Why Your Smartest Posts Don’t Reach Anyone Anymore

 

Why Your Smartest Posts Don’t Reach Anyone Anymore

Trying to post something new and fresh on social media or on the Internet, and hoping it would “pop” or even go viral, was once a fun new way to share your ideas or products.

Fast forward to 2025. Many experts now agree that the age of “organic reach,” or just reaching new individuals and audiences on the strength or creativity of your posts and content, is over.

Welcome to the new age of businesses, organizations, and even individuals carefully engineering every aspect of their social content, right down to how much they’ll pay to get those posts in front of you.

Social media even a few years ago was a different landscape

Social media campaigns used to be packed with creativity.Why Your Smartest Posts Don't Reach Anyone Anymore

Examples of such popular campaigns include the 2014 ALS Ice Bucket Challenge, when participants filmed themselves dumping ice buckets over their own heads, all to raise money for medical research, and Starbuck’s 2015 Red Cup contest, in which the company asked customers to submit pictures of their own holiday-themed cups.

Many such campaigns were carefully researched and perfectly executed, but few of…