Organic social reach used to be the core of digital marketing. Whilst it still plays an integral role, because who are we kidding, with 3.96 billion users in 2022, it isn’t going anywhere anytime soon. Recent research by We Are Social have discovered that the average organic reach and engagement on Facebook and Instagram have declined by 40 per cent over the past 18 months.
The decline highlights the urgency of paid social media to reach your brand’s intended audience. In fact, it’s still the most efficient mainstream advertising channel. However, beyond investing in paid media there are other strategies to help maximize your social impact and outwit the social media algorithm:
TikTok
TikTok is one of the most rapidly growing apps in the world. Originally attracting the younger audience, it has quickly evolved into a diverse platform. It commands as much attention as Facebook and Instagram combined! In Australia, TikTok has reportedly 7.4 million users over 18 years old. It still delivers strong organic reach, but if you’ve got a budget even better! It’s proven to be one the most successful channels in terms of paid spend.
Partnering with Influencers
Influencers hold immense power over consumers’ purchasing decisions. They are commanding the attention of a new generation of media consumers. Consumers are growing more sophisticated and have a lot of options to avoid traditional advertising. The best way to infiltrate your audience is with people who are essentially ordinary consumers who enjoy sharing their experiences on social media. Well-executed partnerships can be hugely effective.
Focus on Value
Organic content needs to offer followers something of value. People need a reason to follow and share your posts. Think about what will engage your audience. This could mean entertainment, pearls of wisdom or motivation or the chance to connect with the community.
The constantly changing social media landscape proves challenging but with an emphasis on paid advertising and strategically practicing the points listed above, you can definitely cut through all the traffic and be on top. If it gets confusing, reach out to us! Our team of experts can guide you through your digital marketing journey.
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