What Strategies Boost Organic Reach On Social Media?

We have several restaurant and fast-casual clients in NYC. We noticed that if we used similar copy as creators in the foodie niche, for example, "POV: you just found the best teriyaki spot in NYC" or "Must-try date night spot in the city," our content would land on the explore page more often. People trust other creators more than brands—which is why many brands resort to influencer marketing for growth. Posting "like a creator" has increased our views, engagement, and even website traffic for our clients!

Focus on outbound engagements just as much as you do on inbound engagements and posting. This will naturally create discovery points for new customers while engaging and delighting your existing ones, as well as help train the algorithms to recommend and serve your content and profile.

If you're not marrying your brand's aesthetics with a killer SEO strategy, your reach is probably down in the dumps.

While hashtags have played a significant role in content discovery on social media, SEO (Search Engine Optimization) has become even more crucial for reach in 2024. With the increase in 'social search,' understanding and optimizing social media channels for SEO is vital for brands to stand out and be found by their target audience.

Research from Hootsuite showed that social media posts that relied heavily on great SEO had a higher engagement rate (30% increase) and organic increases in reach. AKA, stop sleeping on SEO—it should be a priority in your content strategy!

The biggest thing we have done within our industry is going all-in on making our customers the heroes of our brand, and we've stood out because of it. If our customers are excited and advocates for our product, why wouldn't we let them share their stories authentically on our platforms? To that point, being boldly authentic, non-scripted, and not overproduced is what tells the experience of any product in content. As social storytellers, if a brand lacks experience, it doesn't have a strong story.

This may sound rudimentary, but I'm passionate about knowing my audience. If I can understand the daily challenges they face, from complicated tech-sector issues to minor 'corporate life' irritations, I can speak their language.

I also put a high premium on being personable and funny: What's an unusual angle I can take with this otherwise dry topic? I've seen a ton of success with this approach on LinkedIn, specifically.

I challenge you to think outside standard posts to increase reach, conversions, and online visibility that is organic in nature. Facebook and Instagram Stories keep your business or organization at the top of a fan's mind and the top of the page. Use Instagram Highlights for popular stories to keep content that resonates with fans on the page after the story's 24-hour lifespan has passed.

Boosting organic reach can be achieved by featuring a variety of products from brands that are likely to reshare your content. For example, I recently created a video for a coffee brand using storytelling. I then shared the video with the brand of the mug I used, the clothing brand I was wearing, and the furniture brand featured. They all shared the video as well, since the content was well-made and did not solely focus on the coffee, but rather on the shareable, inspirational message that everyone can relate to.