When developing social media reach for the brand, your approach directs towards running ads over dedicated platforms. Facebook has always been the priority platform that has seen a lot of ads from numerous brands trying to promote their products and services to more than 2.85 billion active monthly users.
Not just Facebook but Instagram, LinkedIn, Pinterest, Twitter, and other such platforms have also seen a rapid increase in brand marketing approaches. But, as great as it sounds for businesses to leverage social media marketing, you should know that organic reach over those platforms is plummeting.
Most SMEs find it reasonable to pay for social media marketing campaigns. But that isn’t the right way of acquiring an audience. You ought to balance organic and paid reach, and this article is all about educating you on that aspect.
So, suppose you are willing to scale your social media performance organically by balancing it with paid marketing approaches. In that case, this article will enlighten you with ways to analyse and improve.
Why is the Organic Social Media Reach Dropping Down Rapidly?
Before you learn the tactics to analyse your social media marketing performance and organic reach capabilities, it is important to understand why it is a concern. You should be able to understand something before you try and fix it. The same goes for your social media advertising performance!
The big question of the hour is why are social media platforms promoting their paid advertising services. The firstmost answer is MONEY! They are businesses and want to earn money in some ways, as the platform download and usage is completely free! And paid advertising is not the only way they are securing their profits!
Beyond money, these brands promote paid social media advertising services to help users see only engaging content and keep aside everything else. It is probably called the ‘News Feed’ algorithm. It is one of the reasons why brands are more inclined to spend money promoting their products or services.
But this isn’t the disappointing reason why people trying to gain leads and business opportunities through organic reach fail. The organic search is plummeting because social media platforms use their version of SEO to promote a dedicated user experience. And very few people are addressing these parameters!
The social media platforms have an algorithm that works by putting your organic ad posts in a pool with probably one per cent of your total followers. If they find that post engaging, then the post will be introduced to the bigger followers pool. Slowly but evidently, more people will be seeing it over time. But the condition is the content should be engaging to the first pool of audience.
It becomes difficult for businesses to understand what different brand platforms consider engaging regarding posts. As a result, brands fail to advance their organic reach potential and end up paying for the ads over those platforms. Thus, this is why organic reach is dropping rapidly!
6 Ways You Can Analyse the Social Media Advertising Performance For Increasing the Organic Reach
Here are six ways for you to analyse your social media advertising performance to boost your organic reach over the platforms:
1) Focus Your Efforts on the Right Areas of Concern
Most businesses presume they must develop a presence over every platform, which isn’t the right approach. Your target audience might not have a presence across all social media platforms. So, why do you spend your time and efforts promoting your products or services over the less-preferred platforms?
You first need to determine which social media platform(s) to focus on! It will help you specify which platform is worth your time. One of the best things you can do to gather accurate insights into your audience is to ask them. Put in a poll or survey to get your audience to respond to what social media platforms they use the most.
Following that, you can also determine the focus platforms by seeing the share counts of your blogs. And in the end, you can just check where your competitors are posting on priority. As you and your competitors target the same audience, getting on track with this insight is better.
2) Post Timeless Content Pieces On the Platforms
Typical content posted over Facebook or Twitter can have a very long lifespan when they are engaging enough. The posts of such type are called timeless content. It doesn’t matter if your business falls under a very boring industry; you can still create engaging and timeless posts with a bit of creativity and out-of-the-box thinking.
Your post shouldn’t look like it’s one-time content. When you create a graphic or text post, consider solving some of the persistent or common problems within the industry. You can try posting something that educates the people or makes them laugh. Bring in shock or humour to the posts to create timeless appeal.
You might have seen some older brand ads being re-shared across social media platforms, with captions including, ‘One of the best ads’, ‘People don’t make such ads anymore’, etc. Thus, it is a great example of how timeless content pieces work! People are more inclined towards sharing positive posts year after year than the ones they don’t connect with.
3) Optimise the Social Media Profiles
You need to tweak your social media profiles to increase the visibility of your posts and optimise it for better branding value. If you want your brand to be a champ across social media, you must be aware of every element that can be turned around in your favour. With such a mindset, things will be easier for you to increase your organic reach.
A couple of tactics that would work the best in optimising your social media profiles and increasing your brand presence include picking an easy-to-remember username and adding a recognisable photo as a display picture. These two simple things will change how people see your brand’s profile.
In the next step, you can add a description of your business, infusing it with keywords but keeping the tone natural. Finally, add a trackable link to your business website to increase the conversion rate. Even when posting, you can use the same factors, such as using the right keywords, adding a CTA link, etc. This goes well with all the social media platforms!
4) Plan On Working Smarter Without Blind Approach
As for the current social media marketing trends, posting more isn’t the right approach towards increasing social media presence. Instead, you should be posting more quality-rich and relevant content pieces. As of today, social media is all about entertaining quality posts over quantity of posts.
If you post less with highly relevant and quality-rich content, your organic reach will be better than the platforms. There is no need to spam your page with all kinds of posts you think of for the day. It is suggested that you post only twice daily, but you can try out different frequencies.
Depending on your business type and brand value, you can try posting more posts in a day that connects to your audience better. But remember to be consistent with what you start. Your business is unique, and you must set things up your way!
5) Try Using Audience-Targeting
It is a very common tactic, which varies from one platform to another. You can change the post settings to target specific audience members. With such an approach, you can boost the post’s potential to increase organic reach. For instance, there’s an organic post-targeting feature on Facebook to tweak your audience preferences and increase visibility.
The audience-targeting options you can use for your posts include gender, relationship, age, education, status, language, location, post-end date and interests. Some other options might not be a preference in your select social media platforms, but most are usable options to target your audience for the posts.
Create content pieces that are tailored to the specified demographics and behaviours of customers. In this way, the audience will feel connected to your brand post, and the engagement rate will increase gradually. It will help your audience understand your brand better.
6) Attain the Right Balance of Posting Useful or Promotional Content
You might be urged to immediately promote your service or product over social media. But you shouldn’t always get along with this mindset. The users expect to see content that seems useful for them. Therefore, consider sharing how-to guides, new posts, articles and others to grow your users’ trust in the brand.
Around 80% of your content should be helpful and useful, and 20% of the posts can promote your products or services. The 80% rule you adopt is to bring in new followers or people who would trust your brand. Once that’s done, they will interact with the 20% of promotional posts to buy products from you.
Remember to post various content types, including images, videos and others. Your focus should be on adding creativity and bringing in new types of content pieces, which fall under the 80% category. Promotional ones are easy to make and finalise!
Conclusion
There’s no big secret to boosting your organic reach over social media. You just have to optimise the posts and profiles to produce high-quality content and provide a good user experience. But at the same time, you should also invest in tracking the social media marketing metrics to keep a tab on how much productivity you attained through organic and paid reach.
Suppose you intend to manage social media performance based on the advertising or posting approaches. In that case, WeavrSlate has the all-around marketing dashboard to give you clear insights into the impactful metrics! Look no further, and take a demo of WeavrSlate today!