The impact of more personal content on organic reach

Client:

A business training company that aims to increase reach and engagement on social media. Target audience: B2B clients from various industries.

Objective:

Analyze the impact of more personal and employee-reflective content on organic reach and audience engagement, based on data from the most successful Facebook posts.

Solution:

Until now, the company’s social media content has been more focused on informational and promotional posts. To increase organic reach and engagement, content was integrated that reflects employees, introduces them and their achievements, and creates a closer connection with the audience.

The new content strategy included:

• Entries introducing new employees and their professional experience;
• Personal details about employees that help build a closer connection with the audience;
• Behind-the-scenes moments and everyday work processes;
• Stories about employee achievements and impact on customers.

Results:

After analyzing 90 days of Facebook data, it was concluded that more personal content posts achieved the highest popularity:

• The average reach of this type of post increased by 35% compared to standard informational content.
• The average engagement rate (likes, comments, shares) was 50% higher than other posts.
• Several posts became the most successful in the last 90 days in terms of reach and number of reactions.

Conclusions:

This data clearly shows that audiences engage more and respond better to content that forms a more personal connection. Employee stories and reflections on their work help the company become closer and more accessible to its target audience.
Future strategy – continue to develop this type of content, involve even more employees, and expand the use of video format to achieve even greater engagement and organic reach.
If you want to effectively improve your company’s organic reach with authentic and personal content, contact us today!