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How to increase your social media reach

In the context of social media, the term “organic social media reach” denotes the number of individuals who come across specific content without any paid promotion. This is particularly important for small and medium-sized businesses with limited budgets, as strategically enhancing the organic reach of their content can assist in expanding their audience and generating more sales.

Now, let’s delve into the fundamental principles that shape our perspective on social media, along with some strategic suggestions to boost your organic reach. To facilitate our discussion, we have divided the topic into three primary sections:

  1. The Significance of Establishing a Robust Social Media Presence
  2. Frequently Asked Questions about Social Media
  3. Developing a Targeted Social Media Marketing Strategy for Each Platform

The importance of a strong social media presence

social media

The saying, “People tend to do business with those they know, like, and trust,” is particularly relevant in today’s world. Social media provides a platform for us to feel connected and familiar with the people we engage with for business purposes. Utilizing social media allows you to assist your ideal clients, whether it’s by introducing them to a product that can enhance their quality of life or by providing helpful solutions to the challenges they may be facing. By genuinely helping your ideal clients, you can gradually establish a sense of trust with them.

Although it may sound challenging, building trust in your brand is not overly complicated. It all starts with being authentic. For instance, you can blend your brand’s story with the products you offer, giving your audience a genuine and personal connection.


Social Media Q&A

If you’re new to managing a brand’s social media account or aiming to enhance your social media presence, here’s a brief Q&A session packed with useful information that will hopefully assist you!


What is the difference between social media reach vs. impressions?

reach vs impressions

Reach refers to the number of distinct users who have viewed your content, while impressions represent the total number of times your content has been displayed. Impressions can be equal to or greater than reach because a single piece of content might appear multiple times on someone’s feed.

To illustrate, let’s say a follower shares your post. Another follower may come across it twice: once as the original post and once as the shared post. In this scenario, the reach would be one since it reached only one account, but there would be two impressions because it appeared twice in their feed.

How can you improve your social media organic reach?

Your organic reach expands when your followers actively view and engage with your content. This signals to the platform that your content is of high quality, prompting it to display your content to a wider audience. It’s crucial to prioritize the creation of valuable content in collaboration with your followers (we’ll discuss what constitutes valuable content shortly).

Maintaining a consistent posting schedule is beneficial as it enables your followers to anticipate when they will come across your posts on their feed. Developing a distinctive brand identity, tone, and voice is also crucial, as it helps people understand what they can expect from your content. By establishing predictability, you create a sense of familiarity that allows individuals to feel like they truly know you.

How can you adapt to algorithm changes?

The algorithm, which consists of rules and data, continuously undergoes updates to ensure a seamless user experience and display content that aligns with users’ preferences. To make the most of this, prioritize the creation of high-quality content that adds value to your ideal customers. As engagement on your posts grows, the reach will naturally expand, reaching a wider audience.

Pay attention to current trends and find innovative ways to incorporate them into your niche. Whether it’s leveraging a fun filter or participating in meaningful discussions, actively engaging with popular topics can enhance your business’s visibility. We’ll explore platform-specific examples in more detail shortly.

In general, boosting interactions on your posts is the most effective method for expanding your organic reach. Experiment with different types of content and observe which ones generate the highest audience engagement. This iterative approach will help you identify the content that resonates the most with your audience.

What is a Call to Action (CTA) and how can you use them effectively?


A Call to Action (CTA) is like a friendly nudge that tells your audience how you’d love them to respond to your post. When people engage with your post, it sends a positive signal to the algorithm, increasing the chances of your content reaching a wider audience organically. So, it’s important to make it simple and convenient for them to interact in a way that benefits you. Here are a few examples of effective CTAs to inspire you:

  1. “Tag a friend who needs to see this!”
  2. “Share your thoughts in the comments below!”
  3. “Click the link to learn more about this exciting offer!”
  4. “Double-tap if you agree!”
  5. “Join our community by subscribing for exclusive updates!”
  6. “Save this post for later inspiration!”
  7. “Swipe left to see more amazing content!”

It’s valuable to educate your audience on how their actions, such as liking, commenting, sharing, and saving your content, can support you. Not everyone may be familiar with how these platforms function, but once they understand the impact of their engagement, it’s likely that more people will interact with your posts.

An effective strategy is to occasionally host giveaways. This provides a natural opportunity to incorporate a CTA that benefits your followers. Let them know that to participate in the giveaway, they need to follow you, like the post, leave a comment, and share it. This way, you can encourage their engagement while also rewarding them for their support.

Who is your ideal client?

Before diving into the creation of your social media brand strategy, it’s beneficial to have a clear understanding of your ideal client. This knowledge will guide your content creation and platform selection process.

Your ideal client represents the primary target audience for your product. By tailoring your content to resonate with your ideal client, you increase the likelihood of engagement, thereby expanding your organic reach.

For instance, let’s say you specialize in creating original oil paintings. Your ideal client might be a 30-year-old woman who recently purchased a new home. This doesn’t mean that others can’t appreciate your artwork, but you recognize that your target demographic consists of established individuals in their careers, who enjoy bringing vibrancy to their living spaces and are seeking investment-worthy art pieces that provide long-term enjoyment.

Defining your ideal client or finding your niche involves identifying a specific target audience that you can envision having a conversation with, rather than a vague concept related to your field. This approach helps you better understand how to connect with and reach your target audience on social media, given that social media platforms are designed to foster social interactions.

Start by creating a “brand voice” document. Answer the following questions:

  1. Ideal Client: Give your ideal client a name and describe their work, home-life, and if they have a pet fish. Add enough detail to truly understand their unique needs and feel connected to them. Narrow down the social media platforms they frequent for a more targeted strategy.
  2. Brand Appearance: Establish consistency across platforms by deciding on brand colors, fonts, and design elements. This saves time and ensures a cohesive brand presence. Our talented designers can assist if needed.
  3. Brand Voice: Determine how you want to sound to your ideal client. Are you a friendly “big sister” offering personable advice or a knowledgeable advisor using a more direct approach? There are endless options for tone and voice, but consistency is key for your ideal client to feel a strong connection.

By addressing these questions in a brand voice document, you can shape your brand’s identity and effectively engage with your target audience.

What are common misconceptions of social media marketing?

There are two key misconceptions about social media marketing. Firstly, the mistaken belief that building an audience is a quick and effortless process. Secondly, the misconception that a larger following is always better. In reality, building a substantial social media following requires time, consistency, creativity, and hard work. Additionally, having a smaller yet highly engaged audience composed of your ideal clients is more valuable than having a large following that has little awareness of your brand.

Build a platform-specific social media marketing strategy

Not all platforms are suitable for every business, especially for smaller ones. Start by focusing on one or two platforms instead of trying to do everything at once. Consider your ideal client and their preferred platforms. Use Pew Research Center data to inform your decision. Also, choose platforms that align with the type of content you enjoy creating. Organic social media growth takes time, so be consistent and patient. Below are tips for managing accounts on Instagram, TikTok, Twitter, and Facebook. With dedication, your ideal clients will find you.

Final thoughts

It’s essential to remember that a larger following doesn’t always equate to better results. Instead of focusing solely on numbers, prioritize building an engaged and loyal community. Growing your following organically requires time, consistency, creativity, and significant effort.

Don’t be discouraged if you don’t achieve viral success right away. Instead, focus on using these tips to cultivate a community that truly knows, trusts, and supports you. Building genuine connections and trust will contribute to your long-term success on social media.


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