As your audience grows, your reliance on the given social platform increases. Then what do the networks do? They slowly decrease organic reach, thus increasing the necessity of paying for the same level of exposure. Put another way, the marketplace conditions are being engineered so that ad space on social networks sells itself. To get the return your brand wants requires you to pony up more and more cash.
- yet another reason to never rely on social media as your main channel for outreach to any of your customers