Is it actually still possible to achieve enormous reach with organic postings these days? And are there still significant differences between an organic and paid strategy? Let's take a look at these questions together.
It's clear that organic posts are indispensable. Because what is not posted cannot be advertised. However, the big question is: Can organically posted and unadvertised posts still attract attention in the flood of content on all social media platforms?
The answer will not satisfy you for the time being, because it depends.
Yes, there are posts that can achieve reach and engagement organically, but these tend to be the big exceptions. If an above-average number of people interact with a freshly posted post, there is a higher chance that it will be picked up by the algorithm and displayed in many other feeds. However, as I said, we are talking about a marginal chance here. A recent analysis shows that organic posts on LinkedIn company profiles only reach an average of 6-7% of followers (social status). On Instagram, this figure is around 4%, which highlights the challenges of a purely organic strategy on both platforms (Socialinsider).
This is where paid comes into play. The fact that they have posted a post is a very good thing. Because now they have content that they can promote. And this promotion is practically indispensable these days.
Recent studies show that organic reach on Facebook has fallen to just 2 %. If we look at its meta-sister Instagram, almost 80 % of all reach is achieved through paid measures.
These figures show that the time of purely organic reach is over (unless you are in the right place at the right time with the right content).
Don't be discouraged by the above figures - your organic content is important. By strategizing and planning your content, you are shaping your brand presence. The content of your posts is crucial to reach your target audience.
Your social media profile is a crucial first point of contact with your brand and your product. This is where you build trust and visibility in your feed and with your content. Active community management also helps you to build relationships with your target group. Use the opportunities for dialogue and post regularly.
Once you have laid the foundations for your social media presence, you now need to publicize it. This is exactly where Paid comes into play. Because as the saying goes? No moss, no gain!
As already mentioned, hardly anything works these days without paid measures. What this means for you: Promote your organic posts - but with a suitable media strategy.
Think about which posts should address and reach which target group. At this point, it is advisable to get media professionals on your side. Don't currently have an agency to support you with your media planning? We will be happy to help you!
Let's take another look back at what we've said: For successful playout and achieving a large reach, you need
It should also be said that in addition to planning organic content and promoting it, a well-planned multichannel strategy will also help you achieve your goals.
Of course, it depends on what you want to sell and who exactly falls into your desired target group. You will certainly no longer reach Generation Z on Facebook, for example, but you will reach them on TikTok.
Take a look at your target group and consider which channels you can use to reach them. Then it's about duplicating your content on these social networks - in a platform-appropriate way!
Yes, we encourage you to play out your content on different channels. However, you should make sure that it works appropriately on the platform.
Think big! TikTok, Facebook, Instagram, YouTube, all these social media platforms will help you build reach and strengthen your brand.
To give your content that certain ‘push’, it helps to get your employees involved. Like posted content with your private profile, share posts made on LinkedIn on your personal page and send them on. Motivate your employees to do the same.
By interacting with your content, you trigger the mysterious algorithm that Meta, LinkedIn and co. are still keeping firmly under wraps.
In the end, it always comes back to the same thing: you need strategies to achieve visibility and reach your target group. You also need a suitable media strategy to ensure that your budget is used appropriately.
To summarise, this means:
The most successful companies that use social media professionally build up an integrated strategy of organic and paid social media work over the long term. They generally differ from less successful companies in that they manage to build an active community and realise authentic and transparent communication based on precise and constantly deepening knowledge of their target audience.
They also often experiment with different tactics, carry out A/B testing and keep a constant eye on their data. By collecting data, media strategy, storytelling etc. can be constantly readjusted and optimised.
Don't be afraid of using a media budget, it won't reduce the authenticity of your channels. On the contrary, you will achieve greater success than you think.
What are you waiting for? Let us evaluate your current status together and develop suitable content and media strategies for you to take your social feeds to the next level! Get in touch with us for your personal content audit.
