The Crumble of Organic Reach

written: 03.06.2016 | by: Maria | in: Blog

organic reach

Is Organic Reach dying a slow death?

Social media has evolved a lot from the early days, when organic reach was the key to run a successful business, and it was easy obtained, all you needed were funny cats and interesting headlines.

But organic reach is suppressed more and more on the social media platforms. I get that, organic reach is free advertising space for a business. And big businesses don’t like to give away for free more than necessary.

Let’s take a look at each platform and the changes coming with them.

Is organic reach dead?

Let’s examine the platforms:
social-media

Facebook

As we examined in the history of Facebook algorithm changes, organic reach has been suppressed more and more with each update. Organic reach on Facebook has dropped from 100% (at the first days) over 10-15% (for a long time) to 1-5% (stand June 2016) of your followers. Although Facebook don’t admit it, I assume it will reach almost 0% some day. (Almost means that probably you will find some ways to get round it, but not at the big scale.)

YouTube

The second most important social media platform YouTube has a higher brand engagement, according to reelseo, than Facebook video. But I believe that the size of YouTube makes it hard to get views. No wonder, when thinking that 4 billion videos are uploaded every day.

Twitter

Our third platform on this list is Twitter with estimated 310 million active users every month. Since the launch of Twitter in 2006 until the recent change in February 2016, Twitter’s timeline was strictly chronological. You could see all tweets from all people you have been following, no exceptions.

But the problem with the reach on Twitter is also the incredible amount of tweets (500 million per day), which makes the organic reach percent about 3.61% (according to Bradley Robb from wearerecurve), since people do not stare all the day on the timeline.

The Twitter algorithm change in February introduced the “Facebook-Style” timeline showing the “most important/interesting” tweets first. According to Twitter you can still change this in your settings, but it is clearly a change pointing where Twitter get’s to decide, what is interesting for you (and which is paid for, eventually).

Linkedin

I have to admit, LinkedIn is a big question mark for me, I tried it a few weeks but never got hold of it. But according to Buffer it has an organic reach of 20% which is really awesome compared to the other top social networks.

In 2014 LinkedIn introduced the new analytics tools which lay the perfect start for pay-for-boosting.

Pinterest

Many bloggers tell me that Pinterest is THE platform for organic reach. For me it is the same as with LinkedIn, I was there for a few months, but never got really hold of it. But the number of views for Pinterest is higher than Facebook since people who aren’t following you can also see your pins.

Ok, I am maybe a bit pessimistic here, but Pinterest introduced Promoted Pins Program which allows you to pay for reach of your pins.

What about you, do you have an account on Pinterest? Have you experienced a drop in organic reach in the past?

Instagram

The recent changes from the announcement on March the 15th in 2016 shifted the feed from a chronological order to “the most important” images first. Also recently Instagram introduced more featured business pages and analytics. If this isn’t a pointing towards paid reach (= lower organic reach), what then?

Conclusion:

Ok, we have only circumstantial evidence of the slow death of organic reach. If it is not dying, it is severe ill, and businesses have to accept that. That means simply, you have to find new ways to attract customers or allocate more budget for your social media reach.

I’d love to hear your comments on the topic! 🙂 Have you prepared for the crumble of organic reach?

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One response to “The Crumble of Organic Reach”

  1. This is a sad trend, as it seems that new businesses will have no choice but to pay (read: risk) a big part of their budget into their advertising.

    Meanwhile businesses that started a couple of years ago when social media cared less about making advertising money, will always have a huge advantage – as it was much easier to build a customer base back then.

    Tie this in with the the ongoing struggles to climb up Google rankings, I guess we will all have to start getting really creative to find ways of getting our brands out there.

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