A client recently sent us a Facebook post claiming that Meta admitted to shadow-banning posts with logos in images. We dug around and found no official confirmation. But it did get us thinking about the role of social media, organic social media in particular, and what businesses can (and can’t) expect their social presence to do for them.
| What is shadow-banning? Social platforms like Instagram, X, and Facebook don’t openly admit to shadow-banning in the “we’re secretly hiding your content” sense. But they do acknowledge that their algorithms limit the reach of certain posts. If a post is flagged as spammy, misleading, or violating guidelines, it can get buried in the feed without warning. For example, Instagram cuts reach on posts stuffed with hashtags. X reduces visibility on accounts that act like bots. Facebook downplays “problematic content,” including posts about sensitive political issues. So yes, shadow-banning exists, but it’s often just an algorithm doing its thing. And what is organic social media marketing? Organic social media marketing is the use of free social posts to grow your brand’s presence, engage with your audience, and build relationships on social media platforms. Unlike paid social media (where you run ads to boost reach), organic social relies on authentic engagement and content quality. It’s best for brand awareness, community building, and staying top-of-mind with current and potential customers. However, because social platforms prioritize paid content, organic reach is limited, making it most effective when paired with other marketing efforts, like email and SEO. |
The reality of organic social media
Even if shadow-banning was a confirmed “thing,” it wouldn’t significantly change our strategy. Our social content is more about connecting with the target audience, providing helpful info, showcasing company culture, and ensuring that businesses look credible to anyone who is vetting the firm.
Let’s be blunt: if you’re relying on organic social media to generate leads, you’re going to be disappointed. Business pages don’t get much organic reach unless they’re paying to advertise. The platforms are designed that way. It’s a pay-to-play game.
You may also be interested in: Why social media ‘likes’ don’t translate to business success
So what should you expect from your organic social media, and is it even worth the effort?
What organic social media can do
- Make you look legit: When someone hears about your business, they’ll likely check your social media accounts. An active page reassures them that you’re real and still in business.
- Keep you connected to clients: Social is a great way to stay top-of-mind with existing clients and industry connections. Share useful content, updates, and company culture. Here are 8 ways to build loyal customers through social media marketing.
- Showcase your brand personality: People want to do business with people, not faceless companies. Social media is where you can show some personality and engage more casually.
- Support your other marketing efforts: Social media can reinforce your brand image and campaigns.
You may also be interested in: 10 tips to market your service-based business on social media
What organic social media won’t do
- Drive massive leads for free: The golden age of organic reach is long gone. Unless your content goes viral (it won’t), don’t expect a flood of leads from social.
- Replace your website or email list: If you’re struggling to get traction in marketing, prioritize your website and email list first. Those are assets you control. Social is rented space.
- Work if you’re on the wrong platform: If your target audience isn’t on Instagram, don’t waste time there. Focus on the platforms where your ideal clients actually hang out. (See how we helped John Merrill Homes do just that.)
Don’t get side-tracked by algorithm hacks
Every so often, someone claims they’ve cracked the social media algorithm. Occasionally these ideas and updates may be helpful, but most of the time, it’s noise. Should you test new tactics? Sure. But don’t chase trends that don’t align with your marketing strategy.
Take giveaways, for example. We had a client who ran a LinkedIn giveaway to boost engagement. It made sense with their brand, it was fun, and it did temporarily raise their average impressions. So, it worked—for a minute. They got a small bump in followers, but it didn’t grow their email list, which was the real goal. The short-term win wasn’t worth the effort.
Rather use our Digital Marketing Strategy Questions to help you develop a strategic plan to reach and engage your audience online.
The organic social media truth bomb
Organic social media has a place in your marketing strategy, but it’s not the magic bullet many hope for. Use it to build credibility, connect with clients, and support your other marketing channels. Just don’t expect it to replace real, measurable marketing efforts like your website and email list.
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