Organic visibility is difficult to achieve in the modern world of social media marketing.
In the early days of social media marketing, one of the best strategies was generating organic visibility. In other words, you’d publish your content on a company page, and hopefully get it featured in the newsfeeds of as many people as possible. Assuming you had plenty of followers and good enough content, you could practically guarantee your content would get in front of a sizable audience.
These days, you might have noticed it’s much more difficult. Even if you have, say, 1,000 followers on Facebook, there’s no guarantee you’ll get more than a couple hundred impressions on each new piece of content you promote. Put simply, organic visibility isn’t what it used to be.
So why is this the case? And what can you do about it?
Organic Decline
There are a few reasons why organic visibility is much lower than it used to be. The first and most obvious is the need of social media companies to generate revenue through advertising. If businesses can’t count on getting organic views for their content, they’re practically forced to buy ads.
The number of competitors is also increasing. Millions of businesses like yours are on social media, and they’re all competing for attention. Social media sites don’t want users to be bombarded with promotional content all the time, so they filter what they see.
Toward a Solution
You obviously can’t do anything about organic view rates on social media platforms, since they’re controlled by the platforms themselves. What you can do is adjust your strategy, and your expectations. Work on promoting your content in many different channels, rather than exclusively depending on social media. Buy ads when you can afford them. And make sure you have a consistent way to get traffic and/or visibility for your work, like a link building strategy.
Social media is still valuable, even if you pursue it organically, but you’ll need to modernize your strategy if you want to succeed. If you need help, contact Quez Media today!
