Social Media Impressions vs. Reach: What's More Important?

et's talk about social media metrics.


When counting engagement, there are two terms you should know: reach and impressions.


Reach is used to define who sees content. It's the total number of people who see a tweet you make, an Instagram story you post, or a Facebook event page.


Let's say you have an ad that was displayed 500 times on social media pages. If 200 people clicked on your ad, your reach would be 200.


Impressions are the total number of times social media browsers have been showed your content. Impressions are different than reach because it doesn't count people who click or engage with your content, just those who are exposed to it.


If your ad was displayed 500 times on social media, your impressions would be 500.


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Impressions vs. reach

Impressions are defined by the total number of people your content is visible to. Reach, on the other hand, refers to the number of people who choose to see your content and engage with it through likes, comments, or shares.


While both metrics are pretty similar, there are a few key patterns to note. In most cases, impressions will be higher than reach. This is because impressions count exposure, and reach counts interaction. Impressions, then, can oftentimes be close to the number of followers your accounts have.


Easy enough to understand, right? Impressions count exposure, reach counts clicks. Even though these two terms are pretty cut and dry, different social media sites have their own rules for how they count impressions and reach, and if you want to measure one over the other, it's important to know what you're looking at.


For an overview on how impressions and reach can fit into your larger social media strategy, check out our video on how to set social media goals:

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