Why 98.5% of Your Social Media Posts Go Unseen

According to Forbes Advisor, 73% of companies opt for organic social media to distribute their content.

Their hope? To generate leads.

The numbers vary depending on the source and the industry, but one thing they all have in common – it’s more than half.

And there’s social media marketing, and then there’s social media marketing.

Where am I going with that?

Well, the first is just posting content and hoping for organic reach and engagement.

And the second?

This one involves strategic planning, data analysis, and a deep understanding of your audience.

Why?

Because it’s paid.

Now, why should you pay for something when you can get it for free by just posting content and hoping for the best?

Let me show you some stats first…

Organic reach on Facebook started at around 16% in 2012.

So, even back then, only 16% of your followers would have seen a new post from you.

Guess where this organic reach was in 2023?

It was a whopping 1.52%.

How about Instagram?

Well, the situation is no different.

Back in 2019, the organic reach was at 25%.

And in 2024? It was down to 4.55%.

But that’s no surprise.

Why?

It’s what happens to all marketing channels.

It’s called the economic law of diminishing returns.

Now, where am I getting with this?

In marketing and lead generation, you want to do things where you have more control over the results.

And to be more in control, you want to go with paid social media marketing or other paid channels.

Sure, you still have to deal with the platform’s advertising algorithm.

However, compared to the organic route, you have more control over the results.

It comes back again to what I’ve mentioned on various occasions (outside LinkedIn).

“The only thing you can depend on, ultimately, is the ability to buy a customer at market price and turn a profit.” (A quote I have as wallpaper on my desktop)

Thanks, Perry Marshall, for this inspiration many years back.

And with each day’s increasingly reduced organic reach on social media, the platforms are actually forcing you to go the paid route.

To do this successfully, you need strategic planning, data analysis, and a deep understanding of your audience.

It also allows for precise targeting.

You can base this targeting on the demographics, interests, and behaviors of your potential clients or customers.

The caveat is that this approach requires a budget and ongoing management.

What has been your experience with the organic reach of social media platforms?