15 Tips For Better Organic Social Media Reach

You want to grow your brand following on the various social media platforms, but today organic social media reach is tricky, though not impossible.
Firstly, you may ask “What is organic reach in social media?”
Organic social media reach is the number of people who see your post through unpaid distribution. The benefit of organic social media reach is that you can publish posts for free.

Facebook, Instagram, Twitter and others, continually make it more difficult for marketers and businesses to reach customers organically through social networks, without using paid advertising. Why? Because, like you, they too are businesses and their revenue comes from advertising. But are there ways to increase your organic social media reach?

The answer is yes.

In this post, we aim to give you 15 Tips For Better Organic Social Media Reach and if you adhere to these you should see better performance.

How can you work with the algorithms for better organic social media reach?

Well, let’s begin with most readers perennial favourite, Facebook.

It has been well publicised that the head-honcho, Mark Zuckerberg, announced earlier year. “You’ll see less public content, like posts from businesses, brands, and media. The public content you see more will be held to the same standard – it should encourage meaningful interactions between people.”

Hootsuite had a great post back in April this year, following the announcement with some tips on how we, as marketers, should change our approach to our content, and the essence was Facebook will prioritise content that it sees as “relevant, valuable, and interesting” to users, with “meaningful interactions” as their drivers.

What are the top ranking factors for the Facebook algorithm?


Brands should create quality content that is focused on igniting conversations between users. This could be by including questions in your posts or writing about timely and relevant topics that users are sure to have an opinion on.

The point here is that users will be more likely to see your Facebook posts if their friends and family are commenting on them.

2. Reactions

If a user takes the time to hit the “Love”, “Haha”, “Wow”, “Sad”, and “Angry” icon and not just the “like” icon, your content will receive a minor boost in the News Feed.

Facebook wants to see those “active” emotions and that will help with better social media performance.

3. Comment replies

The algorithm not only favours comments but also replies made to comments. These signal that a piece of content is inspiring engagement between users.

4. Sharing links over Messenger to a group of friends

If a user shares a piece of content to their timeline, that’s great. But if they take the time to send it to a friend (or a group of friends) over Facebook messenger, with a note encouraging them to read it, well then it shows Facebook that this is something that is of real interest.

5. Engagement on shares

Even though sharing a post is a quite “active” interaction when compared to many, Facebook goes one step further. Just getting shares is no longer sufficient. Your post ought to be shared, and get engagement on that share, for it to be prioritised in the algorithm for better organic reach.

Additional Ranking Signals For Facebook News Feed

When Facebook held their News Feed webinar they mentioned the above five “meaningful interactions” are the priority signals. This does not mean they are the only ones that relate to better social media performance and the following should also be considered, so we continue with our list:

6. When it’s posted

This may seem obvious, but if you post when more users are online you will get more engagement. But once the engagement begins, so it helps indirectly.

7. Post type

Are you posting a simple status update, photo, link, video, or live video? Facebook has hinted many times that they are likely to prioritise native video over other posts, and they love live video! If it is a link to another page it will drop down their priority list. They want quality engagement within the platform.

8. Average time spent on content

Although not said this directly, our thoughts are that the average amount of time a user spends engaging with or viewing a post is better

9. Completeness of business page profile

Is your Facebook business page profile complete? The more fields that are filled out on your business page the more Facebook, and potential followers, will have a better understanding of who you are and how legit your business is.

What are the top ranking factors for the Instagram algorithm?

Instagram is owned by Facebook, and because of that, we are pretty sure there are many similarities in how the algorithm works.

Additionally, because Insta is a photo-based, mobile-first platform, they have said they prioritise the following in our list of 15 tips:

10. Interest

Have users have interacted with similar content, or users, previously? For this, Instagram looks at how much each user engages with image and video posts. Also, with Instagram’s evolving image recognition tools, they also assess the actual visual content of posts

11. Timeliness

When a post was made is now a relevant factor in how high up Instagram will show it in a users feed. Following complaints from many of their 300 million daily users, Instagram said,

“Based on your feedback, we’re also making changes to ensure that newer posts are more likely to appear first in the feed. With these changes, your feed will feel fresher, and you won’t miss the moments you care about.”

More on this can be found in this article by Social Media Today

12. Relationship

The last major factor is your relationship with the post creator. How much you’ve engaged with them in the past. The factors used in this part of the algorithm may include common interactions such as comments, likes on each others’ posts, direct messages and if you’re regularly tagged in a person’s images and vice versa.

What are the top ranking factors in our list for the Twitter algorithm?

Twitter is about living in the moment and wants to be your “real-time” app of choice. They have given users the option, following user feedback, to choose between a chronological timeline of all who you follow or the AI-based algorithm which lines your timeline with what it thinks you will want to see and they seem to be according to the following standards:

13. The Tweet itself

When was it posted, what media it contained – image or video, total engagement – the number of retweets, comments, or likes

14. The Tweet author

What were readers past interactions with the author, the strength of the connection to them, and the origin of that relationship

15. You

Which tweets you found engaging in the past, plus how often and how heavily you use Twitter

Wrapping up.

Now that you have a better understanding of what the algorithms are looking for in your posts, you should be better placed for improved organic reach in social media.

The biggest takeaway from the above is to structure your posts to create engagement and engage with others on their posts.

Using a social media management agency, like Kalan Media, can help you with all the above, so if you would like to discuss how we can help you please contact us via our website, email info@kalan.media, or call 07852801110

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