“As social media platforms continue to prioritise paid posts over organic, it’s important to know how to continue to capitalise on your organic reach and engagement to continue to keep your audience engaged. Having a social media strategy in place is key to building your presence online, but there are a few things to consider when devising your strategy and putting it into practice.”
As social media platforms continue to prioritise paid posts over organic, it’s important to know how to continue to capitalise on your organic reach and engagement to continue to keep your audience engaged.
Having a social media strategy in place is key to building your presence online, but there are a few things to consider when devising your strategy and putting it into practice.
So how do you grow your organic reach…
First things first, you want to make sure you’re on the right platforms and targeting the right audience – not all platforms will work for you.
Which social media platform should I use?
It’s not imperative for every business to have a Facebook, Instagram, Twitter, LinkedIn, YouTube and a TikTok, not only because they have their own audiences that might not be right for your business goals but also because you have to be able to monitor and manage each platform. Focus on the platforms that fit best with who you’re trying to target. You can always add more later if your strategy requires it.
Make the most of video
Post videos! Videos are said to have the highest organic reach, especially on Facebook. Your content is only shown to a proportion of your following, for example on Facebook, it is said the average reach of a post as of 2020 was 5.2%. This means that pushing high-quality content that you know is more likely to be seen and therefore engaged with should be a priority, and videos are a great informative tool to do so.
Video content has been gaining traction online for years and if the popularity of TikTok in 2020 and 2021 is anything to go, this will no doubt continue in 2022 and beyond, and it should not be overlooked.
Utilise all your platforms
Cross-promotion is also a great way to target a larger audience, grow your reach, and to help get your message out there. Ensuring you have links to your other socials as well as your website indicates you have a strong social presence to potential clients. Not only that, but if your content is platform specific, you may find that your client that followed you for informative tweets about your business on Twitter may also enjoy more business focused posts on LinkedIn.
When cross-promoting, a great tip is to take your highest performing posts and, if necessary, adapt for your other platforms. Although be aware of your audience per platform because not all content can be easily migrated over at all.
Quality is key
When posting, Facebook penalises low-quality links, meaning if your posts contain links to your website, the page should contain original content, no clickbait titles and decent imagery. If your posts contain low-quality links the algorithm will hinder it’s performance and therefore be shown to less of your audience.
What about engagement?
To get the most out of your audience there are some simple tricks to keep them engaging. For instance, ask your audience questions and include call to actions in your posts. Personalisation and interaction like this help to bolster customer loyalty and brand awareness.
Make sure you’re using calls to action
Call to actions are also a great way to bank user-generated content. If you have a post that encourage users to share their images or videos of your products this is great content you can share yourself, therefore encouraging other customers to do the same. It also means you are reaching a larger audience as your customers share to their own network.
Evergreen content works year on
Evergreen content isn’t just for website, social media benefits from these types of posts as well. Being able to share previously posted content, with it still being relevant 6 months (or more) later, allows you to generate continual engagement and brand awareness without additional work on your part. If something was popular then, it will likely still be popular now that you have new followers who hadn’t previously seen that content.
One of the most important, yet often overlooked part of social media management, is regular posting and consistency for both engagement and reach. While you don’t need to be posting five times per day, seven days per week, ensuring a weekly schedule you stick to will help your followers to know when to expect new content. Regular new content also helps the algorithm and keeps you relevant and seen on your follower’s timelines.
Know your audience
Understanding your audience is commonplace for any business, however it is even more integral to building your social presence. As mentioned previously, utilising the social platforms that your target audience use is a much better approach than using all the platforms and hoping it will attract customers by chance. However, did you realise that the algorithms actually work off of the engagement your posts receive?
The algorithms use the level of engagement to establish the popularity of your posts, hence deciding whether to organically push out posts that are performing well. Essentially, if they have a lot of saves, likes, shares and/or comments, the algorithm knows the post is useful to that particular audience and you are more likely to appear on the explore page, for you page or similar.
If you’re looking to outsource your social media management, then feel free to take advantage of our 2-hour free consultation to discuss how we could help your business develop its social media presence in 2022.