High coverage is the dream of any administrator.

The coverage scheme in social networks has changed a lot. It  changed everywhere, except, apparently, on Twitter.

How has content been distributed before?

Previously, reposts were a major factor in the spread and coverage. The more people reposted, the more coverage you get. In fact, people acted as a recommendation system. If I share something, all my friends will see it.

What now?

Social networks have taken away the function of recommendations from people. It turned out that not all people who are friends with each other are interested in the same thing. Masha reposted on her wall cuts and sewing, Dima’s coronavirus, I’m curious about cyberpunk – we have nothing in common, except that twenty years ago we accidentally got into the first A class of school.

It is logical that in such realities of the social network took away the advisory functions for themselves, so the recommendations of conditional friends – mostly thrash. Now there is no such thing as “I do repost – my friends will see”. Will not see! Reposts now bring almost nothing. If you stay in the “more reposts – the more subscribers” paradigm – break it, it no longer works.

How are coverage now calculated?

The main factor is engagement. Repost is also considered an engagement, but far from decisive. Posts that do not have repost at all can garner tens or even hundreds of thousands of free religious coverage. Social networks publish it if the post is read, well-liked and commented. So the main task of an administrator is to increase engagement (any!)

P.S. Repost coverage is now 4-5 times lower than regular post coverage. And often no one sees them at all. Reach now works differently, you can tell it to clients who are still praying for reposts