Reach is Down [Here's What to Do]

What to Do When Reach is Down

Before you panic, you need to know whether it’s:

• A you problem (content needs a refresh)

• A them problem (algorithm changes, reach is down for others too)

• Just part of the game (seasonal dip, but no big deal)

Your Diagnostic Checklist

1. Algorithm Change or Content Quality Issue?
   Are the algorithms changing or does your content feel stale?
   

   1. Check creator forums. Are other creators experiencing similar drops?

   2. Review platform announcements for algorithm updates.

   3. Compare your recent content to your past high-performers.

   4. Look for format changes the platform is pushing (e.g., IG is pushing carousels right now).

2. Seasonal Fluctuation or Long-Term Trend?
   Is this dip in reach standard based on what you’ve seen in the past, or is your content reach going down month over month?
   

   1. Pull up your analytics from this time last year.

   2. Identify if certain months consistently underperform.

   3. It could be a standard fluctuation or it could be a long-term issue (which we can solve).

3. Platform Saturation or Audience Fatigue?
   Is your niche becoming saturated or does your content need something new to re-engage your current audience?
   

   1. Are a lot of creators starting to create the type of content you create?

   2. Are you posting the same time of content repeatedly?

   3. When was the last time you tried something genuinely new?

Be Honest with Yourself

We can’t change the algorithm.

But we can change our content.

If your content hasn’t performed in a while, and reach is continuing to dip, there’s a good change it just needs a refresh (easy fix).

If your content has performed, but it’s taking a slight dip for a short period of time, there’s a good change it’s just an algorithm change or seasonal dip (no biggie).

But to find the root cause, you’ve got to be honest with yourself.

That’s the only way to adapt and continue to grow.

How to Revive Your Reach

There isn’t a guaranteed way to bring your reach back.

But here’s a quick to-do list to give a try:

• Look at your top-performing content. Can you create more of that?

• Repost your top-performing content. Yep—download the exact video and repost it. It works.

• Look at the viewer retention on the first 5 seconds of the video. If it’s less than 50%, your hook is likely the issue.

• Scroll a little bit on the explore feed. What content formats are doing well? (e.g., carousels on IG, longer videos on TikTok). Create that format of content.

• Use the platform’s features. Go live. Post a story with a poll.

• Experiment with different thumbnails. This is mostly relevant for YouTube.

If you need someone to look at your content and help you figure out where to adapt, join Creator Studio (it’s free). There’s a ton of creators in there sharing knowledge.

When to Pivot vs. Persist

Not every dip in reach requires a complete overhaul. Here’s how to decide:

Pivot When:

• Your niche has fundamentally shifted.

• Platform changes make your content obsolete.

• You’ve genuinely lost passion for what you’re creating.

• Multiple income streams have failed.

Persist When:

• It seems like algorithm updates are impacting you.

• Your core audience remains engaged.

• You still enjoy creating the content.

• Your income is down but not gone.

Things to Remember

• Don’t panic. This happens all the time.

• Every creator faces these valleys.

• Reach will go up and down. It’s normal.

• Your worth isn’t tied to view counts.

• How you respond is most important.

• Historically, reach tends to come back up.

Quick Links

🎥 How to build a content strategy that works.

📚 Storytelling hooks to try in your videos.

👀 YouTube changing how it integrates ads.

This Week in Creator Studio

This Thursday at 1 PM PT (4 PM ET) we’re interviewing Edmund Tian—a creator known for his engaging edits.

He’ll be joining us for a conversation around how to improve your editing, make your content more engaging, and create content that wins in the algorithm.

See ya next week,

Karat