This question above is one we are asked on a regular basis. While it is true that your average post reaches 1.6% of followers on Facebook and 3.5% of followers on Instagram and this may seem low, there are some key insights that make this discipline critical in your marketing mix. 

1. Permanent digital presence: Each post is permanent and, unless you remove it, remains searchable and therefore discoverable long after the paid media budget ends.
2. Compounding Cost efficiency: Once a post is published, organic content keeps earning impressions, for free! This means that the effective Cost per 1000 (CPM) drops over time.
3. Trust signals: Content that is delivered with a predictable rhythm shows that you are active, engaged and accessible.  This is vital for longer term reputation building, especially when budgets tighten.
4. Cross‑channel value: Public Relations, paid ads and sales support materials all rely on a pool of organic stories and visuals to help give them substance.

Top Tips to gain a little more reach

Your goal here is steady, compounding, visibility that will maximising return over time.

1. Try short‑form video: Reels typically deliver double the impressions of static posts. We encourage everyone to break out their video cameras, the results will speak for themselves.
2. Optimise for social searching: Almost 40 % of Gen Z search TikTok/Instagram before they crack open Google. Work key phrases into captions, on‑screen text and alt‑text so that you can be found in the search.
3. Activate your employees & partners: Personal accounts enjoy higher organic ranking than brand pages. Encourage your team to share your posts and be sure to include news that supports this to. Weddings are always good!
4. Go live and invite interaction: Why now step into Live streams? This will help create real‑time engagement spikes that the algorithm loves. One interactive slot a fortnight can outperform a week of static posts. We know this can be daunting, but they have real power to work for you.
5. User‑generated content (UGC): Featuring UGC can lift conversion rates by up to 161 %. Create a bit of competition, a simple hashtag challenge can turn your fans into a free content engine.
6. Commit to daily outbound engagement: As a brand, take ten minutes a day to genuinely comment on follower and industry posts.  These comments can sometimes yield a bigger reach bump than publishing an actual piece.

Closing Thought:

Consistency is the key. While paid media may win the sprint, organic content keeps running the distance and over time, it does so at a steadily falling cost.