Organic reach refers to the total number of unique people who were shown your post(s) in their news feed or on your page through unpaid distribution. It’s essentially the number of people who see your content without paid distribution or advertising.
More on Organic Reach
Organic reach has become a key metric in digital marketing as it indicates the natural engagement and interest in your content.
One of the major factors influencing organic reach is the platform’s algorithm, which determines which content is displayed and prioritized in users’ feeds.
For instance, Facebook’s algorithm prioritizes content that sparks conversations and meaningful interactions between people, particularly those from family and friends.
However, over the years, organic reach on social media platforms, especially Facebook, has been declining due to the sheer volume of content being shared and changes in platform algorithms.
This has led many businesses to supplement their organic efforts with paid advertising to ensure their content reaches a larger audience.
- In the early days of Facebook, organic reach was much higher than it is today. Some reports suggest that in 2012, organic reach on Facebook was around 16%, whereas now it’s estimated to be less than 2%.
- Despite the decline, organic reach is not dead. Posts that generate high engagement can still reach a large audience organically.
- Organic reach tends to be higher on newer social platforms, like TikTok, where the user base and content volume are still growing.
One of the major controversies surrounding organic reach involves the continuous algorithm changes by social media platforms, particularly Facebook.
These changes have progressively reduced the organic reach of posts, frustrating many marketers and businesses who had come to rely on social media as a cost-effective form of marketing.
Some critics have accused platforms like Facebook of deliberately reducing organic reach to force businesses to pay for advertising.
FAQs about Organic Reach
- Why is organic reach important? Organic reach is important because it demonstrates the natural engagement and interest in your content. High organic reach indicates that your content resonates with your audience, sparking shares, likes, and comments.
- How can I increase my organic reach? To increase organic reach, focus on creating high-quality, engaging content that encourages interaction. Regularly engaging with your audience, optimizing posts for each platform, and posting at optimal times can also help.
- Why has organic reach declined on some platforms? Organic reach has declined due to a combination of increased content volume and changes in platform algorithms. With more content being shared, there’s more competition for space in users’ feeds.
- Is organic reach still relevant with the rise of paid advertising? Yes, while paid advertising can help expand your reach, organic reach is still crucial. It’s a measure of your content’s natural appeal, and organic engagement can still drive significant traffic and conversions.
- What’s the difference between organic reach and paid reach? Organic reach refers to the number of unique people who see your content without paid promotion, while paid reach is the number of unique people who see your content because of paid promotion.