The Death of Organic Reach: What Works Right Now

Has your organic reach dropped to historic lows recently? Are you looking for a way to regain visibility in an era dominated by AI algorithms?

In this article, you’ll discover how to navigate the shift to interest-based algorithms and build a resilient marketing strategy on Facebook, Instagram, and YouTube.

#1: Recognize the Shift From Social Media to Interest Media

If you’ve noticed that your posts used to get tens of thousands of views and now struggle to reach a fraction of that, you aren’t alone. Facebook expert Mari Smith explains that the volume of content in social feeds is higher than ever before, meaning there is simply less attention to go around.

However, Mari notes a more fundamental shift: social media has evolved into “interest media”.

Meta platforms like Facebook and Instagram are no longer just showing you content from the people you follow. Instead, AI-powered algorithms analyze your behavior across the entire ecosystem—including WhatsApp, Threads, and Messenger—to decide what you might be interested in. They then shove that recommended content into your feed, regardless of whether you follow the creator.

This means your content must now be “recommendable” to non-followers. Mari points out that you can see this breakdown directly in your insights on Facebook and Instagram, which show how many viewers are followers versus non-followers. If your views are low across both groups, it indicates a mismatch between your content and what the audience currently finds resonant.

This trend mirrors what is happening on YouTube. YouTube expert Sean Cannell notes that even massive creators like Gary Vaynerchuk or Linus Tech Tips have seen significant drops in views as attention becomes more divided among Shorts, streaming platforms, and AI-generated content. However, Sean emphasizes that this isn't a sign the platforms are dying; it is a sign they are maturing. The opportunity is still there, but you must update your strategy to compete.

#2: Optimize for Video Retention

Because competition for attention is so high, Sean argues you can no longer rely on low-effort content. You must aim to be in the top 10% of creators by applying rigorous attention to detail.

This rigor is necessary because consumption habits have changed. Sean points out that YouTube is now the number-one most-watched platform in U.S. living rooms, surpassing Netflix. Your content isn't just competing on small phone screens; it is often being played on large TVs, where quality flaws are obvious.

The most critical metric to master is retention.

Every second counts in the viewer journey. It is not enough to have a great hook; if your content becomes boring or repetitive even for a moment, viewers will bounce.

The “Concept to Completion” Framework

To ensure quality, Sean recommends a specific workflow used by his coaches called “Concept to Completion”. Before filming, you should architect every detail in this order:

• The Big Idea: What is the core concept?
  
  
• Packaging: Determine the title and thumbnail first.
  
  
• The Hook: Script exactly what is said in the first few seconds.
  
  
• Structure: Outline the video flow.

After you record, trim the fluff and relentlessly edit out anything that drags on the video's flow.

Focus on Packaging

Your title and thumbnail are the cohesive unit that sells the click. Sean highlights that on YouTube, you can now split-test up to three different thumbnails and titles to see which combination drives the best results. This allows you to optimize your packaging with data rather than guessing.

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For advanced testing, Sean points to the strategy used by The Diary of a CEO podcast. They use micro-budgets on Facebook ads to split-test thumbnails before publishing, sometimes testing three different facial expressions and 30 different quotes to find the winning combination.

When crafting your packaging, Sean recommends following a simple framework: One Audience, One Problem, One Clear Promise. He shares an example of a golf channel that used the title “Seniors: Stop Starting the Downswing with Your Arms,” which became a 38x outlier because it targeted a specific audience with a specific problem.

#3: Leverage Platform-Native Video Content

While repurposing content is a valid strategy to save time, Sean argues that platform-native content performs significantly better. Content created specifically for the platform it is viewed on can generate results that are 100 times better than generic repurposed clips.

Facebook and Instagram Strategies

Mari suggests that on Facebook, you have a unique advantage: it is the only platform where a landscape video will rotate to full screen if the user turns their phone. However, be mindful of duration. On Instagram, Mari recommends keeping your videos under two minutes unless you are going live.

To optimize your reach on these platforms, Mari provides these specific guidelines:

• Avoid Link Posts: Do not rely on “link posts” (posts with a URL in the caption). These remain the lowest-reaching format on Facebook, and heavy reliance on them often leads to burnout because performance is consistently poor.
  
  
• Use Trial Reels: Leverage Instagram's “Trial Reels” feature, which pushes content specifically to non-followers. Mari notes this is an excellent way to audit your “recommendability”.
  
  
• The “Background Color” Format: Mari identifies a high-performing format on Facebook that uses a large font with a colored background to deliver a hook or value, while placing the detailed content in the comments.
  
  
• Test With Stories: Stories are a brilliant testing ground because you can post frequently without penalty to see how your audience responds before committing to a permanent post.

YouTube Strategies

Sean points to vertical live streaming as a massive, underutilized opportunity on YouTube. As users scroll through the Shorts feed, they are frequently presented with live streams they can join instantly. This discovery engine helps small channels find new audiences quickly.

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You should also experiment with the new “Collab” feature. Sean explains that this allows two channels to co-publish a video and share with both audiences. While he notes it isn't always revolutionary for growth, it is a low-risk way to tap into a partner's viewership.

Additionally, Sean emphasizes the Community Tab. You can use it to post carousels (up to 10 images), polls, and surveys. These posts often get reach on their own merit and can re-engage subscribers who may have missed your recent videos.

#4: Foster Human to Human Connection

As AI content floods social feeds, your authentic humanity becomes your competitive moat.

Mari cites a prediction that by 2027, 90% of online content could be AI-generated. In this environment, people will crave connection with real humans. Your “authentic self” is a major competitive edge.

To leverage this, Mari advises doubling down on community. Engage personally in the comments and DMs rather than outsourcing this to AI.

Show your face on live streams and in video content. People trust people, and building genuine relationships will always outlast the latest algorithmic shift.

#5: Approach Social Media With a Business Mindset

It is easy to get caught up in vanity metrics like views, but Mari warns that views do not pay the bills. If your views are down, Sean adds that you can still increase your income by running a smarter business.

Mari explains that Meta’s ecosystem is designed to move users through a specific journey: from content to conversation, and finally to conversion. The goal is to get users out of the public feed and into the DMs (Direct Messages).

Mari suggests executing this strategy in two ways:

1. Automation: Use tools like ManyChat to ask your audience to comment with a specific trigger word (like “gift”). This immediately opens a DM conversation where you can deliver value.
   
   
2. Native Features: On Facebook, you can append a WhatsApp or Messenger call-to-action button directly to your post.

Don’t Fall Into the Virality Trap

A viral video can sometimes be an issue if it attracts the wrong audience. You might get a million views, but if those viewers aren't interested in your product, the business impact is zero.

Mari explicitly warns against features that artificially inflate your reach, such as Meta’s AI translation tools. While they can auto-dub your content into languages like Spanish or Hindi with impressive accuracy, this may attract viewers outside your market. If you do not sell products in those regions, you are diluting your audience data with viewers who can never convert.

Sean advises analyzing your backend data to ensure quality. How many viewers are joining your email list? What is the lifetime value (LTV) of a customer acquired through social media?. By optimizing these conversion points—such as improving your landing page conversion rate from 20% to 40%—Sean notes you can double your results without needing to double your views.

Other Notes From This Episode

• Connect with Michael Stelzner @Stelzner on Instagram and @Mike_Stelzner on X.
• Watch this interview and other exclusive content from Social Media Examiner on YouTube.

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