The reach gap is real, and it is not new
Static creative has been losing reach on every major platform for roughly three years. This is not a conspiracy against brands — it is a straightforward consequence of ranking by watch time. A carousel can be judged in half a second. A fifteen-second video produces fifteen seconds of signal.
Volume is not the fix
The most common thing we see on a struggling account is more posting, not better posting. If nobody finishes the video, posting twice as many videos nobody finishes just teaches the algorithm faster that your content does not hold attention.
What to fix first, with no budget
Three things, in order. First, the hook — the first two seconds decide everything, and most brand videos spend them on a logo. Second, one idea per video; the urge to cover three points is what makes people leave. Third, subtitles, because most of your audience is watching muted.
How to know it is working
Watch-through rate and saves, before follower count. Reach follows retention, not the other way round. If your watch-through is climbing, the reach will arrive whether or not this week's numbers show it.