When it comes to organic reach, not a lot has changed over the past few years. The average number of people who see posts on social media that aren't backed by ad pounds is still low.

It's no secret that most social platforms operate on a pay-to-play model for brands. For example, the average reach of an organic post on a Facebook Page hovers around 5.20%. That means roughly one in every 19 fans sees the page's non-promoted content. So the easiest way to boost distribution and direct sales is to increase your ad budget.

As a result, businesses often underestimate the importance of organic marketing. But organic social is the foundation that your ad strategy rests on. Behind every successful ad campaign with high paid reach is a consistent and creative social media presence that strengthens the brand, relationships, and trust.

With ad budgets down, competition for organic reach is up. To stay on top, the best brands will be the most creative.

We could go on and on about ideas to improve your social media organic reach, but the reality is... You need to be unique, creative and engaging. This is the only way, and there's no secret potion.