Sooner or later, they start to fall. We're talking about reach - that is, the total number of people who viewed your post.

Competition, algorithm updates, a general decline in social media activity (for example, on weekends) - when you look at the statistics of a group or account, you immediately notice spikes due to this.

But in general, fluctuations are possible and nothing to worry about. Moreover, posts can differ from each other in the number of comments and likes by about 30%. And this only means that your account or group is "alive", without fake results.

But there are situations when coverage suddenly drops seriously and for a long time. And such a failure can have different reasons.

Non-targeted subscribers

Random people - "Friends" who are not interested in you, subscribers "for the sake of quantity," commercial accounts that are never viewed at all, abandoned pages. The algorithms see it this way: people have subscribed, i.e., they have shown interest. And now they don't show interest (they don't like, repost, save, or comment), which means it's your content. If you're making a video about nothing, we won't show it to others.

The more such subscribers you have, the more noticeable the drop in reach. Keep an eye on those who follow you and periodically clean the list of the most suspicious ones.

The same hashtags

Hashtag sheets no longer work for promotion. The social media algorithm can mistake a large number of tags for spam and remove you from the feed.

Cheating

Purchased comments and likes hurt your reach. Bots do not show any activity, and this will affect the statistics. They can even block you completely.

Useless contests and Givas

The invasion of subscribers after them is similar to looting in a regular store. There's a lot of fuss, a lot of activity, and traffic, but in the end, you only suffer losses. You don't have your target audience in the giveways, but only freeloaders who participate in all the draws indiscriminately. They fulfill the conditions of the promotion, subscribe, like, and forget about you.

Uninteresting content

The objective reason is that your subscribers don't need it. Boring texts, monotonous topics, nondescript design - all this does not evoke a response. Revise your content plan and analyze your target audience again.

Complaints about your account

Violated copyright, posted someone else's text or photo, or linked to a brand without permission. Offensive content, controversial texts, aggressive statements. All these are reasons to click the "report account" button, and the reach goes down.

Shadow ban

It cannot be detected without monitoring the coverage. A situation where the reach drops unexpectedly and very strongly. Your posts are removed from the feed, the system does not find them by hashtag. You are confused because you did not receive a warning or a ban. You can get under such an implicit blocking for using the same hashtags in more than 3 posts in a row, using more than 30 hashtags, complaints from other users, editing posts too often.