Organic reach is the number of people to whom a post was shown without paid support. Its ratio to follower count has been declining over the long term, because platforms have more and more content and the algorithm selects only a portion of it for display. Company profiles are more disadvantaged than personal ones. Reach is influenced mainly by how quickly and intensely people react to the post in the first few minutes, what format it is, whether the content holds attention, and whether it directs people away from the platform. In practice, three things follow from this: building reach purely through follower count is a dead end, some content needs to be boosted with paid support, and the most reliable organic channel is the profiles of specific people from the company. Measure reach and engagement relative to your audience, therefore, not in absolute numbers.
See also: Posting frequency, Employee Advocacy, Dark posts.
