I get asked every few months why organic reach “collapsed.” In almost every case, reach didn’t collapse — it normalized after an unsustainable early spike that got mistaken for a baseline.
The metric trap
Reach is a distribution metric, not an engagement metric. Optimizing content purely for reach produces content that’s broadly seen and quickly forgotten.
What I track instead now
Saves and shares per 1,000 impressions, not raw reach. It’s a noisier number but a far better predictor of whether the content built any actual brand equity.