Nowadays, customers are already interacting with brand s through social media, so it’s no surprise that brands are struggling to get the same level of organic reach on social media as they used to do a couple of years ago. Social media platforms are now pushing companies towards paid advertisements and promotion to help boost their social media strategy.
However, that doesn’t mean you can’t make most of the likes on Facebook, Twitter and Instagram without spending money at them. (To know more about social media marketing, we have written a blog post on that ‘Social Media Marketing Made Simple‘)
Here are some tips which will you in increasing your organic reach on social media:-
1. Understand Social media algorithms
Social media organic reach is very much dependent on social media algorithms. This algorithm determines what every user sees on their timeline. Before we jump straight into a social media campaign it is important to understand each platform you are planning to use. To make sure you get most out of each social media network you have about every aspect, and most importantly to ensure you have a good understanding of each social media platforms algorithm.
So how does each of the social media algorithms work
How does Facebook algorithm work?
Facebook’s algorithm consists of four key components which organize the content which people see on their news feed:
- Relevancy Score
We realize the signals what we marketers and brands focus on increases our organic reach. The more active interactions, such as shares, comments and reactions, a post gets, the more number of people will see it.
By posting content which connects you with your target audience or which naturally creates a meaningful interaction or building a niche community by a Facebook Group, you will get organic reach.
How does Instagram algorithm work?
Instagram three main factors that determine the post to users on their Instagram feed:
- Interest – Posts which Instagram thinks the user will be interested will appear higher in the feed
- Timeliness – Recent posts will tend to appear higher in feed than older posts.
- Relationship – Posts from accounts from which user has interacted regularly will also tend to higher in their feed.
There are three other factors which contribute to the ranking of posts, but to a smaller extent:
- Frequency – Instagram aims to show users the best posts since their last visit.
- Following – if the user is following many Instagram accounts, Instagram tries to show posts from a wide range of accounts.
- Usage – Instagram tries to show the best posts first. If the user browses for a long time, they will see posts that might be less relevant or interesting to the user.
How does Twitter algorithm works?
Twitter timeline seems mostly reverse chronological, it also uses an algorithm to show an individual the tweets that it thinks the user might be interested in. Similarly like Facebook, every tweet is given a score based on how relevant twitter thinks tweet is. According to Twitter, below are some of the factors it considers:
- Tweet itself: its recency, presence of images or videos, and overall engagement.
- Tweet’s author: users past interactions with this author, the strength of his/her connection to them, and the origin of their relationship.
- Tweets user found engaging in the past, how often and how heavily you use twitter.
Once done they are given a relevance score, then the tweet is categorized into one of the three sections on his/her timeline:
- Ranked tweets (recent relevant tweets)
- “in case you missed (old relevant tweets)
- Remaining tweets in chronological order.
2. Optimize your social media profiles
Just like when you create content for search engines you include all sorts of SEO tactics to make sure that it is fully optimized, it should be the same way for social media. Social media profile can be modified and optimised to help you increase visibility, which in turn will help in increasing your overall reach. Some of the most common and smile ways to ensure your profile is optimised include:
- Using an easy to remember username – try to make it as close your brand
- Using a recognisable image or logo
- Write a keyword-rich bio/ description
- Include a trackable link back to your website
There are some of the ways to ensure your social accounts are fully optimized, there are a number of different aspects of every social account which can be modified and optimised. When optimising your social profiles it’s important to ensure consistency across each network to make sure your profile is recognisable. It can be achieved simply by using the same image and username all accounts.
3. Post Evergreen Content
Creating evergreen content is one of those things that’s easier to say than being done. A typical post on social media, especially on giant platforms like Twitter, Facebook and Instagram can widely varied lifespan.
These posts also need to be engaging. You might be working a boring or dry industry, but you still find a way to make your posts stand out despite the subject matter.
Try to post something educational and funny. Humour, shock, or awe are some of the great emotions to target with evergreen content.
4. Post at the right time
As you are focusing on sharing evergreen content it’s important to you are posting at the right time throughout the day to maximum reach. Finding the right time for posting content on social media is a hard task which will take the amount of trial and error to perfect. The best time will vary depending on your audience and platform on which you are posting.
According to research conducted by Shea Bennett, these are generally the best times you should be posting:
- Facebook – (Thursday/Friday) between 1 pm and 3 pm
- Twitter – (weekdays) between 12 pm and 6 pm
- LinkedIn – (Tuesday/Thursday) between 7 am/8 am and 5pm/6pm
5. Promote your profile everywhere
Every place that your business has a presence should also showcase your social media platforms. On your website, storefront, your business cards, signature on your emails etc.
You should also consider adding a follow button on your website’s user can instantly follow or like your page, without leaving your website.
Don’t forget that you can also cross-promote your social media profiles like turn your Facebook likes into Twitter followers and vice – versa. You want your presence to be known everywhere which will grow your organic reach.
6. Interact and engage with your followers
When trying to understand how each social media platforms algorithm works you will notice there is one key consistency that runs throughout the process. Ultimately, more engagement your post will receive and more reach of that post will be. One of the simplest ways to encourage your audience to engage with your content is to directly interact with them. By asking questions with your posts you are inviting your followers to follow your content.
If someone has commented on your post, then carry on that conversation and reply to the comment. Not only this will encourage others to get involved with the conversation but it’s also a great way to build a good reputation for your brand.
Unfortunately, we’re entering a time where it’s becoming very hard to use social media without paid advertisements. Social media platforms are constantly updating their algorithms to benefit their users. Due to this, it is becoming difficult for brands to use that platform as part of their social media strategy.