How Wide is Your Reach? Organic reach across Facebook & Instagram.

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Organic Reach. It’s a term that we hear frequently in social media marketing, but what does it actually mean & how does it affect your business?

Put simply, organic reach is the number of people to see your post through unpaid distribution. Of course, we know that paid reach (the clue is in the name) is an effective way to get your post seen by your target audience, but how can you get maximise your organic reach?

2004 marked the birth of Facebook, some would say the ‘Grande Dame’ of social marketing. But biggest doesn’t always mean best. Organic reach on Facebook is not what it used to be and has dropped 60% over the last five years. That’s a huge number of people not seeing your content unless you pay to promote it.

Let’s move on to Instagram, launched in 2010 and now a major player in the social media game. Holding its own against newly emerging popular apps such as Snapchat, Instagram has cleverly adapted and is well placed to grow and evolve in an ever-changing market.

Over the last five years, as Facebook’s organic reach has fallen, organic reach on Instagram has grown by 200%. Impressive. In contrast to Facebook where posts often reach a paltry 6% of followers, 100% of your Instagram posts should reach 100% of your followers (by this we mean engaged followers). It’s a great time to start using Instagram as a business tool, as although other marketers are following suit, only a handful are fully active on it.

None of this means, however, that Facebook isn’t beneficial in some way. To make the most of it, you need to look closely at your insights, and Facebook offers fantastic in-depth analytics of your page for free, if you know how.

Look at what time your posts are getting a higher reach – typically, the best time to post on Facebook is 3pm. Experiment, however, to gauge when best to interact with your audience.

The above are a few ways make the most of your reach and there are countless more, so get out there and connect. Your audience awaits.


Greg Armstrong

Head of digital Marketing


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