In recent years, the social media landscape has changed drastically. If before brands and content creators could reach large audiences organically, today that reality seems to be increasingly distant. The algorithms of major platforms—such as Instagram, Facebook, TikTok, and even LinkedIn—have significantly reduced the organic reach of posts, forcing companies and influencers to invest in paid media to ensure visibility. But what is behind this change 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 promotion, has been declining year after year. On Facebook, for example, this number was already above 16% in 2012, but currently it ranges from 2% to 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 been adjusting its algorithm to favor sponsored content and creators who invest in the platform.
This drop in organic reach is no coincidence. Social networks are companies and, as such, need to generate revenue. The main way these platforms monetize is through ad sales, which means that the less free reach a profile has, the more it will be encouraged to pay to reach its audience.
Therefore, social networks lost their status as "networks" and have become, in fact, "social media," where visibility is increasingly conditioned on financial investment. The original concept of connecting people has been replaced by a business model that prioritizes the display of sponsored content, making paid traffic a necessity for those who want to grow on the platforms.
Large brands, with robust marketing budgets, are able to absorb this impact and invest heavily in paid media. Small businesses and independent creators, on the other hand, face increasing challenges to grow and engage their audience without spending money.
However, it is worth noting that paid traffic on social media is still accessible. Today, with less than R$ 6 a day, any small business can boost content and reach potential customers. This democratized access to digital advertising, allowing more entrepreneurs to gain visibility. However, this dependence on platforms also means that without investment, exposure can be extremely limited.
Another side effect of this change is the homogenization of the content. With networks prioritizing sponsored or highly viral content, feeds are becoming increasingly standardized, making it difficult to diversify voices and niches.
Despite the difficulties, some strategies can still help brands and creators grow without relying solely on paid advertising. In the method I use and teach, called Social Media Metamorphosisaccess here), I argue that in order to achieve greater success on social media, brands need to follow an important sequence to increase their reach:
1 – To beFirst of all, brands need to clearly express their values, behaviors, and mission. The audience connects with authenticity, not just with products or services.The essence of the brand must be demonstrated in practice, not just in words.
2 – Knowledge:Sharing knowledge and expertise by providing content that solves problems and adds value to the audience.
3 – Sell:Only after building authority and relationships does offering products or services become more natural and effective. When the brand has already demonstrated who it is and what it knows, sales become a consequence.
In other words, before talking about what it sells, the brand needs to show what it is and what it knows.This approach creates more connection and engagement, making the digital presence stronger.
Additionally, some strategies can still help expand organic reach without relying solely on paid ads:
Bet on valuable contentPublications that generate genuine interaction, such as polls, questions, and debates, still manage to achieve good reach.
Strategic use of Reels and ShortsShort and dynamic formats, especially those that follow trends, continue to be driven by the platforms.
Community and engagementCreators who strengthen their relationship with their audience—by responding to comments, engaging in Stories, and encouraging participation—tend to maintain a more stable reach.
SMO (Social Media Optimization) for social networksUsing the right keywords in the bio, captions, and hashtags helps improve content discoverability.
Exploration of new platformsAs networks like TikTok and LinkedIn adjust their algorithms, new spaces may emerge with better opportunities for organic reach.
Exploration of new platformsInstead of betting everything on a single platform, such as Instagram, it is 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 emerges is a new showcase for your business. All of them are indexed by Google, and by distributing content across various platforms, your digital presence becomes more robust. Unfortunately, many still see digital marketing as synonymous with Instagram, which limits growth potential. Betting only on one network can be risky, as any change in the algorithm can directly impact the results.
The current scenario makes it clear that organic reach will not return to what it was before. However, this does not mean that it will disappear completely. The challenge for brands and creators will be balancing investments in paid media with strategies that maintain their relevance and connection with the audience, ensuring that their message continues to reach the right people – with or without advertising investment.
Vinícius Taddone is the marketing director and founder of VTaddone®www.vtaddone.com.br
