11 Tactics to Boost Your Organic Social Media Reach
Boost Your Organic Reach Like a Social Media Strategist
Are you one of those people who have spent HOURS, everyday, on social media, but the results are not nearly what you expected?
Maybe you can't fit a social media strategist into your budget [...you can for $1!!], for now, so you are tempted to give up on this confusing labyrinth called Facebook, LinkedIn, or Instagram.
Social media can be frustrating, but your business cannot afford to NOT be on it.
Don't quit just yet, because we have curated 11 tactics from social media strategists that are guaranteed to boost your organic reach on social media.
That's right, no need to be an expert, but you do need to learn the tricks of the trade.
That's why before we get to our tactics, you need to know how the social media algorithm works.
The latest social media algorithm: explained
First, understand that the biggest social media platform (Facebook) now follows Google's algorithm.
There's a widely accepted misconception that the reason for this is because they want more money.
Although this is true to an extent (they're a business, after all), the ultimate concern is actually the end users.
Here's how: when someone posts content, it will be visible to 1% of their followers. If people react to the content by liking, sharing, commenting (remember - negative reactions are still reactions), the pool will get larger - 2 to 3%.
The more people respond, the wider the pool gets. A few ultimately get viral.
In a nutshell: Content that engages well with users will reach more and more people, and those that fail to do so won't see the light of day.
Why the recent decline in social media reach, then?
Facebook explained that the focus on the algorithm change is for users to stay engaged in the platform.
Think about it; people will leave if they only see crappy content on their feed day in and out.
The problem is, businesses need to catch up on the switch.
Imagine a company that has posted a thousand bad content. Facebook bots have detected that people don't react to these content, so they simply don't show them in people's feeds.
Let's say that this business creates one high-quality content. What happens?
Well, since the crawler-bots are "used to" sub-par content from this business, the high-quality content will be ignored like its predecessors.
So, everything is lost?
Of course not! Read on to find out how you can think like a social media strategist to remedy the situation (we're almost there!).
The Most Common Mistake
Here's why you need to know about the algorithm: so you can stop doing this fatal mistake.
People tend to share too much content thinking that the more they share, the more visible they will be.
We have seen that even though in the past it has worked, it won't anymore. Sharing content for the sake of sharing is bad, will hurt your ROI, and waste your money.
This is the first thing that you must stop doing.
What else do you need to do? We'll discuss this through the 11 points below so you can get a high level of engagement on your social media accounts.
11 Tactics to boost your organic social media like a social media strategist
1. Don't waste time
It sounds counter productive, right?
Maybe we should be clearer: don't waste time to be on the platform where you don't get engagements.
There are too many social media platforms out there, from Facebook to Snapchat to Pinterest.
Granted, they all have a potential of bringing you customers, but it's impossible to be everywhere at all times.
Instead, limit your presence to be in a top few that have constantly shown the highest level of user's engagement.
How to find out?
- Use the analytics features. You can use a built-in analytics (Facebook insights or Twitter Analytics), or use a social media analytics tools. Many are free but offer an accurate data recording.
- Check out other businesses within your niche, especially those who have been in the game longer. Where are they the most active? It's probably logical that you shouldn't try a platform that your competitors don't use.
- Ask your followers. That's right, ask their opinions through a survey, at the end of blog posts, or weekly newsletters: where do you like engaging with us? After all, it's them you're trying to attract.
2. It's high quality or nothing
But... we have seen from an example above that a high-quality content won't help me with the latest algorithm!
You're right, that's why we need more than one. We need to post several high-quality content.
As a matter of fact, you must always post high-quality content. If it's not good, it's better not to post it at all.
Beyond the algorithm question, top notch content build a good reputation for your brand among your followers.
3. Take care of your posting frequencies
Yes, now you know that over posting is bad. But how many times per day should you post on social media?
Many social media strategists recommend twice.
But every business is unique, and every audience is different. How people use each platform is not the same, either.
