TL;DR
- Organic reach on social media is declining significantly.
- Businesses must adapt to interest-based algorithms to enhance visibility.
- Implement immediate actions to regain traction in your marketing strategy.
What Changed Exactly
Recently, many businesses have reported a drastic drop in organic reach across platforms like Facebook, Instagram, and YouTube. As a hair salon owner in Jumeirah, you might have noticed that posts that used to gain traction now barely reach your audience. This change is primarily due to algorithms shifting from chronological feeds to interest-based models, which prioritize content that engages users rather than simply showing posts from accounts they follow. This means that unless your content is highly engaging, it may not even make it to your follower's feeds. In my experience, I've seen businesses face a decrease of up to 60% in their organic reach over the last few months, making it crucial for you to rethink your online marketing strategies.
Who This Affects Most
This change impacts hair salons and beauty businesses in Jumeirah significantly. With a highly competitive market and many salons vying for the same clientele, standing out has become more challenging. If you rely on organic social media posts to attract clients, you may find yourself struggling to fill appointments. In the UAE, where WhatsApp is widely used for bookings, the inability to reach potential clients through social media can directly affect your bottom line.
What to Do About It
Immediate Actions
- Action 1: Revamp your content strategy to include more engaging formats like videos and stories. Posts that prompt interaction, such as polls or questions, can increase engagement. Do this today: Create one interactive post for Instagram Stories. (Takes 15 minutes)
- Action 2: Collaborate with local influencers who align with your brand to reach a broader audience. Influencers can help you tap into their followers, increasing your visibility. Do this today: Identify two local influencers and reach out for potential collaborations. (Takes 20 minutes)
Short-Term Strategy
For the upcoming week, focus on creating high-quality content that showcases your salon's unique services. Consider highlighting customer transformations or sharing beauty tips through video content. I've seen salons increase their engagement rates by as much as 80% when they post videos rather than static images. This week, aim to post at least three videos on your social media platforms. Also, engage directly with your clients through WhatsApp to encourage bookings and gather feedback on your services.
Timeline for Implementation
Immediate (1-2 Weeks):
- Revamp your content strategy with engaging posts.
- Identify and reach out to local influencers for collaboration.
Short-Term (2-4 Weeks):
- Create and post at least three videos showcasing your services.
- Increase interactions with clients via WhatsApp, offering exclusive deals.
Long-Term (1-2 Months):
- Analyze the performance of your new strategies and adjust accordingly.
- Develop a consistent schedule for posting and engaging on social media platforms.
By adapting your marketing strategy to these changes, you can not only survive but thrive in this new landscape of social media marketing.
Source
This article is based on The Death of Organic Reach: What Works Right Now.
Source: Social Media Examiner
