Ask Is social media becoming less effective for reaching new customers?

[Meridian]

Social media used to be one of the easiest ways to reach new people, but it feels harder now with so many businesses competing for attention. Algorithms also keep changing, so posts that once reached many people now reach far fewer unless money is spent on ads. Organic reach has dropped a lot in recent years, pushing more businesses toward paid promotion just to stay visible. Is social media still worth using for reaching new customers, or has its power faded?