In recent years, the social media landscape has changed drastically. Previously, brands and content creators could reach large audiences organically, but now that reality seems increasingly distant. The algorithms of major platforms – such as Instagram, Facebook, TikTok, and even LinkedIn – have significantly reduced the organic reach of posts, forcing businesses and influencers to invest in paid media to ensure visibility. But what’s behind this shift, and what are the alternatives for those who want to continue growing without relying solely on ads?
Organic reach—the number of people who view a post without boosting—has declined year after year. On Facebook, for example, this number was once over 16% in 2012 but now hovers around 2-5% for business pages. Instagram is following the same path, increasingly prioritizing paid or viral content. TikTok, which emerged as a more democratic alternative, has also adjusted its algorithm to favor sponsored content and creators who invest in the platform.
This decline in organic reach is no coincidence. Social networks are businesses and, as such, need to generate revenue. These platforms primarily monetize through ad sales, meaning the less organic reach a profile has, the more it will be encouraged to pay to reach its audience.
Because of this, social networks have lost their ‘network’ status and have effectively become ‘social media,’ where visibility is increasingly contingent on financial investment. The original concept of connecting people has been replaced by a business model that prioritizes sponsored content, making paid traffic a necessity for those looking to grow on these platforms.
Big brands with substantial marketing budgets can absorb this impact and heavily invest in paid media. Small businesses and independent creators, however, face increasing challenges in growing and engaging their audience without spending money.
However, it’s worth noting that paid traffic on social media is still accessible. Today, for less than R$ 6 per day, any small business can boost content and reach potential customers. This has democratized access to digital advertising, allowing more entrepreneurs to gain visibility. Still, this reliance on platforms also means exposure can be extremely limited without investment.
Another side effect of this shift is the homogenization of content. With platforms prioritizing sponsored or highly viral content, feeds have become increasingly standardized, making it harder for diverse voices and niches to stand out.
Despite the challenges, some strategies can still help brands and creators grow without relying solely on paid ads. In the method I use and teach, called Social Media Metamorphosis (click here), I argue that to succeed on social media, brands must follow an essential sequence to expand their reach:
1 – Be: Before anything else, brands must clearly express their values, behaviors, and mission. The audience connects with authenticity, not just products or services. The essence of a brand must be demonstrated in practice, not just in speeches.
2 – Know: Share knowledge and expertise by offering content that solves problems and adds value to the audience.
3 – Sell: Only after establishing authority and relationships does the offering of products or services become more natural and effective. Once a brand has demonstrated who it is and what it knows, sales become a consequence.
In other words, before talking about what it sells, a brand must show what it is and what it knows. This approach fosters stronger connections and engagement, making the brand’s digital presence more robust.
Additionally, some strategies can still help increase organic reach without relying solely on paid ads:
Invest in valuable content: Posts that generate genuine interaction—such as polls, questions, and debates—still achieve good reach.
Strategic use of Reels and Shorts: Short, dynamic formats—especially those following trends—continue to be boosted by platforms.
Community and engagement: Creators who strengthen their relationship with their audience—by responding to comments, interacting in Stories, and encouraging participation—tend to maintain more stable reach.
SMO (Social Media Optimization) for social networks: Using keywords in bios, captions, and the right hashtags helps improve content discoverability.
Exploring new platforms: As networks like TikTok and LinkedIn adjust their algorithms, new spaces may emerge with better organic reach opportunities.
Exploring new platforms: Instead of betting everything on a single network like Instagram, it’s essential to diversify your digital presence. Platforms like TikTok, Pinterest, LinkedIn, X, Threads, and YouTube offer new showcases for businesses.
Every new social network that arises is a new showcase for your business. All of them are indexed by Google, and by distributing content across multiple platforms, your digital presence becomes stronger. Unfortunately, many still see digital marketing as synonymous with Instagram, which limits growth potential. Relying on just one network can be risky—any algorithm change can directly impact results.
The current landscape makes it clear that organic reach will not return to what it once was. However, this doesn’t mean it will disappear entirely. The challenge for brands and creators will be balancing paid media investments with strategies that maintain relevance and connection with the audience, ensuring their message reaches the right people—with or without ad spending.
*Vinícius Taddone is a marketing director and founder of VTaddone® www.vtaddone.com.br
