7 Tips for Increasing Organic Reach on Instagram and TikTok
Maintaining strong organic reach on platforms like Instagram and TikTok has become increasingly challenging, as many users express. Recent shifts, including the anticipated TikTok ban in January and the usual seasonal impact of summer, have contributed to a noticeable decline in organic reach and engagement. As the space gets more saturated, and as algorithms change and users spend less time online during seasonal periods — brands and content creators must adapt their strategies to continue growing their organic presence. Let’s explore our 7 top tips on how to enhance your organic reach on both Instagram and TikTok, which might point to where you are going wrong.
Focus on Quality Content
We know you’ve heard quality over quantity countless times - but we mean it this time. What we don’t mean by “quality” is professionally filmed videos, what we mean is content that is compelling, engaging, provides value and/ or tells a story. The standard for what used to work in 2020-2022 has completely changed now. Consumers demand more and when you give high-quality content, that is likely going to resonate with your audience - this will naturally extend your reach.
Leverage Platform Features
When a new feature comes out — USE IT! Be one of the first to do so. The respective platform’s algorithm always rewards those who use their features first. This is not a long-term strategy that can replace quality content (hence why it’s tip no.1) but a little tip to keep in mind whenever you see a new feature come out. P.S. If you want to get the latest on when features come out, subscribe to our newsletter, The Z Gazette, here where we share weekly social media updates and even trending content ideas/ sounds.
Engage Consistently
Organic reach is not just about posting content; it's also about engaging with your audience. Responding to comments, liking and sharing relevant posts, and actively participating in conversations can signal to algorithms that your profile is active and valuable. Consistent engagement builds a community and increases the likelihood that your content will appear in followers’ feeds! Make sure you set aside 10-15 minutes per day to engage with both your followers and non-followers - to get your name out there and tell the algorithm who you want to connect with!
Use Hashtags and Keywords (Strategically)
Hashtags and keywords are essential for expanding your reach organically - but not in the way you think. Most people will dump as many keywords as they can in their captions and videos in hopes of reaching more people, but this isn’t how the algorithm works! Here are a couple of house rules when it comes to hashtags & keywords:
Customise your hashtags accordingly to each piece of content you share and don’t overload it.
For both Instagram & TikTok, you should use 3 hashtags per post and make sure the keywords relate to your content.
Include keywords in your video, via text on screen using the platform’s native fonts, i.e. Instagram fonts on the Instagram app and visa versa for TikTok.
Include keywords in your caption too and make sure that it flows as a part of a natural sentence. Don’t add keywords just for the sake of it.
This tells the algorithm what your content is about, which then allows it to push it out to users interested in the topics that you have pointed to through the keywords added.
Hop On Trends (Also Strategically)
If you want a boost in reach - hop on trends, but strategically. The reason we say strategically is because it’s not best practice to take part in a trend for the sake of it. First and foremost, you want to make sure it aligns with your brand values, identity and goals. Authenticity is key; forced participation can come across as disingenuous, which affects trust amongst your audience. By strategically engaging with trends, you can tap into broader conversations and increase your visibility. A great way to be prepared for upcoming trends is to stay up-to-date with what’s going on in the celebrity world. Many trends arise from award shows and celebrity events — so make sure you are tapped in to stay ahead of the curve!
Collaborate with Others
Lastly, partnering with other creators, brands, or influencers is a great way to increase reach, as you are exposing your content to their audiences, which is a new audience for your account. These collaborations, whether through guest posts, shoutouts, or joint content, can introduce your profile to followers who might be interested in what you offer, thus organically expanding your reach.
Conclusion
Despite the current lows in organic reach, brands and creators can still thrive by prioritising quality content and implementing the above best practices - consistently. Remember, organic growth is a continuous process that requires adaptability, creativity, and a deep understanding of your audience's evolving preferences.
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