When thinking about reaching more people on social media, paid advertising is always a good idea and can really help promote your brand, services, and products, but how do you boost your organic reach? It goes without saying that the higher your organic reach and engagement, the better it is for your business because you’re not paying for those people to engage with your content. However, boosting your organic reach can be a very difficult and challenging task. You can post consistently on your page without much luck to improving your organic reach. This is, sadly, a lot to do with social media algorithms and what content is actually shown on people’s newsfeed. However, there are a few things you can do to try and optimise this.
Find what works for you
First of all if you want to boost your organic reach make sure to test your content. Play around with posting at different times of the day and posting different types of content. What content do your followers engage with the most? This will vary for everybody and there is no golden answer for what to post and when. Some businesses find it best to look at when their followers are online and post at that time, others prefer to post when their competitors are asleep (i.e. 2am!). But, there’s no right or wrong answer to this and it is something you can experiment with.
With regards to content, video often wins but this doesn’t mean it works for you. Videos can be time consuming and poor quality videos are often not worth the effort so perhaps other content might be better for you. Also, your followers might be more interested in your images, links, or infographics. It’s important that you test this for your followers and your page.
Make sure that when you’re testing your content and posting schedules that you don’t expect answers and the magic formula over night. It may take a while to consistently test different methods and find out what works best for you and what you can do to boost your organic reach.
Don’t neglect your insights and statistics
When you’re testing your content and trying to figure out what works for you, pay attention to the data that each platform gives you. This data is available for a reason and it can be very useful to look at. Not only can it give you an insight in to your follower’s behaviours but it can also give you an indication of what content works best. Analysing carefully the data for each of your organic posts and make sure to take note of what works and what doesn’t.
Quality over quantity
Now that there is so much content on social media, it has been suggested by various experts that we should all be focusing on our quality instead of our quantity. Once upon a time, posting as frequently as possible was seen as an effective way to boost your organic reach and engagement. Now, better quality stands out. At Alexander Advertising, we believe that content is king and always putting your content first is always a good idea. No matter how much you analyse your data and insights for your organic reach and engagement, you will never boost your organic reach if you haven’t created good content in the first place. The best way to get your content out there to more people is create something that will be of interest to people.
Quality also means not just posting promotional content. Your consumers aren’t going to want to see you shouting about your services and promotions all the time. But rather, you’re more likely to get more organic reach and engagement should you be posting content that is useful and informative for your followers. Think about aiming for an 80/20 balance. 80% of your content should be informative and interesting for your consumers and only 20% can be promotional and directly advertising your products and services.
Don’t rely on your organic reach
This might sound counter-intuitive but boosting a few of your best posts, creating an ad for your page, and occasionally pumping a bit of money into your profiles will consequently improve your organic reach too. The more people you reach in general, the better, and if people see a good post from a paid promotion they may be more inclined to engage with your other posts in the future. Basically, you’re raising awareness of your content and brand so that your organic boosts will perform better in the future.
Optimise your content
Be careful not to post the exact same content across all your available channels. Different content works better for different channels and it important that you’re not recycling your posts for each platform. You could use the same image, for example, but the caption for Instagram may include multiple hashtags which won’t work for Facebook and Twitter. Actually, posts with multiple hashtags on Facebook don’t work nearly as well as those without, but on Instagram, hashtags can really help boost your organic reach and engagement. So don’t get lazy and auto share your Instagram posts to your Facebook page without editing your captions!
You can also optimise your content by thinking carefully about your copy. Try to use words that initiate an action from the consumer so that they are inclined to engage with your post. Be careful not to use engagement bait content like ‘tag your friends’ because this will not create trustworthy content for your consumers, but think about how you can get the desired action from your post with the copy that you are using.
And finally, think about whether your post works on mobile and desktop! Mobile content is so important now that most people will consume internet content on their phones so be sure to check that you’re not excluding a large number of people from engaging with your content if its not created to work on mobile too.
Basically, there’s no secret formula to boost your organic reach and engagement on your social media platforms but rather a process of trial and error, analysing your stats, and thinking carefully about your content creation and optimisation.