The decline of social media organic content reach (and what to do about it)

Digital Marketing, Learn About Marketing Your Business, Marketing Strategy, Marketing Trends, Marketing Your Business

Social media platforms have been increasingly accused of suppressing organic reach for businesses and content creators. Here are some statistics and studies that highlight this trend. The trend will have continued into the current year.

The decline of organic reach is primarily due to evolving social media algorithms that prioritize user experience over brand exposure, along with the platforms’ push towards monetization through paid advertising

Facebook

Organic Reach Decline:

  • 2012: Facebook’s organic reach started at around 16%.
  • 2014: Organic reach for Facebook pages dropped to 6% .
  • 2016: A study by SocialFlow showed a 52% decline in organic reach over a period of one year .
  • 2018: Facebook’s algorithm change prioritized posts from friends and family over those from brands and publishers. As a result, pages saw a significant drop in organic reach, with some estimates suggesting it fell to around 2% .
  • 2023: It could be down to as low as 1.52%.

Instagram

Engagement Drop

  • 2019: A study by Trust Insights found that organic reach on Instagram fell by about 25% from the previous year .
  • 2020: Hootsuite reported that the average engagement rate per post on Instagram decreased by 23% from 2019 to 2020 .
  • 2024: Instagram organic reach has dropped to 4.55%

Twitter

Visibility Issues:

  • 2018: A study by Edelman found that Twitter’s algorithm changes led to a noticeable drop in the visibility of tweets from brands and influencers .
  • 2020: Research from Social Media Today indicated a decline in engagement rates on Twitter, attributed to algorithmic changes and increased competition for attention .
  • 2024: Organic reach can be as low as 1.66%

General Trends Across Platforms

Algorithmic Prioritization:

  • 2019: A survey by Buffer and Social Media Week found that 77% of marketers believed that social media platforms were deprioritizing organic content to incentivize paid promotions .
  • 2020: Data from the Digital 2020 report by We Are Social and Hootsuite indicated that organic reach on major platforms continued to decline, pushing businesses towards paid advertising to maintain visibility .

Supporting Studies and Reports

Social Media Examiner Reports:

  • The Social Media Marketing Industry Report consistently highlights the decline in organic reach across platforms and the increasing need for paid promotion. In their 2020 report, 61% of marketers said that decreasing organic reach was their biggest concern .

Influencer Marketing Hub:

  • Their reports emphasize the challenges influencers face with organic reach, noting that platforms are increasingly favoring paid content over organic posts .

Advertising On Social Media

The decline in organic reach across social media platforms is well-documented through various studies and reports. These statistics highlight the growing trend of platforms prioritizing paid content, which impacts brands, businesses, and content creators alike. As a result, many are turning to paid advertising to ensure their content reaches their target audience.

In today’s digital landscape, social media has become a pivotal platform for businesses to connect with their target audience. However, the increasing suppression of organic reach necessitates a robust advertising strategy to effectively reach and engage your market. Here are some key suggestions on how to use advertising to reach your market on social media.

1. Define Your Objectives

Before launching any advertising campaign, it’s crucial to define clear objectives. Whether your goal is to increase brand awareness, drive website traffic, generate leads, or boost sales, having a specific objective will guide your campaign strategy and help measure its success.

2. Know Your Audience

Understanding your target audience is fundamental to any advertising strategy. Utilize social media analytics and customer data to gain insights into your audience’s demographics, interests, behaviors, and preferences. Platforms like Facebook and Instagram offer detailed targeting options, allowing you to reach specific segments of your audience based on these insights.

3. Choose the Right Platforms

Different social media platforms cater to different audiences. Facebook and Instagram are ideal for visual content and broad consumer reach, LinkedIn is perfect for B2B marketing, Twitter is great for real-time engagement, and Pinterest is useful for visual and lifestyle brands. Select the platforms that align with your audience’s preferences and your business goals.

4. Create Engaging Ad Content

The success of your social media ads heavily depends on the quality and relevance of your content. Create visually appealing and engaging ads that resonate with your audience. Use high-quality images, compelling videos, and clear, concise copy. Ensure your ad content addresses your audience’s pain points and highlights the unique value proposition of your product or service.

5. Utilize Advanced Targeting Options

Social media platforms offer advanced targeting options to help you reach the right audience. Utilize these features to target users based on their demographics, interests, behaviors, and even previous interactions with your brand. Custom Audiences allow you to retarget users who have already engaged with your website or social media profiles, while Lookalike Audiences help you reach new users who resemble your existing customers.

6. Leverage Retargeting

Retargeting is a powerful strategy to re-engage users who have previously interacted with your brand but haven’t converted. By showing relevant ads to these users, you can remind them of your offerings and encourage them to take action. Retargeting can significantly increase conversion rates and reduce the cost per acquisition.

7. Optimize for Mobile

With a significant portion of social media usage occurring on mobile devices, it’s essential to optimize your ads for mobile viewing. Ensure your visuals and copy are clear and engaging on smaller screens, and use mobile-friendly formats like vertical videos and carousel ads.

8. Monitor and Analyze Performance

Regularly monitor the performance of your social media ads using platform analytics tools. Track key metrics such as reach, engagement, click-through rates, and conversions. Analyzing these metrics will help you understand what’s working and what’s not, allowing you to make data-driven adjustments to your campaigns for better results.

9. Test and Iterate

Continuous testing and iteration are key to refining your social media advertising strategy. Experiment with different ad formats, visuals, copy, and targeting options to see what resonates best with your audience. A/B testing can provide valuable insights into which elements drive the most engagement and conversions.

10. Invest in Continuous Learning

Social media advertising is constantly evolving, with platforms frequently updating their features and algorithms. Stay up-to-date with the latest trends and best practices by investing in continuous learning. Follow industry blogs, attend webinars, and participate in online courses to enhance your advertising skills and knowledge.

By implementing these strategies, you can effectively use advertising to reach your target market on social media, driving engagement and achieving your business objectives.

Sources

The Importance of Using Industry Organizations to Reach Members for Marketing
10 Ways how User- Generated Content (UGC) can help you gain new clients