. Due to algorithm changes, organic reach began to decline, and platforms like Facebook and Instagram started prioritizing paid content in users' feeds. Now, advertisers are also willing to pay for their posts to be shown to a larger and more relevant audience, and this shift has further led to even less organic reach for non-advertising users.
For example, Facebook's Feed algorithm used to show posts from pages users followed. But now, it has also started to include more content from family and friends, paid advertisements (sponsored), and suggested posts. If you are not using paid ads for your brand, you are less likely to see the same organic reach you once did.
4. User Behaviour
In recent times, user interaction with social media has changed. Most of the users nowadays scroll quickly through their feeds, paying less attention to posts from brands. Some platforms, like Instagram, have also introduced features like Stories, which focus more on temporary (60 seconds), in-the-moment content rather than permanent posts on your feed.
People are also using social media more passively now—consuming content without engaging too much with it. Likes, comments, and shares are becoming less and less. This means the algorithm does not pick up as much engagement as it used to earlier to show your content to others.
The result? Your content has a harder time spreading organically.
Is Organic Reach Dead? Not Exactly
While it is true that organic social reach has declined in recent years, it is not entirely dead. The reality is a bit more complicated. Here is why:
1. It Depends on the Platform
Some platforms like TikTok still offer a decent amount of organic reach, especially for creators and businesses that focus on high-quality content and engagement. TikTok has proven that organic reach is still alive and well. The platform’s "For You" page uses a powerful algorithm to recommend content to users based on their interests, regardless of whether they follow the creator or brand.
Similarly, LinkedIn is another platform where organic reach is still quite strong, especially for thought leadership content. By sharing insightful posts or articles, individuals and companies can still gain significant exposure without needing to pay for ads.
2. Content Quality Matters More Than Ever
We all agree that organic reach is lower than before, but it is still possible to reach large numbers of people if your content is high-quality and it resonates well. High-quality, shareable content will always have a better chance of being seen, even if you are not boosting it with ads.
This means you need to focus on creating content that adds value for your audience. Whether that is through educational posts, entertainment, or community engagement, content that speaks to your target audience’s interests is more likely to be shared and engage users. People who engage with your content may share it, which can lead to organic reach through their network of followers.
3. Engagement is Key
Social media algorithms prioritize engagement—likes, shares, comments, and time spent on your post. So, while organic reach might be harder to come by it is still possible if you focus on building a loyal and engaged community.
Engaging with your followers directly through comments, polls, and interactive content (like live streams or Q&A sessions) can increase your visibility. When users interact with your posts, it signals to the algorithm that your content is worth showing to more people. Creating conversations to foster relationships with your audience is crucial for maintaining a decent level of organic reach.
4. Smaller, Niche Audiences Can Still Be Reached Organically
While large, broad audiences may be harder to reach, targeting smaller, niche audiences can still yield results. By tailoring your content to specific interests or communities, you can connect with people who are more likely to engage with and share your posts.
Think of it this way: It might be harder to reach a huge, general audience organically, but reaching a smaller, more engaged group of people who share your brand’s values or interests can still be just as effective—if not more so—when it comes to conversions and loyalty.
What Can You Do About It?
So, what should a brand and business do if they want to maintain a social media presence and grow their audience? Here are some tips a brand and business can follow:
1. Embrace Paid Social Media Advertising
We all know organic reach is always harder to achieve, and paid advertising is still a powerful tool. By running targeted ad campaigns, you can ensure that your content is reaching the right people. Paid ads also allow you to amplify your reach and drive more traffic to your posts/feed, products, or services.
2. Diversify Your Strategy
These days, relying solely on organic reach on social media can be risky. To future-proof your marketing efforts, diversify your strategy by building an extensive email list, optimizing your website for SEO, and exploring other marketing channels like podcasts or YouTube.
3. Focus on Community Building
Always focus on creating a community, rather than just broadcasting messages to your followers. Respond to comments and reviews, ask questions, host live sessions, and encourage user-generated content. People always engage more with such content and will share content that feels personal and relevant to them.
4. Stay on Top of Trends
Social media platforms are constantly evolving, so it is important to stay updated on trends and new features. For example, if a platform launches a new format (like Instagram Reels or TikTok challenges), try to take advantage of it before it becomes oversaturated.
5. Experiment with New Platforms
If organic reach is diminishing on one platform, it might be worth exploring new or emerging platforms where organic reach is still working and strong. TikTok, for example, remains an excellent platform for organic discovery.
Conclusion
While organic social reach may not be what it used to be, it is not entirely dead. With the right approach, you can still build an engaged audience and generate organic reach on social media.
However, businesses and creators need to adapt to the ever-changing landscape, diversify their strategies, and invest in building genuine relationships with their audiences. By doing so, you can stay relevant and continue to thrive in the ever-evolving world of social media.
REM Web Solutions - Boost Your Organic Social Reach Today
Is your brand struggling to get noticed on social media? At REM Web Solutions, we understand the challenges of maintaining organic social reach in today’s crowded digital landscape. Our team of digital marketing experts can help you navigate the complexities of social media algorithms and boost your online presence.
Whether you need a fresh social media strategy or help optimizing your content to reach your target audience, we are here to help.
Do not let reduced organic reach hold you back. Contact us today and let REM Web Solutions guide you on how to make the most of your social media marketing efforts!
