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    Reach vs. impressions: What’s the difference?

    Are you working towards building brand awareness? Have you done what seems like everything possible to grow and influence your audience using a wide variety of digital marketing services and tools? If these explanations resonate with you, it’s critical for you to better understand the difference between reach vs. impressions. Since each metric requires a different strategic approach, accurately measuring these metrics will help you to find areas to increase your efforts without wasting time and money. 

    Reach vs. impressions: What’s the difference? 

    In terms of digital marketing, “reach” refers to the total number of people who see your content, whereas, “impressions” refers to the number of times your content is displayed, no matter if it was clicked or not. This is a metric primarily that’s used in social media marketing and pay-per-click advertising.

    Since every social media follower can’t see all of the posts that you publish organically, if your goal is to increase engagement on a particular platform to ensure content is delivered to your target audience, reach and impressions are great analytics to examine.

    Let’s dig a bit deeper

    There are many similarities between reach and impressions, however, there are some underlying differences as well. Let’s use an example to further your understanding. If your company has 1000 followers on Instagram and you publish a post, if every one of your followers sees that post, you have a reach of 1000 users—along with 1000 impressions. However, if you update your post and all of your followers, once again, see your post, your reach doesn’t change, but you now have 2000 impressions. This is partly why you may notice that your impressions can be higher than your follower count.

    Learning more about engagement

    Building brand awareness is about getting your message to the right people. This can be done by improving your reach and impressions. To ensure that you get the most out of each social platform and ad campaign, you will want to analyze the metrics offered by each network. While it would take many pages to break down the process for each social media platform, for this blog, we will focus on Facebook.

    On Facebook, reach falls into three different categories:

    • Organic: The number of unique people who see your content in their news feed.
    • Paid: The number of unique people who see your paid content (ex. Facebook Ad).
    • Viral: The number of unique people who see your post or page mentioned in a story published by a friend. These stories include actions such as liking, sharing, or commenting.

    Similar to reach, Facebook impressions are also split into the same three different categories:

    • Organic: The number of times your content was displayed on someone’s news feed.
    • Paid: The number of times your paid content was displayed.
    • Viral: The number of times content associated with your page was displayed in a story published by a friend.

    A great understanding of building brand awareness must be before engagement, reach, and impressions can drive your target audience to take action. If you’re ready to get your social media marketing and pay-per-click marketing on track, please contact Trek Marketing’s Sales Team to get started.

    What did you find most interesting about the above blog? Drop a comment below to share with our readers.

    What social media platform is best for marketing a business?

    With so many social media platforms to choose from, it’s easy for a first-time business owner or an entrepreneur looking to expand their networks to be overwhelmed by choice. Needless to say, if you don’t want to drown in the responsibilities of meeting each channel’s demands, it’s important to take a step back and evaluate how you will manage your social media strategy altogether. So, before you become too overwhelmed, it’s time for you to narrow in on the channels that will help you connect better with your audience and boost your brand awareness. 

    How to choose the best social media platforms for your business

    Social media marketing is an artform where businesses decide which platform(s) best fit their brand. For starters, there are a few things you should ask yourself:

    • Am I a business-to-business (B2B) or a business-to-consumer (B2C) company?
    • Who’s my ideal customer/target market?
    • What’s my goal with social media marketing? Some goal examples could be to sell, connect, or build brand awareness.
    • Will I handle posting content and answering questions or will I hire a social media management company to do it for me?

    Since there’s no single platform that will work for every business, it’s important to take the time to explore popular social channels to see their potential for brand development and marketing. 

    Here’s a list of the top social media outlets for business:

    • Facebook
    • Twitter
    • Instagram
    • LinkedIn
    • Snapchat
    • Pinterest
    • TikTok

    Unless you have extra staff that can help you out or a social media management company assisting you in producing content for all of the above channels, it’s pretty much impossible to be proficient in all of them, especially when conducting other business affairs. This is why you should start by picking a couple based on where you’re most likely to find your audience and build your presence there before moving onto the next platform. 

    How to measure the success of your social campaigns?

    Great! You’ve narrowed down a couple of social platforms and are ready to launch some campaigns. While you may be full of fantastic ideas to spread the word about your brand and create some traction within your industry, once those campaigns are out in the world, the next step is tracking your progress and evaluating what to do next. 

    Thankfully, most social media platforms possess free, easy-to-use tools that can help you to successfully measure the metrics of your social efforts. This will include elements like reach, clicks, reactions, shares, comments, sales, and even elements like the gender, age range, and interest in which type of demographics. While many businesses focus on sales as their primary measure of success, you must look at everything that you’re building and how things are steadily progressing. 

    Do you need any help exploring your target market, selecting the right platforms, or measuring the success of your campaigns? Reach out to our team for more information on our social media management company service. 

    Do you have any questions that weren’t answered in the blog submission above? Please drop a comment below to share with our readers.