October 29, 2020 Vanessa Niragira
In our three-part blog series of talking about the unfortunate decline in organic reach, we discuss some of the reasons why this has occurred as well as provide tips to help increase your organic reach. Today we’re going over some stats regarding reach on Facebook, LinkedIn, Instagram, and Twitter.
- Organic reach on Facebook went from 16% in 2012 to 2.27% in 2015, and it’s only continuing to drop.
- 39% of Facebook users say that they follow Facebook Business Pages because they want to receive special offers
- A post’s average organic reach is only around 6.4% of a page’s total likes
- Videos with closed captions increase viewing time by about 12%
- Shorter posts get about 23% more interaction than longer Facebook posts
- In 2016, ads accounted for 18% of LinkedIn’s total revenue. Fewer ads meant less revenue for LinkedIn, so they turned back the wheel
- LinkedIn achieved this by re-prioritizing different content types such as LinkedIn ads within their newsfeed
- Articles have the second-lowest organic reach on LinkedIn after external links
- Today, videos have a comparable organic reach to text and photo posts
- Videos tend to attract a very different audience than text and photo posts
- LinkedIn is prioritizing LinkedIn Ads, internal promotions, LinkedIn Influencers, content from their internal editorial team and publishing partners
- In 2019, Trust Insights conducted a study where they analyzed 1.4 million Instagram posts from 3.600 brand profiles.
- The results showed that in April, Instagram user engagement was 1.54%, and only three months later, it was 0.9%.
- Influencers have also experienced reduced reach, the stats showed, where fashion influencer’s engagement rate went from 4.3% (February 2019) to 2.4% (June 2019).
- What used to be a chronological feed became a series of posts the algorithm deemed was relevant to the user and that the user would like.
- Twitter has 145 million monetizable daily, active users
- That number is up 17% since Q3 2018, according to Twitter’s Q3 2019 report
- 30 million (or 20%) of Twitter’s daily users are American
- Twitter users spend 26% more time with ads than other social media users
- Twitter users spend 24% more time with ads posted by ‘creators’
- Tweets with hashtags get 100% more engagement
- People watch 2 billion videos on Twitter per day
- Watching video is the #3 reason people use Twitter
- Tweets with video get 10x the engagement
The stats don’t lie. Organic reach has plummeted over the years, with Facebook leading the way. But don’t fool yourself, the decline of organic reach is far from being a Facebook only issue, it’s a social media issue as the other social networks have followed Facebook’s lead. While there are different strategies out there that may help you work around the algorithm which can slightly increase organic reach, the cold hard truth is that if you want your customers and prospects to see our social content, you have to pay to play!
Read The Current Truth Behind Organic Posts For Business and Increasing Your Organic Reach to understand the whole story.
Vanessa Niragira, Oakville, Ontario, October 2020