The Era of Organic Reach is Over and Video Rules

The social media landscape is constantly evolving, and successfully maneuvering the sharp twists and turns of this ever-changing road can be a challenge for even the most proficient PR pros and business owners.

So, starting this month, our very own Drew Boehmker will be providing a monthly roundup of all things social media. Here’s what you need to know this month.

The era of organic reach is over.

When Facebook pages started, businesses could make a post and be confident that it would be seen by a fair amount of the people following that page; unfortunately, that is no longer the case. Dubbed the “reachpocalypse” by social media commentators, the number of people who will see any given post you make on a Facebook page has now dwindled to approximately 2 percent of the total number who follow that page.

The simple reality is that all social media platforms (especially Facebook) are becoming increasingly “pay-to-play,” meaning that you have to be prepared to spend money if you want your post to cut through the clutter and appear in more news feeds. The news isn’t all bad, however. This approach to “social advertising” can be used to help your Facebook page reach the exact kind of audiences you desire, most notably by boosting posts to users that fall within specific location, demographic, and interest parameters. The outcome is a more targeted approach that will drive better results in the long term, and it’s affordable to boot. A few dollars will take you a long way.

Video is in vogue.

Whether you are a social media maven or just a casual user, it should come as no surprise that savvy businesses are posting more video to increase visibility and social engagement. The total number of video views on Facebook is now more than 8 billion per day, and videos generate 135 percent more organic reach than other kinds of content like photos or links.

In 2017, it will be increasingly important for your business or brand to find innovative ways to include video as a part of your social media strategy. You should especially consider experimenting with Facebook Live; live videos generate more “bang for your buck” by generating engagement both during the live broadcast and after being archived for later viewing.

Need some inspiration? Check out what major brands like Dunkin’ Donuts and Staples are doing to step up their social video game.

Employees are becoming advocates.

If you’re looking for a way to drive social media engagement on a budget, don’t forget that employees can often be your greatest advocates. Businesses that have engaged employees outperform others on social media by a staggering 202 percent, and posts from your business are 24 times more likely to be re-shared if other users see them shared by your employees instead of your brand’s.

Best of all, getting your employees engaged on social media usually requires minimal effort because they are already invested in your business. Encourage those in your network to share your company’s successes and other news on social media, and watch your brand’s message spread.

Social is catching up with search.

For years, search engines like Google were the first place that most people turned to when it came to looking for information about a business. While search is still critically important, in 2017 more and more people are using social media as the “front door” and first stop to gather information about your brand.

Because your Facebook page or Twitter profile will be the first exposure some people have with your business, it is important that these pages are optimized to ensure the best experience possible. Consider experimenting with “social commerce” tools like Instagram’s tap-to-purchase feature that will allow your customers to purchase a product or take some other action directly from your social media page. These tools not only position your brand as one on the cutting edge of social media, but also help to make buying fun and encourage brand loyalty in the long term.

Perhaps the only constant in the world of social media is that it is always changing; there will always be new platforms to explore and shifting algorithms to be aware of. By staying informed and adapting to these trends, you will be able to create a road map to social media success and help your brand achieve the recognition it deserves.