Zasięg organiczny na Instagramie spada. Oto, co możesz z tym zrobić.

W przeszłości Instagram zawsze był pozycjonowany jako platforma, która nie wymaga płatnego marketingu. Niech ci Bóg pomoże, jeśli złożysz to oświadczenie dzisiaj w obecności dowolnego menedżera obsługi Instagrama. Od końca 2019 roku marki i influencerzy odnotowują alarmujący spadek zasięgu organicznego na Instagramie. Jeśli jesteś aktywny na Instagramie i nie słyszałeś o tym, być może mieszkałeś pod kamieniem.

There’s talk of this everywhere, with the very vocal influencer community crying foul. A lot of users now believe that Instagram ads are the only way to keep up/increase reach numbers and engagement rates, and that organic content just isn’t going to perform well.

Why is your Instagram Reach Declining?

• Instagram will observe the timeline of your post, taking into consideration how recent it is.
• Encourage engagement on your posts. Try making your post interesting and interactive.
• Develop a tendency to give proper responses to the comments, DMs, and likes on your posts.
• Make use of relevant hashtags that match your content; do not go vague on it.
• Wyrób sobie nawyk konsekwentnego publikowania postów, aby użytkownicy mogli otrzymywać nowe posty.
• Korzystaj z najpopularniejszych i najnowszych dźwięków, aby Twój post mógł przyciągnąć więcej odbiorców.
• Zawsze staraj się zrozumieć podstawowe analizy swoich postów
• Rise of paid ads and the algorithm promoting more of the paid content

Is Paid Ads the only way out?

This is probably the most obvious reason for the decline of organic reach on any platform which is the rise of Paid ads. Because the algorithm pushes it more, this forces users (with a growth intent) to rely on paid ads to keep Instagram’s organic reach numbers up and to direct adequate traffic to their websites. Organic content alone just won’t cut it anymore.

W rzeczywistości bardzo podobne zjawisko zaobserwowano na Facebooku w latach 2013–2014. Badanie conducted by Ogilvy revealed that the average organic reach of content posted by brands on Facebook pages decreased significantly, from 12.05% to 6.15%. All this in a span of just 5 months!

Here is why incorporating paid ads in your content strategy is essential:

Dostosowanie się do zmian algorytmicznych w celu uzyskania lepszego zasięgu

In the past, Instagram used to show its posts in a chronological order where the most recent posts appeared first. You can imagine reading a well-maintained logbook. Back in those days, the posts were not sorted out based on the factors of engagement rate or user relevance.

Ale wraz z upływem czasu, Algorytm Instagram got smarter, providing you with content that is not only recent but also the ones based on factors such as relationships, engagement, and relevancy.

Now, this changing aspect of the Instagram algorithm has gradually resulted in making it tough for smaller accounts and lesser-known posts to be seen. This might also be a reason that some of you may feel your posts are not reaching a larger audience, even after getting more likes than it did before. 

Czym jest zasięg organiczny na Instagramie?

So basically, organic reach in Instagram means that your content is viewed by a large number of people without paying a single dime for your promotion.

Zrozumienie zróżnicowanej oglądalności zasięgu organicznego

Now these are the people who daily explore Instagram via hashtags, recommended content, or just casually scroll their feed, coming across your content. This is where the algorithm collects data on how your content is actually pleasing its users, and if so, your feed will get a better push by the algorithm.

Pielęgnuj zaangażowanie w zasięgu organicznym

If at all your posts can reach a large number of people, the algorithm will look into the engagements performed on your post. All the likes, comments, and shares that you get will be taken into consideration. This interaction process on your content and posts helps to review the depth of engagement.

Wzmacnianie widoczności marki w zasięgu organicznym

Your brand becomes more visible when the number of unique viewers increases. The more your brand is visible, the more recognition it will get. Thus, building credibility.

Badanie spadku zasięgu organicznego na Instagramie

Some of the top reasons for the decline in Instagram’s organic reach are increased ad spending from users, an increase in competition from new social media apps like TikTok (good news is that the TikTok ban in India contributes to one less social media competitor for Indians), and the introduction of new content formats.

This drop in organic reach has been constant but has varied greatly from handle to handle. A glance at any popular online forum like Reddit will more than adequately indicate the magnitude of this problem.

Rosnąca konkurencja: poruszanie się po krajobrazie mediów społecznościowych

The time people are spending on social media is now divided between more apps, giving less time to Instagram alone. It follows that this will translate to lower organic reach, as people are now less likely to see your posts.

• TikTok now boosts a major user base, thus dividing the audience between 2 different apps.
• YouTube shorts is also another place where short videos reign. You can upload Shorts for upto 60 seconds which is less than Instagram. It also has the option to upload videos in higher resolution and frame rate, making the viewing experience amazing.

Skuteczne strategie zwiększania zasięgu organicznego

So now you know it is not getting easier to increase your organic reach on Instagram. Here I am providing you with some amazing strategies that will help you increase organic reach.

Tworzenie atrakcyjnych treści w celu zwiększenia zasięgu

Though there is a decline in the organic reach of Instagram, do not yet think that you will have to start selling out for ads. Always remember that your content posted should not only reach a larger audience but also boost positive engagement on your posts.

1. Zwiększanie zasięgu dzięki wysokiej jakości treściom wizualnym

Instagram is a visual platform, and hence posting high-quality, appealing photos is a must. Photos and pictures are also a means of conveying a message and telling your story to the world. Make sure you post vibrant photos that act as a visual treat for your viewers and also convey your message at the same time. This will gradually help in better engagement.

