Bad news about social media marketing-also for B2B: The reality of organic social media reach is becoming more and more bad

Published on: May 20, 2025 / Update from: May 20, 2025 - Author: Konrad Wolfenstein

Bad news about social media marketing for B2B: The reality of organic social media reach is becoming more and more bad-Image: Xpert.digital

Strategies for effective presence despite the loss of reach in social media

Organic range in change: challenges and opportunities for marketers

The organic reach on social media has changed drastically in recent years. What was once considered a cost -effective method to achieve the target group is increasingly becoming a challenge for those responsible for marketing. This report analyzes the current situation, compares the most important platforms and shows strategies how companies can be effective in social media despite falling organic reach.

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Organic range: definition and current numbers

Organic reach refers to the number of people on social networks, on the screen of which unpaid contributions from an account have been displayed. This form of range excludes paid advertising and is an important factor to arouse interest and generate sales.

The figures for 2024 draw a clear picture: On Instagram, an average post only reaches about 4.0% of followers - a decline of about 18% compared to the previous year. On Facebook, the situation is even more problematic with an average range of only 2.6% per post. These figures are in a strong contrast to the situation a decade ago when organic ranges were still realistic in the double -digit percentage range.

Due to its algorithmic approach, Tikok offers a different dynamic. Here the average organic range is around 14% of followers-significantly better than with the meta-platforms, but still not a guarantee of viral success.

The platforms in comparison

Facebook: The end of the organic reach?

The organic reach on Facebook has been stagnating at around 5% or below. The platform has developed strongly towards a paid advertising model. There are two main reasons for the decline: Firstly, the sheer amount of content-Facebook processes around 510,000 comments and 293,000 status updates per minute. On the other hand, the personalized news feeds relevant content according to the individual interests of the users, which further restricts the visibility of corporate contributions.

Instagram: between feed and reels

Instagram shows a trend similar to the mother platform Facebook. With only 4% reach, it is becoming increasingly difficult for brands to reach their followers without advertising budget. The platform increasingly relies on reels and short-format content, which often gives classic feed posts less visibility.

TIKTOK: The hope carrier with restrictions

Tikok is often referred to as the last bastion of organic reach. With its for-youou algorithm, the platform offers the possibility that content can be seen far beyond its own follower number. A special feature: The current range of the account does not play a crucial role on Tikok - every video has the chance to go viral.

Nevertheless, studies at Tikkok indicate changes. An examination of 780,000 videos of 1,000 Tikok accounts shows a break-in of views over the examination period. The golden time of unlimited organic reach also seems to be slowly evading here.

Why does the organic range drop?

The decline in organic reach has several causes:

Algorithm changes: Platforms continuously adapt their algorithms, which has a direct impact on the visibility of contributions.
Content overflowing: The amount of shared content continuously increases, which makes competition for attention more intensive.
Business models: Social platforms are aimed at generating advertising revenue. Tikkok alone achieved sales of an estimated $ 23 billion in 2024, of which about 77% of advertising.
Usage behavior: Over 5.04 billion people use social media worldwide, which corresponds to an increase of 1.3 billion in just four years. The competition in the feed also increases with this mass.

Strategies to increase organic reach

Despite the challenging situation, there are strategies to improve the organic reach:

Cross -platform strategies

Quality before quantity: Focus on high -quality content instead of the mere amount of posts.
Promote interaction: The engagement rate is a decisive factor for visibility. Formulate articles so that you encourage interactions.
Note the topicality: analyze when your target group is active and publish your contributions accordingly.
Preserving authenticity: Users prefer authentic content to obvious advertising.

Specific Tictok strategies

Tell stories: Tikok videos that convey a story attract more attention.
Create original content: Create content from scratch and focus on topics you can speak to.
Test longer videos: Contrary to the assumption that only short videos work, Tiktok now also rewards longer content. The platform even financially promotes videos that are longer than a minute.
Use social SEO: Tikkok is increasingly used as a search engine. Optimize your content accordingly.

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New content trends

The social media trends report from Hubspot and Meltwater shows important developments:

Balancing with video lengths: While short videos remain important, longer, more informative videos become more important.
AI generated content: More and more content is being created with AI.
Trust by user generated content: authentic content created by users and influencer marketing gain in importance.
Social selling: Direct sales via social media becomes more important.

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Accept and adapt the new reality

The falling organic reach is a reality with which marketing managers have to deal with. The times when an organic mail reached a large part of its own community are over. Nevertheless, social media still offer valuable opportunities for customer approach.

Tikok stands out through its for-youou algorithm and currently offers the best opportunities for organic reach, but here too there are the first signs of a change. A balanced mix of organic strategies and targeted advertising expenditure is essential for sustainable success in social media.

The challenge for marketing managers is to find the right balance: between authentic, valuable content that can work organically, and strategic investments in paid reach to maximize visibility. Those who master this balance and understand the specific strengths of each platform can also be successful in the new feed reality.

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