Organic social media is dead for business

Stay relevant: This is how you increase the organic reach of your posts

For many site operators, organic reach is a book with seven seals. Can you only reach your audience with paid contributions? We'll give you tips on how to keep in touch with your followers and how to catch them organically.

The largest network in the world - Facebook - limits the reach of fan pages. This was announced by Facebook in early 2018. The platform, which is actually designed as a network of friends, wants to focus on more friends and relationships with one another.

That makes life more difficult for many entrepreneurs there. But when website operators regularly analyze the numbers in the Insights, they realize that not every change has a negative effect. And: Basically, the organic reach is steadily decreasing.

The question may be allowed: Has the organic reach ever been alive? You may be able to provide the answer yourself. Because if your content is not good, no one is interested in it. This means that your organic reach is also obsolete. It's actually quite simple.

There are three types of reach

Facebook differentiates between post reach, organic reach and paid reach.

The organic reach is limited to users who have discovered and seen an unpaid post on the respective Facebook fan page. A paid contribution is therefore reflected in the paid reach.

The contribution range, on the other hand, indicates the total number of all people who viewed the respective post as a whole. If a user sees the post both organic and as paid advertising, he only counts once in the post range.

Note: The contribution reach can never be greater than the sum of organic and paid reach.

These tips will help you generate organic reach

Nonetheless, you can address and reach your users and fans organically even without advertising and despite the post overload. The rule here is: be interesting, attract attention and capture. How it works? With these six tips.

1. Interact with your fans and maintain good community management

Facebook is not a news portal. The platform lives and falls with emotions - and of course positive ones are more refreshing than negative ones.

Therefore, you should concentrate on touching your fans with your posts, informing them in an entertaining way and communicating with them. This triggers interactions with your fan base. And videos and images are great formats for that.

You should also ask questions in order to get to know your community better. Ask your fans specifically about their preferences, interests or attitudes on relevant topics and react to their comments.

In this way, you not only find out who you are actually dealing with, but you can also extract content for your upcoming content.

2. Get attention with short posts

We are overwhelmed by information, messages and statements. Everywhere and everytime. Therefore, a concise, pointed text is worth more and more catchy than posts that are related to a small novel, especially in social media.

If you get your fans interested, they can find out more via a link on your website. Usually it is enough to pick up one or two key statements from a web article with one or two emojis in your post. Your fans will surely remember these points.

Speaking of emojis: Many entrepreneurs are skeptical about the use of these small graphical loosenings - especially in B2B communication.

Every company should ask itself at what level and in what tone of voice interested parties and partners should be addressed. It also depends on the network to what extent you seek and maintain personal exchange there.

Basically, however, it is better to use an emoji than to do without it. Several studies with several target groups and several channels have clearly shown this.

3. Post channel-specific and use native platform-specific formats

Every social network has its own features and conditions. It starts with the image format. Instagram images are ideally square, Pinterest images are upright, and images on Facebook are best in landscape format.

The peculiarities end with the number of characters. The following applies to Twitter: the shorter, the better. On Instagram, on the other hand, longer captions are quite effective and desirable.

You should also test new formats and features and use them on the corresponding channel. Always ensure variety, never boredom!

Whether story stickers or questions on Instagram, a GIF as an answer on Twitter or the option of uploading videos and creating albums directly on Facebook: Use them. This way your fans stay longer on your channel and thus ensure more interactions and reach.

4. Post quality content

Some site operators have not yet fully internalized what sounds so plausible and clear: The number of inconsequential and incredibly uninteresting posts is growing.

Because who wants to see, for example, little animated summer greetings from a personnel service provider - and all without faces? There will certainly be no interactions. The algorithm ruthlessly punishes such “compromise contributions”.

Tip: information. Entertainment. Personality. If you pack all three components in a stylish and channel-specific manner, your fan reach is guaranteed. Instead of quantity, simply show class - with high-quality and unusual pictures on top.

5. Post at the right time

Monitoring and tracking tools such as Facebook Insights can help you determine the point in time with the greatest reach. That is quite logical. If your fans are online, they are most likely to respond to your post.

You can also find the insights on Facebook on your fan page in the tab bar under "Insights". Then click on "Contributions“In the sidebar. The days and times will be shown to you when your trusted community is online.

6. Use hashtags in a targeted manner - but not everywhere

Some experts believe that the days of organic reach are certainly not over - but hashtags are. On Twitter and Instagram, the tagged double crosses can very well attract new prospects and followers.

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On Facebook, however, hashtags are irrelevant. The reason: The reading flow is more interrupted here than with short tweets or within picture descriptions on Instagram. Incidentally, LinkedIn is currently intensively promoting its use.


Organic reach isn't dead. You just have to keep pimping it up and shaking it up. Then you will be able to address and inspire your fans again and again. Therefore: try it out, be brave and constantly optimize.

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