Organic reach on social media is becoming harder and harder for business owners to achieve as social media platforms prioritise content from direct personal connections in news feeds and push businesses into the paid advertising space.These platforms after all are only free for users because they build enormous data sets which they monetise through targeted advertising which can be advantageous to business owners using the pay to play space.
For those without unlimited budgets, organic social media posting does still have an impact and being effective means sharing original content that users find interesting. Now in spite of the amazing developments in AI, platform algorithms rely on signals such as engagement to decide if content is interesting and sharing your own content can get the ball rolling.
When your business shares a post it creates the opportunity for the post to be seen by followers of the page. Actual reach is determined by the platforms algorithm which considers a followers location, interests, previous engagement with the page and a number of other things.
When your page followers react, comment and/or share your page's post they tell the platform that your content is of interest which increases the possible reach of your post.
Sharing your own page's posts may seem like vanity to the uneducated, however; when you share your page's posts you initiate the process of sharing your content beyond your page's followers. You create the opportunity for the posts to be seen by your friends and direct connections and for their engagement to increase your post's potential reach even further.
Ant Ulijn is a social media specialist at emanation and can help you be relevant to your audience.