As Australian SMEs navigate the ever-changing digital landscape, understanding how people find you online is crucial. One key concept is ‘organic reach’. Simply put, organic reach is the number of unique people who see your content without you paying for it. It’s different to paid advertising, where you actively pay to get your message in front of an audience. Think of it as earning visibility, rather than buying it.

For many businesses, especially those starting out, organic reach is a fantastic way to build brand awareness and connect with potential customers. While it’s becoming more challenging to achieve significant organic reach – particularly on platforms like Facebook and Instagram – it’s still a vital part of a well-rounded marketing strategy. Relying solely on paid advertising can be expensive, and organic efforts build a loyal following over time.

Here are a few insights to help you maximise your organic reach:

• Content is King (Still): Creating high-quality, engaging content that resonates with your target audience is paramount. This means understanding their needs, interests, and pain points. Content that provides value – whether it’s informative, entertaining, or inspiring – is more likely to be shared and seen by others.
• Platform Algorithms Matter: Each social media platform has its own algorithm that determines what content users see. These algorithms are constantly evolving, so staying informed about best practices for each platform is essential. For example, video content generally performs well across most platforms.
• Engagement Drives Visibility: The more people interact with your content (likes, comments, shares, saves), the more likely it is to be shown to a wider audience. Encourage interaction by asking questions, running polls, and responding to comments promptly.
• Consistency is Key: Regularly posting fresh content signals to platforms that your page is active and relevant. A consistent posting schedule helps maintain visibility and keeps your audience engaged.

While achieving high organic reach requires effort and a strategic approach, it’s a worthwhile investment for any Australian SME. Don’t expect overnight success; building organic reach is a long-term game. To start, we recommend conducting a content audit to analyse what’s currently working and identify opportunities for improvement. Understanding your current performance is the first step towards growing your organic visibility and attracting more customers.