In recent years, the landscape of social media has changed drastically. If before brands and content creators were able to reach large audiences organically, today this reality seems to be getting further away. The algorithm of the main platforms – like Instagram, Facebook, TikTok and even LinkedIn – has significantly reduced the free reach of posts, forcing companies and influencers to invest in paid media to ensure visibility. But what is behind this change and what are the alternatives for those who want to continue growing without relying exclusively on ads
Organic reach, the number of people who view a post without promotion, has been falling year after year. No Facebook, for example, this number was already above 16% in 2012, but currently it ranges from 2 to 5% for business pages. Instagram is following the same path, prioritizing increasingly paid or viral content. TikTok, that emerged as a more democratic alternative, it has also adjusted its algorithm to favor sponsored content and creators who invest in the platform
This drop in organic reach is not a coincidence. Social networks are companies and, how are you, need to generate revenue. The main form of monetization for these platforms comes from the sale of advertisements, it means that the less free reach a profile has, but he will be encouraged to pay to reach his audience
Therefore, social media lost the status of "network" and became, in fact, social media, where visibility is increasingly conditioned by financial investment. The original concept of connecting people has been replaced by a business model that prioritizes the display of sponsored content, making paid traffic a necessity for those who want to grow on the platforms
The big brands, with robust marketing budgets, they can absorb this impact and invest heavily in paid media. Small businesses and independent creators, on the other hand, face increasingly greater challenges to grow and engage their audience without spending money
However, it is worth noting that paid traffic on social media is still affordable. Today, with less than R$ 6 per day, any small business can boost content and reach potential customers. This democratized access to digital advertising, allowing more entrepreneurs to have visibility. However, this dependence on platforms also means that, without investment, the exposure can be extremely limited
Another side effect of this change is the homogenization of content. With networks prioritizing sponsored or highly viral content, feeds are becoming increasingly standardized, making it difficult to diversify voices and niches
Despite the difficulties, some strategies can still help brands and creators grow without relying solely on paid ads. In the method that I use and teach, called Metamorphosis Social Mediaaccess here), I argue that to have more success on social media, brands need to follow an important order to increase their reach
1 – To beBefore anything else, brands need to clearly express their values, behaviors and mission. The audience connects with authenticity, and not just with products or services.The essence of the brand must be demonstrated in practice, and not just in speeches
2 – SaberShare knowledge and expertise, offering content that solves problems and adds value to the audience
3 – SellerOnly after building authority and relationships does the offering of products or services become more natural and effective. When the brand has already shown who it is and what it knows, the sale becomes a consequence
That is to say,before talking about what it sells, the brand needs to show what it is and what it knows.This approach generates more connection and engagement, making the digital presence stronger
Furthermore, some strategies can still help to expand organic reach without relying solely on paid ads
Bet on valuable contentPublications that generate genuine interaction, like polls, questions and debates, they still achieve a good reach
Strategic use of Reels and ShortsShort and dynamic formats, especially those who follow trends, continue to be driven by the platforms
Community and engagementCreators who strengthen their relationship with their audience – responding to comments, interacting in Stories and encouraging participation – tend to maintain a more stable reach
SMO (Social Media Optimization) for social networksThe use of keywords in the bio, legends and the right hashtags help improve content discovery
Exploration of new platformsAs networks like TikTok and LinkedIn adjust their algorithms, new spaces may emerge with better opportunities for organic reach
Exploration of new platformsInstead of betting everything on a single network, like Instagram, it is essential to diversify digital presence. Platforms like TikTok, Pinterest, LinkedIn, X, Threads and YouTube offer new showcases for businesses
Every social network that emerges is a new showcase for your business. All of them are indexed by Google and, when distributing content to various platforms, your digital presence becomes more robust. Unfortunately, many still see digital marketing as synonymous with Instagram, what limits growth potential. Betting only on one network can be risky, because any change in the algorithm can directly impact the results
The current scenario makes it clear that organic reach will not return to what it was before. However, this does not mean that he will disappear completely. The challenge for brands and creators will be to balance investments in paid media with strategies that maintain their relevance and connection with the audience, ensuring that your message continues to reach the right people – with or without investment in ads
Vinícius Taddone is the marketing director and founder of VTaddone®www.vtaddone.com.uk