So there is no exact answer. Set up an experiment where you change your posting frequency on each platform every week.
Then, based on the statistics provided by the analytics, you'll know what works for you.
4. Different content for different platform
Instead of repeating what you've shared on Facebook on Twitter, Instagram, or others, consider creating unique content for each platform.
The idea is to not drive people (at least not all the time) to your website or blog posts, but let them stay on the platform.
You can, for instance, use your Instagram for beautiful photos of your products, and Snapchat for the behind-the-scenes of making the photos or how to use your products.
For your followers, it's good to see not the same content everywhere. It also sparks their interest because you're showing them the multiple layers to your business.
Another trick is to use CoSchedules headline analyzer and create multiple headlines for the same piece of content to match the users mindset on every platform.
5. Target your audience
You may think that by not setting up who can see your posts, more people will see them.
But expert social media strategists say that if people don't find your content relevant, they won't engage or react.
This is why you need to set up a target audience: only show your content to those interested in them.
Facebook has an Enhanced Page Post Targeting that will let you set up your target audience based on gender, relationship status, location, educational level, age, and language.
Of course, there are no set-on-stone rules about this, either. You should make several trials before finding out which audience engages the most with your content.
6. Create content that has a long shelf life
It's understandable that you want to leverage a trend to be more popular.
Although this may work once, it won't forever.
Trends come and go, but there are questions or problems that people constantly need help with in your niche.
This is a better content topic for you than writing about what's in. Evergreen content are something people will need for a long time.
7. Apply the 80/20 rule
The rule is about the ratio of the promotional and other types of content you should post.
Although there's no exact science for measuring the rate, social media strategists agree that you must post less promotional and more helpful content.
We know the point of your social media accounts is to get more customers. But the truth is people are more interested in what provides value to them.
This is the reason that guides and tips are among the most preferred content for users.
The more you give your followers what they're looking for, the more they will engage.
8. Polish your profile
If you think that filling every part of the form on your profile is a waste of time, think again.
The goal is to make your brand recognizable and your profile findable during a search. So do make sure to include your location, type of business, and a great profile picture.
Your profile is another way to acquire leads & customers, so USE IT!!
Polishing your profile also means including keywords indicators in the description (for those who like to scan, as well as search engines). Don't overdo it, however, since it can create a negative effect.
9. Talk to your followers
You want your followers to engage, so when they do, return the favor.
The beauty of this extends beyond social media reach, but to your reputation as well.
Brands who reply to comments are seen to care about their costumers genuinely. Use this opportunity to answer questions, address complaints, or just say thanks.
Doing this will make your customers happy, and create a word-to-mouth effect that enhances the good image of your brand.
10. Diversify the type of your content
We do hope that you mix several kinds of content.
It's easy to stick to what we know, but people always look for other ways to consume information. Studies have shown that people want to see more videos and online courses in the future.
This doesn't mean you have to bust thousands of dollars to create a Youtube video.
You can start small to test the waters, for example by posting short videos captured with your phone on your Instagram or Snapchat.
Same with other types of content. A professional social media strategist will recommend you to research and trial to find the types that generate more engagements.
11. Don't overtly ask for likes or shares
Be careful about asking your followers to like, follow, or share!
Facebook will penalize businesses who openly or consistently ask for engagement.
According to social media strategists, people will find you spammy.
Also, you want genuine engagement, not staged or asked one! Instead, focus on creating quality and helpful content to share.
When people honestly find your content great, they will be happy to like and share, even without you overtly asking them to.
Take Away Lesson
With the latest algorithm change, there are two keywords for you to remember and apply religiously: quality and consistency.
Content is king, yes, but crappy content get nowhere near the throne.
Admittedly, it's not something easy to deliver continuously over the years. That's why you need to think like a social media strategist.
How have you been doing with your social media reach? Any tips or tricks you care to share with us in a comment below?
If you have any question, don't hesitate, we will be happy to talk to you.