2. Atrakcyjne podpisy

A good caption can prompt your audience to engage with your post, increasing your reach. Try to make entertaining captions. Captions that you create act like a little chat with your audience, thus creating engagement. You can also ask questions, share anecdotes, which will allow people to respond to your post.

3. Używaj odpowiednich hashtagów

Hashtagi mogą pomóc w zwiększeniu widoczności Twojego postu, ponieważ działają jak etykieta wyszukiwania. Staraj się używać popularnych hashtagów związanych z Twoją niszą. Hashtagi powiązane z Twoją treścią pomogą Twoim postom dotrzeć do większej liczby odbiorców, dlatego przed użyciem hashtagów zawsze zrozum cel swojego postu. Nasza free Generator hashtagów na Instagramie tool, which is equipped with premium APIs and strong features, will be of great help here

4. Wykorzystywanie historii i Reels dla rozszerzonego zasięgu

Instagram has provided us with an amazing concept of reels and stories, so why not make proper use of it, which will help us boost reach?

5. Odkrywanie potencjału Reels dla zasięgu treści

Dużo rozmawialiśmy o znaczeniu Instagrama Reels na tym blogu wcześniej, ale tak naprawdę (Reely?) cannot be emphasized enough. The popularity of the short video format has grown exponentially since TikTok’s launch (remember when it was called Musical.ly?). Part of this is because of our shortening attention spans; long videos now will only do well on YouTube. Instagram knows this, which is why the button to access Reels znajduje się wygodnie na środku dolnej części ekranu, tam gdzie naturalnie będzie się znajdował Twój kciuk.

Undoubtedly, the best thing about Reels for marketers is that your videos will be visible even to users not follow you. As long as you use the right hashtags and your videos are engaging and unique, you can reach a much bigger portion of your target audience than with conventional posts.

6. Historie na Instagramie

The fact that it is right at the top of your page makes you visible in front of more people. Everything that you add to your story will only reach your friends and followers and offers a candid look into your content.

Znaczenie spójności w publikowaniu treści

Pamiętaj, że punktualność w wysyłaniu postów pomoże Ci zajść daleko. 

Regularne wysyłanie postów

Posting regularly can help you maintain your visibility in your audience’s feed. The content posted has a tendency to become obsolete quickly, and this is where your regular posting will help you overcome this obstacle. The posts you make regularly will always result in providing fresh content for your audience.

Optymalny czas publikacji

Other than posting regularly, try to identify when your audience is actively using Instagram and schedule your posts accordingly. Try to post a minimum of 3-5 times per week. The optimal posting time varies for every user. Always post content that is interesting and engaging; your audience might turn away if your content lacks interest.

Wpływ filmów na zasięg organiczny

Filmy wydłużają okres zaangażowania.

Jeśli publikujesz film i ktoś go zobaczy, prawdopodobnie obejrzy go co najmniej kilka sekund, zanim zdecyduje, czy mu się podoba. Inny niż reels, Instagram has live videos and stories as well. So now you can go live with your audience, showcase little flashes of your daily activities on stories, as well as make mesmerizing content through your reels. Wracając do transmisji na żywo…. To naprawdę może zdziałać cuda z Twoimi obserwatorami.

This is a part of the reason why the viewership of IG Live has increased so much during the pandemic. Going live is also a way of showing your audience what happens behind the scenes in your workplace/home, etc., to reveal a more human side of your brand, while simultaneously increasing your Instagram engagement.

Współpraca z influencerami w celu poszerzenia zasięgu

One of the most popular ways to fast-track Instagram growth is by collaborating with other influential Instagram personalities. Make Stories, posts, and Reels razem, aby ich odbiorcy również mieli styczność z Tobą i Twoimi treściami.

In the early stages of growing an Instagram account, it is hard to make a convincing case for yourself when you’re reaching out to big influencers for collaborations. It’s a good idea to first collaborate with smaller influencers; they are more likely to return a positive response and usually have a more engaged audience.

W miarę rozwoju Twojego konta możesz zacząć docierać do większych wpływowych osób, a oni będą bardziej skłonni do współpracy z Tobą!

Zaproś swoich obserwujących do interakcji z Twoimi treściami

This is a huge aspect of social media marketing in general. There are many ways of doing this without sounding tacky or desperate for followers.

• You can use fun polls and MCQs on different aspects of your brand in your Instagram Stories (Pro tip: push your Stories and posts when your audience is most active on Instagram. This is called the optimal posting time).
• You can also invite followers to tag their friends and peers so that the post may be relevant. This is another way of reaching an audience that isn’t in your follower base.
• Contests effectively engage your audience by providing incentives. Ensure your contest offers something people care about, such as a chance to win an iPhone.

Nic tak nie wywołuje szumu jak dobrze opracowany konkurs.

Podsumowanie

Zatem zasięg na Instagramie umiera; niespodzianka niespodzianka. Chociaż nie jest to świetna wiadomość dla marketerów i influencerów w mediach społecznościowych, z pewnością nie jest to koniec świata. Jeśli zastosowałeś te wskazówki w swojej strategii dotyczącej treści, chętnie dowiemy się, jak zadziałały w Twoim przypadku. Z możliwych powodów, dla których Twoje hashtagi nie działają: przeczytaj ten szczegółowy przewodnik. Jeśli masz wskazówki, które zdziałały cuda w przypadku Twojego uchwytu, daj nam znać! Śledź nas na Instagramie, aby uzyskać więcej wskazówek i aktualizacji dotyczących marketingu w mediach społecznościowych.

Let us know of any great Instagram bio ideas you may have. We’d love to hear from you! Share your opinions in the comments below or refer to the tips in the article. Also, don’t forget to check out this article on evaluating the content that works best for your handle!

FAQ: