Free Ways to Increase Engagement & Reach on Social Media
- The Digital Perch
- Oct 15
- 9 min read
These days (and increasingly so), social media algorithms across the board are making you "pay to play" to get seen online. Cue eye roll. And Facebook is the poster child to this problem.
Posting regularly is not a social media strategy. Just because you build it (no matter how good you think it is), doesn't mean they will come, they will see it, or they will engage with it.
In fact:
less than 10% of your FOLLOWERS may even see your post.
the majority of social media users today are consider "lurkers" - they scroll and consume, but don't engage.
It’s the ultimate catch-22, isn’t it? Algorithms are basically like, “You need more engagement to get your posts seen,” which feels as frustrating as being told, “You need more experience to get this job,” when you’re just starting out. Algorithms want results before they give you visibility, and honestly, it’s enough to make anyone want to throw their phone across the room. Okay, rant over—let’s get back to cracking the code.
First, we need to define what the majority of social media algorithms actually mean by "engagement."
Defining Engagement on Social Media
What are they really looking for? The answer is NOT "likes"/reactions. Sure, those can help you get more reach. But what they really want to see is:
COMMENTS & SHARES.
Why? Because the majority of social media users are simply "lurkers," when they choose to take action on your post by leaving a comment or sharing it to a friend, it tells algorithms, "Hey, this content must be helpful, relevant, or valuable — we should boost it to reach more people." It makes total sense when you really think about it. Online platforms across the board, from social media to Google, are prioritizing VALUE. And valuable content is helpful, quality and relevant that it naturally engages the audience.
Now the big question you came here to find out...
How do you get more people to engage with your content, without paying for an ad or boosting your posts? Here's a few free tips to start with.
Employee Advocacy
If you have any employees (or donors and volunteers if you're a nonprofit), this is a super easy tactic that will make the world of a difference. All it requires is a little bit of guidance to make it happen consistently and effectively.
Social media advocacy is being an advocate on social media for the organization you work for by engaging regularly with content.
You can ask your employees to:
FOLLOW your page(s)
Facebook
Instagram
Linkedin
“FAVORITE” your page(s)
Facebook: Click Follow > click the button again, and select Favorites > click Update
Instagram: Click Follow > click the button again, and select Add to Favorites > click Update
Linkedin: Click Follow > click Turn On for notifications
COMMENT on posts
Commenting anything, even something simple, to complement the content is great. But it's even better if they have any real experience or insights to provide based on the post content so it feels natural and looks like real engagement.
SHARE posts
Especially posts that you want to extend reach as much as possible! Sharing to their personal profile and their Stories are most helpful.
These posts may include special offers, exciting company news/updates, or general promotions about your products/services. For nonprofits, that might be donation drives, fundraisers, and volunteer needs.
SCHEDULE it out
Go to your personal phone calendar and/or work calendar.
Add a notification to remind you to engage with your social media content.
1-2 days
At a time you are usually available.
Each channel where you have an account.
Social Media Groups
Facebook and other social media "community groups" are absolute goldmines for increasing reach and engagement — when used strategically.
When you post in a group, it’s more likely to be seen by members than if you posted the same content on a business page. Plus, when members engage with your content, it can show up in their friends’ feeds, expanding your reach even further.
The key to making groups work is showing up consistently and authentically. It’s not about spamming your offers or dropping links everywhere — it’s about sparking real conversations, providing value, and building relationships. When you do that, groups become a powerful engine for both engagement and growth. And honestly? They’re one of the best ways to stand out in a crowded social media landscape.
Join Facebook groups, Reddit threads, or other online communities where your ideal audience hangs out. Share valuable insights, answer questions, and subtly direct people to your content when it’s relevant. Just make sure you’re adding value, not spamming.
Here’s why they’re so powerful:
Built-In Community Vibes
Groups are designed for connection. Unlike pages or profiles, where the communication is often one-sided, groups foster two-way (or even multi-way) conversations. People join groups because they’re looking for value, support, or answers — and when you show up with that, you’re not just building an audience, you’re creating a community. And here’s the kicker: engaged communities naturally amplify your content because they’re invested in what you’re sharing.
Algorithm Love
Social platforms prioritize content that sparks meaningful interactions. Posts in groups — especially those that drive comments, discussions, and shares — get a major algorithm boost. Facebook, for example, actively pushes group content into members’ feeds because it sees groups as hubs for authentic engagement. So, when your content gets traction in a group, it’s more likely to show up in front of more people, both inside and outside the group.
Hyper-Targeted Audiences
Groups are niche by nature. Whether it’s a group for local business owners, dog lovers, or skincare enthusiasts, the people in that group are already aligned with a specific interest or need. This means your content is landing in front of people who are primed to care about it. It’s like skipping the guesswork and going straight to the people who are most likely to engage.
Conversations That Convert
Groups are where real conversations happen. When you ask questions, share insights, or even post a poll, you’re inviting people to interact with you on a deeper level. And those interactions? They build trust. Over time, that trust translates into loyalty, referrals, and sales. People are far more likely to buy from someone they feel connected to, and groups are the perfect place to nurture that connection.
Feedback + Market Research
Groups are also incredible for gathering insights. You can ask questions, test ideas, or even get feedback on your offers. It’s like having a focus group at your fingertips. And when you use that feedback to create content or refine your strategy, you’re not just increasing engagement — you’re creating content that truly resonates.
Use Trending Audio & Formats
Platforms like Instagram and TikTok reward you for jumping on trends.
Use trending audio or formats in your Reels and Stories — it’s a quick way to get your content pushed to more people. Just make sure the trend aligns with your brand and message.
Why Trending Audio Works
Platforms prioritize content that uses popular sounds because it aligns with what users are already engaging with. When you use trending audio, your content is more likely to show up in the Reels tab, Explore page, or even on the audio’s dedicated feed. This means more eyes on your content without you having to spend a dime.
How to Find Trending Audio
Look for the little upward arrow next to a sound on Instagram Reels or TikTok — it shows when things are trending up. Ideally, you want to jump on audios that are just starting to trend (between 5k–50k uses). This sweet spot gives you a better chance of riding the wave before it becomes oversaturated.
If you’re not ready to use the audio immediately, save it! Bookmark it in your Instagram or TikTok library so you can come back to it when you’re ready to create.
Match the Audio to Your Brand
Not every trending sound will fit your vibe. The key is to choose audios that complement your niche and content style.
If you’re sharing business tips, go for calm, motivational sounds that align with your authority. Instrumental is probably ideal but may be harder to find. Just make sure if it does include words/singing, that the audio is low enough to not overpower your video.
If you’re creating something fun or lighthearted, pick upbeat, playful tracks with a strong beat.
The audio should enhance your message, not feel forced or out of place. Authenticity is everything — your audience can tell when something feels off.
Trending audio isn’t just background noise—it’s a hook. Use it strategically to grab attention and keep people watching. The goal is to create a seamless connection between the sound and your content so it feels intentional and engaging.
Sync your visuals to the beat or key moments in the audio.
Use text overlays that pop up in time with the sound (e.g., blinking or pointing to words).
Build anticipation by aligning your message with the audio’s natural flow or climax.
Keep the music subtle but present — it should enhance, not distract.
Use it On Different Formats
Reels / TikToks
Carousels
Stories
Image Posts
Engage Before & Right After Posting
Spend approximately 15 minutes engaging with your audience before you post — comment on their posts, reply to DMs, and interact with Stories.
Then, after you post, stick around another 15 minutes to reply to comments and keep the conversation going.
This signals to the algorithm that your content is worth showing to more people.
Don't forget to reply to every comment and DM! Liking their comment is good too, but replies add more "comments" to your post, increasing it's engagement and boosting reach. Taking the time to reply to comments or DMs helps build relationships, too.
Create Engaging Content
Include a CTA / Ask for Engagement
Sometimes, it’s as simple as asking. Use CTAs in captions that encourage your audience to comment or share.
The CTA you choose to drive comments should be one to drive conversation — ask an open ended question that inspires the audience to leave a comment. The CTA you choose to drive shares should guide the audience on who to share it to — influence them by giving them an example of someone that would best benefit by seeing that post.
For example: “What’s your biggest struggle with [topic] right now? Drop it in the comments!” or “Tag a friend who needs to hear this.”
Another way to do this is to share your post to trusted networks and community groups to "share the love" by engaging with your post — those who will not be turned off by you asking for support because they understand the importance (and know you will reciprocate the effort for them, as well).
If you're part of a community Discord or Slack group, this is a great place to share the posts you want the most engagement/reach on.
Create Sharable & Save-Worthy Content
Think about what your audience would want to come back to later — checklists, how-tos, or tips they can implement. Posts that get saved signal to the algorithm that your content is valuable.
Research and create posts that people want to share that are relevant to your brand or business — relatable memes, inspirational quotes, or quick tips that solve a problem. The more shareable your content, the further it travels organically.
Repurpose High-Performing Content
Look at your analytics to find posts that performed well in the past, then repurpose them. Turn a popular Instagram post into a Reel, a Reel into a carousel, or a carousel into a Story. If it worked once, it can work again.
Use Strategic Hashtags
Don’t just throw random hashtags on your posts—research ones that are specific to your niche and have a mix of high, medium, and low competition. This helps your content get discovered by the right people.
Host Giveaways or Challenges
Encourage engagement by hosting a simple giveaway or challenge.
For example, “Comment below and tag a friend for a chance to win [prize]!” or “Post your version of [challenge] and tag us to be featured!”
Post Consistently & at the Right Times
The algorithm loves consistency. Whether it’s posting three times a week or daily, stick to a rhythm that works for you. Consistency builds trust with your audience and keeps you top of mind.
Check your analytics to see when your audience is most active and post during those peak times. This increases the chances of your content being seen and engaged with right away, which helps boost its reach.
If you have a new account and don't have a lot of data to show when your audience is online the most, try posting around lunch time or in the evenings between 6-9 PM. Keep in mind, if you want people to hear your video (i.e. if you have voiceover or engaging music that adds interest to your post) then evenings are better, when your audience is more likely to view content with sound on. If you post during the day when people may be at work or busy, voiceover content should always include closed captions so people can read what you are saying even with sound off.
Tag Relevant Accounts
If your post is directly relevant or connected to another account (i.e. organization, business, person, etc) then make sure to tag them.
If the tagged account reshares your post (to feed, Stories, etc) then it can increase reach and opportunities for engagement with a new audience (non-followers).
Collaborate with Other Accounts
Partner with another creator, influencer, brand, or business that shares your target audience. Create a post or Reel together and use the co-posting / "add a collaborator" feature so it shows up on both of your profiles.
This exposes your content to their audience while building credibility.
Disclaimer: This CAN be a free method, but if you choose an influencer to collaborate with, some of them require payment or complimentary services/products in return.
Need Help with Social Media Marketing?
We get that all these tips can feel overwhelming to a small business owner trying to juggle it all — running a business, marketing it, and everything in between.
That's where we come in to help. The Digital Perch was built around being the best marketing PARTNER for business owners to not only take things like marketing off their plates, but to walk alongside them in their journey to long-term success.
Learn more about the business owners we work with and find out if you qualify to work with The Digital Perch.
