No Free Billboards

In the dynamic realm of social media, experiencing organic reach is a sign your content has captured attention.

During those moments, your interests align with the platform. They recognise the value you provide and reward you by showcasing your content to a wider audience for free.

This phenomenon doesn’t exist in the traditional advertising world. You can’t reach people for free using TV, radio, outdoor billboards or print media.

Yet, we often take organic reach for granted. We grumble when it declines and blame the platforms for seeking monetary gain, as if we are owed the reach that was once freely given.

It's a common trend repeated across every platform as algorithms change, competition for attention increases and social media companies push businesses down a pay-to-play model.

And while organic reach declines over time, it never disappears completely. We're fortunate we can still raise awareness for our business without putting any money down.

Organic reach is a gift, but not a given right.

For perspective, remember... there are no free billboards.