The death of organic reach: Why you need to start paying for results
It’s time to face the music: organic reach is dead.
Okay, maybe that’s slightly dramatic…
For years, brands and businesses have clung to the hope that posting great content on social media would naturally bring in engagement, followers, and conversions. But with the rapid changes in algorithms and the growing competition for attention, the reality has shifted. Organic reach just doesn’t work the way it used to, and it’s time for brands to rethink their strategy.
So, why is organic reach no longer your best friend—and why do you need to start paying for results? Let’s chat.
What happened to organic reach?
Once upon a time, you could post something on Facebook, Instagram, or Twitter, and as long as your content was good, people would see it. Your followers would engage, and maybe even share it. Life was easy, right? Well, not anymore.
Social media platforms have changed—and so have their algorithms. Today, platforms like Instagram, Facebook, and even LinkedIn have significantly reduced the organic reach of posts. These platforms are now more focused on delivering content that will keep users engaged and on the platform longer, which means your content is being competed against by thousands (if not millions) of others.
The days of getting free, unearned visibility are long gone. So, what’s left for businesses and brands to do?
Why you need to pay for results
It’s not just a trend—pay-to-play is now the name of the game. Here’s why:
1. Algorithms have changed the game
The most important shift is how algorithms work today. Facebook, Instagram, TikTok, and other platforms use highly sophisticated algorithms that prioritise content based on user engagement, relevance, and interaction, not just the number of followers you have.
For example, if your followers are not engaging with your content (through likes, shares, comments, etc.), the algorithm sees that as a signal to limit its visibility. But when you pay for ads, the platform prioritises your content and places it in front of more users who might be interested, driving more engagement in the process.
2. More competition means less reach
As more businesses, influencers, and creators join the social media race, the sheer volume of content being posted has skyrocketed. Everyone’s fighting for the same limited attention span. Organic reach simply can’t keep up with this massive competition, especially if you want your posts to reach new audiences and not just the same old followers.
The reality is that unless you’re an A-list influencer or have an incredibly loyal, highly engaged audience, your organic reach will likely continue to drop. Paying for ads, on the other hand, puts your content right where it needs to be: in front of potential customers who are actively interested in your brand, products, or services.
3. Organic content isn’t enough to grow your brand
You may have great content, professional photos, funny memes, engaging videos, but that doesn’t mean your content is going to reach the people who matter. Organic content is no longer enough to consistently build brand awareness, attract new followers, and convert them into customers.
Paid ads allow you to control who sees your content, when they see it, and how often. With paid campaigns, you can hyper-target your audience based on interests, location, behaviour, demographics, and more, ensuring your message gets to the right people at the right time.
The benefits of paying for results
While paying for reach might seem daunting at first, the benefits of paid social media campaigns far outweigh the costs:
Enhanced visibility & reach
By paying for ads, your content will be shown to a broader and more targeted audience, beyond just your followers. This means you can reach new customers and expand your brand’s reach exponentially.
Better control over engagement
With paid campaigns, you have the flexibility to control how your content is positioned, tested, and optimised. Want to see which ad performs better? Paid ads give you real-time data to refine your strategy and improve your content’s performance.
Faster results
While organic growth takes time, paying for ads delivers immediate results. Whether it’s driving traffic to your website, increasing sign-ups, or improving product sales, paid campaigns can generate results in days, not months.
What can you do about it?
It’s simple: If you want results, you have to pay for them.
That’s not to say organic content is completely irrelevant—it still plays a role in your social media strategy. However, relying solely on organic reach in 2025 will likely leave your brand invisible in a sea of content.
To stay competitive, businesses need to invest in paid advertising to improve their content’s visibility, target specific audiences, and drive real, measurable results.
Ready to stop relying on organic reach?
The truth is, if you’re still counting on organic reach to fuel your growth, you’re probably missing out. It’s time to embrace paid social media strategies and give your content the attention it deserves.
Partner with Gather Social, a trusted Meta Business Partner, to create a paid strategy that works for your business and ensures you’re reaching the right audience with every post.
